Making a Good First Impression With a Customer
Preparing for an Initial Meeting Can Develop a Lifelong Client
Apr 8, 2009
Keeping an existing customer is much easier than finding a new one. However, gathering new customers is a critical aspect of growing any type of business. Making sales calls can be a daunting experience, but when the opportunity finally comes for a client meeting, employees typically feel nervous and excited at the same time. A good first impression at that very first meeting will prove to be beneficial for years to come.
Research the Customer
Prior to making a sales call, it is a good idea to research the company. Do a search on the Internet to discover the history of the company and check out their website to be up-to-date with their technologies. Learn the names of the CEO and CFO. Showing that knowledge in an initial meeting will prove to the customer that preparation occurred prior to the meeting.
Know Who will be in the Meeting
Meeting with a client can mean meeting with one employee or several at the same time. Knowing how many employees will be in the meeting is a key to success. Arriving at a meeting and not having enough business cards, handouts and other marketing materials gives an impression of not being prepared. Most people do not want to miss an opportunity to market their companies, and not having the appropriate number of marketing materials does just that.
Appearance
Dressing in business attire is a must for that first critical meeting. Attending in casual wear, jeans or sandals shows clients that the meeting may be casual and not taken seriously. Respect is shown when care is taken with a person’s appearance. Most people wouldn’t show up for a job interview in jeans and a t-shirt, and the first meeting with a potential client should be thought of in the same way.
During the Meeting
Beware of non-verbal communication during the meeting. Getting to know the client and what his/her needs are is the main focus of a first meeting and sales people should set out to be the listener during the meeting, not necessarily the person doing the majority of speaking. Tailoring the presentation to what they are saying is a key to success. For example, if a marketing firm is meeting with a potential client and the client indicates they have an in-house graphic designer, the marketing firm is not going to spend a great deal of time speaking about graphic design services. Instead, they may focus on photography and web development, which are unfilled needs of the customer. In addition to bringing a listening focus, maintaining eye contact, nodding, and taking notes shows the client that there is interest in what is being said.
A first impression with a potential client can only happen one time. Making the most of that initial meeting by knowing the people involved, taking care with appearance and being fully aware and present during the meeting can mean the difference between a one-time visit and a lifelong client.
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