Presentation – the Power of the First Impression. By John Hendrie
This week I addressed a graduate level class on Interviewing Skills, a follow-up presentation to an earlier session on the Resume, a Marketing Tool. As an Adjunct Professor for Cambridge College, I find these types of “finishing touch” classes fascinating, for my audience is almost entirely international, many here for only a few years.
They are older, wiser, highly motivated and very curious about America, particularly about our traditions and how we approach business. They are also incredibly attentive, thoughtful and appreciative, which makes my small but lively contribution very worthwhile.
I spend quite a lot of time on image and message, understanding that a First Impression is lasting and that everything you do during this Search process is oriented to differentiation from that vast crowd out there, all looking for employment. The competition is steep.
Imaging and messaging apply to your business, as well. The First Impression you and your staff deliver can make or break a booking, a sale or a successful transaction. It is about presentation.
Naturally, a fun and telling feature comes about when you discuss appearance – everything from clothes to jewelry to cologne – body language – posture, seating, twitching (the figit), engagement with the interviewer – the greeting – look in the eyes, firm handshake, direct voice. You begin to define, and the tangents commence, then the questions and challenges begin. The class Professor caught me on the use of the term, “Zoot Suit”.
We in Retail and Hospitality know about presentation; we think we know about Guest sensibilities. We certainly do not want to offend. Remember a few short decades ago when men in the hotel business were not allowed to wear mustaches? Well, things change, styles evolve, current tastes sometimes push the limits. But, no matter what, a thoughtful, professional and dignified personal presentation sends the right message. You can cover a host of ills with a uniform, but the wearer does not guarantee the best fit or look. Glance around, visualize, put yourself in the “eyes of the beholder” – your Guest – what do you see and what does it say about you and your Brand?
The class covered quite a landscape of personal presentation options, challenges and choices. Never get in the middle of a contest between a skirt and pant suit – there are no winners, only casualties. The point was made – do not create distractions with what you wear or how you look. Be sensible, dress smartly, professionally, be remembered for all the right reasons – not the extra cleavage, the sparkling earrings, the eau du overboard. The First Impression does matter and impacts the Customer Experience.
