The Importance of First Impressions: Eight Ways to Wow New Clients and Prospects

First impressions are all about conveying your professionalism and principles, so that there is no doubt that they will be in ‘safe hands’ with you. Here are eight ways to impress from the beginning of a relationship:

1. Keep a scrap book of testimonials in reception

The power of someone else’s endorsement over and above your own should not be underestimated, and yet many firms overlook the importance of getting testimonials in front of clients.

2. Keep a scrap book of client press clippings in reception, and post links on your website

Likewise, whenever a client’s case is reported in the press (local, national, or sector-specific), this provides you with a priceless (and free!) marketing opportunity.

3. Undertake a review of reception and other areas that come under scrutiny on first visits

This is your showcase area and must help to embody your service standards, to which you commit in your promotional and welcome material. Reception must convey an image of professionalism and care, should be staffed at all times, and staff must be trained in client care. You may also want to consider showing clients into a meeting room straight away, providing them with privacy rather than keeping them waiting in a busy reception area.

4. Treat your own people as you would expect to treat a valued client

You cannot successfully portray an image of client care if this image is not a true reflection of your firm’s principles. Therefore, you must take into account the needs of your people when it comes to designing your ‘showcase’ areas as well as your staff facilities.

5. Always introduce the client to the key team members

It is not particularly comforting to receive a call regarding your legal matters from someone whose name you have never even heard. This is also provides a reason to keep in regular contact with the client, obtain regular feedback and promote the firm’s other service offerings, which may be of interest.

6. Research yours client or prospect’s business

All it takes is a few minutes’ internet research on a semi-regular basis, or prior to a scheduled meeting or call, and you will come across as a consummate professional. Moreover, this again gives you the excuse to get in touch and flag up potential areas in which your firm could be of service. This is a habit that all professionals should be in.

7. Provide new clients with a ‘Welcome Pack’

This allows you to begin the relationship on the right foot – and on your terms. Here you can set out clearly what they can expect from you and, likewise, what you expect from them regarding availability, input and (not least!) payment.. You can also include an ‘Our Team’ section, easily compiled from your website profiles.

8. Give the client the option of methods of communication

Busy professionals and businesspeople will often like to be contacted by email, or on their mobile while on the go. Conversely, other clients may not have internet access or a mobile phone. Allowing the client to decide on the method of communication is a question both of client service and practicality, and further enhances your ‘client-centred approach’.