Written by John Safin

How many first impressions have you made today: One…twenty…maybe more? I have no doubt you made a stunning introduction and each person went ‘Wow!’ when they met you. So, what about all the people who looked at you – evaluated you - and you didn’t know they were watching?

Making an “impression” is a conscious effort where you have direct, personal control, such as when you give your elevator pitch. “Perception” is the reflection of your efforts. The following are aspects of your life where you can ‘Wow!’ your customers, your family, and your community:

1. Your “Store” – This is the physical building where you do business and how the building looks to the public, both inside and outside. Customers will anticipate the same level of care that you have given to your building. A clean sidewalk, spotless windows, well maintained and brightly lit signage convey a message that you are concerned with details. Peeling paint, cracked façades, signs with missing letters show sloppiness. Your building is visible 24 hours a day, seven days a week. Don’t have a physical work location? Outside sales professionals would be an example of this. That means you are the “building.” You need to look spotless, be organized and well maintained. While everything can’t be perfect all the time, the effort will be noticed.

2. Employees – Just as your store’s condition communicates a message, your employees are a reflection of your management skills. Common courtesy, sincere politeness and a willingness to provide real service give customers a positive view of your business. This would also include presentation; the way your employee is attired. Clean clothing, properly groomed with appropriate jewelry conveys a different message than one who slept in their uniform. While some might say there is little evidence of this in today’s world, it is your opportunity to rise above your competition. You can take it upon yourself to teach your staff the required skills. Teach your employees to answer the question ‘What else can I do to make this customer happy?’ with every transaction. Soon, you will turn a customer into a client loyal to your business.

3. Home – For all the people who believe there is more order in chaos than there is in order, a clean and organized home will restore your energy simply because it is a serene and comfortable environment. Your eyes will focus on any item out of place or any thing that looks strange, such as a book off the shelf or a stain on a wall, which will be a ‘nag’ on your mind. The same is true for the outside of your house; a yard with a nice lawn compared to a mini Amazon jungle. And, your neighbors will know your cleanliness level based on how your house looks. Yup, cleanliness. That’s the first thing to jump into someone’s mind when they look at the condition of your house. After all, you eat, live and sleep there. As with your business, the condition of your home reflects your lifestyle. When the outside of your house looks great people will believe you have the same high standards for all aspects of your life.

4. Children – This is your true legacy. Not the millions of dollars you made, the book you wrote, or the awards you won. Your children carry your name and your genetic code. Talk about a reflection of your direct, personal control! Your children are learning something from you all the time even when you’re not talking to them. Need an example: Did YOU finish your weekly chores or leave it unfinished? Your kids will see that. Did you shout some ‘colorful metaphors’ at a driver who cut you off? You have just taught your kids how to use ‘adult’ words. When you say “please” and “thank you” you are teaching common politeness. Keeping kids dressed appropriately is certainly a challenge with clothing styles showing off too much belly button or backside. Sometimes you will need to smile without wincing and other times provide a calm fashion intervention. No, it’s not easy to raise children. Anything worthwhile is rarely easy, and your children are definitely worthwhile. 

5. Yourself – You can publicly reprimand an employee or have a one-on-one to correct the situation. You can blow your stack at your kid’s bad school grades or have a calm conversation for finding a solution to help him or her improve. It is always your choice to be positive or not; professional or not; friendly or not. Of course, different situations might require you to present yourself differently. For instance, shouting “Tackle him!” while watching a football game is usually considered sports enthusiasm, but yelling the same thing in church would probably be inappropriate. Business is business and fun is fun. While the two can mix, there is a margin of discretion. People are watching the way you conduct yourself even when you don’t know it. That includes your website, blog postings, or Facebook page. Is your Internet persona offering a good first perception? Every day starts with you waking up and living to your own standards. 

No one can be “perfect” all the time, obviously, and each of us has a different standard by which we live. Aspects of our lives also have different importance levels. One person might think a clean car is most important while someone else believes the car gets washed when it rains. It is the choice you make for yourself as to how you want others to “see” and “know” you. Each of us is the judge and each of us is the judged. It is the impression you make and the perception others see.  

Always try to make today a better day than yesterday.

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