Although it’s often attributed to Oscar Wilde, no one really knows who first said, “You never get a second chance to make a first impression.” The intended lesson is that it’s essential to impress people the moment you meet them.

But Andrea Beach, an entrepreneur, investor, and authority on technology and consumer behavior, says that’s the wrong perspective. Instead, Beach, whose latest startup, Life Unleashed!, helps people get “unstuck,” believes it’s more important to make a “good last impression.”

I recently talked to Beach about the value of leaving a good last impression.

How to make a great last impression on your customers

Rieva Lesonsky: How do you define a good last impression?

Andrea Beach: [The key is to make] a good lasting impression—one that lingers in the minds of individuals and leaves a positive, memorable mark after an interaction. It’s a moment that reinforces a relationship’s value, professionalism, or warmth, setting the stage for future interactions. In essence, it’s the lasting emotional residue of the encounter.

Lesonsky: Are last impressions more important than first impressions for small business owners?

Beach: Yes, last impressions often carry more weight, especially for small business owners. Research in psychology indicates that people tend to remember and place greater importance on the final part of an experience. Small businesses benefit from nurturing ongoing relationships with their customers, and the last impression can determine whether a customer returns or recommends their business to others. First impressions are crucial for initial engagement, but the last impression often seals the deal and fosters loyalty.

Lesonsky: How can small business owners ensure they are leaving a positive last impression with their customers, clients, or partners?

Beach: Ten critical ways to do that are:

1. Consistency: Ensure that your business consistently delivers on the promises you make and maintains quality standards.
2. Listen: Pay close attention to feedback and concerns, addressing them promptly and empathetically.
3. Follow up: After a transaction or interaction, follow up to express appreciation and inquire about satisfaction.
4. Personalization: Tailor your interactions and communications to individual preferences and needs.
5. Surprise and delight: Going the extra mile and exceeding expectations will leave a memorable impression of exceptional service.
6. Express gratitude: Show genuine appreciation for their business or partnership.
7. Ensure smooth closure: Make sure transactions or interactions conclude smoothly and efficiently.
8. Leave on a positive note: End every conversation with positive remarks or a memorable message.
9. Provide your contact information: This sounds too simple, but you’d be surprised how many entrepreneurs fail to do this. Make it easy for people to reach out to you, even if you didn’t seal the deal—this time.
10. Offer future value: Hint at upcoming promotions, events, or opportunities they might be interested in participating in.

Lesonsky: What are some mistakes small business owners often make when leaving a good last impression?

Beach: Unfortunately, there are many ways business owners can go wrong. A few include:

• Neglecting to follow up: Failing to follow up or respond to queries is frustrating and often creates negative last impressions.
• Being rushed: If you abruptly conclude your interactions or end the conversation without proper closure, people are often left feeling unimportant.
• Ignoring feedback: Not addressing concerns or feedback quickly and effectively can tarnish the last impression.
• Lack of personalization: Generic, one-size-fits-all communications feel insincere and fail to make a connection with the customer or client.
• Over-promising and under-delivering: Making grand promises and failing to fulfill them erodes trust. And people won’t do business with people they don’t trust.

Lesonsky: What are some of the challenges of making a good last impression?

Beach: There are three crucial challenges small business owners must be prepared to meet. If you have employees, it’s your responsibility to ensure that they consistently create positive last impressions. This can be challenging, especially as your company continues to grow.

Balancing customer expectations and reality can be very tricky. And if you don’t meet or beat those expectations, you must know how to handle negative situations. Turning negative experiences into positive last impressions can be complex, but it’s necessary if you’re going to succeed.

© pbombaert – Adobe Stockmbaert

Lesonsky: You mentioned how important it is that your employees create good last impressions with customers. How do you make sure they do that?

Beach: It’s essential to:

• Provide training; focusing on the areas of customer service, communication, and empathy is especially important.
• Offer clear guidelines about how employees should interact with each other, customers and clients, vendors, suppliers, etc.
• Regularly assess employee performance. Ask your customers for their feedback as well.
• Publicly recognize and reward employees who consistently create positive last impressions.
• Lead by example. As the leader of your business, it’s your responsibility to demonstrate the importance of last impressions through your own interactions with customers and partners.

Lesonsky: Can small business owners leverage technology and/or digital communication tools to help them leave a good last impression?

Beach: Yes, technology and digital tools offer numerous opportunities to enhance last impressions. Personalized emails, automated follow-up systems, and CRM software can help maintain ongoing relationships and ensure timely communication. Social media platforms also provide a space to engage with customers and leave positive impressions.

Lesonsky: Let’s stray off-topic for a moment. You are a leading authority on consumer behavior, technology, and artificial intelligence (AI). What is your prognosis for the future of AI?

Beach: AI will usher in more rapid advancement and change in a shorter period of time than we’ve ever seen, with mass adoption rates affecting businesses and the majority of households in the very near future. Its impact will be bigger than the industrial revolution, smartphones, or the personal computer, and those who learn how to leverage generative AI will come out on top, while those who miss the train will be put out to pasture. That sounds harsh, but the wealth and value gap will literally be that big.

Lesonsky: What tech trends do you expect to see in the next few years?

Beach: EQ (emotional intelligence) and softer skills like effective communication and relational and team building skills will be more valuable, as most of the computational heavy lifting will be done by smart machines. Women will play a larger role in leadership. And because the playing field is leveling in the most dramatic way we’ve experienced in our lifetimes, small startup players have just as much chance at winning as big companies. The next 15 years will be ripe for disruptive innovation.