One of the struggles that people face in this business is how to actually approach a person and engage them quickly. In my conversations with customers over the last month, I have asked them how they were approached by a salesperson and what worked for them. What seems to keep coming up is that most salespeople just go to the same old approach instead of learning to change their approach based on the individual that they are with at that moment. I know that what works to convince me is not what works to convince others. What I needed was an unfair advantage. I need to be able to read a person's mind before they ever said a word.
I reached out Jody Holland who is an expert in face reading. I wanted to know his insights on how I could know who a person was before I ever asked them a question. I wanted to be able to adjust my approach based on that one person at that one moment in time. Here is what I found out...
There are five basic components of the face that matter when making your approach. Jody says that we are predictable in how we will want to approach people based on the makeup of our own faces as well. "I can tell you the way that a person will approach a potential customer and I can tell you which customers will NOT respond to them based on the comparison of their faces" says Holland. The five components of the face are the forehead which tells you whether the customer will respond to emotional or logical appeals. The second component is the eyebrows, which will tell you how much time you need to spend building rapport, or just get down to business. The eyes will tell you how optimistic or pessimistic the person is as well as how long they need to think about a choice before they make a decision. The chin will tell you the manner in which a person judges themselves. This means that you need to know whether or not you need to push or pull them towards a decision. Finally, the ears will tell you the language pattern that a person will respond to. There are three language patterns that people will respond to. Visual thinkers need to see the car and take a ride. Auditory people will want to know about the features and benefits and you will need to be able to explain them clearly. The kinesthetics will need to touch the car, drive the car, and feel something in the way that you explain it.
I have seen Jody in action and watched the way that he dives inside of a person's mind and becomes their thoughts. It is absolutely fascinating to see how people cannot escape the process of giving up control of their own minds when a person knows who they are from the inside out. Face reading, which was originally known as physiognomy, gives a person the ability to see inside the mind of the customer before they ever say a word. it gives a salesperson the ability to read a mind and know exactly which buttons need to be pushed in order to close deals faster and leave the customer feeling that they went out of their way to buy, but they were never "sold."
With the changes in how younger people buy, this skill is the magic wand of knowing who a person is and getting them to chase you down to buy from you. I have read Jody's book, Hypnotic Selling, and I have gone through his training on face reading. I use this skill now to connect with people quicker, to unlock what they want, and to inspire them to buy!