Highly Chilled Business Habit #1: Be dependable

7 habits woman relaxed

The 7 Habits of Highly Chilled

Small Business owners

This is the first article in a monthly series on small business owners I have met or worked with over the years who developed beautiful successful businesses.

Stories of successful real business owners

In 35 years of doing business and working with some of the most inspiring people I’ve ever met, I’ve learned a very important lesson: Success in small business starts by building great habits. I call these practices the “7 Highly Chilled Habits” and I find they’re best illustrated with the stories of real business owners who I happen to have had the pleasure of coaching.

The articles are based on my E-book, The 7 Habits of Highly Chilled Small Business Owners. All of my books and other resources are available for free here

Highly Chilled Habit #1:

To be successful in business, be Dependable

7 habits trust

I can’t sell what I don’t stock… Colin

A client I once worked with imports wine from Europe and sells it to restaurants around Australia. One day, a particularly cheeky rosé from his range sold out and his Italian suppliers were running behind with fulfilling orders. The situation wasn’t going to be resolved for at least a month and some of my client’s favourite eateries were going to have to put a different rosé on their menu.

Not only were sales lost in that month, some of the substitute rosé from other distributors stuck. My client lost several big accounts and tens of thousands of dollars in revenue throughout that year alone.

When working through this challenge with my wine importing client, I was reminded of Colin. I first met Colin in the eighties during my early days as a builder in Sydney. Colin owned a builder’s timber and hardware store in the inner city, and I became a regular customer of his. This is his website: http://www.swadlingstimberandhardware.com.au/ . Colin was a grumpy bugger, but he ran an incredibly successful business that was far superior to most of his competitors.

It’s All About Trust

One of the things that made Colin’s business so successful was that they always had what we needed in stock. The team virtually never ran out of their product lines and on top of that, they generally provided same-day delivery.

I asked Colin once about the enormous range and quantity of stock he carried. It looked, to my inexperienced self, like an expensive business to run. All that money tied up in stock. Colin’s response was brilliant in its simplicity and I’ve always remembered it: “I can’t sell what I don’t stock,”.

Colin continued to build a Highly Chilled business as a Highly Chilled small business owner. By the time I left the building industry, he had 6 massive stores in locations all across Sydney and most local professional builders had a trading account with one of them. We all relied on that simple philosophy of his.

My wine importing client now holds at least a 3-month supply of any label he sells because Highly Chilled business owners make a habit of making great promises to their customers. What’s more, their customers know they’re in the habit of keeping them!

Your Homework (The Chilled Kind)

Here’s a short exercise you could carry out to start the process of making this habit your own.

Practice Highly Chilled habit #1: Take a look at all of the promises you make to your clients.

Ask yourself: Do I go to every length I can in order to fulfil every promise I make? Do I, like Colin, have everything that my clients expect me to have in stock? Or, if I say that I deliver in 24 hrs, do I actually deliver in 24 hrs – every time?

Hungry for less Netflix, more chill? Explore all 7 habits. you can download the whole E-book for free here

Next Month, We’ll talk about Habit #2: Be Specific and my brother Sebastiaan in Holland

More on this topic:

The Net Promoter Score and why it matters to you

A closer look at the Net Promoter Score: Promoters, Passives and Detractors

Satisfied customers and advocates… What’s the difference?

Guest post by Dana Severson, from Promoter.io and visme.co

Would you like to download my 12 Question Cheat-sheet to help you find your next Coach? Click here.

customer-satisfaction-net-promoter-score
Promoters , Passives and Detractors

Further Reading about Business Growth and customer satisfaction here

Would you like to download my 12 Question Cheat-sheet to help you find your next Coach? Click here.

Getting clear about the perfect clients for your business

perfect client target niche marketing

How to avoid the Spray-and-Pray approach to your marketing strategy

I had a interesting experience at a networking and business building event a few days ago. We met over breakfast and there were various activities designed to get to know each other and to support each other in the development of our businesses.

One of the exercises we did was a group hot seat, where one of our fellow business owners presented himself and his business to the group and asked for help with his greatest challenges.

The business owner in question, let’s call him Adam, told us about all the amazing projects he’s been involved in and how smart the solutions were that he implemented for his clients.

But Adam also shared that he sometimes found it difficult to find new clients.

So we asked him who his ideal clients are, how we would recognise them if we tripped over them and how we could introduce him to them effectively.

Designing solutions for the challenges

In response, Adam, told us he’s worked with government departments, global machinery manufacturers as well as dog kennels and everything in between. He told us how he sits down with business owners and gets to really understand their businesses and challenges, designs solutions to resolve those challenges and implements the solutions for them.

All very well of course, but it didn’t help us much in our quest to support Adam. Most service based businesses do exactly that, they find out about the challenges a client has and then they offer a solution. But we never really got any further with Adam. Every time we asked him to get more specific he gave us more details of the wide range and varied types of clients he’d worked with. Although Adam left us impressed with his experience, his knowledge, and his expertise, at the end of the 15 minute hotseat, the group was no closer to understanding how we could help him find more new clients.

How can we help you?

In the end we left Adam to ponder the following question:

“Let’s say someone wanted to help you, really help you, and they were prepared to set an hour aside today, to do exactly that. Further more, let’s say that person had database of 6000 direct connections in LinkedIn. All business owners, largely in Australia and most of them in Sydney. Amongst such a database, it seems likely for there to be 5 or 10 people who are actual prospects for Adam.

Obviously, it’s not possible for such a person, to send a direct email to all 6000 people in a kind of “spray and pray” marketing outreach. So the question we left Adam to ponder was: How can such a person go about identifying those 5 to 10 perfect introductions for you from amongst the database of 6000?

Because you see, Adam really struggled to answer that question. Adam couldn’t tell us how to filter out 5 or 10 people in such a database of LinkedIn connections.

And I think most of us have that challenge. We don’t actually know how to identify our prospects.

Who are my prospects?

I find it difficult in my own business as well sometimes. I’ve thought about it a lot and often, and the best I can do is this:

  • I’m looking to connect with business owners
  • In Sydney
  • That are in design (Architecture, Interior design, Graphic design) technical services (IT, Communications, Software and Web development) or trades (Building trades, Motor trades, Hospitality trades)
  • With between 3 and 20 employees
  • And that have operated the business for 2+ years

Confronted with the same question we left Adam to ponder, using the above criteria I could narrow the search down a little and have a slightly more focused list, but there’s probably still a lot more than a 100 people in that database of 6000 that meet all the criteria.

A direct introduction strategy is very powerful but it can only work with a very limited number of people.

Who cares?

So why does it matter?

Well, I do want to help Adam, he’s a good guy and very good at what he does, and as it happens I do have a database of 6000 direct connections, but I simply don’t know how to help him.

And what’s more, because Adam isn’t clear on who his clients are, he can’t craft a clear marketing message himself either and he can’t focus his own messages on the right people.

If Adam isn’t clear, his prospects won’t be either.

Most of us face that dilemma.

For me, it’s clear that small building and trades contractors, builders, electricians, plumbers, painters, carpenters, architects and engineers are absolutely the people I should to be talking to. Those kinds of people are right in my sweet spot. So if you know any of those, I’d love you to make an introduction, and I’ll send them my weekly tips.

But how would you answer the question we asked Adam to ponder?

Would you like to download my free 12 Question Cheat-sheet to help you find your next Coach? Click here.

Let me help you

I suggest you get a pencil and paper and write down the answer.

And when you find the answer, I make you this proposal:

Send me your criteria. The definition of your perfect clients, and I will spend some time searching in my database for one or two great introductions for you.

Getting totally clear about who your perfect clients are will totally change your marketing approach… I promise you.

For more resources, and reading on strategies for growing your business follow this link to the first of The 7 Big Questions that all small business owners want answered

Marketing when the client is your competitor

Marketing Strategy Competition

Marketing Strategy Competition

Education is the first step if you’re competing against the Do-It-Yourselver

In August last year everything suddenly came together for me. In a period of 6 weeks I signed up 7 new clients. I was very excited. Finally, after all the years of pushing and pulling, trying every approach under the sun to market myself to my target clients, it suddenly all fell into place. I even found myself starting to get concerned how I might handle things if the deluge continued.

But I needn’t have worried. Since then it’s gone back to drought. I’ve had virtually no serious inquiries in the 7 months or so since then.

Back to the drawing board.

I’ve written before that business is really simple (on my blog, and in this article in Linkedin Pulse) and that for business to succeed we must only do two things:

  1. Do great work
  2. Make sure lots of people know about it

And the thing is, I do do great work (my clients tell me so frequently and I have lots of glowing testimonials here for example) and increasingly, lots of people do know about me. And yet, after 12 years I continue to have these lengthy drought periods.

Honestly, It’s doing my head in every now and then.

I’m reminded, that sometimes, things aren’t quite as simple as those two time honoured rules imply. If you have a blocked toilet, or you want to go to a restaurant, or buy a fridge, a car or a home, those two rules apply without exception. All that the marketing and sales strategies of the plumbing company have to achieve, is that the client is convinced that this plumbing company will fix the blocked toilet quicker, better, cleaner, friendlier or cheaper than any of the other plumbing companies out there.

But there’s a third secret

But things get a little trickier if you are an architect who designs and manages renovations for home owners, or an HR consultant who helps small business owners manage staffing and recruitment, or a PR agent who helps small business owners gain publicity, or an SEO consultant who helps small business get found on Google, or a wedding planner who helps people have a great wedding. If you are a professional like that you have a third thing you must do.

Not only do lots of people have to know about you, you also have to convince your prospects that hiring a professional is much better than, doing it themselves, DIY. Your services cost money over and above the actual thing they want doing. Recruitment services for example can easily cost an additional 10% on top of the wage of the new employee. The PR agent might cost you $3000 per month or more. The architect might charge upwards of $25,000 on top of the build-cost of the project.

Your client is your competitor

You’re not competing with other professionals, rather the first competitor you have to face is the actual client. The client needs to be convinced that they really shouldn’t go DIY. They shouldn’t try and manage their own renovations, run their Facebook advertising campaigns, organise their own wedding, or find and hire a new employee.

I strike a similar issue with some of my potential clients. Most small business owners think they ought to be able to do it themselves. To go looking for help from someone like me, can be a significant investment and can feel like admitting that they’re not upto the job of being a business owner.

Nothing is further from the truth of course, my most successful clients have always been the ones who have no hesitation in asking for help, but it’s often a hurdle I have to overcome with small business owners.

Timely reminder

The recent drought has reminded me, that the first marketing step for people like the architect, the PR agent, the wedding planner and myself, is to educate the clients.

The PR agent has to educate his clients that having a PR agent (not necessarily him personally) take charge of gaining publicity for the client is vastly more effective than DIY. The architect has to educate her clients that engaging an architect leads to much better renovations than DIY. The wedding planner has to educate her clients that the wedding is going to be so much more fun when a wedding planner is running the show than DIY. And I have to educate my clients about how a business coach can help transform your business, rather than DIY.

I’ve actually known about this issue for a long time, but forgot over the past few years. It’s time to focus on education again. In the next months I am going to create a bunch of case studies and stories in article and video form to help small business owners understand that engaging someone like me (not me specifically) can transform their business and their lives.

I suggest that you think about the question as well: Who is your greatest competitor? If it’s actually the clients themselves, you should change your marketing strategies to focus on education first… I promise you.

For more resources, and reading on strategies for growing your business follow this link to the first of The 7 Big Questions that all small business owners want answered

#SmallBusinessMarketing #Competition #SmallBusinessGrowth #NewClients #SmallBusinessCoaching #BusinessCoachingSydney

FREE Download: The 10 Truths For Making Your Business Grow

Small Business

Make sweet love to your customers and watch your business grow

Marketing Plan Business Love

Marketing Plan Business Love

You only need one marketing plan: Raving Fans

Your business needs a marketing strategy and a marketing plan to implement the strategy. But that’s you might call: “stating the bleedin obvious”, you knew that already but the problem is that you just don’t know where to start.

So let me help you.

First: Let me give you your marketing strategy:

Customers

Second: Here’s your marketing plan:

Get them to love you.

Done, there’s your marketing strategy and your marketing plan.

In small business especially there is no more effective marketing strategy than getting your customers to love you, truly love you. Famous business guru Ken Blanchard, author of the “One Minute Manager” books coined the term: Raving Fans. If you make the focus of your business to turn your customers, all of them into Raving Fans, you’ll never have to do any other marketing, because they’ll do it for you, and better yet, they’ll do it for free.

One of my favourite customers, let’s call him Eric has always done exactly that. Ever since I’ve known him and worked with him, he’s asked himself at every turn: “What else would my customers love”. Eric has stores, 8 of them by now, and these days, whenever he opens a new store, the neighbourhood comes and brings him flowers. That’s how happy people are to have one of his stores nearby. You might think I’m exaggerating, but I’m not. Two  months prior to the opening of his latest new store in a suburb of Sydney, whenever Eric was in the store supervising the fitout, people would wave him over, excitedly asking.

All Eric has to do as far as marketing is concerned is hang a sign on the door announcing the imminent opening and hundreds of people will turn up on the first day.

You may say: My customers are very happy too, but they don’t come busting down my door.

The big disconnect

I read a really interesting statistic the other day:

80% of business owners believe they offer superior customer service, and 8% of customers believe the same thing.

There’s an enormous disconnect between how good we think we are and how good our customers think we are.

Eric, actually offers superior service while his competition merely think they do. Eric’s customers are Raving Fans in the true sense of the word, while most of his competitors merely have satisfied customers. Satisfied customers are simply not the kind of people who do your marketing for you. They’re merely satisfied… until something else, cheaper, more convenient or simply different comes along. Raving Fans on the other hand will go out of their way to do business with you, they look forward to buying from you, they drag their friends and family to your door, defend your honour against the competition and proclaim at dinner parties how wonderful you are.

The simplest measurement

There is a really simple system for discovering how happy your customers really are with your business. It’s called the Net Promoter question and it goes like this:

On a scale from 0 to 10 how likely is it that you’ll refer your friends and family to us?

If your customers answer anything less than 9 on that scale, they’re not Raving Fans and if they answer less than 7, they’re not even satisfied customers. (read more about the Net Promoter System here)

How would most of your customers answers the NPS question? Are your customers merely satisfied, or are they Raving Fans… Are they really?

I suggest you go and find out… it’s the most important marketing work you’ll ever do… I promise you.

For more resources, and reading on strategies for growing your business follow this link to the first of The 7 Big Questions that all small business owners want answered

#CustomerSatisfaction #HappyCustomers #RavingFans #CustomersDoYourMarketing #MarketingPlans #MarketingStrategy

 

Looking for more tips to grow your business and customer base?
Here’s a FREE e-Book you’ll surely love.

Marketing Plan Business Love

Customer Feedback the Simple Way

disapproval
Guest Post Adam Ramshaw:

Do you know how your customers

think about you?… Do you really?

Guest Post by Adam Ramshaw, founder of Genroe (Australia) Pty Ltd and “Run our Survey”, http://genroe.com.au

man on ladder For me every Monday is like a fresh beginning. I start out full of energy and a big list of things that needs to get done. But when rolling over my to-do list there is always a small number of items that just never seems to get completed because I’ve simply gotten caught up in the day to day.

As small businesses owners we are often so busy finding customers, getting orders, delivering services or products and collecting payments that we barely find time to stop and look around.

Maybe your customer feedback survey is one of those items that keeps getting rolled over; maybe you think it’s a luxury. Believe me it’s not.

Keeping more customers makes it easier to get orders and customer feedback helps you to keep customers.

Customers will not tell you what they think to your face

It’s true that you speak to your customers every day and probably believe you know exactly what they
think of your business and that they’d naturally just tell you if anything was wrong. But remember, telling someone the truth when that truth is negative is difficult and so most people avoid saying anything.

What’s more, in a small business you will be close to your customers. They know you and you know them. That makes it even harder for them to tell you the negative things that may be driving them away from your business.

disapproval The information you need the most, what they dislike about your business, is the information they are least likely to tell you. So you have to actively solicit that feedback and in the right way.

Yes there will always be a few people that tell you what they think regardless, but they are in the minority. If you really want to know what the customers of small businesses are thinking you need to give them an anonymous way to provide you feedback though a customer feedback survey.

That anonymity will give them the freedom to tell you more clearly what you are doing well but more importantly, what you are not doing well.

Only then will you know what they really think. Only then will you really know what changes are required.

By systematically collecting information on what drives customers away and correcting those issues you can keep your customers longer. Keeping customers longer reduces the load and cost of marketing your business.

You can be too close to your customers

As you go about your daily work you can get too involved in the business which makes it difficult to really get a flavour for what your customers think. This is a common problem for small businesses.

Stepping back and really listening to what customers are saying allows you to divorce yourself from the here and now and really listen to what they are saying.

Often they will be telling you what you are doing well so you can reinforce those elements. But they will also tell you what you need to fix or change in your business.

You aren’t as close to your customers as you think you are 

“I know my customers” is the catch cry of many, most, small businesses. This is mostly correct. You are closer to your customers than the CEO of General Electric will ever be to his or hers.

However, just because you are closer doesn’t mean you know everything. You must still collect and use customer feedback so you know what to change in your business to ensure that you are serving their needs for the long term.

I’ve been working in the customer feedback industry for 10 years. In a “plumber with leaky pipes at home” moment I was reviewing our customer feedback and found that our customers were telling us they want to buy more from us. Basically they were asking us to contact them more as we had more services they wanted to buy.

If we hadn’t been listening to our customer feedback we would have been making our customers unhappy and losing sales at the same time. My point is that no one really knows their customers unless they ask.

You need to innovate to keep customers long term

Business moves forward and if you are not moving forward you are falling behind. Some of that innovation comes from you but it also comes from your customers.

henry ford It is rumoured that Henry Ford said

”If I had asked my customers what they wanted they would have said a faster horse”

Which is true. But if he had not listened to their needs afterwards we would still be hand starting our cars and wearing driving goggles.

Customer feedback surveys provide an invaluable place for customers to let you know about the innovation they desire. That’s not to say that every single piece of feedback with be an innovation nugget but you only need a couple of nuggets a year to drive your business forward.

It can seem daunting (and scary) to run a feedback process but it doesn’t have to be.

Adam Ramshaw is the CEO of Genroe and has developed a the “The Complete Small Business Customer Feedback Kit” The kit is the easiest system available to implement a simple but effective customer feedback program in your business. Find out more at this link, click here

Contact Adam on his website with any further questions http://genroe.com.au

1001 Business Bedtime Stories… Kelvin Astounds His Customers

1001 Business BeTruth 5 marketingdtime Stories…

Truth 5, Marketing

Kelvin realises that his bike shop has one great opportunity to carve out a niche for his bikeshop and build remarkable business.

Once upon a time… a long, long time ago in a country not unlike Australia…

Kelvin owned a bicycle shop in Sydney.

Selling bicycles is not easy. There is so much competition as people can buy bikes at specialist bike shops or at big retail stores like Big W and Kmart, and, like everything else these days, you can even buy bikes over the internet.

Kelvin’s bike shop was doing ok but he was worried about the effects of both the big box retailers and all the online stores. Kelvin felt constant pressure to make his prices competitive, and knew that his repair work was suffering because customers would often ask him to just fit parts they had bought themselves online.

“How can I possibly turn the ship around?” asked Kelvin.

Kelvin was worried.

The Bootcamp

Working in The Bootcamp with me, Kelvin came to appreciate that it was imperative he change his whole approach to doing business. He realised that he could never out-compete the big retailers, and that fighting over the crumbs with his fellow suburban bike shops would be a disaster.

Looking into Kelvin’s options for revitalising his business we came across a quote from Chris Zane, a bike shop owner in America: “The only difference between our competitors and us is the service we provide.”

Kelvin realised the obvious truth of this statement.

He knew there was no difference between the bikes he was selling and those sold by his competitors. He knew they were all fishing in the same pool trying to catch the same limited number of fish, and that the only way forward was to create a new pond and attract enough of the fish away from the old pond to enjoy the fishing again.

It took a lot of courage, but he did it.

Working in The Bootcamp Kelvin developed a whole new approach to running his bike shop, an approach based on providing astounding service. Kelvin was determined that the service customers received in his shop would leave them surprised and delighted.

How did Kelvin do this? A number of great ways: he implemented a life-time free flat tire repair service, he offered a no-questions-asked replacement guarantee for all bikes and accessories for up to six months after purchase, and he taught his staff that from now on the word “No” was banned and no customer request could be refused.

Soon the word started spreading about Kelvin’s astounding service, and people would come into the store just to check it out. The place was buzzing most days, and the staff loved doing whatever they could to amaze their customers.

A couple of years later, Kelvin’s business has grown so much he has just moved to a new location three times as big. With his great service Kelvin has succeeded in creating a whole new fish pond.

And Kelvin lived happily ever after… The end.

Ask yourself… Where will you find the courage to make profound things happen in your business?

Your customers and Sabre-tooth tigers.

Your customers and Sabre-tooth tigers.

There is a small almond shaped region in our brains, called the “Amygdala”. It is one of the most primitive regions deep in the base of our brains. As business owners we need to get intimately acquainted with this lump of cells in your clients’ brains, and how it affects their decision making processes. It is your clients’ Amygdala, more than anything else that decides if they are going to become your customer.

One of the functions of the Amygdala is to scan everyone and everything it comes into contact with for threats and danger; it is constantly on the lookout for who can be trusted and who can’t. It is often referred to as part of our reptile brain and dates back to the times when survival depended on being able to assess in an instant if the figure coming towards you was about to kill you, take your food or your family.

And ever since the days of the dinosaurs, and sabre tooth tigers, when men were apes, (and just as dense as they still are), rocks were used as tools and women were dragged around by their hair, it has been performing this function for us.

The Amygdala knows that threats are constant and all around us, and so it makes instant gut level decisions, and then goes on to scan for the next threat.

How does the Amygdala connect to your business?

The Amygdala is very powerful; it has the power to override pretty much all other functions of the brain, instantaneously.

So when a potential customer has an interaction with you, his or her Amygdala does its thing, and comes back with a very quick decision: friend or foe. Once it has made this decision it sends signals out to the rest of the brain to become more or less guarded.

If the signal is positive, other parts of the brain, slightly higher up are activated to start looking for more positives. And here is the thing: this whole process takes place entirely at an unconscious level. The client has no idea that all of this turmoil is taking place deep inside his/her brain. He/She won’t even start to become conscious in some way of this process for somewhere between 15 to 30 seconds. But one thing is clear: The essential decision to buy from you or not is made in that timeframe (except that client doesn’t know it yet).

Pain and pleasure

When I say that the client has made the unconscious decision to become your customer, I am not talking about a decision in the way that we normally think of a decision. The word “decision” implies a conscious process. What it really means is that the client in his/her whole being has decided that you are safe, and a friend, and that either a pleasure will be gained from being with you or a pain will be relieved.

This is a very good feeling for the client. When he/she gets this feeling he/she starts looking for ways and reasons (or excuses) to prolong it. And the most obvious way to prolong this feeling is to do business with you. (Remember, we are still very much at the mercy of our primitive emotions, it is a scary world outside the cave, we crave this feeling of safety constantly and we are social beings, safety in numbers)

Confusion

But keep in mind that the client doesn’t actually know that this is what he/she is doing and what his/her primitive brain is leading him to, and hence it is very easy to confuse the client at this stage. As soon as he/she receives a message that doesn’t fit with his/her first primitive assessment of you, his/her brain will start to go around in circles, a bit like a computer that responds to some input with an error message “Does not compute”.

We don’t have to be neuroscientists to understand that a client in this confused state is not going to buy anything. A confused client will focus on getting “un-confused” instead. Being confused puts the Amygdala back in a heightened state of arousal, and while that goes on, buying decisions simply won’t be made.

That is the story of:
The customer,
The Amygdala and
The Sabre-tooth tiger

Awareness of this principle has many consequences for how we as business owners should approach our marketing. I believe the following 5 steps are the first ones to focus on:

Be absolutely clear in your own mind what pain it is that you relieve or what pleasure you give your customers.

Be clear in your own mind what the promise is that you make to your customers

Decide what basic emotions you want to evoke in the depths of your clients brain (safety, confidence, relief etc.)

Live and breathe the qualities that are most likely to evoke those emotions – the first 30 seconds – (what you say, what you ask, how you look, your handshake, your confidence, your passion and clarity has to shine through)

Explain your promise to the client and confirm the emotions you evoked in the first 30 seconds (this is about all the subsequent messages you send, your email, your website, your documents, the graphics, your logo, your voicemail message, every bit of information you give to the client will all be evaluated against his/her need to confirm her initial emotional assessment of you)

These steps will lead to clients becoming customers over and over.

Customers become advocates

From here of course the real work of your business starts. Now it is all about delivering on the promise you made to the client in the first place. If your business delivers on the promises you make, time after time, without fail, new customers will continue to do business with you for a very long time. Better yet, by delivering on your promise without fail, customers will become your advocates to everyone they know and meet. And when that happens, those first 30 seconds are largely taken care of before you even come in contact with clients. Your customer/advocate will already have put the clients’ Amygdalas at ease and they will be looking to confirm their decision right from the first moment they shake your hand.

Further reading: