Disclaimer: The content of these articles is to be used as a general guide only. Professional advice should be sought before taking any action relating to the points discussed in these articles.

FIRST IMPRESSIONS COUNT 

   Everyone at some stage has to deal with a prospect or a customer for the first time. There are many things you can do to stay ahead of your competition. Always think what your competition would do in a certain situation and then try and outperform them. Below are four situations in which you might deal with a potential customer for the first time.
  1.  You receive a request for information.
  a)  Give top priority to these requests, ie always respond within 24 hours where possible. This is one way of staying ahead of your competition because it is surprising how long some organisations take to send a catalogue or prepare a quotation.
  b)  If you are posting a catalogue include a personalised letter where you express thanks for the inquiry. A catalogue sent on its own looks as though you are too busy to be interested in obtaining new business.
  c)  State on the outside of the envelope that the information has been requested. Without this, it is possible your package will be discarded.

  2.  You receive an order from a new customer.
  a)  Provide high quality goods or services promptly and at the agreed price. Your competition is also likely to be doing this so do something to exceed your customer's expectations.
  b)  Send a small gift with the order. It doesn't need to be large. One stationery company sent us a miniature packet of M&M's. We certainly remembered them.
  c)  If you provide a service do something extra for nothing. A large security firm fixes door hinges and changes light globes when they install their alarm systems.
  d)  Send additional information that might be useful for someone buying your product or service. Our bank and our accountants both send us a free quarterly magazine.
  e)  Acknowledge that your customers are new. Send them a welcome letter, thank them for their first order or at the very least put a welcome message on their invoice. The important thing is to show your customers they are special because they are new.

  3.  A potential customer walks into your shop.
  Many sales staff either ignore the customer or become too overbearing. Don't talk to other staff and don't say "Can I help you". Be visible but give the customer a little time to look around. Then, strike up a conversation in which you try and find a solution to the customer's situation.

  4.  A potential customer telephones your organisation.
  a)  Answer the call promptly or refer the caller to someone who can help. Try to avoid asking the caller to wait for someone to call back. Late one afternoon, a businessman wanted to purchase a large quantity of computer equipment. He contacted several companies, all of which said a sales representative would call him back. He rang one company who could help him straight away. This company received the order. This is a true story.
  b)  Ensure your receptionist can answer straightforward questions and knows exactly who to refer callers to and who they should speak to if someone is unavailable.
  c)  If you have a queuing telephone system ensure your calls are answered very quickly. Under no circumstances tell the customer their call is important if you don't have enough staff to answer their call.

  When a potential customer contacts your organisation be sure to make a good first impression since you never get a second chance.
  
  
 

This article is reprinted from Rentons' Business Tips No. 5
© Copyright May 1999 ACS