Dec 16 2008
Director of First Impressions
The JF Guest Author Spot
Tibor Shanto
One of the key things companies and sales people continuously strive for is to differentiate themselves and their products. No better place to start than at the very beginning. First impressions go a long way, and in many ways a sales executed properly allows for a number of “first impressions”. You may well ask this is possible, after all there can only be one “first”, but in sales there are numerous opportunities for first impressions.
An often overlooked chance to create a great first impression is in the initial cold call. When you consider that most white collar workers receive dozens of unsolicited sales calls a week, most sounding very much the same, very much unimpressive, the way you approach and handle that call gives you your first impression. For some reason many sales people tend to be unprepared for this process, usually rushing through if, which explains why they often fail. This drives them to rush through the call, causing a worse impression than necessary. Many sales people I talk to see the initial appointment call as a necessary evil, and believe that the “first impression” will be made when they first meet with the prospect.
On the one hand they are right, assuming the y get the appointment, and they prepare properly for that first meeting, they do indeed have an opportunity to create an immersion at the start of that meeting, and hence a first (live or face to face) impression, one that usually displaces the fogy impression made on the phone. After all how bad could it have been if you got the appointment. But that first impression on the phone becomes even more important if you don’t get the appointment. If you are like me, you have an active lead management process that allows you to stay with the lead, touching your leads, regularly connecting with them till you are able to meet.
This past two months I closed deals with two prospects that I first called in 2004, and just presented to a third I also expected to close. One thing they all told me is that they remembered the way I approached them back in ’04, and the process employed to “nurture” and convert them to prospects. I would argue I was able to leverage three first impressions: the initial call, the impression made after that first call failed, and first face to face impression when we finally met. Each instance allowing me to differentiate my self and company from a very crowded pack.
As stated above, that initial meeting is an opportunity to reset impressions; appearances, documentation, business cards, the way you initiate and conduct the interview, and secure your next step. The same can be accomplished in the way you present your proposal, overcome objections, and close the deal. Of course the other side of the coin is that each of these present the chance for changing positive impressions and set back the process or derail it completely. This is why it is so important to always be professional, treat each encounter with a prospect and client as though it was your first and continuously differentiate yourself from the also ran type sales people who all to quickly take their prospects and process for granted.
This is one reason I encourage sales people to see themselves as Directors of First Impressions for themselves and their companies.
Tibor Shanto has over 20 years of sales, executive, leadership and sales operations experience in financial, information, content management and professional service industries. Prior to Renbor, Tibor spent 10 years with Dow Jones, including 5 with its subsidiary Factiva. After opening their Canadian office and building a solid team and revenue base with double digit CAGR, Mr. Shanto was appointed Sales Director for Canada and The Central USA; before leaving he also headed their Global Client Solutions organization.
As Principal of Renbor Sales Solutions Inc., Tibor works with leading corporations in Canada, USA and the UK, helping these organizations realize sustained revenue attainment through improvement in sales strategy and execution.
Tibor Shanto tibor.shanto@sellbetter.ca
Principal, Renbor Sales Solutions Inc.
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Later today, we will be announcing the twelve finalists in this year’s “Top Sales Article Of The Year” contest and you will have your chance to vote. Tomorrow, I will be reviewing each of the finalists in detail.
You will also not want to miss the announcement of “The JF Article Community Awards” nominees on Thursday and then on Friday, I will be sharing with you “The Twelve Golden Principles Of Selling 2.0″
On Saturday, I will be reviewing an amazing year, both for me personally, and the Sales Corporation, and on Sunday, I will be revealing our incredibly exciting plans for 2009.
Tomorrow: You know that already!!
This is such an excellent post. My agents do only telephone sales, and that first impression truly is the only impression they have. For them, the first 10 seconds of their call is the most vital.
Any salesperson is the company representative, and in essence is the face of the product and company. The customer’s impression of you also becomes the impression of the company.
It’s like going out to a restaurant and getting a server who you know should have gone home 3 hours ago. The place is packed. Your food comes to you an hour later even before you get your drinks. She is completely rude to you when you ask her again for your drinks.
Do you think you will go back to that restaurant? Does your impression of the server then get passed down to the restaurant?
[...] First impressions count for a lot with people, and prospects are people, influencers are people, gatekeepers are people. If you are in sales you are asking people to have confidence in you, your judgement, your recommendations and your product. So if you want to create a buying impression, you have to give that impression. It will not only help you look the part of success, but will give you the confidence to be the part. It doesn’t take much, or need to cost more than good business casual, but looking tight and smart will allow you to gain an edge over others who want to look “cool”, but what I saw at the lab today confirmed that “cool” does not sell. [...]