The ConsumHERist - Putting on the Dog

Posted on | August 13, 2008 |

By Delia Passi

I ran across a segment from the Today Show with advice courtesy of Cosmopolitan magazine entitled 9 Mind Tricks to Get What You Want, a title you know was meant to run on Cosmo’s cover. Although their context was, not surprisingly, mostly about relationships, I thought their subtle strategies could apply in the customer experience.

They suggest putting up a picture of a dog, not necessarily your own, in your office to connect you subliminally with the notion of loyalty. That seems like a stretch but I am prepared to offer photos of my daughter’s chocolate lab, Chevy, for anyone who can’t come up with a cute doggie photo of their own. Send me an email.

Another suggestion was to offer your customer a warm drink, but not a cold one, and they will associate you with warm rather than cold qualities. So if she asks for a cold drink, I guess you should refuse, or bring a warm one instead. For added impact maybe you could spill hot coffee on her.

A subtle, seemingly accidental touch is supposedly a proven way to win someone’s approval, but touch her in the wrong place, buddy, and you’re looking at legal action. I think that unless you are darn good at it, you should stick to just shaking hands, but I won’t argue with the notion that touch has a powerful effect.

Cosmo shares my thinking that making the environment less harsh can influence a person positively and cause them to communicate more openly. They suggest softer colors and few angular lines. I agree that those are good suggestions, but I think neatness may be the most significant environmental change you can apply. If you compliment someone you know your customer admires, you can bask in the warm glow of their favor. I don’t know how you’ll make this connection with someone you don’t know, however I don’t think you will make an impression if you offer anything positive about Mr. Abercrombie or Mr. Fitch.

My favorite tip has to be the one about mirroring your customer’s behavioral idiosyncrasies so they will subconsciously believe you are more like them. This one walks a fine line between mimicry and mockery. Holding your hands or folding your arms like she does with hers is one thing. But if your customer is fidgety, copying her every motion could make you look like the Yankees’ third base coach signaling for a bunt.

Next blog – Avoiding Sports Analogies

Delia Passi, Founder of WomenCertified® and author of Winning the Toughest Customer: The Essential Guide to Selling to Women is a regular columnist on eBrandMarketing. Want my take? Email me and visit my sites www.medelia.com, www.womencertified.com

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