That Potential Client Is Judging You So Focus on Making a Good First Impression

No, thin-slicing isn't a phrase to describe the way you cut a loaf of bread; it's a term that denotes what we do upon first meeting people. According to Oregon State University professor Frank Bernieri, people make immediate judgments about others from observing only mere seconds -- aka a "thin slice of" -- their behavior. "From the evidence gleaned in not much more than a few glances, we decide whether we like another person, whether they're trying to flirt with us, whether they're friend or foe," Bernieri suggests in a Guardian article. Regardless of environment or circumstance, this very thin-slicing -- otherwise known as making a first impression -- can make or break your chances of coming across in a positive light, and it’s especially crucial when vetting new business. Case in point: Guard for the Golden State Warriors, Stephen Curry, opted against doing business with Nike in 2017 because during an in-person pitch, a Nike rep butchered Curry’s name. To make matters worse, the rep left a placeholder name -- Kevin Durant, Curry’s teammate -- in the published write-up. Because of this, the NBA player decided instead to partner with Under Armour. Say it with me: It’s all about first impressions. Screw it up once, and you’ve likely lost business for good. The scene is no different in the marketing industry. An owner prepares to nab a prospective client, but when it comes to awareness of his behavior and presence during the pitch, the owner can’t see the forest for the trees. Even if that’s not the case, the owner hesitates to identify areas of specialty for fear of leaving money on the table. The result? He comes across as he never intended: like a dime-a-dozen marketing sheep. While [...]