First Impression or Last Impression
Not long ago, my wife and I stopped by one of those large outlet malls on our way to a leadership retreat at Osage Beach in Lake of the Ozarks, Missouri. My wife was looking for a few bargains, especially for the grandkids, while I was looking for a cool place to get out of the heat on a 100 degree day.
The Osage Beach Premium Outlets is advertized as place where “there are 110 outlet stores from the world’s leading designers and name brands. ” Over the space of about 3 hours, we went through the front door of 25 of them, each leaving us with a distinct first impression. After the first 10 or so, I developed an idea to write a blog entry that might explain what people might experience when they enter the doors of a church for the first time.
Each store was different – duh! Aren’t they supposed to be.
Some of the stores were more comfortable than others. Being a very hot day outside, I wanted to feel a very cool air conditioner working properly. Some had it, others didn’t. Needless to say, I didn’t want to go back to warm stores where I didn’t feel comfortable. First feelings = first impressions!
A few of the stores had salespeople who greeted us about 3-4 steps into the store. This impressed me, but only when the “greeter” wasn’t too pushy. A few stores had sales people greet us who seemed out for their own interests or the stores own interests. They turned me off. The “greeters” who impressed me and encouraged me to come back to the store for a second time were friendly but not pushy, helpful but not the “stand over your shoulder” type. First people = first impressions.
Some stores we entered seemed to be nationwide examples of “help wanted” adds. We had to look in vain for someone to answer our questions, or take our hard earned money. Didn’t they care enough about their first time visitors to have enough “staff” or properly train their workers? Met or unmet needs = first impressions.
Some stores had signs to direct us from the front door to the department we were looking for, but, then again, other stores had their “stuff” spread out in every direction and we had to figure out directions to and from places and costs all by ourselves. Signage or lack thereof = first impressions.
Some stores we avoided all together because we know they were not a “right match” for us – either too expensive, or they didn’t have what we were looking for or were interested in, or we knew by experience that the store just wasn’t for us. Personal preferences = first impressions.
All of the stores in this outlet mall looked safe for us (or for our grandkids), but that hasn’t always been the case in our shopping experience. Perception of safety = first impressions.
As we walked through the open door of every story we visited, I was making a mental note of which on if any I wanted to revisit, either for a second look, or to make a purchase. There was some comparison shopping going on. First impressions may lead to second impressions, or even commitment.
Church Growth, Inc. reports on their website that “in the average church, 8% of first time visitors eventually join the church they visit. But, 22% of second-time visitors become active. If you can increase the number of first-time visitors who come back you nearly triple the chance that they will stay.”
It is also estimated that you only have 3 seconds to make a first impresssion.
So what are the first impressions of your church or church plant? Here’s a few ideas on making sure you move from first impression to second impression to commitment.
Evaluate on a regular basis everything your church does, but do it from the viewpoint of someone who walks through the door for the first time.
Develop a church web site that simply but effectively communicates what your church offers and is. An entry page should be designed with a first time visitor or guest in mind. Follow this up with effective written communication pieces and a blog or three.
Make sure you have well designed highly visible signage about your church and what’s in your church. be sure to put your web site address ans phone number on the signage outside. Remember that two of the most important places in a shopping mall are the sign board displays that show where you are and where everything else is, and the bathrooms or washrooms.
Recruit and train people with the gift of hospitality to connect with first-time visitors within 3 seconds before and/or after they walk through your door. These people are “connectors” who will introduce visitors or guests to other people and places in and outside the church.
Clearly identify needs that your church and its people can meet. Figure out ways to connect people to those need meeting ministries, or resource them to other churches or Christian organizations that can help them at thier point of need.
And check out the following page for more helpful information on creating good first impressions:
http://www.churchmarketingsucks.com/archives/2007/06/making_a_good_i.html
And, here a church that has developed what looks like an effective first impressions ministry team:
http://www.sevenrivers.org/firstimpressions.htm
Feel free to share your ideas or experiences on visiting a church for the first time.
