What’s so important about making a great ‘first impression’?
Paul Laville, Director at T21 Group, explains to IER about an interesting encounter, of which prompted him to highlight the topic of ‘first impressions’, and that all too familiar retail greeting we have all experienced and still continue to do so.
“A few months back I was at an industry shindig and a guy I’d never met before, upon learning that I was involved ‘in training’, grabbed a pen off a nearby table and asked me to sell it to him. I promptly snapped the pen in half and told him he needed a new one. Thankfully I had many he could buy, any colour, shape or size he wanted. The same guy then asked me how I would advise people on making a good first impression”.
My reply was “not to do what you just did”.
“Okay, so he’d sunk a few glasses of free champagne but my opinion on the guy hasn’t changed – although I guess he has given me a lead into this article, which is useful because “First Impressions” is exactly what I wanted to write about”.
“Ever since my first induction training (for a Saturday job in a big DIY chain back in the late 80s), I’ve been told that it is of the utmost importance to make a lasting, positive first impression on your customers when they walk in through the door. I don’t disagree with this. It’s one of those underlying Universal Truths of Selling that remains thoroughly undisputed”.
“What is often disputed however, is what you should say to customers when you first approach them”.
“Generally there’s acknowledgment within the retail industry that one thing you categorically shouldn’t say to customers is “How can I help you?” or variations thereof. And yet – because this is the kind of thing that keeps me awake at night – whenever I walk into a shop the one thing I’m constantly asked when approached by sales staff is “How can I help you?”.
“I’ve had retail owners and managers tear their hair out in front of me. “Please tell the guys to say anything other than ‘Can I [expletive] help you’” they cry. So in training, we’d probably workshop a few ideas just to get people thinking about some alternatives, but I can guarantee that most will quickly revert back”.
“The amazing thing about this is, it doesn’t matter. It honestly makes no difference. Customers will still buy from sales staff regardless of what they say in that initial approach. Within reason, obviously”.
“What does matter, is how you approach people and how you say whatever you’re going to say to open up a dialogue. How you look, how you feel, how you express yourself, your tone of voice and your body language particularly, even the direction from which you approach your customers are what really makes or breaks that first impression”.
Direction? Really?
“Oh yes. I’ve seen people jump out of their skins when being ‘pounced upon’ by someone creeping up from behind them. It’s a very predatory gesture, doing that. So walking up to your customers in line of sight, with a beaming smile – though not a scary smile – is always best”.
“When it comes to body language, you’ll probably have heard to keep your hands out of your pockets and not to fold your arms. If you have, then I will reinforce the fact that this is all true. It’s all about projecting an air of professional warmth, courtesy and approachability which also needs to be matched by your tone of voice”.
“I’ve met a lot of salespeople over the years and I’ve seen many driven to states of extreme dread, dwelling on what they can say instead of “How can I help you?”. So my advice is to say whatever you are comfortable with and do so in a friendly, professional and courteous manner. If you’ve had a long, stressful day, be aware that there’s a danger your tiredness can make you sound abrupt, so it’s never a bad idea to freshen up and get your head together before heading back out onto the shop floor. As long as you’re dressed appropriately and you don’t smell bad, and your manner is non-threatening or, equally, radiating anxiety because you’re wondering what to say instead of “How can I help you?”, then you’ll be great”.
“Just be friendly, professional and approachable and your first impression will always be one that people will remember for all the right reasons”.
For more informative support, contact,
Paul Laville, Director | T21 Group – T | 07913 957875 – E | plaville@t21group.com
