That First Impression Better Be Good

It’s been said that you never get a second chance to make a good first impression. First time is the only time. I experienced how true those statements are after a few shopping visits this past weekend. I was left with three very distinct impressions.

I had to return a newly purchased laptop to a well-known “superstore,” and exchange it for a bigger, more powerful model. (It seems my memory about “memory” is flawed!) This store always has a person positioned at the entrance to greet and provide quick answers to customer questions. The individual I encountered had just sent a previous customer off grumbling, and I figured out why when I approached him with my question. This person had the personality of my living room couch.

Not once did he smile. Not once did he make me feel welcome. He had my information that he passed on, somewhat begrudgingly. Had I been planning to just shop rather than have a specific task in mind, I would have turned around and headed out the door to visit their competitor.

My second encounter was later at one of those large chain sandwich shops known for its quick service and cafeteria-style atmosphere. As my wife and I approached the young lady at the register to place our order, we quickly got the impression that this was the LAST place on earth she wanted to be. After placing our order, there was no “thank you,” no smile and, when I reached back out to her to get a pen to sign the credit slip (including the tip), I was received with an evil eye and a sigh. Good thing I was hungry. Next time, I’ll go to the place down the road from them.

Finally, you will get the name of place number three on my shopping itinerary, and you will understand why, because this particular store is known for its superior customer service and they did not disappoint. The first time I visited a Trader Joe’s I felt totally welcome and extremely comfortable. This being probably my 100th visit, I had the same experience.

The employee at the checkout noticed my Fender guitar-logoed hat and, while handling my order, asked me a series of questions about the hat and my attachment to it. He made the entire conversation about me. It is obvious to me that these Trader Joe’s employees go through some customer service training that goes beyond operating the registers, smiling, and saying, “thank you.” It is very apparent that they are trained on being intentional with the customers so each feels special, and will readily return the next time because of that.

This got me to thinking about something we radio programmers don’t consider as often as we used to in this age of digital media and online commerce. How is OUR promotion and programming personnel interacting with listeners at our appearances, station events and concerts? Are we training them all about good first impressions? It was apparent that two of the places I visited over the weekend either did not have any customer service training or very little. Both were big enough businesses to be able to afford the time it would take.

Do we visit these events to see how our staff is handling each listener interaction, and do we coach talent and promo personnel following up on our observations? Is our personnel welcoming every listener with a smile and leaving them with a “thank you,” or are they sitting in a chair by the promo table with their faces in their phones? Ask yourself these questions and be honest with the answers.

Regardless, once per quarter at least, you (and your marketing/promo director) should conduct a refresher course on leaving good first impressions, including attire, posture, direct eye contact and intentionality. With a younger generation that may not be as well-versed in people skills (but is very well-versed in technology), we must take the necessary time to work with each individual to teach them the finer points of positive interaction/customer service. There are two places that lost me as a customer. You don’t want that happening with any listener.

You get only one chance at it. Make it count.

“Taking Your Radio Presence To The Next Level. Be it an artist, radio programmer or on-air talent. Coaching and mentoring down to your foundational level”

Contact me:
John Shomby
Owner/CEO Country’s Radio Coach
jshomby@countrysradiocoach.com
757-323-1460
https://countrysradiocoach.com