We DO Judge a Book by its Cover

Ah, the old adage, don’t judge a book by its cover. But, in fact, in reality we do judge everything by its outward appearance.

Your clothes set the stage. Your words set the tone. And your actions set everything else in motion. If you’re looking to impress, don’t compromise on what you wear, the words and the tone you use, and especially in your actions. First impressions speak volumes about what will happen next.

Impressions are formed from your appearance, your voice and choice of words left on a voice mailbox, as well as your actions made with new clients, employees or colleagues.

Your business is judged on how your employees answer the telephone, how they accommodate your clients, how they dress, and most importantly, how they represent you. Additionally, your business is judged on how your materials look, from the logo to your printed materials, website and complimentary company gifts.

It has been said that 90% of people form an opinion within 10 to 40 seconds upon meeting you or viewing your materials. Once people draw conclusions, they are reluctant to change their minds, and negative first impressions may be formed quicker and are harder to overcome.

An effective first impression must also be communicated within your company materials. Design and usability DO matter. It’s a relatively simple rule . . . you rarely get more than one chance to capture and hold the first-time customer. In this day and age of brand oversupply and impression overload, that first impression counts. It creates an instinctive aura by which we judge the brand and how we evaluate its relevance to us as consumers. Consider it a pheromone radiating a hidden aura of attraction and goodwill. It also establishes an early warning system for the future. Is this a brand that I would want to revisit and buy again another time? Does this professional have the credentials that I am looking for? Do they in fact have the experience needed to take care of me? The old “trial versus repeat” battleground. Incidentally, the Gartner research firm advises that a 5% increase in customer retention results in a whopping 60% increase in profitability over a five-year timeframe.

First impressions are not all “touch” in the pure physical sense. They’re more than a bad experience or transaction with the salesclerk at the checkout line. Impressions are formed in a myriad number of ways, from a telephone greeting to email response time; from lobby décor to employee dress code; from CEO personality to media message. For your firm, it may be advertising that reeks of mediocrity and inconsistency resulting in loss of interest. Is this what you intended? Did you compromise your brand because of a small marketing budget?

Marketers are finally waking up to the fact that a good first impression is in many ways tied to exemplary customer service, which in turn, contributes mightily to brand loyalty and customer retention. Many customers are now looking to various technology platforms to address the problem. Unfortunately, that solution cannot be dismissed lightly. Most of us today are spoiled by the instantaneous information that the world wide web provides. Thus, when calling on a new vendor, we expect them to know everything or “find it out on their own”, rather than waste time repeating tiresome information, such as what we do or where we are located.

Regardless of the superior levels technology has achieved, customer service will never replace the impressions of human contact. Technology may in fact frustrate us, if and when it fails, but it is you and your staff that will have the opportunity to save the day.

My advice, you ask? Concentrate on your most valuable assets: YOU, your employees and your marketing pieces. For YOU, it is first impressions. For your employees, it is selective hiring, training, coaching, and accountability. Your marketing should be a direct reflection of you and your culture without words.