People can be rather subjective when forming impressions. One example of this is the notion of “love at first sight.” Two strangers meet, and for reasons unknown – yet undeniably strong – become inseparable.

In contrast, this same reasoning can cause us to immediately dismiss a well-intended and capable person even before we get to know him or her.
Similar first impressions can take place in your showroom. For instance, a customer might think twice before setting foot in a store with an unflattering typeface on the sign. Another may not notice signage, but might be turned off by an overzealous employee.

The reasons for negative first impressions can be vast, as they differ with individual opinions. Nonetheless, the fact that customers might be driven away, whatever the reason, cannot be ignored. Therefore, it is vital for a business to understand how to create a uniformly positive first impression for all customers.

Marc R. Eber, CKD, CEO of Builder’s Kitchens of New Jersey, Inc., says a good first impression starts outside and continues throughout the interior of the showroom, culminating with the essential elements: the product displays. With 28 years in the kitchen and bath industry, Eber knows what factors entice customers and which things turn them off. For example, a business’ exterior’s impression extends beyond the store front, to the delivery and service vehicles it sends out on the streets every day. “I have my trucks cleaned every week, properly maintained, with our business phone number on both sides of the truck,” says Eber.

At the store, the exterior should portray a clean, well-managed appearance. Your goal is for customers to drive up and think, “Wow! These people have their act together.” To establish curb appeal, begin with the parking lot and move inward. The parking lot and walkways should be well maintained, with no litter or weeds growing. Landscaping should be tasteful and professionally done. Signage is extremely important: Clean and crisp is best. Stay away from hard-to-read typefaces and too many details. Your signage should also be illuminated, even after hours, so customers know who and where you are.

Your store must have an obvious front entrance. Customers don’t want to wonder how to get in or when you are open for business. The front door should make a statement. What does yours say about you?

INNER SANCTUM

Your customers should find that, immediately upon entering, the showroom subtly appeals to all their senses: touch, sight, sound, smell and taste. “The consumer should be immediately cognizant of the difference between your showroom and others they’ve visited,” Eber says. It may take some field research to learn how to accomplish this. Some ideas include:

• Keep the entryway clean and organized. This is not the place for UPS and mail delivery pile-ups. You want people to walk in and be impressed. “The customer is constantly judging how you look and whether you can make his or her home look good,” Eber says.
• Play tasteful background music on the sound system. Background means that the music is loud enough to be heard, but that it does not interfere with talking or other experiences within the showroom.
• Appeal to the sense of smell by using lightly scented products.
• Stimulate the sense of touch with a substantial entry door and a handle that feels good.
• Welcome customers with a refreshment center, where they can enjoy coffee, tea, soda, muffins, bagels, etc.

WELCOME HOME

The reception area is where your customers have their first interaction with your company. Since it reflects the image you want to portray, this area should have the nicest display in the showroom. Consider an entertainment/organization center with a television that plays your or your products’ advertisements on a loop.