Favorable First Impressions —Farquharson/Tedesco
Many moons ago, back when the doors to companies were unlocked and you didn't have to go through a security background check and DNA sampling just to gain access to the lobby, there used to be an employee called "The Receptionist." If you're under the age of 30 you might want to Google it or watch TV Land for actual examples. We salespeople would drive up and park at the front door, strut inside, and shamelessly flirt in order to get the name of anyone in power. The first impression was as important back then as it is today, but since we WERE the first impression, personal hygiene and fashion sense were critical.
Today, bathing is less of a priority and beauty won't get you as far as it once did, for in-person sales has given way to remote contact. Why? The door is locked. Aunt Bea lost her receptionist job in a downsizing and the powers-that-be are inside, hiding behind electronic blockades such as voice mail and Caller ID. But we, the American sales reps, are up to the task. We are strong and resilient. We will not be stopped, and we don't need no stinking badges. So cue the fight music and let's look at some options for creating a new first impression.
In Malcolm Gladwell's book "Blink," the author talks about "thin-slicing." That is, he suggests that we all make, in our words, educated first impressions. We get a gut feel for a person or a situation. Have you ever taken an instant liking to someone you meet? You can't explain it, but that person has a certain, as the French would say, "I don't know what." Part confidence, part friendliness—there is something attractive that you can't describe, but is definitely a factor.
Planning the Plan
In the new world of sales, there remains a need to create a plan for putting your best foot forward. Since we don't have the face-to-face option like we used to, we offer three options for creating a first impression, circa 2010:
Bill Farquharson is a sales trainer for the graphic arts. Email him at Bill@AspireFor.com or call (781) 934-7036. Bill’s two books, The 25 Best Print Sales Tips Ever and Who’s Making Money at Digital/Inkjet Printing…and How? as well as information on his new subscription-based website, The Sales Vault are available at BillFarquharson.com.