Sunday, July 25, 2010

Have you ever heard of the seven-second rule? You may not know it, but you experience it all the time. Studies show that on average we draw opinions about others within the first five seconds of meeting them. So you barely have time to greet a customer before they form an opinion.

You might chalk up the seven-second rule to a judgmental, shallow habit, but in truth we just don't have time to get to know everyone we meet. We make quick decisions about how to spend our time, money and breath. In that case, a few seconds makes a big difference.

When it comes to getting and keeping customers, remember that your competitors are probably well aware of the seven-second rule, too, so you need the edge in order to make sure that you are memorable.

Here are three tips to remember about your first impression:

1. Be unforgettable. There's a restaurant in the Florida Keys that asks customers a crazy question when they order their food. "Who's your favorite actor?" or "If you could meet anyone, who would it be?" Customers are surprised at first, but they answer.

When they're food is ready, they're called by their responses. So instead of order number 53, it's "Carry Grant" or "Mahatma Gandhi." It makes ordering, standing in line and eating a lot more fun, and everyone remembers the restaurant where they get to be famous.

Being unforgettable doesn't have to cost a lot of money and it doesn't even have to be about your product. It may be an article of clothing employees wear, something they say when customers walk through the door or a small token of appreciation each customer gets for coming in.

2. Use the three-point greet.

Every customer should receive a personalized greeting. Make sure you don't fall into the habit of using a script.

At the same time, each customer should hear three things from you: 1) Welcome with the name of your business or department, 2) your name, and 3) an inviting question (such as, "How can I help you today?")

You don't have to say it in any particular order, and you can choose your own words, but customers need to get all three points, all the time. Many people don't think giving your name matters, but research shows otherwise. A 2007 study published in The New Yorker magazine showed that servers who give customers their names receive up to 50 percent more in tips. Personalizing your service, even in the simplest of ways, ingratiates you to the customers.

3. Master nonverbal communication.

The irony of the seven-second rule is that you may not even open your mouth within the first few seconds of seeing a customer. They may simply observe you as they walk in, and form their opinion.

In that case, you need to get your body language right. First, make sure that your clothes match the organization's culture. If you work for a kayak company, wear the sports clothes they sell. If you work in an advertising agency, a suit or business attire is appropriate.

Second, your posture should exude confidence and energy. Do that by pretending there are two imaginary threads pulling your shoulders up and slightly back. Make sure you're not hunching.

Third, watch that face. Your expression will tell all. The more you smile, the better you feel, so why not do it every time you see a new customer? It will make them and you feel good.

Whether we like it or not, first impressions matter more than most of us realize. Take advantage of those seven seconds to be memorable in the minds of your customer, and have fun doing it.

Elisa Levy conducts seminars on conflict resolution and anger management. For more information, contact her at 305-296-5437 or visit www.elisalevy.com.