First Impressions Count: Mastering the Art of Greeting in Retail

Apr 12

Author: Rachel Morgan
April 12, 2024

In the world of retail, first impressions are vital to the conversion process. Formed within seconds, these initial perceptions resonate throughout the entire customer journey. Mastering the art of first impressions can be the differentiating factor between a successful sale and missed opportunity.

Let’s delve into why first impressions matter in luxury retail and how you can ensure yours are nothing short of impeccable.

WHY FIRST IMPRESSIONS MATTER IN RETAIL

Imagine this: A discerning customer walks into your business. They’re greeted by a warm smile, direct eye contact, and genuine, non-intrusive welcome. Instantly, the customer feels valued, respected, and at ease, setting the stage for the entire interaction. This initial encounter not only shapes their perception of your brand but also influences their purchasing decisions. Research indicates that customers seek experiences, not just products or services, making first impressions even more significant in today’s retail landscape.

Creating a positive first impression is crucial. It can be challenging, if not impossible, to overcome a negative one, regardless of the subsequent sales process. So we want to make sure you lead and solidify an impeccable first impression.

HOW TO MAKE A GOOD FIRST IMPRESSION

Now that we understand the importance of first impressions, let’s explore how you can master this art form:

The majority of our first impressions stem from body language, which encompasses various non-verbal cues such as:

Tone of voice
Eye Contact
Hand and Arm Movement
Posture and Stance
Facial Gestures
Personal Space
Smiling
Appearance

Nailing your greeting is essential, as it sets the tone for the entire interaction.

NAIL YOUR GREETING

Greeting is exactly as it sounds - a greeting! It might sound like, “Hello!” or “Welcome to (insert store)” or “Welcome in, we’re so glad you’re here!”

PRO TIP - To enhance the greeting experience, consider positioning yourself away from the counter to avoid a transactional environment. Standing behind the counter creates a barrier that subconsciously communicates that you are only there to sell, and they are only there to buy. It feels intimidating for a customer!

Remember, your aim is to acknowledge the customer’s presence and make them feel valued, not launch into a sales pitch or tell them what’s on sale. (Because - how do you know what they’re shopping for yet?!)

AVOID IGNORING CUSTOMERS

I cannot stress this enough - avoid ignoring your customers.

Ignoring customers can convey a lack of value and negatively impact their experience and send the wrong message.

Ignoring your customers might look like:

Customers approaching you before you acknowledge them
Working with a customer and not saying hi to anyone who walks in
Focusing on serving the larger group and not checking in with the smaller ones
Having a conversation with coworkers (and making sure to finish it) with customers present
Laser-focused on a task because “I just want to get it done” with customers present
Avoiding answering the phone or an email
Waiting for customers to approach you when they’re ready to avoid being pushy or coming across as annoying
And so much more

PRO TIP - Even when engaged with another customer, make an effort to acknowledge newcomers with a friendly greeting. Research suggests that this simple gesture can increase customer engagement and ultimately lead to more conversions.

EYE CONTACT AND SMILING MATTERS

Eye contact and smiling are powerful tools for building rapport and conveying sincerity. Maintaining eye contact demonstrates attentiveness, while a genuine smile communicates warmth and positivity.

PRO TIP - Incorporate smiling into your interactions to create a more positive atmosphere. To do so, focus on smiling while you speak. You’ll naturally have a more positive inflection in your tone whether you’re speaking on the phone or in person. The positive energy is infectious!

POSITION YOURSELF FOR HIGHER CONVERSION

Strategically positioning yourself within the store can influence how customers perceive your business. It can also influence whether or not a customer walks in your doors. Avoid clustering with coworkers and instead, roam the floor to assist customers promptly.

PRO TIP - Spread out from your coworkers and greet customers at a 45 degree angle to create a welcoming environment that feels comfortable for everyone.

DRESS FOR SUCCESS

Your appearance plays a significant role in shaping customer perceptions. Aim to adhere to your company’s dress code and present yourself in a manner that reflects positively on both yourself and your brand. Our appearance tells a story not only on who you are as a person, but also the brand you work for.

A Study by Princeton shows that it takes 7 seconds for a customer to decide whether or not you’re capable of helping them - all from the way you dress!

PRO TIP - Wear your company’s products whenever possible, have well-kept hair, and take notice of your hygiene.

PERSONAL SPACE

Have you ever worked with a salesperson who just got a little too close that it felt awkward and uncomfortable? Did you buy anything? Respecting customers’ personal space is essential for a comfortable and positive shopping experience. Maintaining an appropriate distance demonstrates professionals and customer comfort.

PRO TIP - Aim to maintain a distance of 1 to 4 feet from customers to strike the right balance between engagement and respect for personal space.

LET’S GET TO IT!

First impressions are everything. By mastering the art of first impressions (and practicing often!), you can elevate your business and create memorable customer experiences.

Remember, it’s not just about what you say or do; it’s about how you make people feel. Greet each customer with genuine warmth and impeccable courtesy, and watch as your retail sales

ABOUT THE AUTHOR

With more than 13 years of experience in luxury retail, Rachel now helps luxury retailers with their customer service, training sales teams, and improving sales performance using consultative selling techniques. She currently serves the Greater Seattle area.