December 5, 2007

Are You Failing the First Impression Test?

“Mike” receives a phone call from a potential customer asking for a bid on a job. He answers in monosyllables, and says he’ll be there at 1 P.M. the next day to take a look at the job and provide an estimate. He arrives at 1:40 because he got caught in traffic, but neglected to call to say that he was going to be late. He looks like he just crawled out from under a house. He’s wearing dirty pants, a stained shirt, and his face looks like it hasn’t seen a razor in days. He fails to shake hands or make eye contact with his prospect. Then he wonders why he doesn’t get a call back. His prices are good, aren’t they?

“Tom” receives a phone call for a quote on the same job. He answers, “my pleasure” and arranges an appointment for the next day. He shows up exactly on time, wearing a shirt, tie and pants that are clean and pressed. He greets the client my making eye contact, shaking hands, and smiling as he introduces himself. Tom looks professional, and he inspires confidence. Who would you rather hire for your next construction job?

Construction work can be tough, but you should never appear that way. Whether you run a construction company or work for yourself, your first impression counts. First impressions are powerful because they are instantaneous. We make subconscious decisions about people within seconds of meeting them. It doesn’t matter whether these impressions are based on reality or not – perception is reality.

People unconsciously connect your appearance and manner with your work. If you are sloppy, dirty, late or discourteous, they will conclude – rightly or wrongly, that your work will also be sloppy, dirty or late. On the other hand, if you arrive when expected and appear clean and professional, they will feel confident that your work will be done well and in time.

Don’t forget that your first job is to sell yourself. You can show people that your work is top quality by paying attention to the details of your appearance and demeanor. A positive first impression may not get you every job, but a negative impression is sure to lose you jobs.

What does this mean for you? It simply means that paying attention to your body language, manner and clothing can give you the winning edge.

Studies show that before you open your mouth and say your first words, you are judged on your appearance. Albert Merhabian, a UCLA psychologist, conducted experiments that revealed how people perceive each other. He found that first impressions are based on the following criteria:

55% is visual, or what we see at first glance
38% percent is for our voices
7% is for what we say

It is impossible to make a neutral impression. Everything you do and say contributes to the impression you make. Your physical appearance is your visual resume. Make sure your clothing is neat and that you are well groomed. This goes beyond being freshly showered. Your clothes should be clean and crisp, with no lose buttons or threads, food stains or paint splatters. Your teeth should be brushed and white and fingernails should be trimmed and clean. Your hair and shoes are noticed first, so make sure your hair is cut and clean, and your shoes are not scruffy. You should be clean shaven or have facial hair that is neatly trimmed. Remember that it’s the details that count, and bad grooming is a major turn-off.

Pay close attention to your body language. If you are anxious before meeting a new prospect, take a deep breath, try to relax, and remember to smile. When you first meet a potential customer, step towards the person, make eye contact, smile and offer your hand for a handshake. A good handshake is firm but not bone-crushing. Some people are uncertain about what to do, and keep shaking for too long. Two or three shakes are sufficient. Remember that initiating a handshake is a sign of confidence, and helps you connect with your customer.

Don’t chew gum or smoke when you meet a customer. Avoid wearing any kind of cap or hat that obscures your face. They both make communication difficult, and leave a negative impression.

Be prepared so you don’t have to search for things under pressure. Have a pen and notebook handy, and know where your business cards are.

Make the effort to arrive on time. If you are delayed, call the customer and explain when you will be there. Needless to say, of you can’t make it, call to cancel. Don’t just fail to show up because your credibility is on the line. Find out the location ahead of time, so you can allow for heavy traffic or finding your way to a new area.

If you are visiting a company, greet the receptionist and give your name. Be polite to everyone you meet. When you meet your prospect, listen carefully to find out their needs. Then you can provide the solutions to their problems. Take notes so you will remember the details when preparing your bid. At the conclusion of the meeting, shake hands and thank the prospect for taking the time to see you. This attention to detail will set you above the crowd.

To establish your credibility, do what you said you would do. If you promised to get back to them within two days, do so. If you need more time, call and tell them when you will have the quotes. By following through on your commitments, you will appear professional and trustworthy, and more likely to get the job. A little work beforehand will pave the way to big rewards in the future.

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Filed under Blog by Brian Deacon