There are two principles of human memory called the Law of Primacy and the Law of Recency. They are similar in concept. They support the notion that when someone encounters a series of related items such as a bunch of different messages written inside one email, or a group of people in a receiving line, it is either the first or the final item or person in the sequence that is remembered much more vividly than the rest. This one item or person will color an entire relationship going forward.
That’s why I pay particular attention to the way in which companies employ the individual who works at the front desk, in the lobby or reception area. Perhaps I should replace the word “employ” with “deploy,” for I am not referring to employment as in providing a job, but instead how that person and that position are used to further the positive image of a company.
Reception work is not always seen as the most rewarding position in an office. It can sometimes be tedious, and sometimes overly busy, and it is seldom well-paid. I have often heard people make the condescending statement, sometimes unintentionally, when giving a speech or presentation about how a particular topic, product, or trend will affect everyone from the CEO down to the receptionist, as if this latter position is the lowest on the corporate ladder.
What people tend to overlook with such a statement is that the person at reception holds an unrivaled power of first and last impressions, a force that can impact the entire company and everyone in it. I once visited the head office of a large pharmaceuticals company whose gleaming and airy atrium served as the meeting point for hundreds of vendors and buyers every week. Each of these people encountered a polite and efficient person at reception. This individual carried the title of “Manager of First Impressions.”
To me this is not an overly cute vanity title. It is instead the manifestation of the company’s mission statement. First impressions will influence a visitor’s actions and attitudes forever (that’s the Law of Primacy). It shapes an individual’s behavior upon entering the place of business and will influence how they interact.
Back at the pharmaceuticals company’s main lobby, as visitors return their badges and sign out of the building, this Manager of First Impressions takes care to not only actively and sincerely wish the visitors a good day, but also thanks them for visiting. Such simple but well-placed actions demonstrate a degree of care that is becoming less and less common. These actions, demonstrating an above average level of care to each of the hundreds of weekly visitors extends into the brand, generating an image of above average-quality that every company seeks to attain. The reception person operates as a primary catalyst in the success of any business.
On an individual level, the first and last seconds of your interactions with anyone will color their actions and attitudes from that point on. Everyone knows the importance of making good eye contact when shaking hands for the first time, but what about using their name in your parting remarks? Are you able to remember the name(s) of the person or people you have just met? This is a vital skill for managing reputations and relationships. Including a person’s name to your “goodbye” makes things warmer and more personal. It shows indisputably that you care.
In this age where so much communication is done by text, it is still human emotion that guides actions and ultimately influences decisions. Investing some time to implement and practice proactive impression management is essential, for individuals and businesses alike.