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Moments of Impression Make Your Brand

McDonald’s message to front-counter employees was simple: You have the customer standing right in front you. Why not ask them if they would like anything more?

Statistics bear out that “suggestion selling” can work. But this famous up-sell line is more important than selling fries, and even more meaningful today.

Your company’s salespeople and employees will likely see fewer customers standing before them in 2010, thanks to the Great Recession. They need to ensure that every encounter they have with a customer—in-person, over the phone, Internet, through the mail or advertising—results in a positive impression.

These moments of impression will make or break a brand, because they are the brand.