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First Impressions—Why the First 15 Seconds are Critical

Patti Biro June 2013 issue of Skin Inc. magazine
First impressions

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The clock is ticking—a potential client is walking through your door. What will be her first impression?

People make swift, but long-lasting assessments of individuals and businesses in as few as five seconds. That first impression is difficult to change, even if it is incorrect. The belief that you only have one chance to make a good first impression can be especially true in the professional skin care industry. An unfavorable impression can cost you the opportunity to rebook an appointment.

A warm welcome. Imagine you are a new client entering your skin care facility. If you are like most owners or team members, you most likely use an alternative entrance on a daily basis. Keep in mind that new clients may experience anxiety when they arrive, even if they are veteran spa-goers. Close your eyes and visualize the client entry area—it will be valuable for you to see exactly what the client sees upon entering your facility. Begin from the parking area and enter just as the client would. When you cross the threshold, what is the first smell, sensation, sound or image you experience?

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