It is estimated that it takes seven seconds for a person to form a first impression. During a first encounter, a person decides if they like you, don’t like you, or are indifferent towards you. The same holds true with a potential resident. They can judge very quickly whether or not they want to work with you and live in your community. Things such as personal appearance of staff members and attitude are important to the customer’s first impression, as is the general appearance of your community.

 

Healthcare is in the hospitality business and your customers are your marketing department. Unhappy customers do not give referrals. On average, for every customer who complains, there are 26 other individuals with complaints who remain silent. What can you and your staff does to create a positive first impression of your community?

 

The start of a caring and trusting partnership between you and your customer begins the instant they call or stop in to learn about the services you provide. Is your staff ready? Do they understand the value of creating a positive first impression? Have you provided the education, training and information your staff needs to “create” a positive first impression? Does your staff feel empowered and do they consider themselves an important part of your community?

 

Healthcare communities run from the inside out. A friendly and caring staff can create a lasting first impression. Negative responses such as, “that’s not my job,” “we’re working short again,” or “I don’t make the rules, I just work here,” portray an image of indifference within the community. Potential customers are seeking answers, not excuses.

 

Close your eyes for a moment and picture someone you want to be around. Can you hear the “smile” in their voice? Do they identify themselves? Do they say “please” and “thank you?” Are they friendly and helpful? Are they enthusiastic and knowledgeable? Do you feel that they like what they are doing? Do they show that they care? According to the Better Business Bureau, 68% of customers will not choose a community based upon the notion that there is a “don’t care” attitude among the staff members. Is your staff’s attitude positive?

 

Healthcare need is what drives our business. Act quickly to provide a positive experience. Be prepared to capture the moment of need. If you consider that fifty percent of all tours are drop in – is your community ready? A tour is your most positive sales tool if your staff is well trained and your community is welcoming. Remember, any contact that a customer has with your community is a potential selling point. Don’t get caught without a plan on how to create a positive first impression!