First impressions are formed long before first encounters.
By the time people get to you, they’ve already verified your
reputation from a variety of virtual sources. Thanks to online reviews, friend
recommendations, price comparisons, smartphone apps, geolocating programs and
social media conversations, curb appeal has been replaced by blurb appeal.
Consider the implications of this shift on your business.
Smarter buyers. Treating
customers like idiots won’t work anymore. It’s not only disrespectful, it’s
expensive. And when it happens, people won’t take it personally, they’ll just
Greater accountability. If your service
experience violates the expectations people already have, they’re going to call
you on the carpet. And when it happens, people will demand that you honor the
online promises they came for.
When customers walk in the door toting papers, pictures and prices, they’re not
browsing – they’re buying. And because they’re already sold themselves, you’re
just the concierge.
kind of spooky.
First impressions used to form in the
first ten seconds.
now, the interaction has inverted.
you’re waiting until they walk in the door to make a first impression, it’s too