Making a positive first impression with a new customer is crucial, as the initial encounter strongly influences the customer’s perception of your business and sets the tone for future interactions. That’s why I wrote this guide, which takes you step by step through the process of how to talk to a new customer, so that you can master the art of making memorable and impactful first impressions every time you meet a new client.
1. Prepare and Research Before You Engage
The first step to ensuring you make a good first impression with a new customer is to prepare and research before you talk to them. Once you’re engaged with the customer you want all your attention to be on making that all-important positive first impression, and not on scrambling for information or making any adjustments on the fly – which will have the exact opposite effect.
While this includes things like dressing the part, knowing your company, it’s products and services, and the answers to the most common questions customers have about them, if you’re meeting a specific client, it also includes understanding exactly how your product or service aligns with their needs.
In such a case, read any notes that you’ve been given about the customer and if they’re an online company, take a look at their website, social media profiles, recent news mentions, and industry reports. Gain a clear picture of their business, including their core values, recent achievements, and the products or services they offer. Pinpoint specific features or benefits you can offer to directly address the pain points the customer is likely to be facing.
If you’re going to be talking to a new customer over the phone you also need to prepare by ensuring that all your equipment is working properly. It’s always easier to make a good first impression when your phone connection is actually working and the customer can hear what you’re saying.
Since there are several significant differences when it comes to how to talk to new customers over the phone, I wrote a separate in-depth guide about it which you can find here, (although I’ll still integrate some of the more general ideas in this article too).
2. Initiate Your First Contact
With all the preparations out of the way, you’re ready to initiate your first contact with your new customer. The way to do this depends on how you’re connecting with them.
If you’re calling a new customer, then click on the dial button and wait for someone to pick up. When they do, greet them warmly and friendly but professionally. Introduce yourself and check you’re speaking to correct person. Remember, the first words of your initial greeting are a significant part of your first impression, so it’s essential that you get it right. To help you out, here are some examples of things you can say:
- “Hello, my name is [Your Name] from [Your Company]. Am I speaking with [Customer’s Name]?”
- “Good [morning/afternoon], this is [Your Name] calling from [Your Company]. May I please speak with [Customer’s Name]?”
- “Hi there, I’m [Your Name] from [Your Company]. Could I confirm if I’m reaching [Customer’s Name]?”
If you’re meeting your new customer face to face, then you need to approach them first.
Always approach a new customer as soon as you see them, unless you’re serving customers in a store in which case you should acknowledge them first (nod politely at them and smile while maintaining eye contact) and then wait for the right moment to approach them. That way you please both the customers that don’t like to be engaged as soon as they enter a store, and those customers that don’t like to be ignored until you get round to approaching them.
Either way, when you do approach a new customer you should do so with authenticity, open body language, eye contact and a genuine smile that reaches your eyes. There’s actually quite a lot to the art of approaching customers, which is why I wrote a more in-depth article about it which you can find here.
Once you’ve approached your new customer you should greet them warmly and friendly but professionally. Once again, here are some examples of greetings you can use:
If you’re meeting a new customer:
- “Good morning/afternoon/evening, Mr./Ms. [Last Name]. Pleased to meet you. I’m [Your Name], [Your Position] at [Your Company].”
- “Hello, Mr./Ms. [Last Name]. I am delighted to make your acquaintance. Thank you for taking the time to meet with us. I’m [Your Name], and I lead [Your Position] at [Your Company].”
- “Good [morning/afternoon/evening], Mr./Ms. [Last Name]. Welcome to our [office/meeting]. I’m [Your Name], and I head the [Your Position] team at [Your Company]. It’s a pleasure to meet you.”
If you’re serving customers in a store:
- “Hello and welcome to [Store Name]! I’m [Your Name], and I’m here to assist you. How can I help you today?”
- “Hi there! Welcome to our store. I’m [Your Name], and I’m excited to help. What brings you in today?”
- “Good [morning/afternoon/evening] Welcome to [Store Name]. I’m [Your Name], and I’m at your service. What can I do for you today?”
Once again, there’s actually quite a lot to the art of greeting customers, which is why I wrote a more in-depth article about it which you can find here.
3. Explain the Purpose of Your Interaction
Now that you’ve introduced yourself, it’s time to explain the purpose of your approach, meeting or call. Be sure to speak in a professional manner, that’s polite and respectful. Talking to customers, especially new ones in the right way is critical to a positive customer experience, establishing trust and building a lasting relationship. In fact, the way you talk to a customer in general is so important that I wrote a more in-depth article about it which you can find here.
Be sure to get to the point as quickly as you can while still making sure you convey everything you want to in a clear and coherent fashion. If you’re serving customers in a store then a simple offer to help them will be enough, but if you’re meeting with a new customer or calling them on the phone, outline what it is you’re proposing and be transparent about what you want the meeting or call to achieve. Use straightforward language to explain what you’re offering and how it can help them.
As much as possible, personalize the conversation to the customer’s specific situation. You want to show them that you’re not making a generic sales pitch but rather giving them a tailored and individualized offer designed to address their unique needs and requirements. This is where all your earlier preparation pays off.
Conclude this part of the process by expressing your willingness to provide further information and your commitment to assisting them with all their needs. Remember, the purpose of explaining the meeting or call’s intent isn’t just to convey information but to engage the customer, making them feel understood and confident in your ability to meet their needs effectively.
4. Invite the Customer to Respond
Once you’ve explained the purpose of your approach, meeting or call, let the customer respond. If you’re serving customers in a store this will be relatively easy. The customer will either tell you that they don’t need your help or ask you specific questions. In the first case, make sure to tell them that you’re available to help should they need it later on, and in the second you should respond to their specific issue.
If you’re meeting a new customer or calling them on the phone then it’s even more important to invite them to share their thoughts, questions, or concerns regarding what you have told them. That’s because you’re now dealing with relatively more complex issues, so the more the customer responds the more valuable insights you get into their needs and the more you understand the customer’s needs the more you’re able to meet them.
To that end you want to create an environment where the customer feels comfortable expressing their questions and concerns. Start by simply asking them to respond to what you’ve said, but if that doesn’t work use open ended questions that encourage the customer to share their thoughts or elaborate on their needs. For instance you could say something like, “What are your thoughts on this offer?” or “How do you see our solution benefiting your business?”
Let the customer express themselves fully and without interruptions. Even if you anticipate what they’re about to say because many customers make the same point, let them convey their thoughts fully and completely as this allows the customer to feel heard.
Pay attention to the customer’s tone, pace, and emotional cues as these non-verbal signals can convey additional information about their feelings and the importance they attach to what they’re saying.
Periodically paraphrase or summarize key points the customer has made. This allows you to confirm your understanding, helps ensure clarity between you and demonstrates your commitment to understanding the customer’s concerns accurately.
Use phrases such as “I understand,” “Please continue,” or “That’s important” to acknowledge the customer’s input and encourage them to share more if needed. These verbal cues show you’re actively engaged in what the customer is saying.
Don’t rush this stage. Remember you’re dealing with a new customer so they may not have a well-thought-out response for you immediately. Be patient and offer the customer more time to consider the details, while assuring them that you’re always willing to address any queries they might have at any stage of the process.
5. Address All Their Questions and Concerns
Whatever happens, you want to ensure that you acknowledge and address every question and concern that the customer has raised. As mentioned above, inviting customers to ask questions or raise concerns, is actually an opportunity to gain valuable insights into their needs so you can better meet them, but when you address their questions and concerns it’s an opportunity to demonstrate your attentiveness and commitment to their satisfaction.
This is obviously something that’s important to do for every customer, but more so for a new one. In the early stages of your business relationship, a new customer’s perception is particularly sensitive, so even minor details will have a disproportionate sway on their opinion and any impression, whether positive or negative, will resonate more powerfully than it otherwise would. That’s why if you get this stage right, you’ll make an outstanding first impression.
Start by acknowledging and confirming your understanding of each question or concern raised in the previous stage. Then offer detailed and comprehensive responses to each of their points. Be transparent and provide information that directly addresses their concerns. If necessary, provide additional resources or references to enhance their understanding.
6. Guide the Customer to a Decision
Now that you’ve explained the product or service you offer, have listened to the customer’s questions and concerns and addressed them fully, it’s time to guide the customer to a decision.
Start by recapping key points of the conversation and summarize what you’ve spoken about: the essential aspects of your offer, concerns bought up by the customer and your responses to them. Then gently prompt the customer to consider taking the next step – but without making them feel rushed or pressured. How do you do that? It’s all in the way you say it. Here are some of the phrases I use:
- “Based on our discussion, do you feel this solution aligns with your needs?”
- “Would you like to proceed with this option, or is there additional information you need?”
- “I understand this decision is important. Can we discuss any specifics that might help you feel more confident in your choice?”
- “Are there any aspects you’d like to explore further before making a decision?”
- “Would you prefer to move forward with this plan, or should we explore other options together?”
- “Is there anything preventing you from taking the next step, or can we assist in finalizing your decision?”
Whatever decision the customer makes, respect their choice. If they agree to your offer, then continue on to the next step in the purchasing or follow-up process. If they’re not interested, then thank them for their time and remind them that you’re always there if they change their mind. If they need more time to decide, which is the most common response when dealing with a new customer, then offer to follow up at a later date.
7. End the Conversation
The way you end a conversation with a new customer is crucial, because you don’t want to ruin the positive first impression that you’ve just spend time and effort making, with an awful final impression. In fact, the way you end a conversation with any customer is so important that I wrote a separate in-depth article about it which you can find here. Nevertheless, here’s a checklist of things you should do to end a conversation with a new customer in a way that will enhance the positive first impression you’re making.
Summarize Remaining Key Points
Summarize any remaining key points that were discussed after the customer took their decision. Whether it’s purchase or product details if they’ve agreed to buy the product or details of the follow up process, a summary ensures clarity and confirms that both you and the customer are on the same page about what’s been decided.
Confirm the Next Steps
If there are any follow-up actions or if you’ve promised to provide additional details, lay out the timeline and steps, ensuring the customer has clarity about what happens next. Recap the commitments you’ve made and if specific actions were suggested for the customer to undertake, you should now ensure that they completely understand what they’re supposed to do and confirm their agreement with this step.
Express Gratitude and Appreciation
Thank the customer for their time and if appropriate, for choosing your product or service. Expressing gratitude reinforces a sense of appreciation and leaves a positive final impression.
Invite Feedback
Encourage the customer to share their feedback about the conversation. It’s important to let especially new customers know that their opinions are valued and that their feedback helps in improving services.
Offer Contact Information
Provide your contact information or any relevant support channels in case the customer needs further assistance. Assure them that you’re available to help if they encounter any issues in the future.
8. Document and Reflect On the Conversation
Immediately after the conversation (or as soon as possible afterwards) you should update any relevant records and document key points discussed, issues raised, and any promises made for follow-ups or resolutions. This allows for seamless continuity in future interactions and helps you and other team members understand the customer’s history.
You should also evaluate your own performance. Reflect on what went well and areas that could be improved upon. Assess your communication style, problem-solving approach, and the effectiveness of the solutions provided. Use the insights gained from your post-conversation analysis to enhance your skills and knowledge.