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First Impressions

Posted by Becky Carroll on April 22nd, 2009

This past weekend, we decided to go wine tasting in a small area of Southern California called Temecula. It was our first time out there, and we were hoping to find some good local wineries that we could support. We started with two wineries, where we paid for our tastings as we came in the door and headed for the tasting counter. After experiencing mediocre wines with high prices, we decided to try a smaller winery.

How NOT to Reach Out to Prospects

This winery was slightly off the main thoroughfare at the end of a dusty road. The building looked quaint, and we were hopeful we would find something more down-to-earth (and reasonably priced). We walked around the building on the wooden porch and came to this sign: “START Your Tasting Adventure at The Register. Thank You!”

We almost turned around and left! We knew that we needed to pay for the tastings, but to have that sign as the first thing we saw was a little off-putting. How about “We are glad you are here; come on in!” Or “Start your tasting adventure through this door”. Hitting us over the head with a request for money was NOT welcoming.

Why would they use signage like this? Well, the winery also had a restaurant on the property, so perhaps they were trying to let foodies know they needed to go across the parking lot to eat. Or perhaps they have had prospective wine tasters skip the register and go straight to the tasting bar, only to have to send them back to the till to pay up. Either way, there are several other ways they could have handled this to leave a better first impression with visitors. (Ideas for improvement? Share them below in the comments.)

Welcoming Customers

Many businesses have started to understand that the customer welcome is important. We had a favorite sushi place where we used to live, and as we would come in the door, the sushi chefs would shout out a welcome to us in Japanese. This was fun, as we were regulars and they knew us. I am also a regular at my local bank, and the entire branch, it seems, shouts out a hello when a customer comes in the door. For some reason, this doesn’t feel as sincere; it feels like they are checking off a box on their list of “how to greet a customer.” Retail clothing stores such as Coldwater Creek and White House Black Market have someone near the door to welcome customers and help point them in the right direction (so does Walmart).

If at first you don’t succeed…

… you might not get a second chance. Customers ROCK! companies look closely at how prospects first see their business.

- For a retailer, the first impression might be as they walk by or in the door. Is the person there truly happy to see them? Or are they just checking off their tasks and biding their time until the lunch break?

- For an online business, the first impression is the website, which could also be a social media site or blog. Is it clear what a prospect should do first? Or does a first-timer have to slice through a jungle of words and pictures to make headway towards their task?

- For a commercial business, first impressions are often a rep making a sales call. Does the sales rep seem to understand the burning issues for their business? Or are they just interested in pushing their products and services?

(Although I like to be positive here on this blog, I just need to share a tiny rant about Twitter and first impressions. There is a feature where you can “follow”, or subscribe to someone, and they can decide whether to follow you back. Some people and businesses have set up an automatic reply to a new follower, and most times it is a sales message (try our mattresses, check out our store, please join my Facebook page, etc). I firmly believe this is the wrong approach! A new prospect/follower has not had the chance to get to know you yet; don’t try to go for the close. Allow a relationship to develop first. OK, end of rant.

Take the Customer’s Perspective

If you aren’t sure what your organizations “first impression” looks like, go get a mirror and find out. It is hard to do this when you see the front door everyday, so many companies use someone new to their organization, or hire an outside “mystery shopper” to review the customer experience for them. Here are the areas to review:

- Your “front door”, whether it be a physical door/entry or a website. What does it say to visitors? What does it say to those who have been there before?

- Your “greeter” (usually a physical person, although some web sites have these).

- Your “action” - what do you want them to do next? Make it clear, and give guidance if needed.

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