BODY LANGUAGE

BODY Language

Words are one thing, but what are you really saying to patients?

BY SAM WINNEGRAD, MBA, LDO

What are you telling your patients? Undoubtedly your rhetoric has been perfected to a science; with words sometimes flying out of your mouth before your brain has a chance to catch up. Reciting the benefits of an anti-reflective coating is so habitual, for example, that you may not even have to engage your mind. You are a master wordsmith.

Unfortunately, how patients perceive your sales presentation is not only based on your verbal linguistics, but also on your body language and other non-verbal cues that come from you—and all of us—whether you are aware or not. Learning how to use body language to your advantage can dramatically affect your success in the dispensary.

EYE SAY

When it comes to body language, the eyes say a lot:

LIKE IT…
pupils dilate

DON’T LIKE IT…
pupils constrict

TRUTHFUL…
looking up and right

LYING…
looking up and left

NOT CONFIDENT…
lowering eyebrow

DISHONEST…
excessive blinking

—SKD

YOUR NON-VERBAL SIGNALS

As eyecare professionals we expect others to heed our advice when it relates to their eyes, and we are befuddled when patients disregard our ophthalmic counsel. Consider, however, that patients are not only listening to our verbal communications but also to our subconsciously delivered non-verbal signals.

What if what your body language was telling your patients ran completely contradictory to your verbal message? All too often, this is the case, which is why being mindful of your body language is critical when selling in the dispensary. Everything, from your aesthetics to your gestures and expressions, should be broadcasting out the same message.

As an eyecare professional, you have the pleasure of helping people see better and look their best, so it shouldn’t be that hard to muster an authentic expression yourself. Thanks to the extraordinary function of the human brain, patients are able to assess you within seconds—before you even have a chance to say hello.

• SMILE. It is natural to gravitate toward people that radiate joy. Smiling is one of the easiest ways to make patients feel comfortable. Be careful, however, because your customers are able to discern a “real” smile from a “face” (my face hurts from holding it like this) smile. One difference? A genuine smile involves the eyes.

• STANDING. Your posture is also a key determinant of what type of impression you are making. Do you find yourself naturally wanting to slouch? If so, practice consciously standing straight with your shoulders back. This simple change will make it appear as though you exude confidence.

Humans are very perceptive at discerning personal space intrusion. Are you a close talker? Getting too close and crossing your patients’ invisible boundary will make them feel uncomfortable. Conversely, standing too far away will seem as though you are disconnected and uninterested in helping them.

• SITTING. Likewise, sitting at a higher elevation than your patient subconsciously commands respect and makes you more authoritative.

• GREETING. Shaking your patient’s hand conveys both trust and respect, so offering your hand before as well as after the sale always serve you well.

Also, be aware of your autonomic actions so that you can proactively minimize their influence over your patient interactions.

PATIENTS’ BODY LANGUAGE

Learning to read a patient’s body language can be beneficial for your optical, resulting in both increased sales and customer satisfaction.

Many times during dispensary interactions, patients emit silent clues that may go unnoticed. Here’s what to look for:

• ARMS. A patient’s arm position can reveal whether or not they are receptive to hearing about various products and features. If their arms are open and relaxed, it’s a good sign that they are interested in what you are communicating. If, however, they are closed and crossed, it might mean that your customer is on the defensive and weary of your presentation.

• EYES. The eyes are also a powerful conveyor of sentiment. If your patient has a hard time maintaining eye contact, it could reflect a disinterest in what you are telling them—a signal that it’s time to change tactics or subject matter to reanimate the conversation.

• HANDS. Watch how a customer’s hands move as they are giving you information. Touching of the face, such as rubbing the eyes or scratching the nose, may indicate they are not telling you the truth.

Use this to your advantage. Push ahead with your sales demonstration, using probing questions to uncover authenticity. Many times this can lead to an exchange that otherwise would not have happened.

CLOSING THE SALE

Once you can connect the dots with your patient on how you can solve their problem or meet their vision need, it will be easy to close the sale. Knowing when the customer is ready to purchase is extremely important.

Leaning forward during conversation, as well as excessive head nodding, can convey that the patient is ready to “settle up.” However, if they are frowning while you are showing them your favorite frame, it might be a good idea to go in a different direction.

Be cognizant of what you are telling your patients both verbally and visually. Your subtle gestures and mannerisms must harmonize with the message that you are trying to convey. Patients will respect you for being perceptive and for uncovering and meeting their needs. And, remember: it is not always that the customer is hiding information from you. Many times they just don’t know the best way to convey what they are feeling.

There is no special trick to reading these non-verbal cues. The best strategy is to just be more perceptive. After all, you are an eyecare professional, not a magician.

Sam Winnegrad is an opticianry instructor at Roane State Community College and manages an optical in Tennessee.