MOVERS&SHAKERS
8 ways to make a first
good impression
It’s been said that you only have one chance to
make a good first impression. Benjamin Dyer, CEO
of Powered Now, explains that people buy on
trust and trust starts with this first impression.
» “PEOPLE BUY FROM PEOPLE” IS A
well-known saying. It partly explains why
some installers get frustrated when they don’t
win work, when by all accounts they should
have done. That’s why thinking about the first
impression you make is so important. Sure, if
you’re a sole trader and want to stay that way,
and already have enough business, this doesn’t
matter much. But if you are just starting up or
want to grow your business it matters a great
deal. Impressions lead to trust and trust leads
to sales. That’s why it’s so critical.
BE EASY TO CONTACT
When prospects find it hard to contact
you when they haven’t even given you their
business, they will wonder what you will be
like once you start work. It creates a terrible
impression. At the least make sure that your
email and mobile are freely available. Also,
have a really helpful answer message on your
phone and always return calls quickly.
BE TIMELY
As far as humanly possible, try to turn up
at the exact minute you said you would. You
might not think this matters, but it is a key
opportunity to demonstrate that you can be
taken at your word.
Powered Now’s survey of 1,000
homeowners found that 83% said that their
biggest irritations were trade companies failing
to show up when they said and being slow
with quotes. If you want to sell to a prospect,
you must build trust. That’s why straining
every nerve to respond quickly to customers
and always arriving on time will get you off to
a good start.
Technology can help. James Chandler of
Chandler Building says: “We turn up on a job
to quote, do it all on the iPhone and send it
to the customer. We’ve noticed that getting
the paperwork out to the customer quickly
normally means we win the job”.
ESTABLISH YOUR
PROFESSIONAL CREDIBILITY
Once you are in front of the customer
they want to know if you can do the job
competently. So, make sure that you talk
about similar jobs that you’ve done before.
Talk around the issues that you have overcome
in the past and mention the standards that
you work to. Discuss local authority notices
and what has to be reported to them or Gas
Safe. Few homeowners have an appetite
for completing complex paperwork so this
heads off the thought that they might do it
themselves or use a cowboy.
Make sure that you talk about your
qualifications, trade body membership and
insurance. Talk about how onerous the Gas
Safe training and exams are. It’s all too easy
to assume that your client knows this or has
looked at your web site or the message on the
side of your van. That’s always a dangerous
assumption. It’s much better if you practise
weaving this into your conversation. But
remember that nobody likes a clever dick.
Casually explaining what your expertise
and qualifications are can help to build the
right image. “This is similar to the job I did
last month in Acacia Avenue, that turned out
beautifully” can help. Another type of line is,
“I have more than 20 years’ experience. Of
course, my qualifications have to be renewed
every 12 months”. You get the picture.
BE APPROPRIATE
One tradesman was over-friendly with my
wife. I didn’t like it and nor did she. We never
used them after that, despite being contacted
several times. Enough said.
78 » JUL 2020 » CLEARVIEW-UK.COM