Real world first impressions drive purchase decision

My wife and I are in the beginning phases of a kitchen remodel. That process will include all new appliances.

One of our choices for purchasing these appliances is a local, family-owned company that has a big presence and a very good reputation in the Twin Cities area. The Warner’s Stellian brand reputation was upheld when we visited the store. The sales staff was very helpful. They knew the products and were very well trained to answer our questions and provide great service. And by the way, they looked like it.

All of them were wearing shirts embroidered with the Warner’s Stellian logo in colors that supported their brand.

After walking out of the store, I commented to my wife, “It’s so nice to work with a professional.”

If you are buying appliances today in the America, you also stop at a very large department store with a long history that includes a strong reputation in appliances. I don’t want to identify the store directly, but their name starts with the letter Sears.

The salesman approached us and as we all do, I took a quick head to toe scan. He was wearing a quarter zip sweater that was slightly faded and had no shape to it. It also looked like it needed a wash but I wasn’t sure if it was dirty or just old. His pants were a pair of khakis that again had seen better days-faded and old looking.

So here’s the point, first impressions count, right? My first impression of the Sears salesperson was not a good one, casting doubt in my mind about his ability to provide professional service. I’m sure the Sears sales person is competent and professional, but their appearance doesn’t support that notion.

It has been well documented in research the importance of a first impression during the buying process.

All things being equal such as price, brand availability, etc., who are we going to purchase our appliances from?

So here’s the question for you. What is the first impression your employees are making?

Logo embroidered apparel is a small investment that gives your company an advantage when it comes to making a good first impression. And when you make a good first impression, you have a much better chance of making the sale, winning the business and gaining a new customer.

Will a logo shirt make the sale for you? Probably not, but in this hyper-competitive environment that we all operate in, every advantage counts.

The investment in a $20 logo embroidered polo shirt is small compared to the opportunity to make a quality first impression.

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