Can you see what you are getting yourself into? Or is it seeing is believing? Or what about I see what you are saying? Remember the studies I mentioned in the last post, many sources have said that the visual part of communication makes up the majority of any conversation. In other words, what you see factors as much fifty plus percent of any conversation. The hard part to understand is that the words we use matter less than how we say them and a lot less than what we look like when we say them.
Welcome to part three of the series on Communication in Retail. It will be about the Visual aspect in communication.
Ok, so you are reading this. The emphasis has shifted. Words matter much, much more so as to create the context for this moment. If we were at Moxie Java, my coffee hang out and we were chatting over a cup of joe, words would diminish. You would be seeing how my eyes lit up or not, or if I was sitting up. Would I be easily distracted by people coming and going? All of these physical gestures send a message of one type or another. Here are our challenges today.
Visual communication (a.k.a. body language) has challenges. One thing, does one gesture have multiple meanings? Absolutely. I know many people who cross their arms. Books and classes on body language say, “oh yeah, see there, they are so closed off and defensive.” “Are you sure skippy? Why don’t you ask ‘em.” “What did they say?” “Well, they said they feel more comfortable when they do that.” “Are they open to you and your ideas?” “Yeah, it’s just a comfort thing.” Do you see the issue? While I would agree there are many experts who can figure out that my 2.5 centimeter tilt of the head to the right means I am hiding my passion for tomatoes, I do have to say, it is all a presumed perception based on a filter and not necessarily fixed on the true context of the situation. Now that was a meaty sentence. I cross my arms when I am standing some times and I am the most open person you will ever meet. Some people cross their arms because they are cold, go figure. So body language or the reading of it can be very problematic.
Second, most of our communication is via phone, email or text messaging. If there is such an emphasis on visual having an impact on effective communication, what happens now? Have you ever sent an email and had someone write back and say “Why are you so upset?” “Huh?” “Well, you used capitals.” “Ahhh. Not upset, just forgot to turn off the caps lock button. Thanks for your reply. Have a nice day.” Now re-read the last remarks in quotations. Think verbal – not much. Think vocal – maybe a bit sarcastic, word choice and how they are placed together. What about visual? Well, you can’t see me. Do see my point? Sorry, I couldn’t resist. Most of our communication is placed out of sight line, so we have to work harder on the other elements to get our point across.
The last thing is the crazy return to filter and context. Again filter is what makes up our decision making machine in what I say, how I say it and what I look like during the whole thing. Context is what is happening in and all around us: time of day, where we are, noise, and why we are even chatting. I will communicate with you based on what is happening. Will my body language be different if we just met or if we are sitting in comfy chairs or if it is at a professional function of some type? Yes, context will dictate verbal, vocal and visual. My filter has the same influence.
So what to do in retail? Perhaps the first lesson in body language is how you place your body in proximity of your customer. Not too far away, not too close. Some sales reps can get way too close. Almost to point where you have to ask them if they see any cavities in your molars. Just a little creepy for me. Square your body so you present your full front to the customer. Nothing shows dis-interest or lack of focus than to speaking off your shoulder. But then again, I may be wrong. Remember, reading body language is problematic – I heard that somewhere. What about smiling? I remember being told to smile when I see a customer. Really, to what extent should I have mandibular curvature and just how much dental presence is expected? This is my smile.
Let’s make this practical. Just like the previous posts, pay attention to where you stand, how you move and what will put the customer at ease. What gesture will fit the context of the situation? Is the client irate? You may want to sit down, lean in to listen and take notes. If they are familiar and in a great mood, smile, laugh and give them a high five (if the situation calls for it, this could be serious HR issue – not kidding). Come out from behind the counter, remove the physical boundaries – that is a relationship builder. No matter what, be authentic! If you talk with your hands, talk with your hands. If you are funny person, be funny person. It you are serious person, be serious and so on.
I am more ‘perky’ today, because this post is about what you see when you communicate. But you cannot see me. You are reading this. If you had to close your eyes and visualize this chat, what would it look like? More to follow…