“A negative first impression for any brand can be extremely damaging in 2020,” writes Gaetano DiNardi in arguing that the role of the SDR must evolve as part of his brutally honest B2B predictions for this year. “Prospects tend to remember negative experiences above the positive ones.”
We all know that first impressions matter. That’s no stunning revelation. But the stakes are reaching new heights, as buyers have more options and less patience than ever. Meanwhile, customer experience is emerging as a primary differentiator.
Making a good first impression is helpful, of course, but as DiNardi alludes, avoiding a negative first impression may be the most essential edict.
“First impressions matter, for good and bad,” explains Arthur Dobrin in an article for Psychology Today. “They are fine when you like someone on first meeting; they are not so fine when the first meeting is negative. Positive first impressions lead to social cohesion; negative first impressions lead to biases and social prejudice.”
Drawing insight from some of the most respected minds in business today, let’s explore some ways to steer clear of a critical misstep out of the gates.
Making the Right First Impression in B2B Sales: Avoid These Mistakes
CNBC recently published a list of nine mistakes that will instantly destroy a first impression, sourced from a collection of CEOs and entrepreneurs affiliated with The Oracles. The advice from these “self-made millionaires” is delivered in a broader business context, but I thought it might be interesting to zero in on these mistakes from a B2B selling perspective.
1. A poor handshake and no eye contact.
This is probably the least applicable item on the list with regards to modern selling, because so many interactions now take place in a solely digital setting, but there’s relevance in the underlying premise: we need to build trust through human connections right away.
One way to create a more personal dynamic online is through the use of video. Jean-Marc Saint Laurent writes at Customer Think that making a video pitch can be an effective way to initially foster trust with a prospect, and he offers practical guidance for creating one.
Another often overlooked element of making the right first impression when engaging via LinkedIn: your profile photo.
2. Being dismissive.
There’s a tendency among some salespeople to invest considerably more effort and preparation when reaching out to prospects that represent larger opportunities, compared to those “small fish” that are likely to yield lesser deal sizes.
This makes sense, but it’s unwise to dismiss the potential of any buyer engagement. You never know when hitting it off with someone — even a person with no interest in your solution at the time — will open new doors or pay dividends down the line.
3. Failing to ask good questions.
“To build rapport and credibility quickly, ask open-ended questions,” suggests Bluemercury CEO Marla Beck in the CNBC article. “You’ll get to know the person better, communicate that you’re thoughtful and curious, and grow your knowledge.”
In sales, asking good questions requires knowing something about the person on the other end, so you’re not wasting their time by inquiring about matters you could’ve learned on your own. As Beck suggests, there’s a lot of value in open-ended questions, through which you can naturally pick up on an individual’s priorities and perspectives based on how they respond.
Recently, when the team at Acquirent received a rough sales call that epitomized a negative first impression, they chose to use it as a teaching opportunity. VP of Sales Nate Blackburn politely offered his thoughts on what the rep on the phone could’ve done better, and Acquirent shared the interaction on YouTube.
"High level, it's very rare that someone like me is going to answer the phone, and when they do, you only have a few seconds," Blackburn explains to the receptive rep in the video. "Your opening, you need to captivate me so much harder, more in line with what I care about, and it's a death knell if you say you've never heard about us and don't know what we do.
4. Neglecting your reputation.
“A first impression doesn’t start the second you meet someone,” says NYBA Media GmbH founder and CEO Markus Hetzenegger, and it’s a valuable thing to remember in today’s digital environment. Your reputation isn’t only based on what people say about you, but also what your online footprint says about you.
There’s a good chance that when you first engage with a new prospect, they’ll take a peek at your LinkedIn profile and activities to learn more about you. What do they convey? Think of this as your opportunity to make a first impression before the first impression.
5. Showing signs of disinterest.
If you’re reaching out to someone, obviously you’re interested. But are you interested in helping them, or interested because they can help you? It’s a subtle nuance but a critical one. When your messaging is too sales-y right off the bat, it sends a signal that you don’t truly care about the buyer and solving their problems, unless it can benefit you.
6. Taking first, giving later.
“Imagine your prospect is a bank account,” writes DiNardi in discussing the ways sales reps need to evolve. “If you’ve never made a deposit, how do you expect to withdraw anything? This is what sales reps should think about before blindly asking a cold prospect for a meeting. Your SDRs should focus on the development of leads through true conversation and connection.”
Preach! This viewpoint gets to the heart of modern selling and its fundamentals. Always seek to provide value upfront, before asking for anything — even if the ask is merely a bit of someone’s time and attention. Every relationship has a trust bank and, as DiNardi explains, and attempting to withdraw before depositing is exactly how your first impression can end up in the negative.
7. Failing to showcase your strongest assets.
What are your strengths as a salesperson? Are you placing them front-and-center on a consistent basis? It’s easy to get away from what we do best in a world of best practices and conflicting guidance, but at the end of the day, it’s always vital to put your best foot forward. If you’re a naturally gifted socializer, aim to open with genuine smalltalk that builds comfort and familiarity. If you’re especially knowledgeable about a certain aspect of your industry, lead with it by lending your unique insight.
8. Speaking before you listen.
This ties back to No. 3. If you immediately take over the conversation with a new contact, you’re not giving yourself a chance to learn firsthand about their situation and tailor your approach accordingly.
In a post for the American Management Association a few years ago, Ken Kupchik spelled out why listening is the top sales skill today: “There are several reasons. The first is that most people want someone to listen to them. In today’s fast-paced world, however, few of us get someone’s undivided attention for very long. The second reason listening is so important in sales is that since there are so few good listeners these days, those who are will stand out in the customer’s mind.”
9. Trying too hard.
If we’re being honest, this is a pervasive issue in sales right now. When reps fail to ask good questions, speak instead of listen, rush into a pitch … it simply gives the impression they’re trying too hard to make a sale, which is a recipe for a bad first impression and perhaps a very brief encounter. Conversely, when your focus is on getting to know someone and building an actual relationship, the intent isn’t quite so blatant.
When you’re able to lay this groundwork authentically, you will likely find that once the chance arises to steer someone toward considering your solution, you don’t have to try quite so hard.
First Encounters of the Preferred Kind
The old saying about how you never get a second chance at a first impression may not be entirely true — there are ways to recover from a bad one — but clearly the first interaction with new sales prospect is a pivotal moment. By avoiding the nine mistakes cited above, you’ll be sending positive signals and setting relationships off on the right foot.
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Topics: Sales trends
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