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First Impressions - The 90/90 Rule

By Bob Malloney

Republish: EasyPublish™ Published: 09Sep2009 Word count: 718 Viewed: 2057 time(s) Get Free Content For Your Site

I'm sure that we have all heard that when we meet people for the first time, they make 90% of their mind up about us in the first 90 seconds. The 90/90 rule. This sounds incredible. Is it just another example of research designed to generate maximum publicity to serve someone's self-interest?

I have been training and coaching people in face-to-face skills for over 20 years and based on my experience, these figures are maybe a little understated!

Let's consider some evidence we can all relate to. Imagine you are interviewing two candidates for a job. You go to collect the first candidate from reception. When you walk up to them they are slouching in a chair reading the paper. They look a little dischevelled with untidy hair and you notice that their shoes look a bit old and grubby. You introduce yourself and they mutter hello with a straight face and no eye contact. As you walk with them to the interview room you engage them in some small talk. "It's not a very nice day, I bet we'll get some rain later". "Did you find us alright?". "How was the traffic on the way over here?". Each question is met with with a one-word answer. You both walk the rest of the way to the interview room in silence.

As you collect the second cadidate from reception you notice that they look well-groomed and are sitting upright with good posture. They look as if they have made a real effort with their appearance and smile as you walk towards them. You introduce yourself and immediately they look you in the eye, give a firm handshake and look genuinely pleased to meet you. As you walk to the interview room they initiate the small-talk. They comment on how nice your offices are. Tell you that, for once, the trains were on time and how easy the journey to you was. They ask you about the photograph in reception of a cheque being presented to the Air Ambulance Service and enquire about your company's support for them. The conversation flows easily. They even make you laugh with a witty comment on how good your company healthcare scheme must be.

The chances are, that if this 90/90 rule is correct, you will have already decided who to hire before you've even entered the interview room. Do not underestimate the power of your subconscious mind in influencing your decisions.

The first candidate didn't look quite right. Their appearance, posture, lack of eye contact, stony face and reluctance to engage with you gave you the impression that they were not too bothered about you. Many of us find small-talk a little uncomfortable and they made no effort to help you get a conversation going. They showed no real interest in you or your company. Faced with this evidence (which will probably be served up to you as a 'feeling' rather than a rational thought) you will give them a low 'emotional ranking'. Consequently, when you interview them you will tend to interpret their answers to your questions with some suspicion. In other words, you will already be programmed to put a negative interpretation on everything they say.

The opposite will occur with the second candidate. They created a positive impression with you in the first 90 seconds. They clearly thought you were important enough to make an effort, both in their appearance and manner, and you will subconsciously give them a high 'emotional ranking'. You will already be programmed to interpret their answers to your questions positively. Guess who gets the job!

First impressions, although critical, are just first impressions; but they do get you off to a flying start. Your ability to build a relationship with the other person by being empathetic to their agenda will influence the ease with which you can do business with them. Of course, as the relationship progresses you will gain advantage by expressing yourself clearly to communicate effectively. If you demonstrate regard for their position in any negotiations with them, you will build on your first impression and help to cement a positive, productive and mutually beneficial relationship. None of this is rocket science, but can you really afford not to invest in the little bit of preparation and effort required to achieve that vital high 'emotional ranking' with others?

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