Giving a good first impression means understanding what it takes to build a relationship. 

To sum up, your first impression is judged within a split second. It might not be fair or accurate, but your prospects have already made that judgement. That’s why it’s important your website and every touchpoint your prospect has with you matters. 

If you are a small business owner, then you need to manage the art of the first impression. If you don’t, you could miss out on major opportunities to boost your brand in a variety of ways.First impressions are more than just moments; they can affect your company in your sales, marketing, hiring, and other endeavors.

Here are five reasons why first impressions are the most important:

Lasting Impressions

The reason why first impressions are so important is that they last well beyond that moment.This is thanks to something called the  primacy effect, which means that when someone experiences something before other things in a sequence, they remember that first thing more.

If you don’t leverage first impressions correctly, your customers might get the wrong idea in their head.If they have a negative interaction with you or another person in your company, that might be the only memory that actually stays with them long term.

Positive Momentum

Momentum is a powerful force. From technology, to transportation, to human psychology, when you get momentum it is harder to stop you. When you build positive momentum with customer relationships and make excellent impressions right of the bat, it can build into something really special.

Remembering the power of the primacy effect from earlier, if a customer has a negative experience at some point during their journey with your company they will be more likely to forgive you. It is a lot harder to reverse positive momentum when it’s been building for years or months.

Beware the Competition

Long gone are the days where companies had the luxury of taking their time to win customers over. Technology and digital communication have moved things to light speed.

Consumers are online with their phones almost all day consuming information and sales messages from your competitors. In order to avoid losing business to competitors, you need to arrive in front of your customers first. This includes social media, emails, phone calls, and first impressions when dealing with salespeople. If you don’t get the sale, know that your opponents will not be far behind ready to close the deal.


Referrals are one of the most cost-effective ways to grow your company. When you get a referral, you are leveraging the relationship that your customer has with the new prospect. In addition, these referrals are more likely to buy and in higher quantities because of that built-in trust.

When you make a great first impression, you can confidently ask for more referrals.

The Value is in the Process

The first impression itself is valuable. However, it is beneficial to go through the process of making a great first impression. From sharpening your sales pitch, to improving marketing messages, to hiring the right people, what you go through on your journey to an amazing first impression will lift your business.

When it comes to running a business, you need to have the right strategies and tactics, so you can beat your competitors in the market. However, this is sometimes easier said than done. 

When you are able to generate first impressions that are better than the rest, then you can cultivate profitable customers for life, so your business will continue to succeed.

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