Written by LiveLink
August 9th 2025

The Invisible Handshake – How to Welcome Customers Before They Even Arrive

We talk a lot about first impressions. The smile at the door. The warm hello. The firm handshake (or these days, the slightly awkward wave from two metres away).

Your real first impression often happens before the customer walks through your door  and in many cases, before they even speak to you.

It’s what I like to call the invisible handshake.

That’s the welcome your business gives in all the little moments before the official greeting. It’s the email confirmation they receive. It’s the tone of voice in your recorded voicemail. It’s whether the parking instructions sound like they’ve been written by a human or copied from the back of a parking fine.

The invisible handshake is everywhere  and most businesses don’t even realise they’re giving one. The question is: is yours saying “We’re delighted you’re coming” or “You’re a number on a spreadsheet”?

Why the Invisible Handshake Matters

First impressions stick. Psychologists call it the primacy effect. Our brains are lazy, so the first bit of information we get shapes how we feel about everything that follows.

If your customer’s first contact with you is an email that says:

“Your appointment is booked. See attached terms and conditions. Cancellations require 48 hours’ notice.”

…that’s a handshake that’s already gripping a bit too hard. It’s a bit harsh and we can do better than that.

But if it says:

“We’re looking forward to seeing you, Wendy! Here’s everything you need to know to make your visit as easy as possible. We’ve popped our parking tips below and there’s no need to wrestle with the pay-and-display machine, there’s a little shortcut we’ll let you in on…”

…you’ve set an entirely different tone. Before they’ve even met you, the customer feels looked after. They’re already inclined to like you.

Where the Invisible Handshake Hides

It pops up in places you may have stopped noticing. Here are some to check in your own business.

The Booking or Order Confirmation

If you’ve automated it, great, but don’t let “automated” mean “robotic”.
Small tweaks can add warmth:

• Use the customer’s name.

• Acknowledge the thing they’ve booked or bought in friendly terms.

• Give them something genuinely helpful — not just the “rules”.

Example:
“We’ve got you booked in for Tuesday at 2pm. We’ll have the kettle on and the biscuits stocked. It’s the important things, right? If you need to reschedule, just click here — no problem at all.” Entrepreneurs Circle have this down to a T. They even know what beverage I like and have it ready when I arrive.

Directions & Parking

This one’s so often overlooked. If the directions are hidden, complicated, or full of capital-letter warnings, you’ve just stressed your customer before they even arrive.

Try instead:

• Plain English (“If you’re using sat nav, pop in PE31 6AF — it’ll take you right to the car park entrance.”)

• Extra help (“If you’re walking from the station, the quickest route is past the bakery. It smells amazing, you can’t miss it.”)

• A human tone (“Don’t worry about the ‘Permit Holders Only’ sign because you’re on our VIP list.”)

Your Phone Manner (Even When You’re Not There)

Your voicemail message is part of your invisible handshake. Is it friendly and reassuring, or does it sound like it’s been recorded at gunpoint?

Compare:
“Please leave your name and number after the tone.”
vs.
“Hi, you’ve reached Coastal Physio. Sorry we’ve missed you — we’re probably helping someone feel a whole lot better. Leave your name and number and we’ll get back to you as soon as we can. Usually within the hour.”

The Look & Feel of Your Website

Even if your business is face-to-face, many customers’ true first impression is your website.
Ask yourself:

• Does it look like someone’s home page in 1998?

• Is the information easy to find without hunting through 16 menus?

• Does it actually sound like you, or just generic business-speak?

• If you put someone elses logo on your site would it make any difference? If not, your website is too generic.

That “voice” is your handshake.

Your Social Media Presence

When people are deciding whether to use your business, they often have a quick scroll through your social feeds. This is part of the handshake too.

• Are your posts warm, helpful, and human?

• Do they make people think “I’d like to work with them”?

• Or is your last post from 2021 wishing everyone a Happy New Year?

How to Upgrade Your Invisible Handshake

This isn’t about massive investment. It’s about tiny, thoughtful tweaks. Here’s where to start:

Step 1 – Experience It Like a Stranger

Pretend you’re your own customer.

• Fill in your online form.

• Ring your number after hours.

• Try to find your address on Google Maps.

Notice how it feels, not just whether it works.

Step 2 – Inject Some Personality

You don’t have to be wacky or over the top, just human.
Replace:

“Please see attached cancellation policy.”
With:
“If life throws you a curveball and you need to reschedule, just let us know. We only ask for 24 hours’ notice if you can.”

Step 3 – Solve a Problem They Haven’t Asked About

Your customers are often silently worrying about something. Find it and fix it before they have to ask.

• A clinic might tell people: “We’ve got blankets in case you feel chilly during treatment.”

• A shop could say: “We’re dog-friendly. Feel free to bring your four-legged friend.”

• A café could explain: “No need to queue, grab a table, we’ll come to you.”

Step 4 – Train Your Team in Pre-Arrival Care

If your staff are sending confirmations or taking calls, they’re part of this handshake.
Make sure they know the tone you want. Share examples. Encourage them to go off-script (in a good way).

A Little Story to Prove the Point

A friend of mine booked into a B&B in Devon. She received a confirmation email that said:

“We can’t wait to welcome you. We’ve reserved you a table at the pub next door for your first evening and they do the best fish pie. If you’d rather eat somewhere else, just let us know. Also, if you’re driving, ignore the sat nav at the last turning or you’ll end up in a field with a sheep called Gerald. Don’t ask how we know.”

She hadn’t even packed and she already loved the place. And when she got there? It felt like visiting friends. That’s the invisible handshake in action.

The Bottom Line

Most businesses obsess over the moment the customer arrives. But the welcome starts earlier, in an email, a voice message, a Google search result, even the smell of the reception area as the door swings open.

Get that invisible handshake right, and your customers will arrive already feeling like they belong. They’ll be more forgiving if something small goes wrong. They’ll be more likely to come back. And they’ll tell other people about you.

Because when someone makes you feel good before they’ve even met you… you remember.

If you treat the invisible handshake as part of your customer service and not an afterthought, you’ll stand out in a world of cold auto-replies and lifeless voicemail messages. And the best bit? It costs nothing more than a few minutes’ thought.

So go on — shake their hand before they even knock.