Right a Wrong with a Wrong

Researchers at Queensland University of Technology and University of Augsburg find an example of two wrongs making a right in a way which facilitates sales dialogue.
     The first wrong in their example is an inauthentic smile accompanied by forced cheerfulness in the voice. Shoppers value authenticity in salespersons’ expressions of positive emotions. The second wrong is a limitation of options available. Shoppers don’t want to be overwhelmed with options, but they seek freedom of choice.
     It might seem that adding sparse selection to a phony smile would make the dissatisfaction worse. Yet in their studies, limitation of purchase options increased in the shopper an appreciation for the emotional pressure which could impede the salesperson from showing genuine happiness along with gratitude toward the salesperson for at least making the effort to project joy.
     It’s best to genuinely smile at customers and to offer customers choices. However, based on their findings, the researchers suggest limiting options when phony smiles and forced cheerfulness are likely. This could be at times of high societal stress, during peak business hours, or as store closing time approaches, for example.
     In response to my email inquiry about the study, Andreas Lechner, one of the researchers, adds, “In studying display inauthenticity, that is, the visibility of unfelt emotions, we take an integrative perspective and look at both facial expression (e.g., asymmetric smile) and vocal expression (e.g., forced high pitch). So, technically speaking, (in)authenticity is a molar and not a molecular phenomenon. A lot of things are going on in the face, voice, and potentially gestures at the same time.”
     Moreover, in status-oriented or competitive situations centered around dominance, you will do best to chill out your emotions, say researchers at University of Arizona, Texas A&M University, and University of Chile. This applies when selling to teens, who expend considerable energy dominating their adolescent insecurities and who consider even authentic shows of emotion to be decidedly uncool. Similarly, show cool in any negotiations where establishing authority takes precedence over cultivating trust. Curbing emotions in order to look cool is also useful when selling luxury items to consumers aspiring to higher status.
     There are other times to avoid a full-toothed, full minute smile. If you’re delivering corrective discipline to a staff member, a smile could make what you’re saying seem unimportant. If a shopper is distraught, the smile could make you look uncaring. That would be all wrong.

Successfully influence the most prosperous & most loyal consumer age group. For the specific strategies & tactics you need, click here.

Click for more…

Chill Out Emotions to Look Cool 

Dwarf Giant Smiles So You Won’t Look Dopey