Recently, I was asked to attend a meeting that was held in a gated neighborhood community. As I drove up to the guard gate, a woman peered out of the window of the kiosk and with a big smile on her face greeted me with a big Hello. She commented on how much she liked my hairstyle and then asked me my name and who I was visiting.  Checking her list quickly she nodded her approval and proceeded to open the gate.  All at the same time, wishing me a good rest of the day.

Such a quick interaction and yet, this security guard employee made a positive impression that went beyond just doing her job.  She used it as an opportunity to make someone’s day a little bit better.  I drove through thinking how lucky the neighborhood was that she is their first point of contact with their community.

Organizations are having a hard time these days finding frontline workers and so many are filling positions with any warm body they can find. The consequences though can be devastating to your business. The first person your customers meet in your business should be representative of your brand. This is the most important touch point as it forms an impression that may make the customer decide whether to do business with you or not.

Interview well to determine the personality of those employees you are hiring to be the face of your organization. And train in the manner you wish them to perform, don’t assume that what you perceive to be a simple job, will be inherently known how to do by the individual.

First impressions are lasting. And it may be your only chance to attract a new customer.