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Oliver SchumacherOliver Schumacher is a sales trainer and speaker. The speech scientist (MA) and business economist (FH) worked for 10 years in B2B field service for the branded goods industry. Today the five-time book author gives tried and tested tips and strategies on the topics of new customer acquisition, offer management and price negotiation. His main clientele are small and medium-sized companies that have their own sales force. More information at All texts by Oliver Schumacher.

Selling Customer Acquisition & Customer Journey - 10 Tips: The Power of First Impressions

The first impression is crucial in customer acquisition. For the entry, for a long-term cooperation, for the future. Company and sellers should be regular, intense and self-critical. In addition 10 tips.

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1. Problem generalization

Many people immediately generalize a spontaneous first impression of a section to the big picture.

If, for example, the receptionist appears stressed when she calls the hotel, this impression is subconsciously transferred to the entire hotel. For companies that want something sell want (and who doesn't), this mechanism can have fatal consequences. Because the first impression sticks.

2. Optimize first contact

If you come across an employee at first contact who you feel you have to “carry” to work, this can have very negative effects on the entire corporate image.

Since there is no second chance to make a first impression, you should be negligent here Error be avoided.

3. Communicate competence

Who calls in a company, often has enough employees on the phone, who have no idea. Of course, not every employee can know everything.

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But without answers to the most common questions, this person has lost nothing on the phone.

4. Offer service

The service concept is just as often missing. Instead of “I'm sorry, the colleague is not here”, a phrase like “Mr x cannot be reached until 14 p.m. tomorrow.

Can I perhaps help you further or can I put a note down for him to call you back? ”Much more appreciative and professional. The caller gains the feeling that they are important.

5. A positive picture

A good first impression is to a large extent by appearance, so the clothes conveyed. Everyone who comes in contact with customers should therefore keep asking questions:

What impression do I give through my outward appearance? And which do I want to awaken?

6. Do not exaggerate

But please do not exaggerate. A sure instinct is needed. The aroused expectations must fit into reality.

Anyone who shines with his outfit too much and can not substantiate this claim with his ability, his abilities and his offer will quickly fall by the wayside. From the glitz then not much left in the daily business.

7. Staging little things

Sellers, who usually have a first and high representative effect, should work to stage themselves (still) a little better. The same applies to the entire company in its external effect.

  • What do customers see when they first enter the company?
  • What do you hear when you call for the first time?
  • What does the announcement on the answering machine sound like?
  • Is there an answering machine at all?
  • Can you hear a computer voice on the phone that reads a number, or the nice, maybe even familiar voice of the employee?

8. Puzzle pieces form a whole

It's just such small things that attract our own attention as a customer. Negative as well as positive! And it is exactly these little things that are decisive, which image the opposite of us - as a person and as a company - gets.

They fit together like puzzle pieces to form an overall picture. The more positive this image is, the more confidence can arise. This is especially important for sellers. A confident basic mood forms the good basis for the actual sales process.

9. Use automatism

The automatic generalization with regard to the first impression can also be used as an advantage: just as sometimes we put people into a drawer too quickly and do not let them out, it also works the other way around.

Even with a small positive aspect, the whole thing can be positively remembered. The seller or the receptionist contributes as well as the announcement on the business mobile which first and lasting impression a company leaves behind.

10. Finally: 7 points checklist for the first impression

  • Is the website appealing and user-friendly?
  • How does the shop / shop window appear at first glance?
  • What impression does the reception area of ​​the company make?
  • Does the car park look well maintained?
  • In what condition are the company cars?
  • What is the dress style of the seller?
  • What do the sales documents look like?

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One Response to "Selling Customer Acquisition & Customer Journey - 10 Tips: The Power of First Impressions"

  1. Eyrie says:

    Yes, in most companies the customer comes at the very end - at least that's my personal impression.

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