The Science of First Impressions

[Protip Series #01]

How science can help you attract more

customers and grow your business.

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Stand up straight. Tuck

in that shirt. Mind your

manners. Sound familiar? While it may have been irritating at the time, your parents were just trying to help you learn how to make a good impression. According to Forbes1

magazine, first impressions are made in just seven seconds. Seven seconds! That’s less time than it takes to send a text message or to order your morning coffee (time spent waiting in line not included).

As we’ll see, first impressions matter—especially for businesses that value attracting and retaining customers.

What Science Tells Us

• There are two parts of

the brain that compute

first impressions. These

regions are called the amygdala and the posterior cingular cortex. According to Daniela Schiller, the leader of a team of researchers at New York University, “These regions sort information on the basis of its personal and subjective importance and summarize it into an ultimate score, a first impression.2”

• We really do make split-

second judgements. It’scalled rapid cognition.According to authorMalcolm Gladwell, rapidcognition, “moves alittle bit quicker and actsslightly more mysteriousthan the deliberatedecision-making styleof thinking we’re moreaccustomed to.3”

“You will never get

a second chance

to make a first impression.”

—Will Rogers

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• We associate specificfacial traits with

someone’s personality.4

The Department ofPsychology at theUniversity of Yorkdiscovered that thejudgements we makeabout a person’scharacter can bepredicted based simplyupon their facial structure.For example, people that,“naturally appear happyare consistently rated asbeing more trustworthy.4”So all of the cringe-worthy times your mothertold you to “smile” wereworthwhile after all!

A clean look leads to trust

Sometimes the importance of a first impression is obvious, like when it comes to a job interview. But did you know that first impressions can be made

about a wide variety of things as well? Think about any business that relies heavily upon building trust, like banks, car dealerships, law offices, or real estate agents. When you go to one of these establishments, you expect to be greeted by someone who appears clean cut and friendly, right? We sure do!

You may only have one chance to get it right with potential customers. First impressions have a lasting impact, as a study out of Ohio State University’s Fisher College of Business discovered.5 The study involved a computer game, where participants were betrayed by the computer either in the very beginning of the game or somewhere in the middle. The majority of players who were betrayed early on

Proper Handshakes

A proper handshake can make or break an encounter. You want to be respectful and display confidence, without coming across as arrogant or aggressive or worse—limp and passive. Here are our of tips for a great handshake:

1. Stand and look the personin the eye. Standing andmaking eye contact showsrespect.

2. Start off with a verbalintroduction. It is best tointroduce yourself beforeextending your hand.

3. Extend your armcomfortably. Standingtoo far away will displaydiscomfort on your end,while standing too closemay offend the otherperson.

4. Grip palm to palm. Asbasic as this may seem,some people still give the“Just Fingers” shake, whichusually leaves the otherperson a bit confused.

5. Grip hand firmly. Avoidthe “Limp Fish” and the“Bonecrusher” handshakesat all costs. Aim forsomewhere in the middle. Ifyou think the tougher yourgrip, the more confidenceand power you aredisplaying, you’re wrong.

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had a hard time trusting for the duration of the game, whereas the players who were betrayed later on were more trusting in the last few rounds.

As study researcher Robert Lount stated, “First impressions matter when you want to build a lasting trust...If you get off on the wrong foot, the relationship may never be completely right again. It’s easier to rebuild trust after a breach if you already have a strong relationship.5” This is why it is so important for individuals, as well as businesses, to get it right the first time.

What first impressions mean for your business

According to Marketing

Metrics, the probability of selling to an existing

customer is 60-70%, while the probability of selling to a new prospect is only 5-20%.6 There are other factors in play here, but it’s obvious that first impressions are key to attracting and retaining new customers. And let’s face it, it helps to look sharp.

Think about having a new customer walk into your restaurant for the first time. If the tablecloths aren’t crisp and clean, a new customer may make a snap judgement and think your establishment doesn’t pay attention to details. Who wants to eat at an untidy restaurant? Chances are you just lost that customer.

Charlie Doe, founder of the Ninety Nine Restaurant & Pub, says it best: “You only get one chance every single day to please the

Handshakes Continued

6. Leave your left hand outof it. Two-handed shakesshould be saved for morepersonal encounters.

7. Shake from the elbow.Shaking your arm from theshoulder just looks weird.

8. Shake for 2–5 seconds. Atypical handshake will havetwo or three pumps of thehand. Watch for cues fromthe other person to knowwhen to let go.

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guest. Give the guest what they want and they’ll always come back for more.7” It is absolutely critical to make sure that you do what you can ahead of time to help create the environment for a good first impression. And while a good first impression is particularly important for restaurants and hotels, it applies to a wide variety of businesses as well.

How to Make a Better

First Impression

Tips for your location

Atmosphere: Make sure your overall decor helps shape the atmosphere that you are going for. For example, if you run a sports pub, would a customer feel the fun and competitive vibe? Or if you have a seaside escape, does the decor promote relaxation?

The atmosphere of your establishment can be shaped by every piece of furniture and decoration, from the chairs and tables to the light fixtures, wall art, and plants. Even the color of the paint on the walls or the type of flooring can affect the overall atmosphere. Take details such as music, lighting, and smells into consideration.

Signage: If you have a brick and mortar location, make sure that all of your signage is visible and easy to read. Signage may also include things such as sandwich boards and awnings. If your business uses company vehicles, don’t forget about vehicle wraps! There is no such thing as too much swag, so don’t hesitate to order those customized pens, notepads, drink koozies, t-shirts, or whatever

Tips for Job Interviews

The importance of first impressions is doubly important for job seekers. Follow these tips to ensure you project the right image.

1. Take time to prepare. Haveyou done your research onthe company, the positionand/or the specific individualthat you are meeting? Takea few mental notes to helpfacilitate the conversation.This preparation will helpreduce anxiety.

2. Dress for success. Whatyou choose to wear canhelp or hurt your personalbrand. It never hurts tooverdress for an interview ormeeting, but showing up inripped jeans and a stainedt-shirt will.

3. Arrive early. Tardiness isrude. Avoid arriving late toan interview. Make sureto give yourself adequatetime for travel, traffic delaysor detours, poor weather,and (sometimes the moststressful part) finding aparking spot.

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else you could give out or sell to customers.

Logo: If you don’t already have a logo, create one! A logo is very helpful when it comes to branding your business. It not only helps with recognizability, it also sets up your identity. Just think about the Nike swoosh. When you see that, you recognize it immediately. When designing your logo, make sure you ask yourself, “What qualities am I trying to convey?” Also make sure to take colors you will use into consideration (pro tip: the simpler, the better). You can then stick your logo on anything that you deem appropriate: pens, note pads, towels, drinking glasses, t-shirts, employee uniforms, etc.

Linen: If you use any type of linen (napkins, table

cloths, towels, bedding) it is very important to keep these clean and in good condition. We can guarantee that nobody wants to get into a bed if the sheets look tired. Using cloth table linens elevates your restaurant’s image by telling customers you’re both elegant and eco-friendly.

Tips for staff appearance

According to the University of Illinois Extension, a person evaluating another individual will base their impression on the following: 55% body language and appearance, 38% verbal tone, and 7% verbal content.8 Because of this, it is very important to make sure that you focus on a wide variety of factors that play a role in first impressions rather than to zero in on just one variable.

Interview Tips Cont.

4. Be mindful of yourbody language. Try toavoid fidgeting, slouchingor crossing your arms.Standing or sitting upstraight with your head upshows that you are payingattention.

5. Watch your tone. Avoidbeing too loud andaggressive or too quiet andpassive.

6. Ask for advice. Duringinterviews, the intervieweetypically does most of thetalking. If you have theopportunity to ask theinterviewer a question orask for a piece of advice,take it. This will help set youapart from the rest of theinterviewees.

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Keep the following things in mind when thinking about the appearance of your staff:

Appeal: Your employees are going to be in contact with customers each and every day. Because of this, it is critical that they are well dressed so they can make a great first impression when greeting customers. Make sure your employees’ uniforms are clean, pressed, and in good condition at all times. Hiring a uniform rental service ensures that your employees have clean uniforms waiting for them when they come in to work—and that worn, damaged or otherwise unfit uniforms are replaced immediately.

Appropriate colors: If your staff uniforms are all the same color, is the color appropriate for your

business? Think about Target, where employees wear tan pants and red shirts that work well with the overall red theme of the company. Using a color code isn’t always necessary, but in many cases it is helpful for customers to identify an employee from across the room.

Personalization: Any type of personalization, such as name tags or embroidery, can help in two main ways. First of all, some form of personalization can help to provide customers with a way to identify employees if the uniforms are unclear. Secondly, personalization can help to create a conversation opening for a customer who may not speak up otherwise.

General look: You need to tread extremely lightly

“People sometimes

talk about the power

of first impressions, and believe me, there is truth to it.”

—Ann Brashares

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here to make sure you don’t offend anyone. Having clear rules and expectations about personal hygiene and appearance is key. Make sure to outline anything that may come up in a workplace appearance policy. A few topics may include dress codes, makeup and body art regulations, hair style/grooming, offensive perfumes and/or body odor, etc. Don’t forget to outline rules for inclement weather as well as casual days if necessary.

Conclusion

It’s obvious that spending time and money on first impressions is an invaluable investment for your business. Not only does a good first impression ensure that you are attracting and keeping customers, it is also much less expensive than backtracking and trying to reboot your reputation. As Harlan Hogan stated, “You never get a second chance to make a first impression.”

Too much on your plate? A uniform and linen service will ensure your business looks its best without the added stress of trying to take care of everything yourself.

Sources

1. Goman, C. (2011, February13). Seven Seconds to Makea First Impression. RetrievedJuly 21, 2015, from http://www.forbes.com/sites/carolkinseygoman/2011/02/13/seven-seconds-to-make-a-first-impression/

2. Starr, K. (2013, February 3). TheScience of First Impressions.Retrieved July 21, 2015, fromhttps://www.psychologytoday.com/blog/the-science-luck/201302/the-science-first-impressions

3. MacKay, J. (2015, January 9).The Science of First Impressions(and How to Use It to YourAdvantage). Retrieved July 21,2015, from http://lifehacker.com/the-science-of-first-impressions-and-how-to-use-it-to-1678561682

4. University of York. (2014, July28). Facial features are the keyto first impressions. ScienceDaily.Retrieved July 21, 2015from http://sciencedaily.com/releases/2014/07/140728153850.htm

5. Bryner, J. (2009, January8). Study Reveals Why FirstImpressions Count. RetrievedJuly 21, 2015, from http://www.livescience.com/3197-study-reveals-impressions-count.html

6. Shaw, C. (2013, June 4). 15Statistics That Should ChangeThe Business World – ButHaven’t. Retrieved July 21, 2015,from https://www.linkedin.com/pulse/20130604134550-284615-15-statistics-that-should-change-the-business-world-but-haven-t

7. Doe, C. (n.d.). Contact Us.Retrieved July 21, 2015, fromhttp://www.99restaurants.com/contact.aspx

8. First Impressions. (n.d.).Retrieved July 21, 2015, fromhttp://extension.illinois.edu/dress/01impress-05first.cfm

“First impressions

are the most

lasting.”

—Proverb

About Pratt AbbottPratt Abbott’s uniform and linen service provides high-quality uniforms and linens to businesses in Maine, New Hampshire and Massachusetts. All of our products are backed by our first-rate maintenance program, which covers cleaning, replacements and repairs. As a family-owned and operated company, we are committed to fair billing and responsive service. It is our goal to help your business look good and create lasting first impressions that lead to lifelong customers.

For more information or to request a free quote, please contact our General Manager, Thomas Gridley.

(207) 854-5405(800) 266-7403

tgridley@prattabbott.com

2 Eisenhower DriveWestbrook, ME 04092