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First Impressions Are Made Earlier Than You Think

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First impressions are extremely important.

So important that business guru Tom Peters recommends creating a new C-Level job for it – so in addition to your CEO and your CFO, you will have a CFIO (Chief First Impressions Officer). Of course, in smaller businesses and obviously in one-person businesses, a person can hold more than one C-Level job.

As CFIO, 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. And that is obviously critical to execute well. But, as CFIO, should think of EVERY step that could contribute to a customer’s first impression.

For instance, the customer’s initial contact with you could be via phone call. So ask yourself: Do you answer the phone in a friendly manner? Is your voicemail message useful and interesting?

And how about getting to your store: Are directions to your store clear and easy to follow? Is there signage that shows where to enter and where to exit?

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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 in the parking lot with an umbrella and walk them in?

Go through the process. Make a list of all the things that might happen BEFORE your customer even got to your store that would contribute to his or her first impression.


This article was originally published in August 2013.

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She Wanted to Spend More Time with Her Kids. She Called Wilkerson.

Your children are precious. More precious than gold? Absolutely! Just ask Lesley Ann Davis, owner of Lesley Ann Jewels, an independent jewelry store that — until the end of 2023 — had quite a following in Houston, Texas. To spend more time with her four sons, all in high school, she decided to close her store. Luckily, she was familiar with Wilkerson and called them as soon as she knew she wanted to move on to bigger, better and more family-focused things. Was she happy with her decision? Yes, she was. Says Davis, “Any owner looking to make that life change, looking to retire, looking to close, looking for a pause in their career, I would recommend Wilkerson. Hands down!”

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Brainstorms

First Impressions Are Made Earlier Than You Think

mm

Published

on

First impressions are extremely important.

So important that business guru Tom Peters recommends creating a new C-Level job for it – so in addition to your CEO and your CFO, you will have a CFIO (Chief First Impressions Officer). Of course, in smaller businesses and obviously in one-person businesses, a person can hold more than one C-Level job.

As CFIO, 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. And that is obviously critical to execute well. But, as CFIO, should think of EVERY step that could contribute to a customer’s first impression.

For instance, the customer’s initial contact with you could be via phone call. So ask yourself: Do you answer the phone in a friendly manner? Is your voicemail message useful and interesting?

Advertisement

And how about getting to your store: Are directions to your store clear and easy to follow? Is there signage that shows where to enter and where to 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 in the parking lot with an umbrella and walk them in?

Go through the process. Make a list of all the things that might happen BEFORE your customer even got to your store that would contribute to his or her first impression.


This article was originally published in August 2013.

Advertisement

SPONSORED VIDEO

She Wanted to Spend More Time with Her Kids. She Called Wilkerson.

Your children are precious. More precious than gold? Absolutely! Just ask Lesley Ann Davis, owner of Lesley Ann Jewels, an independent jewelry store that — until the end of 2023 — had quite a following in Houston, Texas. To spend more time with her four sons, all in high school, she decided to close her store. Luckily, she was familiar with Wilkerson and called them as soon as she knew she wanted to move on to bigger, better and more family-focused things. Was she happy with her decision? Yes, she was. Says Davis, “Any owner looking to make that life change, looking to retire, looking to close, looking for a pause in their career, I would recommend Wilkerson. Hands down!”

Promoted Headlines

Most Popular