[dropcap cap=F]irst impressions are so important that Tom Peters (author of The Little Big Things) recommends creating a new C-Level job for it. So in addition to your CEO and your CFO, you would have a CFIO (Chief First Impressions Officer). Of course, in smaller businesses a person can hold more than one C-Level job.[/dropcap]
What could you do to create a better first impression?
In the past, you’ve probably mainly thought of what happens when people enter your store. But, as CFIO, you should think of every step that could contribute to a customer’s first impression.
For instance, the customer’s initial contact could be by phone. Ask yourself: Do you answer in a friendly manner? Is your voicemail message useful and interesting?
And how about getting to your store: Are directions clear and easy to follow? Are there signs that show where to enter and exit?
Then they arrive in your parking lot: Is your parking area landscaped beautifully? Could you have music playing in your parking lot? On rainy days, could staff members meet customers and walk them in?
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Go through the process. These are all experiences customers would have before they walk through your door. And they would contribute to his or her first impression.
Certainly it’s too late to promote a CFIO this holiday season. But it could be a fun project to get started the week after Christmas.
Wishing you the very best in business!
dsquires@instoremag.com
[span class=note]This story is from the December 2010 edition of INSTORE[/span]
Family Legacy, New Chapter: How Wilkerson Turns 89 Years of History Into Future Success
After 89 years of serving the Albany community, Harold Finkle Your Jeweler faced a pivotal decision. For third-generation owner Justin Finkle, the demanding hours of running a small business were taking precious time away from his young family. "After 23 years, I decided this was the time for me," Finkle explains. But closing a business with nearly nine decades of inventory and customer relationships isn't something easily managed alone.
Wilkerson's comprehensive approach transformed this challenging transition into a remarkable success story. Their strategic planning handled everything from advertising and social media to inventory management and staffing — elements that would overwhelm most jewelers attempting to navigate a closing sale independently.
The results speak volumes. "Wilkerson gave us three different tiers of potential goals," Finkle notes. "We've reached that third tier, that highest goal already, and we still have two weeks left of the sale." The partnership didn't just meet financial objectives—it exceeded them ahead of schedule.
