First Impressions and Sales, Start Meetings Right, and You Stay Right!
First impressions during face to face and even online meetings are often the foundation of long-term business relationships. In the sales world, that means they can be a make or break moment.
Research consistently shows that humans form opinions about one another within seconds of an initial interaction. According to a study published in Psychological Science, people can form impressions of trustworthiness in as little as 100 milliseconds. If that impression is bad, you are starting at a disadvantage that you may never recover from.
The importance of a first impression
A positive first impression can build credibility, establish trust, and open the door for the meaningful conversations you need to have to really understand your customers. Clients are simply more likely to listen, engage, have confidence in their decisions, and then ultimately buy, if they like the salesperson they meet.
In a sales environment, this initial reaction is rarely about the technical details of the product. It is about whether the potential customer feels comfortable enough with the sales team/person to proceed further.
Considering they matter so much, why would we then leave first impressions to chance? It’s just bad practice not to think about them, particularly when there are a few simple questions or considerations that will help you get them right.
- Key takeaway: First impressions create the foundation for trust, so you must get them right.
What are your industry conventions?
Not all industries are the same, and the conventions of one may not work in another. If you are suddenly presented with a meeting that is in a different sector to the one you are used to you can’t assume your approach is right. A salesperson in financial services, for instance, will usually be expected to adopt a formal tone, with more conservative dress and clear, often very precise, communication from the start. In contrast, sales roles in creative industries may reward a more relaxed, approachable, and innovative presentation style. Understanding the cultural norms of your sector helps you avoid appearing out of place or disconnected from your client’s world. It is also worth a quick mention here about personality types and good communication. See my article here about this. Knowing yourself and how you communicate will help you see how you need to adapt to different personalities.
- Key takeaway: Research industry expectations and mirror those conventions. It will show you have awareness of their world and that you respect it
Formal or more relaxed?
Formality should be tailored not only to the industry but also to the specific organisation or even the individual you are meeting. A small tech start-up, for example, may view formality as outdated and rigid or even stuffy. A multinational corporation could have strict dress codes and meeting formats, and therefore may expect formality as standard practice. If you don’t know in advance, a slightly too formal tone is easier to move away from than an informal one.
Salespeople who succeed can usually read the situation quickly and adjust their approach.
- Key takeaway: Be ready to adjust to the client’s tone. Your flexibility shows emotional intelligence
Handshakes, nods or hugs?
Physical greetings are another area where it is all about context. Traditionally, the handshake has been the universal gesture of professionalism in sales and almost all business environments. However, cultural differences and recent shifts in workplace etiquette, not to mention the fallout from the COVID-19 pandemic, mean alternatives may be more appropriate in some circumstances. More to the point, everyone has their own personal boundaries and spaces. It is a real mistake to overstep these in the first meeting.
When in doubt, let the client take the lead. If they extend a hand, return the gesture with confidence. If they prefer a nod, smile, or verbal greeting, mirror their approach. The key is to remain adaptable and respectful of their personal boundaries. There are few things more likely to give the wrong impression than an unwanted hug.
- Key takeaway: Follow the client’s lead on greetings. It is about confidence while respecting their personal space.
Online meetings still have first impressions
While you may not have the benefit of physical presence, Teams or Zoom is still the first contact you will have with the customer. I am not saying there isn’t a difference between in-person and online, of course, there is. What I am saying is that the initial contact is still capable of creating the right impression. You want to be seen positively just as much as you would in any setting.
First impressions can be conveyed immediately online through:
- Appearance: Dress appropriately for the industry, even if working from home.
- Environment: Ensure your background is tidy, well-lit, and free from distractions. One of the first things most of us do (oh, come on, you know you do it) is look at the background of the person we are meeting. We make a judgment from it whether we want to or not.
- Technology: Test your equipment beforehand. Things do happen online, and technical issues occur, but badly set up audio or video at the start says you didn’t prepare or don’t value the meeting.
- Engagement: Make eye contact by looking into the camera at the start of the meeting during your introduction.
An online meeting may lack some of the nuances of face-to-face interaction, but it still offers an opportunity to build the same credibility and rapport.
- Key takeaway: Treat online meetings with the same professionalism as in-person ones.
Be nice - because everyone matters
One of the most overlooked aspects of first impressions in sales is how you treat people outside the main meeting room. The receptionist, the assistant, or the person showing you to the office can all have an influence. Be rude, dismissive, arrogant or unpleasant to them at your peril. In many cases, they are trusted gatekeepers and they often know the business inside out as well.
It is not uncommon for senior decision-makers to ask their colleagues how they were treated by a potential supplier or have a casual conversation about it. If a salesperson appears dismissive, impatient, or disrespectful, it can undermine an otherwise strong pitch. On the other hand, genuine politeness and warmth towards everyone in the organisation can strengthen your standing.
A large deal can be lost, not because of the quality of the product, but because of a careless interaction in reception. I know of a situation where that actually happened. A salesperson was rude to the receptionist and then lost a deal worth, well, shall we just say it was a lot of money.
I will be honest; this is a real bugbear of mine. It does no harm to have a smile, a thank you and a friendly word for everyone. A good impression everywhere in the building is better than just one with a stakeholder, which is then destroyed later because you were rude to someone.
- Key takeaway: Respect everyone you meet because the receptionist, the people in the office, the nice assistant that brought you a coffee while you waited for the meeting to start, and everyone else, can all influence the final decision.
Speaking of receptions, as a little tip, if there is a visitor book, it does no harm to have a little glance to see if any of your competitors have been in, or if you have any mutual connections with the business. Who knows what that little bit of information will bring you!
Face to face gives you more
While digital tools have expanded opportunities to connect with clients, face-to-face meetings remain invaluable as a sales tool. In-person meetings create a space where body language, tone of voice, and other subtle cues can all contribute to your understanding.
When you are in the same place as the client, you can pick up on “buying signals”. These are the little nods, the leaning forward, the almost inaudible verbal ‘mmhmmm’ noises and all the other small expressions of interest that may be missed online.
Face-to-face meetings also create space for informal conversation outside the agenda. Most of all, though, they give you an opportunity to make a solid first impression on everyone in the buying chain. From the reception team, through to the Stakeholders who will press the final buy button, they are an opportunity to start things off on the right foot.
When it comes right down to it, first impressions in sales are not about scripted performance. They are about genuine professionalism, respect, and awareness in the part of the salesperson. From the way you greet a client to how you behave in reception, every interaction contributes to how you and your organisation are perceived.
So, think, plan and get them right.
