CREATE AN INSTANT IMPRESSION: INCREASE SALES BY INSPIRING OTHERS

By Romanus Wolter

When people are looking to buy a new product, eat at a new restaurant or try a new service they immediately make two quick decisions: “How will I benefit from this experience?” and “Will it be a quality experience that I will enjoy?”

People analyze these questions instantly—research has shown usually within 10 seconds. Because of this your customers must be able to immediately recognize the benefit and quality your business offers. The creation of a unique “instant impression” can help you attract new customers that may otherwise decide not to do business with you.

An instant impression is a brief, powerful message that people hear over and over again. It is based on the “benefit" you offer to your customers. Benefit helps distinguish your company from the competition. Benefit is also simple to remember, making it much easier for people to refer new customers to your business.

Ask yourself: “When a customer meets me, receives my brochure, reads my ad or looks at the sign on my store—Do they understand how I can help them?” “Do I have a message about my business that I deliver over and over again so people can easily tell others about it?” If not, it is time for you to create a winning “instant impression.”

YOUR OWN INSTANT IMPRESSION

You do not have to tell people everything about your business to get them to call you or visit your business. The goal of an instant impression is to become “known as someone” so people remember you and the benefit you offer to your customers. It helps you communicate your idea effectively, in terms everyone can understand, so they can easily refer even more business to you.

For instance, I am known as the “Kick Start Guy”. Anyone who wants to start or grow their dream businesses should call me because I help kick start their dreams. This simple statement makes it easy for people to refer new clients to me including their friends who want to start a business, small business owners who want to grow or artists who want to earn a living from their work. This instant impression makes people who meet me part of my sales team.

Instant impressions also help businesses clarify their purpose and maintain a specific focus. This can help business owners save time and money by leveraging off a common, core message for all their marketing efforts.

THE STEPS TO CREATE A WINNING INSTANT IMPRESSION

Creating a winning instant impression is really quite simple, just focus on benefit. How does your business help your customers in their lives—Do you provide a cultural experience where they can try exotic foods, do you ensure your customers dry cleaning is soft so that they are comfortable or do you provide tax services that save them time and money? Focusing on this unique benefit helps your restaurant, dry cleaner or accounting firm stand out from the competition and more importantly, helps your customers remember you.

The steps to creating your own winning instant impression are:

1.   Describe your “Intent.” Why did you start your business (or why do you want to start it?) How does it benefit other people? What value does it bring to the marketplace? Make a list of items by writing down anything that comes to mind. Some of my clients express this as, “My Company helps our customers…”
 

2.   Use this list to write a paragraph about your business. Try and tell a story. The beginning of the story is what your company does and the end explains its unique benefits.

3.   After you are satisfied with your story, look at it again. Circle any key descriptive words. These words are words that resonate with your heart and they explain the benefit you offer to your customers.

4.  Use the circled key words to develop shorter, stronger statements. Say each sentence aloud as though you were telling someone some one about your business at a cocktail party. Would they understand your business and the benefit you offer?

5.  Rewrite the above sentences to formulate your own “instant impression.” Use the most exciting words to form a single statement focusing on the key benefit your business provides. This sentence will help you become “known as someone” in the community. It explains how you help others. Everyone who hears it will be motivated to find out more about your business.
 

6.   Share your new instant impression with friends, family members and colleagues. Listen to their input and revise your message as you see necessary.
 

7.  Use your instant impression all the time—at business functions, at cocktail parties, on your business cards, on your stationary, in any marketing brochures you develop and even in the line at the grocery store. The more that people hear about your business, the more business you will generate.

It is important to realize that your instant impression will change as you tell other people about it. Your customers and friends will give you ideas and different words to use, listen to them and include any ideas that you like. The important thing is to get started; create your own instant impression right now. Then use it as a great way to grow your business!

About the Author

Romanus Wolter is “The Kick Start Guy”. Reaching over 2.4 million entrepreneurs monthly, he provides action steps that close the gap between goals and success. As Entrepreneur Magazine’s Success Coach Columnist, author of Kick Start Your Dream Business and Kick Start Your Success–Romanus energizes people to take action and turn their dreams into realities. Discover more: www.kickstartguy.com or write to him at Romanus@kickstartguy.com

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