Three cocktails, Three Perspectives On Why First Impressions Matter.

Season 1: Episode 32 Recap: When First Impressions Go Wrong

This week’s episode proves that sometimes the best business lessons come from the worst experiences. Brian’s dental nightmare becomes a masterclass in everything NOT to do when onboarding new clients, while the bros break down the critical importance of that first customer touchpoint.

The Horror Show: Brian’s Dental Disaster

Picture this: You walk into a new business, and immediately you’re treated like cattle. No introduction. No explanation. Just “sit down” and let the cash register ring. Brian’s experience reads like a customer service horror film – mystery procedures, unknown costs, and a dentist who spent more time complaining about competitors than actually introducing himself.

The kicker? Six months later, they called asking why he wouldn’t return. His response: “I have no effing idea who the dentist even was.”

The Golden Rule: Think Like Your Customer

Both VHT Studios and By Your Side Autism Therapy Services learned this lesson the hard way. Most clients have never used professional photography or autism therapy services before. They’re lost, overwhelmed, and need guidance – not assumptions.

Key Takeaway: Your “obvious” is their “overwhelming.” What seems routine to you is brand new territory for them.

The Easy Button Philosophy

Brad’s wisdom shines here: “Promote customer laziness.” Make everything so simple that clients become dependent on your seamless process. Fill out forms for them. Explain every step. Check in proactively. When customers don’t have to think, they don’t have to look elsewhere.

From Chaos to System

The evolution is clear across both businesses:

• Start: Wing it and hope for the best
• Grow: Create guidelines and processes
• Scale: Standardize, train, and inspect what you expect

As Brian learned with 400 photographers, you can’t just trust people to “figure it out.” The experience must be consistent, whether it’s the founder or the newest team member handling that crucial first interaction.

The Chiropractor Contrast

Brian’s night-and-day experience with Evolve Chiropractor shows what good onboarding looks like:

• First visit: All about understanding needs and explaining their process
• Second visit: Then we talk business and payment
• Result: Two-year relationship and a raving fan

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Signature Cocktails: CEO Bros After Hours Collection

Brian’s “First Impression”

A sophisticated whiskey cocktail that gets better with every sip,  just like a well-designed customer experience.

Ingredients:

• 2 oz Bourbon (preferably a smooth, approachable brand like Maker’s Mark)
• 0.5 oz Honey syrup (2:1 honey to water)
• 0.25 oz Fresh lemon juice
• 2 dashes Angostura bitters
• Orange peel for garnish

Instructions:

1. Combine bourbon, honey syrup, lemon juice, and bitters in a mixing glass
2. Add ice and stir until well-chilled
3. Strain into a rocks glass over a large ice cube
4. Express orange peel oils over the drink and garnish

“Like business, this cocktail is all about the fundamentals done right. Smooth, reliable, and gets better as you experience it – much like VHT’s evolved onboarding process.” – Brian

 

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Brad’s “By Your Side”

A comforting, approachable cocktail that puts people at ease, perfect for difficult conversations.

Ingredients:

• 2 oz Vodka (premium, clean like Tito’s)
• 1 oz St-Germain elderflower liqueur
• 0.75 oz Fresh lime juice
• 0.5 oz Simple syrup
• 4-5 Fresh mint leaves
• Splash of soda water
• Lime wheel and mint sprig for garnish

Instructions:

1. Gently muddle mint leaves in shaker
2. Add vodka, St-Germain, lime juice, and simple syrup
3. Shake with ice and double strain into a highball glass
4. Top with soda water and fresh ice
5. Garnish with lime wheel and mint sprig

“Refreshing and immediately welcoming, this cocktail embodies my philosophy of meeting clients where they are emotionally. The elderflower adds sophistication while remaining approachable just like By Your Side’s client-first approach.” – Brad

 

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Matt’s “Storyteller’s Reserve”

A complex, entertaining cocktail with layers of flavor and a theatrical presentation.

Ingredients:

• 1.5 oz Rye whiskey
• 0.5 oz Aperol
• 0.5 oz Yellow Chartreuse
• 0.75 oz Fresh grapefruit juice
• 0.25 oz Lime juice
• 2 dashes Chocolate bitters
• Grapefruit peel for garnish
• Optional: Smoke with applewood for drama

Instructions:

1. Combine all ingredients except garnish in a shaker
2. Shake vigorously with ice
3. Double strain into a coupe glass
4. If smoking: place glass under cloche with applewood smoke for 30 seconds
5. Express grapefruit peel oils and garnish

“Like storytelling, this cocktail has complexity, surprise elements, and a bit of showmanship. The unexpected combination of ingredients creates something memorable, just like the ability to turn a dental horror story into business gold.” – Matt

 

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Up Next…

Will the CEO Bros tackle scaling challenges? Marketing mistakes? Or maybe Brian will share another customer service horror story that makes the dental experience look like a spa day?

Grab your cocktail shaker and tune in next Friday for another round of CEO Bros After Hours.

Cheers! 🥃

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Have your own customer onboarding horror story? Tag @CEOBrosAfterHours and share your worst (or best) first impression experiences.