Non-Verbal Customer Communication: It's More Important Than You Think

When we think about communicating with customers, our focus is usually on establishing the right things to say. However, as any communications expert will tell you, there is far more to getting your message across than just words. According to lots of different studies, non-verbal communication is a lot more important than you might think – in fact, it represents up to 50 percent of the message you are trying to get across.

Some of this non-verbal communication is obvious, of course. We all know that talking to a customer with a smile on your face is a lot more effective than doing it while looking at the floor or slouched behind a desk with your feet up. However, there are a lot more aspects of non-verbal communication that are incredibly subtle, and if you don’t know what to look for, you could be giving off the wrong signs. Let’s take a look at everything you need to know.

Appearance counts

How you look and what you wear is a lot more important than you can imagine. Simply put, if you aren’t dressing properly with clothes that are in excellent condition and smart, you will lose custom. Make sure your employees are aware of the impact of how they dress, and also that they have good hygiene habits!

Your business appearance counts, too

But it’s not just your appearance that counts. It’s also the cleanliness of your vehicle or the state of your store. If customers come into spend money with you, they want to see a clean environment. You need to take care of tidiness and ensure that your business premises are free from dirt and mess. Good ventilation, concern for excessive environmental noise – it’s all important and has an impact on your customer’s opinion of your business.

Make it easy

Not all customers want to have a chat with your employees. For example, shoppers who come into your store on a lunch break may just want to pop in, make a purchase and leave as quickly as possible, not get drawn into the finer points of your industry. So, it’s vital that you communicate well with these people, too. Signage plays an important role here, so consider using visual cues – not just text but images, for instance. Hang displays from ceiling magnets, defining each area of your premises. Guide your customers with arrow symbols. And make it easy for them to get what they need without talking.

The importance of eye contact

Finally, as humans, we talk to each other face to face. We do this because it is a better way of establishing intent and, therefore, trust. For example, if someone is going to punch you in the nose, you will usually be able to ascertain their intentions beforehand because you will see it in their eyes. So, if you and your employees are avoiding looking your customer in the eye, the simple truth is that they won’t trust you – even if it’s only subconsciously. It’s a sign of indifference and bad manners, too, and it will cost you in customers and sales.