You never get a second chance to make a first impression!
It seems like it was only yesterday that to make any sort of impression, good or bad, someone had to at least come to your shop first. Times have changed.
Here are the steps a consumer usually takes to find an automotive service and repair center:
- They drive by and make a mental note of your shop name
- They ask neighbors, friends or business associates if they know of your business
- They check out your website
- They may even look for a Facebook page
- They call your shop
All of these steps happen before they even consider giving you a chance to impress them in person.
Now they are ready for a first visit. Your shop was either recommended or at least nothing negative was said. They found your website inviting and informative, they were impressed by your telephone etiquette and they made an appointment. Will they be impressed when they arrive?
You only get three seconds…make them count. Your attire, your grooming, your mannerisms and body language all speak volumes. Your visual and behavioral appearance has been appraised from head to toe. You don’t even have to speak one word and you have already made an impression. Once that impression is made it is very hard to reverse it. That is why making the right first impression is so important.
Social psychologists call this the “threshold effect.” At this decisive moment the consumer will determine:
- Your trustworthiness
- Your social position
- Your moral character
- Your success in your business
Make sure that consumers aren’t disappointed on any level. Today consumers aren’t just looking for someone to fix their car because they can find that anywhere. They are looking for a business that meets their needs emotionally as well. They want to feel genuinely cared about and they want to feel they can trust you with their vehicle and their wallet. They will also know if your marketing isn’t a good representation of you.
“Nothing will put a bad product out of business faster than a good advertising campaign. Advertising causes people to try a product once, but poor quality eliminates any possibility of a repeat purpose.”
–Morris Hite
As a business owner you want to make sure that the first impression customers get when they walk through your shop door is a great one. Another important factor to keep in mind is that in the eyes of the community you serve you are your business. Therefore, whatever you do and wherever you go reflects not only on your personal image but on your professional image as well. You are a walking advertisement for your business each and every day.
Impress consumers with your website, your telephone etiquette, your shop’s appearance, your professional appearance and your service. All of these add up to a lasting good impression that they will want to pass on to others.