Last Friday I paid a visit to quite possibly my favourite shop in the country.  It’s about an hour’s travel from my home and I visit probably once a year.  I’ve been a customer for ten years, but I won’t be their biggest spender.  I have however recommended them to countless ladies over that ten year period.

The shop is a lingerie shop called Turnbulls in Carlisle (http://www.turnbullslingerie.co.uk/index.php?dept=1).  I’ve shopped in other lingerie shops; many more local to my home, but I keep going back up the M6 to Turnbulls – and more importantly, I look forward to my visits.  So what makes them so special?

• They offer a great product – The best customer service in the world cannot mask a shoddy product, so your product has to be right to begin with.
• The staff remember me – I was greeted on Friday by a lady called Alison who has worked there for at least the ten years I’ve been a customer.
• They smile – every single member of staff is always wearing a smile, which makes it a very welcoming place to be.
• You receive personal service – the lingerie you buy is personally fitted, so it matches your shape.  (For any confused men reading this, two bras are rarely the same fitting – even in the same size.)
• You have a conversation – personal service allows conversation.  From a sales point of view, that opens many opportunities and from a customer point of view, it shows you think they’re the most important person in the world – at that moment.  And that’s important.
• There is no pushy up-sell – but you are up-sold.  The matching items are all available – should you want to purchase them.
• They invest in staff training.  The new lady I saw on Friday had been working in the shop for four months and was still undergoing training in fittings and service.  As a professional marketer, that’s a great thing to see.

The great thing about all of these seven points is that they cost nothing to implement.  They’re some of the first things we put into place when we work with a new customer, because they can alter your net profits with no investment at all.

What makes me giggle is that I first went to Turnbulls for my wedding lingerie.  I was terrified and you can’t simply walk in and buy a bra off the shelf.  Since then, I’ve been back many times and I never walk out with the product I went in for – but I always walk out a happy customer.  The key is, they know what I want better than I do…they’re the experts.

We’ve mentioned all week that people form an impression about you in just a handful of seconds but, often you haven’t had chance to speak at that point.  So how are people forming impressions about you?

• 55% of your first impression in created non-verbally

This is usually how you look, how you stand, your body language, whether you smile and make eye contact.  It includes your clothing, haircut, accessories, shoes…  And it makes up over half of the first impression someone makes about you – perhaps it’s time to invest in that full-length mirror?

• 38% is translated in the tone of your voice

It’s not what you say, it’s how you say it – and it makes up a huge part of the impression people have of you.  This picks up any excitement, enthusiasm and passion in your voice, and equally boredom, disinterest and monotony.

• 7% is the words you use

Just 7% of people’s first impression is in your choice of words.  So you could have the best elevator pitch ever, but if you’re dressed inappropriately or deliver it without any passion, your marketing message is likely to be lost.

You have just seven seconds and your first twelve words before someone has created an impression of you.  They then spend the rest of their time with you trying to find evidence to back up that first impression.  And, once it’s made, it’s almost irreversible.

So, if you were stuck in a lift with Richard Branson and had seven seconds to tell him what you do, what would you say?

This is “your one moment to impress or depress, depending on what you say and how you deliver.”   Rob Brown, How to Build Your Reputation.

Our top tips for a great elevator pitch are:

1. Tell people about you – not your job description (are you an accountant, or do you save people tax? Which introduction do you think has people wanting to know more?)
2. Make great eye contact when you’re speaking
3. Smile
4. Deliver your elevator pitch with passion and enthusiasm
5. Prepare – know what you are going to say
6. Have 7-second, 5-minute and 10-minute pitches prepared
7. Don’t forget to ask the other person about them (listen to their answer, so you can ask another intelligent question)
   
8. Be specific about who you are, what you do and what makes you different
9. Create a picture and tell a story if you can – give people your message in technicolour and put them in the picture
10. Be careful of invading people’s personal space

Someone probably asks you every day what you do for a living, but do you take full advantage?  Having elevator pitches prepared will mean you never have to miss that golden marketing opportunity.

Last night I read an article in my latest Sainsbury’s magazine about how to flirt (don’t ask why I was reading it, as I’m very happily married!)  Anyway, back to the point; the writer gave some top do’s and don’ts and I realised they were all just as relevant to marketing and networking, so I thought I’d share them with you…

Definitely Do:

• Find something to compliment
• Listen to what the person is saying and ask questions
• Nod while listening and smile
• Find out the person’s status early in the conversation (In networking, this might be their job title or company)
• If it seems the person is interested, introduce the idea of a future meeting

It sounds like common sense to me, but how many of us honestly stick to these rules?

Definitely Don’t:

1. Under no circumstances touch the person
2. Do not invade their personal space
3. Do not lie
4. Watch your language
5. Don’t advertise something that you have no intention of delivering

You’d think just from the bullet points that I’d been reading the top ten networking rules, as they apply just as well.  And, just as some people break the rules in flirting, some break the rules in networking – to their detriment.  You’re only as good as your reputation, and once you’ve lost it you’re in trouble.

They say you never get a second chance to make a first impression – sticking to these simple rules will make sure you don’t fall at the first hurdle.