Want to increase sales and referrals in your dealership? One of the best first steps you can take is to understand how hidden blind spots can affect crucial first impressions to increase referrals and sales.

First impressions, especially in a sales and service environment, can be crucial to your success. What kind of first impressions are your employees and managers making? Could hidden blind spots or bias interfere?

Most people have heard the phrase “a picture is worth a 1,000 words.” Our non-verbal messages paint pictures. Studies have shown that approximately 80 percent of what you understand in a conversation is read through the body, not the words.

If your words and body language don’t match, it is quite possible you may be perceived as non-caring, inauthentic and untrustworthy. Unfortunately, without understanding this essential combination, you may turn people off.

A widely known statistic in the auto industry is that women either purchase or influence up to 85 percent of the automobile purchases, yet according to the 2015 U.S. Women’s Car Dealership Report, “one third of women are nervous, overwhelmed and apprehensive when buying a car.”

Further studies indicate that many vehicle-buying decisions are made online before stepping foot into a dealership and that shoppers are only visiting 1.2 showrooms today; that number is down from five showrooms in past years. Fewer opportunities mean that first impressions can be essential to successful sales outcomes.

Understanding blind spots could assist in inspiring a more positive environment from the perspective of potential buyers, customers or employees. This could mean the difference between women feeling apprehensive and nervous and feeling as if they are a valued potential customer or employee and that you care (or other diverse potential customers). This, in turn, may increase your sales and referrals.

Martha Rader