Facial expression is the most common tool by which we gather information about other people. We not only use the face to identify others, we use it to determine their initial emotional state and any changes that might occur during the communication process. This makes facial expression more emotionally revealing and more accurate than the spoken word.
In selling, facial expression is the primary feedback tool that guides the selling process. It provides valuable feedback about how the sale is progressing. Level of interest, desire, and indication of honesty or deception can be identified by changes in facial expression. Sales professionals not only react to facial responses to reinforce points that are important to the prospect but also identify and deal with objections before they get in the way of making the sale. This is the main reason why sales professionals drive millions of miles to have face-to-face meetings with prospective clients. When facing the prospect or client, the subtle indications of heightened awareness suggestive of positive feedback can be witnessed as well as signs of tacit disapproval. Both are critical for initial sales success and for maintaining long-term professional relationships.
There are as many as 38,000 different combinations of facial expressions that involve over 20 muscles. Yet, despite this wide range of possibilities and the impact of cultural influences, facial expressions are not only readily identifiable; they are surprisingly reliable indicators of emotional responses. These expressions are typically identified with very high levels of accuracy. Researchers Paul Ekman and Wallace Friesen have identified seven universal facial expressions displayed throughout the world: surprise, happiness, fear, anger, disgust, sadness and contempt.
(Facial expressions courtesy of www.feelingfacescards.com)
Facial expressions are notoriously short in duration. Although we tend to display a general emotional state to those around us, a genuine facial response is short-lived, usually less than half a second. The expression of surprise has the longest duration, lasting over three seconds.
(Facial expressions courtesy of www.feelingfacescards.com)
To achieve an accurate assessment of facial expression in a sales situation, one must focus on the face as information is shared. Otherwise the actual response is easy to miss, or it may be consciously manipulated either to conceal or mislead the sales professional to maintain some degree of negotiating power.
Micro-expressions, describe the facial expressions typically lasting a microsecond and are extremely accurate and revealing. Micro-expressions are highly accurate emotional responses, which often indicate a socially unacceptable response or may reveal a highly charged emotional state that is best concealed, thus their short duration. For example, in sales, a particularly high price might reveal a prospect’s naïveté, which she may immediately attempt to conceal behind a veneer of indifference.
With training, using videos to show the evolution and decay of micro-expressions, greater precision is possible in assessing facial expression. Given the tendency to minimise facial expressions (much more common to males than females) in sales meetings or negotiation sessions, subtle cues indicating positive or negative responses become even more valuable.
Together with the Centre for Body Language, Ei4Change is undertaking research on the use of body language in selling.
To gather quality scientific evidence, we are searching for companies with sales teams of at least 10 people, who would like to participate in our online research at no cost. In exchange, we will provide you with the test results and an analysis report of your company's sales team capabilities.
You can try a free, simplified version of the online test that we use with your sales team: http://www.microexpressionstest.com/micro-expressions-test/ The full test will take just 2 minutes to complete. Also, further details can be found on the Ei4Change Body Language page
