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Get on the front foot with your clients

First impressions do count so make it a good one - Tessa Hood

We have between 5 and 15 seconds to make a first impression. I know that, you know that, it’s been written about, talked about and banged on about ad infinitum since the early days of image consultancy - but, if you’ll forgive me, I’m going (as my grandmother would say) to teach you to suck eggs, and underline again how unbelievably important it is, especially when you are a new or emerging business to show your very best face to your marketplace and never be turned away because people don’t recognise your potential value at first impression.

I can’t underline enough that people, like it or not will make an emotional decision to ‘buy’ you (or not) based pretty much on their first impressions of you, your likeability, and their instinctive feelings about you. Once accepted on the face of it, you can then build further on that cornerstone and add the layers of interpersonal qualities, of expertise, and delivery that are part of your brand and that any sensible (remarkable) business
relationship requires.

You ARE your business, and any employees (including freelancers) that you have working with you are representing you, the boss, as well as your company and you must be convinced that they are making the right impression not only when you’re there to check on day-to-day behaviours, but when
they’re in the field and selling your goods and services outside of your daily reach.

Of course it isn’t only what you look like that is being judged, but your voice (pitch, pace, clarity, volume, tone, accent), your direct but respectful eye contact and your handshake - no limp wet lilies please or bone crunching grips, these last few factors make up 38% of your first impression so are high on the list of important issues.

Now, your overall appearance is said to represent 55% of everyone’s first impression of you, so make it wonderful! If you are a woman reading this, then ensure a little make-up is applied (stats show that you have a greater chance of securing good relationships in business when you use some make-up- a minimum of a little blusher, mascara and light lipstick).

As a man if your shirt collars are curly, ties too long or hanging at half-mast, cuffs frayed, suits shiny, shoes needing a buff-up. I don’t need to go any further with this. Looking a mess isn’t going to convince people of your professionalism, no matter what business you are in.

If you are in a trade, a clean, smart, branded uniform/overalls is going to look a whole lot better than a shabby suit in all instances.

A great example of this is Pimlico Plumbers whose staff at all times wear smart overalls, carry quality collateral and who run a fleet of ultra-clean, undamaged vans. They show that they are proud of their business and from the very first meeting want you to know who they are and that they can be relied upon at all times.

What is interesting in this example is that ‘PP’ are definitely not the cheapest, but the integrity they show through their presentation underlines the fact that they CAN do what it says on the tin and do it well, and for this peace of mind, people will pay more for their perceived reliability. This is absolutely what you should be doing for your own newly emergent brand.

“All right, so how can I make a good impression?” is probably the next question on your list. Firstly, being current is an important part of having a good professional image. This doesn’t mean that you have to be a fashion victim, far from it; an over-trendy appearance won’t give an impression of a sharp mind, but then neither will a dated dress-sense.

If you wear clothes that show you are really aware of the economic and social climate and the job to be done, you will be seen as in tune with modern trends both in business and in your personal life. Again, it is the perception of you by others and your appropriateness to your particular industry that will effectively build your own personal brand, it is NOT about what you think, but what others think about you.

You now have only 7% left for your actual message, so make sure it has a great ‘dazzle factor’!

May I suggest that you really start to build your brand through the first impressions of everyone in your business.

Consider yourself and your people as ‘products’ that they are there to be bought and market your business in an authentic and remarkable way that will get you noticed and considered valuable. Develop your own personal ‘marketing campaign’ and set your goals to your big picture vision. Go on I dare you! ●

 

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