It is a well-worn cliché that you never get a second chance to make a first impression;
Well-worn but true.
All good clients were once new contacts so it makes sense to try and make that first impression as positive as possible. Here are a few thoughts on how to do just that.
1 – Plan your desired outcome.
What is it that you want to happen as a result of this first meeting? Be very clear about this as it is going to influence the decisions that you make about how you communicate, when, where and what you communicate and what other things need considering.
2 – Stand in their shoes.
Clients buy when they are confident that the product or service meets their needs. They will have explicit concerns such as “does this widget do the job?” but also implicit concerns such as “can I trust this person?” You can help your client feel confident by anticipating what needs they have. If you identify a need and can demonstrate how you satisfy it then you are not just building a relationship but you are making yourself valuable to them.
3 – Know their business.
Make it your business to have some understanding about their business – the culture, the pressures, what’s new, who their clients are. This will help you build rapport. Rapport comes when two people sense that they have a joint understanding about something.
4 – Have some humility.
Demonstrate that you are interested in them by asking questions and listening carefully to their answers. Don’t use the first meeting to brag about how clever you are – your client isn’t stupid. They’ll soon work out if you know your stuff or not. Sell yourself by making the client the focus. If you are speaking more than you are listening then you are getting the balance wrong.
5 – Manage your internal dialogue.
If you approach your client telling yourself how bad it is going to go, then that’s how it will go; you have rehearsed failure. Walk into the meeting with some positive thoughts in your mind and rehearse for success.
6 – Get the basics right.
However, none of the above matters if you use the wrong name, make an assumption about their business that is off the mark, give them shoddy marketing material, turn up late or be rude to the receptionist. It also wont help your cause if you bad mouth the competition, talk about politics, sex or religion, or make a promise that you can’t keep. And don’t expect anyone to be receptive at 4 o-clock on a Friday afternoon.