In Business, First Impressions STILL Count

When it comes to meeting people, we have all heard of the saying “Don’t judge a book by the cover”, and we all know it to be true. How many of us became friends with someone at school, college or the workplace who, when we first met, we did not like? However, once we got to know them through one means or another, we clicked and found them to be very different to what we originally thought. 

This is the problem though with “don’t judge a book by the cover” – it actually goes against human nature. We all do it. All of the time. How often have you judged someone just by looking at their photograph?

In fact, it is estimated that, on average, most people begin to form a positive or negative impression of someone within the first 1-7 seconds of meeting them.

The reason why this is important is that in business, first impressions STILL count. 

When I moved into business training over 13 years ago, one of the first mantras that I picked up and which stuck was this: “In business, there is no second chance to create a first impression.”

Which means, if it is a negative one, it sticks! Because you client or customer simply moves on. 

That should resonate with most of you.

However, we have moved into a time when authenticity, being real and psychological safety are all now very important at work. And, at work, I am fully behind and supportive of this, as are most people. Hopefully.

But when it comes to dealing with customers and clients, or when you are interviewing for a job, it is a different story, because there is usually no second chance if you get it wrong. Meaning, as I have said, first impressions still count.

So here are some tips when it comes to giving a positive first impression. Take from it what you will:

1. Start with how you are dressed. Is it appropriate for the meeting? This does not always mean being ultra smart in a suit or dress, but equally does not mean wearing Hawaiian shirts and shorts to a meeting. (I know of two sales people in Dubai who went to a business meeting from a party dressed like that. The client was not amused, and neither was their boss!)

The older the client, customer, potential boss, the more conservative and dressier you should be, as they are likely to have old-fashioned values (yes, you can say ‘I don’t care what people think’, but do you want the business/job or not!) 

Smart casual may well be fine, but if in doubt, find out! Otherwise simply go with smart and dressy, or at least just ensure you come across as having a neat and professional appearance.

2. Be early or on time. You do actually want their business, or you want them to give you that job, so don’t keep them waiting. All you are doing is giving them a reason to filter you out. At the very least, you have now given them a negative first impression before they have even met you.

So, research your travel time, leave early and still add extra time for delays. You can use any spare time when you get there to catch up on any messages. But at least it is you waiting, not them. 

3. Communicate clearly and confidently. Greet well and be assertive. Handshakes are usually always fine, but going for a fist bump may offend someone. If you find out something culturally acceptable…still go with the handshake. In the UAE, where I lived, the local men shake hands and rub noses, but it will seem strange if you do that first time round. 

Be assertive and confident. Be polite, smile and give eye contact when you meet, and while you are speaking to them. If you are positive and friendly, it should always leave a good first impression. 

End well. Again, a handshake if it is required and an appropriate parting comment. I once had someone end a meeting with “Later” and then they walked off. It was a first for me, and took a while to work out what they meant!

4. Ask questions and listen actively. Show you are interested in them. Don’t just speak about yourself, your products or your services. Try to find out their needs/issues and then speak about the solutions you can provide for them. 

Asking questions demonstrates interest and makes people feel valued. That’s a great positive that they will take away from meeting you. 

Also, remember to put away your phone so that you have no distractions, and so you can give them your full attention. 

5. On the telephone, the old-fashioned saying of ‘answer the phone with a smile on your face’ still rings true (excuse the pun!)

Here is a question – how does the person at your workplace answer the phone? Why not check.

Why is this important? Because you will never know how much business you have lost by the way the phone is answered. 

Here is an example. A colleague of mine in Dubai was discussing how to answer the phone with a group he was training on communication skills. A local Emirati then told a story of calling a company in Holland to place an order. The phone rang 14 times (much too long) before it was picked up with a blunt ‘Yes!’ (perhaps it was the security guard while the receptionist was at lunch?) The Emirati said “Good Morning, can you put me through to International Sales?” “No, they are all at lunch, call later,” came the reply.

“Well, I would rather speak to someone now if I can”

“I told you; they are all at lunch! And your English is very bad, goodbye!” And with that the phone was put down.

So, the Emirati called their second choice. The phone was answered with, “Good Morning this is XYZ company. How can I help you today?”

“Could you put me through to your International Sales Department?”

“Certainly. Who shall I say is calling?” And so it continued, in a professional manner. 

And with it, the German company got the order. 

Then he said this, “How much do you think that order was worth?” Cue blank faces.

“2 mllion dollars”

The company in Holland lost an order for 2 million dollars and the CEO (and Sales Department!) never even knew. 

All because of how the phone was answered. 

I get fed up straight away when I call a business or a hotel and someone answers with just “Hello”. Even worse, they say “Morning, %$%$*&^hjfgj” (answer not understandable because they mumble and sound like you have disturbed their time on social media.) My inclination is to immediately hang up, let alone give them my business. 

How do you answer the phone? Or how is your phone answered. Check it out. Is it giving a good first impression of your business?

6. Finally, make sure your first emails look professional.  Think about how you write to clients and customers. Is it professionally written, well paragraphed, proper greetings and complimentary closes, all left aligned, black on white font, using Calibri, Ariel font (and not Comic Sans!) All of the above contribute to a good first impression, which means that the reader will forgive the odd spelling/grammar mistake. 

Email creates a first impression. Make sure it is a positive one. 

So, whether you are meeting a client/customer or you are going for an interview, go all out to make that positive first impression. Chances are, if you don’t, you won’t get another one. So, get it right first time and think it through beforehand, if you really do want to get that business or that job. 

The French writer Emile Zola once said “We are like books. Most people only see our cover, the minority read only the introduction, many people believe the critics. Few will know our content.” 

A positive first impression is like having an attractive cover together with a very good introduction. It will help your client, customer or interviewer want to read on. 

Richard Pheasant is director and lead trainer of Bespoke Business Training. He has been involved in training several thousand managers since moving into business training nearly 13 years ago, both in UK, Europe and the Middle-East. Previous to that, he lectured on leadership at a university in the Arabian Gulf.