After a wind storm left us in need of some roof repairs, my wife and I and some of our neighbors called several roofers and asked them to evaluate the damage and provide estimates for the repairs. It quickly became obvious that none of us was capable of judging the quality of one roofer’s work from another, and so we were left with comparing notes about our general impression of the individuals who came to give estimates.
One guy showed up to our house and without ringing the door bell, climbed on the roof. When he was done, he didn’t ring the bell to let us know who he was or what he found, he just left. He called four hours later, but we had already decided he was not going to get our business.
Another guy wrote his estimate on cheap "invoice" forms from a stationery store.
Most of the roofers didn’t show up on time. Some wouldn’t even give us a time.
We went with the one who showed up on time, looked clean and professional, had printed estimate forms, and looked us in the eye when he talked to us. He wasn’t the cheapest, and we don’t REALLY know if his work is any better, but his professional appearance and demeanor made us feel comfortable.
So my question to you is, What impressions do you give your prospective clients?
Most of your clients are not qualified to determine the quality of your work. They base their decision to hire you primarily on their overall impression of. . . you.
Time to take inventory. . .
Are you clothes neat and well-fitting? Are your shoes in good repair and polished? Is your hair neatly trimmed? Does your necktie have spots on it? Are your finger nails clean and trimmed?
My wife tells me women look at the nape of a man’s neck to see if they need a haircut. They look at your shirt collar to see if it’s clean. She says they don’t like men to wear nail polish (buffing is okay), pony tails, or ostentatious jewelry, and they always look at your shoes.
Is your stationery professionally printed? Is your office clean and tastefully furnished? Does your briefcase convey that you are successful?
First impressions are critical to your success. In fact, experts tell us that people make up their minds about us in the first two seconds.
Two seconds!
Their first impression determines whether they like you or not. Everything after that is colored by that first impression.
When people like you, they see the best in you. When they don’t, they tend to see the worst.
Make sure their first impression is a good one.
And be careful. You have to know your clients.
If you target middle class clients and they see you drive up in an exotic automobile or you have expensive artwork in your office, they may think you’re too expensive for them. I know one lawyer who swears he lost a trial because a few jurors saw him pull into the parking garage in a Porsche.
People have expectations about how an attorney should look and act, and you should meet or exceed those expectations. If you don’t, you’ll make them nervous. If they expect an attorney to have an office and wear a necktie, for example (and most do), and you work from home and wear bluejeans, don’t be surprised if they hire someone else. You may be the better lawyer, but it doesn’t matter–perception trumps reality.
But clients also want to hire someone they can relate to as a human being. Your task is to strike a balance. Give them the image they expect but also a person they can talk to.
