As luck would have it, I found myself shopping for three new cars this year. My daughter’s car was in fine shape until the engine died! My wife and I tend to keep cars for a very long time. Generally a good thing except when both need to be replaced at the same time.
Obviously I ended up meeting quite a few automotive sales associates! First impressions began the moment I made contact on the phone. The impressions I had ranged from “old and tired” to “under informed and enthusiastic”. Upon visiting the dealerships, the physical appearance, arrangement of cars and “staging” of the unit I was interested in, all helped build my first impression.
Since I was comparing identical cars at very similar costs, first impression actually was the deciding factor in making a purchase.
What first impression do you make? Are you properly dressed for business or have you taken business casual too far? If contact is phone or email, do you offer an option of meeting at the client’s convenience? If you give the client a “gift” is it well chosen, high quality and likely to be appreciated, or a more generic low cost promo item you got a closeout deal on?
Will your (potential) client have a professional impression of you or see you as a source (peddler) for stuff with an imprint rather than someone able to help them build their business?
First impressions many times are revealing of what the relationship will likely be. While it could be that a first impression is artificial and only being displayed to dupe a customer into doing business - that is rarely what would be found in the promotional products media business. Our desire for long term repeating business requires us to be candid, honest, reliable and professional. Crafting a first impression to exemplify these attributes will be rewarded with solid business.
Have you received awards or recognition? Noting that on web pages or printed info sheets is a great way to build a first impression. Reviews and recommendations from other clients are pure gold as well. Making first contact at charity or civic gatherings is an instant “first impression” power play!
A word of caution is to stay away from humor, political comments, religious opinions, references to gender, climate, capital punishment, drugs and every other subject that could interfere with the first impression. Once a relationship exists and you know the person better, you will know what will improve or damage it.
Business etiquette is always worth practicing. It is one of the best ways to show respect for a client and make them feel appreciated. Simple things that the informality of internet communications has eroded, will work to your benefit if you put them back into your conversations. At the start, always ask if it is a good time to have a short conversation. Addressing the potential client as “Mr. Jones” or “Ms. Smith” unless and until invited to use first names, will impress.
The feedback I get from a few people at the top of the promo industry success lader is that doing a little research about potential clients before the first meeting is a guaranteed way of making a good impression. I have recommended this for many years and was happy to have agreement from these industry pros. Being able to discuss the potential client's business shows interest and commitment. It also may provide an opportunity to complement the prospect if you find activities, awards or other recognition they received.
The Internet makes doing research easy and quick so it generally is not a big project. By way of demonstration, I decided to research a local insurance broker/agent that I saw a banner ad for. Within 3 minutes I found that they were celebrating their 60th year in business, expanded their hours of operation to include 4 hours on Saturday, hired a new office manager and two additional licensed sales agents. This information could certainly help me set an appointment and have info left over to discuss when I sat down with them. I could even ask for the new office manager by name when I made an initial phone call.
You never know what might be learned by simply checking on easily available information.
“Congratulations on 60 years in business” will certainly make a better first impression than “I have a good discount on blue mugs”.
Gregg Emmer managed Kaeser & Blair’s marketing, catalog publishing and vendor relations for more than 30 years. Prior to arriving at K&B in 1991 he owned and operated a graphic communication company featuring promotional products and full service printing. Today Emmer’s consulting work provides marketing, public relations and business planning consulting to a wide range of businesses including promotional industry suppliers, venture capital and market research companies. If you are interested in growing your business (or privately commenting on articles) contact Gregg at gregg.promopro@gmail.com.