Sep 062011

Nonverbal Communication: The HIDDEN Communication Factor

 Nonverbal Communication: Monday, September 5, 2011, by Harlan Goerger, Co-author, The Selling Gap;

Nonverbal communication: Statistics show how you are perceived outweighs quality and even product price! Its 3 in the afternoon, a fairly tough day for you and your next appointment shows up. A salesperson with a service you have been considering using enters your office. You note the strong smile and good posture of the well dressed representative. They engage you in a pleasant way, ask good questions that get you thinking and ask for the order.

You see the service as being a good candidate and fit for you, yet for some reason you feel uncomfortable with saying yes to this salesperson. The service is fine, the pricing is reasonable, yet NO is your answer.A few days later you decide to go with a different service vendor that is a bit higher in cost. As you analyze your choices you find yourself feeling more comfortable with this company’s salesperson over the others you have met.Is this decision about price? About quality? About value?The studies show, most likely not! It is about the hidden language of communications!Over and over again studies show our decisions are influenced by more than just the words spoken. The reason is our brains can only hold and process so much. So instead of trying to sort all this, we unconsciously make choices based on perceptions. Here are just a few of the other factors found to influence our decisions:

1. The 10 Laws of Persuasion cover many of the perceptions we may have that influence our choices, here are a few….

  • Power: How is each party perceived by the other in terms of power. If one perceives to have more or less power than the other it can affect the outcome of the conversation. Being aware of this perception allows one party to utilize tools to compensate for this perception.
  • Expectations: Is extremely powerful and meeting or not meeting expectations can have a dramatic effect on the other parties’ choices. Perceived power is part of this.
  • Friends: What each party knows or thinks they know about the other also effects choice. The more familiar one is with another in some form can move the choice in a different direction. This can be as small an item as having seen a face or heard a name before.
  • Association: How others view you, your company and the people you associate with will have a dramatic effect on choice. Right or wrong, the perception of who you associate with will have an effect on others choices.

2. Proxemics: The study and use of space is a huge influencer on choices that most know little about. This is a huge study so just a few points for your consideration…

nonverbal communication


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Tom McDonald,; 608-788-5144; Skype: tsmw5752

nonverbal communication, McDonald Sales and Marketing, LLC