Tips for Creating Lasting First Impressions – During Trade Show Season and All Year Long.
As of September 22nd, it is officially autumn. What does that mean? If you live in the Northeast, like we do in Williamsport, Pennsylvania, that means leaves crunching under your boot. Crisp, chilly weather requiring extra layers. The aroma of hot apple cider on a cool night. And, don’t forget the spooky costumes and newly released slashers. What more could you ask for? As idyllic as that sounds, we know what’s REALLY important about this time of year: the start of the fall senior living industry trade show season!
While the thought of catching up with friends, seeing familiar faces, attending interesting seminars, and visiting new cities may sound like exactly what you need after the last two years, let’s not forget that you’re not attending just to have fun – this is all part of the job. Whether you were able to attend events earlier this year, or haven’t been able to participate since before COVID, most of us could afford to brush up on our IRL networking approach. Check out these easy-to-implement tips on how to make lasting in-person impressions – both at trade shows and on-site at your community.
How Important Are First Impressions?
In a world of instant coffee, next-day deliveries, and an entire social platform focused around 30-second videos, it’s clear we’ve grown into a crowd that expects immediate gratification. While this has clearly affected our expectations regarding purchases, dining, and social media, we have also become very quick to judge personal interactions. But just how swiftly are we making decisions about others?
According to Michael Solomon, PhD, psychologist, and marketing professor, we can make up to eleven decisions about others within the first seven seconds of meeting – commonly referred to as the 7/11 rule. While you may reflect on previous interactions and think you’re just picking up on subtle items, such as admiring how they’re dressed, noticing their freshly manicured nails, or admiring in awe the coveted designer label purse they’re carrying (it’s been on your wish list all year!), Solomon suggests you’re actually coming to conclusions about much more elaborate topics, such as:
Education Level
Economic Status
Credibility, Competency, & Honesty
Trustworthiness
Level of Sophistication
Sex Role Identification
Level of Success
Political Background
Religious Background
Ethnic Background
Social, Professional, & Sexual Desirability
That seems like a lot to wrap your head around in a measly seven seconds, right? Not only does Solomon insinuate we’re making these decisions about new contacts this quickly, but he also implies that we’re thoroughly evaluating the rest of the encounter to find evidence to support our initial judgments. Talk about a lot of pressure for a first meeting! So how do we master the meet and greet?
Making a Great First Impression at Conferences.
Seven seconds. People are making decisions regarding who you are in seven seconds. You spend more time picking a song to play when you first get into the car, waiting for an elevator after pressing the call button, and trying to recite just the last four digits of your social when the banker asks for it unexpectedly. No pressure, right? Focus on these five tricks to ensure you’re putting your best foot first forward when meeting new people at this year’s trade shows:
Focus on Your Body Language & Facial Expressions: Uncross those arms, welcome eye contact, and share an authentic smile. Appearing closed off can discourage people from approaching you or cause new contacts to make unfavorable snap judgments.
Perfect the Handshake: A firm, confident handshake can help create trust, communicate confidence, and cultivate a strong connection with your new contact.
Repeat Their Name: This strategy is a time-tested tip introduced in Dale Carnegie’s book How to Win Friends & Influence People. “The average person is more interested in their own name than in all the other names in the world put together,” Carnegie shares. Try to incorporate their name throughout the conversation to help keep them consistently interested in what you’re saying.
Make Connecting Easy: It’s industry standard to take a stack of business cards with you to every convention, but once you’ve returned home, how many of these people do you actually remember? How many do you stay in touch with? It’s easy for a traditional business card to get lost or thrown away, so consider more convenient and effective ways to connect. Have a QR code created to take them straight to your LinkedIn profile or add yourself to your contacts list on your phone so you can easily share your phone number, email, and website with new connections via a quick text.
Be Memorable – We’re not suggesting a neon pink business suit or a radical, new hairstyle, but find fun, subtle ways to leave a lasting impression. Something as simple as bringing an interesting lanyard, pin, or sticker to add to your name tag can make it easier for people to strike up a conversation with you.
Pro Tip: Think Outside the Socials.
You’ve packed your bags, hopped on a plane, signed in, and can’t wait for tonight’s trade show mixer. But why wait? “Most people think that networking happens during the scheduled ‘networking breaks’ or ‘after-parties,’” says Vanessa Van Edwards, author and behavioral investigator. “I think the best networking happens when most people don’t expect it.” Don’t be afraid to meet new people at the lunch table, waiting in line for coffee, or in the hotel elevator.
Creating Top-Notch On-Site Customer Experience.
So, you’re feeling like a conference pro and excited about all the networking possibilities, but what about in your community? Lasting first impressions are crucial for interacting with your prospects, but these interactions can happen before they even walk through the door. How can your community create the perfect first impression?
Before You Meet:
Reviews – Word of mouth has always been a crucial aspect of business and sharing your opinion has never been easier. Take time to create a review follow-up strategy, so potential residents or their loved ones can hear first-hand what makes your community great. If you receive a negative review, take any applicable feedback seriously and respond to the dissatisfied party with genuine concern to show you care about creating the best experience for your residents.
A Focus on Functionality – In today’s digital age, learning about your community or contacting you needs to be easy. Out-of-date or difficult-to-navigate websites can easily get you eliminated from consideration before you even have a chance to interact with the prospective client.
Social – It’s official: social media is here to stay. According to a 2022 report published by Hootsuite, there are now 4.62 billion people on social media, equivalent to roughly 58% of the world’s population. Today’s independent seniors want to see what kind of fun awaits them if they join your community, and family members want reassurance that their aging seniors receive adequate care. Creating a genuine and educational presence on social is no longer optional.
Once They’re Ready to Take the Next Steps:
You’ve received a ‘contact us’ form submission from a family that wants to learn more and visit the community. This is where your team finally gets the chance to be personally involved in your customer’s journey and each person they interact with is creating lasting impressions. From discussing your community’s excellent healthcare and unmatched programming, to scheduling an in-person visit, it’s imperative to focus on creating a superior customer experience. Every person they interact with needs customer service to be a top priority: the professional answering your phones, the dining staff serving up hot dishes during your tour, and even the facilities personnel creating your perfectly manicured landscaping.
Staying Ahead of the Curve in Creating Lasting Impressions.
Could your team benefit from additional insights on how to maximize your value at an upcoming trade show? Not sure what kind of impression you’re creating for your prospective residents? ADage Marketing Group consists of industry experts you can count on. Send us an email anytime to discuss your needs: hello@adagemarketinggroup.com
