Avoid prejudices towards your customers

During the development of this guide we will be addressing some of the most important issues related to the treatment of clients and the impact of first impressions. The initial coaching sessions with our clients are essential because they work as a way of discovery for both parties, at this point it is normal that we make some mistakes, such as prejudging our clients without first having enough elements to form an accurate profile about them.

Prejudices are very harmful when we create opinions or begin to discover a person for the first time. Because of prejudices, we generate scenarios that deviate from reality, biasing our way of acting and conditioning us by elements that lack coherence and are not objective with what we will discover as we continue to interact.

Taking into account the importance of these elements for the development of the communicative skills of every coach, we will review some of the basic elements related to biases towards clients.

What are biases?

Prejudging means making assumptions about a certain event or person without having the necessary elements to do so. By prejudging we are pre-empting the cognitive process involved in getting to know a person in depth. Prejudice is exactly that, judging before the time. Prejudices are highly problematic because they create inaccurate impressions of reality, thus clouding our ability to reason and interfering with our interpersonal relationships.

Prejudiced people usually discover their error when they take the time to have an in-depth exchange with the person they have prejudged. Unfortunately, prejudices are more common than they seem and are often disguised under expressions such as "first impressions."

First impressions are usually just unfounded prejudices, it is very unlikely that we can build a minimally correct profile on any person just by taking into account the first exchanges.

First exchanges are not the most useful

First exchanges are not the most useful in getting to know a client and forming a profile about them. When a client comes to a coach and a professional relationship begins to be established between the two, a series of events are generated that threaten the spontaneity of communication. Between the coach and the client, during the first coaching sessions, factors such as shyness, nervousness, discomfort, expectations, lack of confidence, insecurities, etc. mediate.

This causes that the relationship that arises during the first exchanges cannot flow naturally or in an atmosphere of trust. This is why we should not be guided by first impressions.

Use the first exchanges to build trust

Knowing that the first exchanges we have with our clients will not be very useful to discover the client's profile in depth, it is recommended that we use these exchanges to begin to generate an atmosphere of trust that will help us to obtain real information about the client. During the first exchanges, try to be open and let your client get to know you at least in the most general aspects. Almost all of us are more willing to tell about ourselves when we have received something from the person we are dealing with.

By being generous in the way we exchange with the client, we create the space for the following sessions to be much more real and flow naturally. Avoid excessive formalisms that direct the conversation towards appearances, remember that what you are looking for is for the client to show you his or her most real face.