You never get a second chance to make a first impression.

That’s what “they” say.

And, as is true more often than not, “they” are right (“they,” by the way, annoy the crap out of me).

Once you make an impression, good or bad, it’s tough to change. Once prospective clients think of you in a certain way, it’s likely that they will never change the way they see you.

Our brains work perfectly to find things that confirm our beliefs. When we think a lawyer is good, we hear and see the things we need to see to confirm what we already believe. We ignore the contrary evidence.

When we think a lawyer is bad, of course, we only see the pieces of information that confirm our judgment. Again, it’s tough to turn our beliefs around. We work really hard unconsciously to reassure ourselves that we’re right.

It would be relatively easy to consistently make a good first impression if we could accurately predict that first touchpoint. If we knew when the client was going to first interact with us, we could hone in on that piece of our process and get it just right.

Unfortunately, we can’t always lock down the time, place, and manner of the first impression.

For instance, I have first interacted with a client while standing at a urinal in the men’s room in the courthouse. I guess I made a pretty good impression since the guy hired me. I’m not exactly sure what I did right, but something must have worked.

Putting Your Best Foot Forward

Thankfully, some of our first impressions happen in predictable places in predictable ways.

• Our website makes a first impression. We can tweak it so it looks good, feels good, and says the right things.
• Our lobby makes a first impression. We can decorate it and arrange it in a way that presents us positively.
• Our personal appearance makes a first impression. We can dress nicely and look good.
• Our receptionist makes a first impression, and we can train and prepare the person in that position.

Often, the first impression we make is further from our control. However, that doesn’t mean we can’t affect the outcome of those situations.

• When referral sources tell prospective clients about us, we’re making a first impression. We can help our referral sources by providing them with good information about us and the work we do. A well-prepared referral source will set the right tone before you meet the client.
• When former clients tell prospective clients what we did for them, we’re making a first impression. We can teach those clients how to help friends through the process and the right things to say about us when the need arises.
• When our family members are out and about interacting with others, they’re creating a first impression of us when we come up in the conversation. We can assist by teaching the things to say and the things not to say.
• When our staff is at the courthouse or out with friends, they’re our ambassadors, and they’re creating impressions of us in their world. We can train them in the art of making a good first impression on our behalf.

Starting off on the right foot with a prospective client often makes the difference between getting the case or having it go to another lawyer. That first impression is frequently your only chance to get the client.

Respect the first impression. Think through where it’s happening and who’s involved. Use your talent, skills, and ability to affect the manner in which you are first perceived.

They really are right that you never get a second chance to make a first impression.