By Jeff Thorsteinson
How much of each day do you spend in front of people? If you’re like most advisors, it’s probably upwards of 50 percent. Whether you’re meeting with clients, prospects, centers of influence or simply chatting with your assistant, your success depends on what you say.
Or does it? While speech is perhaps the most obvious way of communicating, there’s a lot more to language than simply words. In fact, a study back in 1983 by linguistics professors V. Fromkin and R. Rodman found that up to 90 percent of the meaning of a message is transmitted nonverbally.
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While speech is perhaps the most obvious way of communicating, there’s a lot more to language than simply words. |
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With that in mind, I’ve listed several types of nonverbal communication and ideas on how to use them to make the most of your interactions with your four most important constituencies: clients, prospects, centers of influence and your team.
Expressions: Expressions, such as hand gestures, should be used to emphasize or perhaps illustrate important parts of your conversation. When put to use in a meeting, hand gestures make it clear to clients that you have a passion, as well as an emotional attachment, to the idea you are communicating. Also, head nodding regulates, modulates and maintains the flow of verbal communication.
Touching: A high-five. A pat on the back. A solid handshake. All of these demonstrate the “common language” of touch. And they all have different uses and meanings. Often such gestures reinforce the strength of a relationship—something you need to remind your clients of from time to time. While it’s not always appropriate to reach over your desk and pat the client on the back in the middle of a business meeting, a firm and deliberate handshake on the way into the office can leave a very positive impression.
Scent: You may not think about it much, but scent actually plays a large role in business communication. In his best-selling book, Why We Buy, Paco Underhill describes large retail chains and real-estate agents as leaders in the use of scent and aroma to improve the sales experience. There is a lesson here for advisors as well. Whether you agree or not, it’s a certain fact that scents make customers feel comfortable, secure and happy—why not use scent and aroma to your advantage? At the very least, consider what scents you are imposing on people. For example, you often have annual reviews with clients on the same side of the table so that you can illustrate what you’ve achieved for them throughout the year. Need I say more? On a similar note, a strong-smelling cologne or perfume is not always appreciated.
Eyes: As the saying goes, eyes are the windows to the soul. Make sure your eyes do not betray your speech, or say the wrong things about your business. When you speak to clients, make sure your eyes are focused on whomever you’re speaking to. The best policy is to keep everything above board and 100 percent honest and true to what you believe. Your eyes will do the rest. Also, if there’s more than one person in the room, make sure you make eye contact with them, too. For example, in a meeting with a couple, shifting your gaze from time to time while you’re speaking ensures the other person is included in the conversation. When clients are speaking to you, make sure you look at them. These little details communicate confidence and sincerity, while demonstrating to clients that you understand that you are listening to every word they say.
Used with permission. All rights reserved.
Jeff Thorsteinson is president of the YouFoundation, an organization that helps advisors build world-class practices. As a speaker and consultant, he has delivered his practice-building programs to thousands of advisors. For more information, send an email to strategicadvisor@youfoundation.com, call 800-223-9332, ext. 1, or visit the company’s website at www.youfoundation.com.
April 2007
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