The average human takes just 7 seconds to form a first impression. In business, a second chance is never guaranteed so it’s vital to impress customers and prospective clients from the outset. Consumers are more interested in the brands they buy from than ever before thanks to the popularity and availability of reviews and trends such as conscious consumerism. For businesses, it’s essential to create the right impression and trigger positive reactions and perceptions. In this guide, we’ll outline ways to showcase your company in its best light and form strong customer connections.
Image source: https://www.pexels.com/photo/close-up-photo-of-people-shaking-hands-8112172/
External aesthetics
If you run a business that welcomes customers to commercial premises or venues, or you meet with clients at an office or central base or hub, it’s crucial to consider the impact of external aesthetics. A shop front, reception area, restaurant facade or parking lot can influence prospective clients and make them pass judgment within seconds. While smart, inviting, intriguing premises can leave people wanting to find out more and trigger positive responses and feelings, dirty, drab, uninviting, dated buildings can have the opposite effect. The look of a building, a shop window or an office entrance can influence the impressions a customer has of a brand or business long before they meet employees or browse products. They may start to question everything from reliability and professionalism to quality and hygiene simply by seeing a damaged sign, an uninspiring window display, a poorly maintained garden or a broken front door.
To create the right impression, take a walk in your customer’s shoes and inspect the outside of your business premises. Note down issues that need addressing and make an effort to enhance the look of the building and encourage prospective clients or shoppers to come in and have a look around, call or check out your website. You want people who see your store or spot your sign to form positive associations that match your brand messaging and company ethos.
Employee-customer interactions
For many people, talking to or spending time with employees is the first interaction with a business. Your team can make or break you in terms of getting off on the right foot, building relationships, converting leads and laying the foundations for repeat visits, bookings or purchases. If a customer is happy with the service they receive, they will be more likely to come back again and recommend the business to others. If they feel like the staff is rude, employees look scruffy or they don’t make an effort to engage, this could put them off buying products or services. They may also share their experience with others.
As a business owner, it’s beneficial to ensure that your team is a force for good when it comes to interacting with clients and creating and converting leads. Implement customer service policies and guidelines, provide training and create a culture that champions communication and encourages engagement. Look for candidates who share your values when recruiting.
Company cars and uniform
If you provide company cars for your employees, it’s important to understand the impact of bad driving and turning up to a meeting or an event in a dirty, poorly maintained vehicle. You want your company cars and the employees that use them to represent your business positively. Buy or hire cars in good condition, keep up to date with servicing and maintenance and consider buying a car warranty. Encourage safe, careful driving at all times and ensure that your employees know that every time they are in the car, they are carrying the flag for your business. It’s also beneficial to establish a dress code if your team interacts with clients or comes into contact with prospective customers. Uniforms create a professional image and they can also set your company apart from competitors.
Corporate social responsibility and brand values
Consumers are interested in the brands they buy from and what they stand for. People want to buy high-quality goods at competitive prices, but they’re also eager to choose brands that have a positive image and contribute to good causes or communities. More than 80% of customers prefer to buy from brands that share their values. Think about what matters most to you, your employees and your clients and invest in corporate social responsibility. Choose causes or initiatives that complement your values and company culture and encourage employees and customers to get involved. Share updates, ask for feedback and ideas and look for ways you can make a difference on a local, national or global scale.
Customer service
Customer service is one of the most critical elements of the user experience. Poor customer service is the most common reason people leave negative reviews. If the service is bad, it tarnishes the entire experience. If you’ve been to a restaurant, for example, you may leave negative feedback if the service was terrible even if the food was superb. The same rules apply to long waiting times for telephone support or coming into contact with rude, disinterested employees at a store, hotel or medical or dental practice.
To boost customer service ratings and ensure clients enjoy a positive experience, it’s incredibly beneficial to provide training for employees, particularly those who interact with customers directly. It’s also helpful to introduce protocols and guidelines and to organize regular meetings to check in with staff and make sure they understand what is expected of them. Engaging with strangers doesn’t come naturally to everyone and some employees may need a little extra guidance and support to build their confidence.
Image credit: https://www.pexels.com/photo/photo-of-woman-taking-order-from-a-customer-3801701/
It takes seconds to form a first impression. If you run a business and you’re trying to attract customers or make sales, you may not get a second chance if the first meeting or interaction doesn’t go to plan. Aim to impress from the outset. Inspect buildings and business premises and try to enhance external aesthetics. Provide employee training, implement a dress code and choose smart, well-maintained company cars. Encourage engagement between staff and customers and champion customer service. Think about corporate social responsibility and support causes that align with your company culture and values. Involve your employees and customers and share news and updates.