The Laws of Selling

CHAPTER 01 — The Law of Initiative

The Law of First Impressions _ Customers Judge You Unconsciously

First impressions form far faster than we think. Within a very short time of meeting someone (0.3 to 3 seconds), a person makes a first judgment about whether the other is trustworthy and likable. And an impression formed this way is not easily changed. Meetings with customers mostly take place within limited time, which is why the first impression can shape the mood of the conversation and even the direction of the negotiation.

Of course, it is competence that closes a deal. But in a first meeting, customers can only check your appearance before they check your competence. When people find one positive trait, they tend to rate other abilities positively as well; this is called the "Halo Effect." That is why I tell my staff to pay attention to what they wear. I don't mean decking yourself out in expensive luxury brands; a neatly pressed shirt, well-kept shoes, tidy hair and a confident posture alone make customers look at you differently.

When I talk about managing first impressions, the purpose is less to win the other person's favor than to take the initiative in the meeting.