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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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Want More “Me” Time? Wilkerson Will Get You There!

It was time. Teri Allen and her brother, Nick Pavlich, Jr., had been at the helm of Dearborn Jewelers of Plymouth in Plymouth, Mich., for decades. Their father, Nick Pavlich, Sr., had founded the store in 1950, but after so many wonderful years helping families around Michigan celebrate their most important moments, it was time to get some “moments” of their own. Teri says Wilkerson was the logical choice to run their retirement sale. “They’re the only company that specializes in closing jewelry stores,” she says. During the sale, Teri says a highlight was seeing so many generations of customers who wanted to buy “that one last piece of jewelry from us.” Would she recommend Wilkerson? Absolutely. “There is no way that I would have been able to do this by myself.”

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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

Want More “Me” Time? Wilkerson Will Get You There!

It was time. Teri Allen and her brother, Nick Pavlich, Jr., had been at the helm of Dearborn Jewelers of Plymouth in Plymouth, Mich., for decades. Their father, Nick Pavlich, Sr., had founded the store in 1950, but after so many wonderful years helping families around Michigan celebrate their most important moments, it was time to get some “moments” of their own. Teri says Wilkerson was the logical choice to run their retirement sale. “They’re the only company that specializes in closing jewelry stores,” she says. During the sale, Teri says a highlight was seeing so many generations of customers who wanted to buy “that one last piece of jewelry from us.” Would she recommend Wilkerson? Absolutely. “There is no way that I would have been able to do this by myself.”

Promoted Headlines

Most Popular