Author: Leanne Hoagland-Smith
In this age of high tech where social media has become the way to conduct business, many still fail to recognize the importance of face to face interactions and how they increase sales. A new survey by Economist Intelligence Unit, sponsored by Cisco, entitled Business Leaders’ Views on Interaction revealed the importance of face to face interactions specific to communications and other business leadership concerns.
Since human beings still communicate verbally (we have yet to develop our brains to be telepathic), the necessity for face to face communications is still required in spite of all the technology from emails to mobile devices. Given that those engaged in selling must communicate, then it is reasonable to presume that face to face interactions will increase sales or conversely decrease them.
According to the executives surveyed, they believed four (4) out of the following six (6) activities cannot be achieved without face to face interactions:
- Engagement and focus on shared content (92%)
- Tone of voice (81%)
- Facial expressions (81%)
- Words someone is using (72%)
- Subconscious body language (72%)
- Conscious movements or gestures (67%)
Additionally 89% of the respondents said the primary function of any meeting is to build relationships with customers (external and internal). Sales Training Coaching Tip: The purpose of marketing within the sales process is to begin to build relationships.
Unfortunately, for many in small business to even those in Fortune 2000 firms, effective face to face interactions are not part of their educational experience.These individuals have not developed the necessary communication skills and more importantly emotional intelligence to enhance those face to face business meeting opportunities.
Years ago, a gentleman by the name of Professor Albert Mehrabian along with his colleagues developed a communication model based upon the following results:
- 7% of any message is verbal or what is actually said
- 38% of any message is para-verbal or what is heard through syntax, grammar, loudness, speed, inflection, etc.
- 55% of any message is non-verbal or what is observed through body language, facial expressions, etc.
The results from the Cisco survey appear to reaffirm the importance of the non-verbal and para-verbal, but more importantly reveal the importance of word selection relative to what is heard. Here comes into play working with emotional intelligence .
When we consciously consider the impact of the words we speak we can dramatically improve the results we are seeking. This conscious word selection along with understanding non-verbal and para-verbal communication signals can not only build stronger business relationships, but ultimately increase sales. Sales Training Coaching Tip: Emotional intelligence is recognizing the emotions of others, understanding how to manage and motivate through those emotions.
Yes technology is important in building business relationships, but to actually solidify them, to elevate them to their highest level does require face to face interactions. To believe and think otherwise is simply a foolish folly.
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