Technology can definitely provide new and positive opportunities for sales leaders and salespeople. However, as relayed in this Wall Street Journal article, there can be some pitfalls. The article reminded us of a scenario shared with us by a sales leader when we were customizing a sales coaching program for frontline sales leaders. The scenario went like this:
I just walked out of a sales call with one of my salespeople. During the call, his smartphone buzzed and he checked his phone. The customer looked at him and then at me. What probably lasted a second or two felt like an hour.
The sales leader went on to tell us, “I hadn’t thought much about it before, but I’m sure this happens more often than I might suspect. So let’s include it in the program as one of the sales coaching scenarios that our sales leaders should address.”
Although glancing at a smartphone might seem to be a harmless act, it might be more destructive than you realize.
Sales calls and the importance of eye contact. The article goes on to report that “adults make eye contact 30% to 60% of the time in an average conversation.” But “people should be making eye contact 60% to 70% of the time to create a sense of emotional connection.”
In sales calls, making a stronger connection matters. Looking at the person to whom you are speaking conveys confidence and respect. Withholding eye contact can be interpreted as a sign of carelessness or disrespect.
So why are salespeople looking at their smartphones during sales calls? According to Noah Zandan, president of Quantified Impressions, a communications-analytics company mentioned in the article, “it’s almost become culturally acceptable to answer that phone at dinner, or to glance at the baseball scores.” Many of us, regardless of age, have unfortunately become used to responding reflexively to our smartphones.
Eye contact and business meetings. Interestingly, eye-contact issues move beyond reflexively looking at smartphones to other behaviors in business meetings that can be interpreted adversely by others at the table. For example:
Table talkerswho constantly look at their notes or down at the table when talking.
Gaze grabberswho intensely look into others’ eyes when talking. They can make the listener feel like the salesperson is trying to dominate the conversation. Holding eye contact for 7-to-10 seconds in a one-on-one conversation and 3-to-5 seconds in a group setting is ideal.
Eye darters are salespeople who look in all directions except the listener.
Remember, it’s not just what is said during a sales call – or in any business meeting – that matters. It’s also how you say it, and how you say it can include more than just verbal behavior.