The moment a client walks into your office or boardroom, he or she begins forming an opinion, says Joanne Ferguson, president of Advisor Pathways Inc. in Toronto.

First impressions can be critical to forming long-lasting business relationships. So, rookies in particular should take care to make a positive impact on potential clients.

Further, new advisors should not be overly concerned that their youth is a disadvantage, Ferguson says. Just because you lack experience doesn’t mean you your advice is any less valid. You can make up for your inexperience by building credibility through your professionalism.

Here are four tips for making a positive first impression:

> Dress for the occasion
Advisors who work in downtown Toronto know that a suit and tie (or equivalent female attire) is the norm. But advisors in suburban branches or outside of major cities may be accustomed to more casual work attire.

Consider dressing for your target market, Ferguson says. If you’re visiting local farmers on their turf, you don’t want to appear too slick; try a golf shirt and khakis. Alternatively, if you’re meeting with sophisticated high-net worth clients, khaki’s won’t cut it; wear a business suit.

> Know your own brand
As an advisor, you’re always representing your firm, whether you’re at work, out with friends or posting on social media.

“Your brand’s image is a clear reflection of who you’re trying to attract,” Ferguson says. Prospects will likely do their research on the Internet, so make sure your weekend Facebook photos are in line with your professional image.

> Be “other” focused
Develop active listening skills so you’ll be able to quickly identify the needs of potential clients, Ferguson says.

If you have your own rigid agenda in mind when you speak to a new client, you may not pick up on important signals or information your prospect is trying to convey. Avoid getting caught up in your own goals and insecurities, and focus on how you can best serve the person in front of you.

> Create a meeting plan
If you’re meeting with a client who is already established at the practice, create a format for the meeting so they know you’re professional and on topic.

“Having a plan for that meeting doesn’t mean you can’t ‘dance’ with them,” Ferguson says. “It just means that you will be reminded to address key issues with the client.”

This is part of an occasional series featuring tips for rookie advisors.