Too tired to shave (the power of first impressions)

Last week I went to my girlfriends’ mothers 60th birthday party. Being wealthy entrepreneurs, it was a lavish affair. We all got dressed up in our best outfits and the family and partners met up beforehand to get some professional photos.

I had been working on my “designer stubble” the week leading up to the party and I thought I had a pretty cool look going on. Then my girlfriends dad pulled me aside for a chat. He said, “Mark, there’s something I need to tell you that I have been wanting to tell for some time. If you are ever selling to people of my generation, you need to shave.”

He continued, “You see, our generation has the money and when we see someone like you turn up with facial hair looking like that, we think, this guy doesn’t care... he’s too tired to shave!” He went on to say that 50% of the sale is made within the first 30 seconds, if you don’t make a good first impression, you’ve got to do a lot of work to win it back.

I think this advice is gold. Firstly, it highlights the power of first impressions. People are quick to judge and if you win it from the start, you’re half way there. Secondly, you need to know your market and what your prospective buyers like and dislike. Designer stubble might work for females under 35, but not for baby boomers who have money to spend.

Happy selling shaving! 

Mark.

P.S. At the party I spoke to a number of other wealthy baby boomers who said the same thing. Guys, it may pay to keep a razor handy.


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