You hear it plenty: first impressions are everything. This goes for everything from first dates to networking events and, of course, initial sales consultations. When you’re aiming to book a client, you truly need to wow them from the first encounter. Otherwise, they may be inclined to look at your competitors and see what else the market has to offer.

However, if your first impression is engaging and trustworthy, there’s a far greater chance that they’ll want to ask questions and learn more about how you can fill their needs.

Of course, your approach must vary depending on who is sitting on the other side of the sales table. Your first impression with a newly engaged couple planning their wedding will look remarkably different from that of a potential corporate client who has hosted annual events throughout their career.

So, how can you make sure you have a winning first impression, each and every time?

It starts with digging into your prospective client’s psychology.

Humans are judgmental by nature. It’s not necessarily a bad thing; being judgmental can save us from some risky situations and keep us from making poor decisions. However, as a salesperson, this natural tendency can be an obstacle on the way to closing.

In order to book any client (regardless of their needs), you need to build the Know, Like, Trust factor that draws them into your brand and creates loyalty. You can build (or diminish) a client’s opinion of you and your brand in many ways, from the way you dress at a sales meeting to the messaging on your website and social media. You will be judged either way, so it’s best to make it favorable on your brand.

A prospective client generally judges three things in this order: you as a person, the products or services you offer, and the company as a whole. They might love you as a person, but if they aren’t impressed with your offerings or are turned off by the lack of diversity on your company’s social media page, there’s a chance your personality isn’t enough to sway their decision. 

Refine your digital impressions first.

More often than not, your first impression will actually be online so you have less control over how and when a prospect is looking at your website or social media. These channels are an extension of your brand, so they need to be consistently tailored towards the interests and needs of your target market. Although you don’t get the initial face-to-face opportunity, you can harness creative storytelling to build a personal connection with followers and website visitors so they feel like they know you before they even reach out to schedule a call.

A great digital impression will lead to more in-person impressions (and ideally more bookings!), so don’t skimp on quality content. Create educational blog posts and social media posts that establish your role as an industry expert, while infusing all of your messaging with personality. Don’t be afraid to show some behind-the-scenes content as well; it’s helpful for interested prospects to see the face behind the brand so they can connect with your brand on a personal level.

Sharpen your in-person impressions with practice.

Today’s consumer is smart. Most have done their homework before ever stepping foot in your office (or getting on a phone call). If you had a winning digital first impression, they likely have a good idea of what your brand stands for and the products and services you offer. By the time you sit down for a sales consultation, they’ve already begun to judge your brand from what they’ve gathered online. That’s your time to shine and demonstrate your winning personality and build trust and respect in yourself as a person.

Instead of focusing on the products and services they’ve surely researched already, spend some time getting to know them on a human level. Ask about their families, their goals, their likes and dislikes — anything that can help you to understand who they are and how you can support them. For example, you may ask a wedding client for their background — how did they meet? How long have they been together? What has been their favorite trip together? A corporate client, on the other hand, would appreciate your interest in their brand values and their recent achievements.

At the end of the day, sales is a matter of building relationships. Connect, engage, and make friends — so long as your business offerings are of good quality, the rest will follow suit.