You Never Get a Second Chance to Make a First Impression

All great business is based on friendship.

—J.C. Penney,
businessman

The success of every business depends on its ability to form strong relationships with customers. Salespeople, especially, must learn to build relationships if they want to get new customers and keep the ones they have. Because becoming a successful salesperson depends on earning the trust and respect of potential buyers, this is a process that must be continually practiced. You're not only selling your product, you're selling yourself.

First impressions can help you build the kinds of relationships you need to build your business. Here are six keys to help you sell yourself to customers and make a powerful first impression:

1. Begin on a high note. All emotions are catching. If you walk into a meeting and you are in a bad mood, depressed, anxious, or exhausted— and you show it—your prospective customer will slide right down to your level. On the other hand, if you are upbeat and enthusiastic, your customer will want to ride that wave along with you. It's especially important that you be in an upbeat mood the first time you meet someone. A prospect who is having a hard day doesn't want to know that you feel that way too. He wants to feel that your visit with him is a high spot in your day, and that you've been looking forward to meeting him.

   There are times when, for whatever reason, you're not really looking forward to meeting a new prospect. You may have to psyche yourself up, pump up the adrenaline, and make that call as if it was your best day ever; in other words, "fake it to make it."

2. The eyes have it. Twelve years ago, when I was about to go into business for myself, I asked a good friend if he had any advice. His simple words of wisdom? "Make eye contact." There's no substitute for looking a person in the eye, smiling sincerely, and saying, "Hey, it's nice to meet you." When you're making a sales presentation, or any time that you're making an important point, be sure to look right into the eyes of the other person. If you're explaining the benefits of your product to a prospect while you're looking down at the floor or over your shoulder, your words may be telling the prospect one thing, but your eyes will communicate a lack of confidence.

3. Have a firm grip. A handshake is second only to eye contact in conveying or betraying an air of confidence. It may be a clich to recommend a firm handshake, but many a good impression has been ruined by an ineffectual handshake or one that is overly vigorous. The physical contact of the two hands meeting gives you an unparalleled degree of bonding. But you've got to do it right, you've got to practice. Extend your arm early as a display of eagerness and friendliness to break the ice. Concentrate on allowing your hands to grasp fully and firmly, and adjust your grip to the other person's, making sure it is equally firm.

4. Have some questions ready. The way to get those potentially awkward first few moments flowing is to go in prepared with several opening questions. Asking questions provokes conversation and immediately creates a more relaxed environment. These are simple, general questions used to engage a prospect. If you meet a prospect who doesn't know you or your company, try to get the person talking while you spend your time listening. Ask them questions like "What have you heard about me or my company?" "What are your perceptions?" "What do you think is good about my company and what do you think is bad?" When you get their information, you can support the correct perceptions and correct the wrong ones.

5. To serve, not to sell. Whenever you go in to see a client, but especially when you meet someone for the first time, you have to go in wearing your problem-solving hat. Your objective is to help this prospect find solutions and to increase his business and his profits. If you're going in with the purpose of pushing your product, you're going to have to work very, very hard to make that sale. You might not have solutions at the tip of your fingers at the first meeting, but the prospect needs to know that you've got his problems and concerns firmly in your mind, and that you can come back with ways you (and your product or service) might be able to help.

6. Lighten up. Over the years, the sales profession has earned itself a shady reputation. Although most salespeople are honest and hardworking, customers are understandably guarded when dealing with people they don't know. Customers erect a wall of caution. One of the best ways to break through that wall is with humor. I learned this years ago when I started cold calling door-to-door. There was often a sign on the door that said, "No Soliciting." I would walk in and tell the receptionist, "Hi. I'm with Non Soliciting Incorporated. I wonder if I could speak to the person in charge of buying signs." Once I got the receptionist to smile, I could go on to say, "I wonder if you could help me out..." Most of the time, the answer would then be, "Yes."

   If I had gone in instantly pitching myself and my product, I probably would have been shown the door instead of a friendly face. I once read a saying on the bottom of a shampoo bottle, of all places, that said, "Those who blow their own horn never play a good tune." If you're meeting someone for the first time and you talk about yourself the whole time, what impression are you making? We usually think that to make a good impression we've got to immediately let people know how good we are. But a good impression is more often made by making the other person feel comfortable, recognized, and important. Let them know you're serious about your profession, but that you don't take yourself so seriously.