Richard Branson’s article “For Online Customers, It’s the Second Impression That Counts,” in OPEN Forum discusses the importance of the customer’s second impression with the brand, and how many companies loose sight of this importance in world where so many transactions take place online.
But what about off-line?
The second impression with your client, customer, vendor, etc. matters just as much or in my opinion, even more than the first impression. A positive first impression will bring your customer back, but only if you sustain this positive impression will your customer become a regular.
Many companies will stop following-up after the first two weeks, but by calling on a regular and routine basis, you are continually fostering relationships and positive impressions. In my company, we implement a follow-up calling schedule for both temporary and permanent positions, called a QC (Quality Control) call. We call both the candidate and client on the first day of the candidate’s job, the last day of the first week, and then every two weeks after that.
Equally, the second impression and third, fourth, fifth impressions are just as important for the sales team. Yes, initial impressions in sales are very important, but think how many sales people make great impressions. That is their job. It is very common for a sales rep to get caught up in phone calls and emails, but continuous face to face contact is key.
At LaSalle, our sales team delivers presents when it is a client’s birthday, a plant if a client has moved into a new home, a wedding or baby gift, and even a care package if a client is sick. These acts may seem small, but they foster positive associations with your company that go way past the first impression.
Additionally, Branson alludes to the continuous annoyance of machine representatives instead of real people. Again, this irritation can apply to any business, not just customer-service industries.
Voicemail is almost non-existent in my company. If a candidate or client calls and their point of contact is unavailable, the call will be transferred to someone else on the same team. Only as the very last resort, if the whole team or business unit is unavailable, will the call go to voicemail.
Ultimately, as Branson points out, we must learn to balance technology with human interaction. By simply sending emails and making the occasional phone call, your impressions will begin to align with every other company in your industry. The real value comes from positive and continuous relationships. Remember, the first impression will either open the door or close it, but continuous positive impressions will leave it wide open.
Recent Comments