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Selling Strategies by Analysing Facial Expression
1 (c) 2014 Human Behaviour Academy www.hbacademy.org.uk
Selling Strategies by
Analysing Facial Expression
By
Hazirah Binti Che Hasim
And
Nor Aina Nadia Binti Razali
And
Leow Chee Seng (Ph.D)
Published by
Human Behaviour Academy
Selling Strategies by Analysing Facial Expression
2 (c) 2014 Human Behaviour Academy www.hbacademy.org.uk
Published by Human Behaviour Academy Ltd
6 2 Larch Gardens, Manchester
E-mail : [email protected]
Website : www.hbacademy.org.uk
Copyright © 2014 Human Behaviour Academy Ltd
All rights reserved. No part of this book may be reproduced or used in any form or any means,
electronic or mechanical, including photocopying, recording, or by an information storage or
retrieved system, whatsoever without prior written permission from the publisher.
First Edition November, 2014
British Library Cataloguing-in-Publishing Data
Che Hasim, Hazirah; Razali, Nor Aina Nadia; Chee Seng, Leow
Selling Strategies by Analysing Facial Expression
1. Body Language 2. Non Verbal 3. Communication 4. Gesture 5. Business
6. Consumer Behaviour
BF 637 N66
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3 (c) 2014 Human Behaviour Academy www.hbacademy.org.uk
NOTE
Before Reading this article, you should watch the
following videos
Banned MyEG "AsianCafe" commercial
http://www.youtube.com/watch?v=z7AIJcYyHI0
Herbal Essences Rasta
http://www.youtube.com/watch?v=Ae0Kx-PZ39U
Waiting
http://www.youtube.com/watch?v=ylgP4Dyycr8&feature=youtu.be
Police
http://www.youtube.com/watch?v=CgloVEYOKJQ&feature=youtu.be
Restaurant
http://www.youtube.com/watch?v=G5rmqlDlegc&feature=youtu.be
Shopping
http://www.youtube.com/watch?v=Aq8koPy3D5w&feature=youtu.be
Selling Strategies by Analysing Facial Expression
4 (c) 2014 Human Behaviour Academy www.hbacademy.org.uk
1.0 Introduction
Source: http://www.mybusinessprocess.net/the-communication-process/
A communication needs the sender, receiver, message, and a medium to exchange the
information. People tend to communicate to express their feeling or thoughts, to give signals, to
demonstrate their behavior, and so on. People always mistakenly think that a verbal
communication is easy to interpret and understand. In reality, the verbal communication is still
misunderstood by people. How about body language like facial expression, eye contact, sign
language, haptic communication, and chronemics? This kind of non-verbal communication needs
more analysis to interpret the right meaning of the sender and the receiver.
There are some reasons why non-verbal communication is important to be interpreted.
One of the reasons is, a verbal does not convey the non-verbal sign. Of course it is contradict
between what you heard and what you see. For instance, a man said that he love that women by
not looking at women’s face. His words and his action does not align, thus his words might be
not true. Another importance to understand non-verbal communication is for our daily lives. This
is as a preparation to ourselves especially when someone lies to us. Therefore, by understanding
the body language (kinesics) and other signs of non-verbal communication can help people to lie
and also help people from being lied. However, we have to bear that every culture are difference
in non-verbal communication. A prolonged eye contact for Arabian shows that they are
interested to listen while in American culture, it shows disrespectful. Thus, details analyses are
Selling Strategies by Analysing Facial Expression
5 (c) 2014 Human Behaviour Academy www.hbacademy.org.uk
needed to interpret people because it is very beneficial if we can understand verbal and non-
verbal communication. This paper will attempt to explain the nonverbal communication sign
based on two commercials which are MyeG commercial and Herbal Essence commercial during
purchasing process.
2.0 Background Story for 1st Video : MyEG Commercial ‘ Internet Ah Moi’
The video stressed the easy services provided by MyEG that offers many types of online
government transaction services. The owner of kopitiam ‘Internet Ah Moi’ handles everything
like processing road tax, foreign worker permit renewal, permanent ownership transfer,
automated enforcement system(AES) summon, bankruptcy claims, and so on instead of selling
food and beverages. This kind of video give some humor where one guy love to come to that
kopitiam to get MyEG online services and at the same time he want to flirt to the kopitiam
owner. After several times come to that kopitiam, his wife notice about that and caught him.
Selling Strategies by Analysing Facial Expression
6 (c) 2014 Human Behaviour Academy www.hbacademy.org.uk
2.1 1st slot (Facial Expression)
This scene shows the restrain expression. Analysis is based on his narrow eyes, forward chin,
close-lipped smile, mouth pulled-back, and cheeks push up. He restrains his feelings and this
expression shows that his thought is somewhere else. It means that the customer is thinking
something which is outside the discussion topic. This expression signaling disagreement and it
can be an expression when someone is lying to us. For example, the inner conversation can be
like this: is it true of what she is talking about? I don’t think so, etc. A good strategy for
marketer is show prove or evidence about the quality of products. For example, a marketer can
show the testimony of consumers to gain consumers’ trust. If it is an insurance plan, marketer
can show the receipt claimed by consumers or hospital bills as proof that insurance plan is good
for security and it is claimable because some people think that insurance company always make
promise but when it comes to claim part, it is not that easy. Besides that, the marketer can offer
guarantee of product or money back guarantee to make consumers fell safe and confidence to use
the products. A marketer can also show any certificate like halal certificate to gain consumers’
trust. Besides that, they can give brochures or website link for consumers to search or to find
anything that make them curious about the products.
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7 (c) 2014 Human Behaviour Academy www.hbacademy.org.uk
2.1 2nd
Slot (Facial Expression)
This scene shows that the customer is in curiosity and try to find truth from what he is seeing.
This expression also looks like the customers is focusing towards what he is looking and hearing.
The interpretation can also be that the customer is interested to know about something. It can be
seen through the open mouth, eyebrows pulled together, and furrowed forehead. He is
concentrating towards something because his eyes are starring at some point. Eg: His eyes are
looking at the listed services on board. At this point, a marketer can help to give opinions on
which products are better to satisfy his needs and wants. Point out the point-of-differences (POD)
of each product so that the customers will be attracted to buy. For instance, the product is made
from safe ingredients and have certificate from certain agency that make the product is different
from others in the market. Many types of promotion like purchase with purchase or combo
products can also be given to encourage them to make fast decision since this expression
showing the customer is interested to listen about what the marketer is going to explain.
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2.3 3rd
Slot (Facial Expression)
At this scene, the customer is in concentration expression. It clearly stated when the customer is
stroking his chins. It implies an active listening and concentration of that person. The upside-
down U lips also can be seen where there is lip compression. It reflects the stress or anxiety
feelings which may progress to the point where the lips disappear. Furrowed forehead is when a
person feels anxious, sad, concerned, or bewildered. In this slot shows that the customer feel
anxious. A role of marketer at this time is to attend customers by helping to solve customer
needs. Marketer should clearly explain about the product so that the customer will understand.
Besides that, marketer can offer new or existing product or service which customer may not
familiar with. Marketer should enourage customer to choose the products that the customer look
interested because this expression is one step to purchase decision as the costomer shows
interested face.
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2.4 4th
Slot (Facial Expression)
The customer seems surprise or disagreement at this time.The interpretation could be that
customer feel threaten or scared about something. His eyes is pointing at one point to express his
feeling to that pointed person. The expression also looks like there is hidden feeling inside the
customer. He is also signaling that he understand but not really agree about something. This
expression commonly can be seen during direct selling like when insurance agent approach the
customer. The customer show this expression as a refuse to buy. Analysis is based on mouth
open, widen eyes, raising eyebrows, open eyelids, drop jaw lips, no tension around mouth,
and touching lips. A marketer strategy is to ask opinion from customer if there is something
wrong with the customer perception. Usually customer know something but he do not want to
tell. Marketer can also atrract customers by giving free gift so that customer willing to listen to
what marketer going to say. Try to gain trust from ustomer at this time.
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2.5 5th
Slot (Facial Expression)
The drop-jaw smile display positive impulses by giving the playfulness expression. This sincere
smile shows happy reactions to others. The customer looks willing to involve in buying process.
Besides that, this expression cheeks rise, narrow eyes as the cheeks get pushed up from the
mouth, and exposed teeth. Therefore, marketer should quickly assist with product purchase to
close the deal. Marketer can also offer to join membership club to encourage future purchase and
also to give special treatment to the customer. An advertisement in social media or other media
tools should not be neglected to remind consumers to purchase our brand.
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11 (c) 2014 Human Behaviour Academy www.hbacademy.org.uk
3.0 Background Story for 2nd
Video : Herbal Essence Commercial
In the beginning of the video, a men come to the shampoo shop and looks confuse in deciding
which shampoo to purchase. Suddenly, the sales promoter come to him and recommends him to
use Herbal Essence shampoo. The promoter convinced him to use that shampoo because she also
use that brand. The men agreed to buy and apply the shampoo to his hair happily during shower.
Later, he come back to the shop and show dissatisfied and surprised face because his curly hair
turns straight. The promoter looks surprised when see him and she believe that the shampoo is
the factor for the hair turns straight.
3.1 6th
Slot (Facial Expression)
This is a full-blown smile where the happiness comes from the bottom of heart. The customer
looks willing to involve in buying process. Besides that, the customer looks confidence and
satisfied with something. It can be seen through the eyes which are narrowed as the cheeks are
push up from the mouth, wrinkle runs down from the nose beyond the corner of the lips,
and mouth are pulled back towards ears. Therefore, a marketer strategy is to assist him
throughout decision making process. New products or other latest promotion should be told to
the customer and quickly assist him with product purchase to close the deal. Marketer can also
offer to join membership club to make customer loyal and also as a special treatment to the
customer. A bulk discount can be given if the customer wants to purchase in a huge amount.
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3.2 7th
Slot (Facial Expression)
This scene shows the sneer expression. It can be seen through lopsided smile that is also known
as the twisted smile. This is when one side of the lips moves upwards and another side moves
downwards. It is a twisted smile where the mouth is at opposite direction. It shows a mixed
emotions where the upwards movements indicate that the person interested to buy while the
downward movements indicate the anxiety feelings about the product. Eg: Is it true that this
shampoo is good and can soften my hair? Therefore, a marketer should convince the customers at
this stage so that the customers will believe the words come from the marketer. For instance, if
the product is shampoo, marketer may show the real testimony of the marketer’s hair to increase
the confidence level of customer. Other than that, marketer can offer money back guarantee if the
product does not affect the consumers after following the instruction accordingly at certain
period of time.
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3.3 8th
Slot (Facial Expression)
This scenario shows that the man is showing interest to buy the shampoo. Raising eyebrows,
eyes look down with stare, widen eyes, slightly open mouth, and relax lips indicates that the
man is interested about the product. He also looks like satisfied where his eyebrows are raised.
The higher eyebrows will go if the person is more surprise or happy. He looks like thinking and
talking to himself while holding a shampoo on his hand and looking at other shampoo on the
rack. Eg: Yes, maybe this products suit with me and I should buy this. Therefore, a marketer
should let the customer talking to himself and immediately after that encourage the customer to
make payment so that the customer will not change his mind. Besides that, marketer should also
introduce other product that can match like shampoo with conditioner to get faster result of soft
hair. If the produt is dress, marketer can recommend customer to match colour with scarft or
shoes.
Selling Strategies by Analysing Facial Expression
14 (c) 2014 Human Behaviour Academy www.hbacademy.org.uk
3.4 9th
Slot (Facial Expression)
This customer is expressing the feeling of surprise and anger. This is also an expression of stress,
anxiety and dissatisfaction. The customer shows impatience and want to express his feelings. His
eyes are starring at one point (eg: eyes pointing at someone) indicates that he really angry. It can
be seen through mouth open, the lips loose, eyebrows pulled together, eyes hard stare, and
raising upper eyelids to produce stare.. A marketer should be calm and ask the customer’s
problem. Of course a marketer should apologize for everything happened and never simply put
blame on customers. Later, a marketer should solve this problem by compensating the customers
to get the other product. Perhaps the customer will be happy and forget the past. Another
suggestion is, a marketer should take note or notice this customer so that in the future the
marketer will be more careful in assisting this customer. Provide valuable free gift can also
reduce the dissatisfaction and sometimes the customer will update the freegift given in the social
media. This is one way to increase customer satisfaction and at the same time encourage
customer to spread positive word-of-mouth about the company.
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3.5 10th
Slot (Facial Expression)
This scene shows that the customer is dissatisfied with something happen. This is also curiosity
expression but still keeping self in control. Sometimes, customer makes this expression to show
that he is not interested to listen or to buy the product. The analysis is based on mouth slightly
open, forward chin, right eye look down, the skin below the eyebrows become triangulated,
and the sloping eyebrow. At this time, a marketer should ask the customers to share his problem
and try to solve it. Apologize for many times to show that we really did not mean it to happen.
Besides that, offer some discount or coupon for next purchase as a special promotion to that
particular customer.
Selling Strategies by Analysing Facial Expression
16 (c) 2014 Human Behaviour Academy www.hbacademy.org.uk
Analysis: Sadness
. In this emotion show the Eyebrows pulled together and drawn up (become triangulated, inner
corner up), eyes look away, furrowed forehead, recoil with their chins, and virtually in their
necks.
Interpretation:
. This emotion interpret, the sadness and feel displeasure or frustrated. However this type of
emotion also shown discomfort when engaged into the conversation, disappointed and sad
because the he finds himself in an untenable or disagreeable situation but he cannot escape.
Situational Influence:
Not up to his expectation
1
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Marketing Strategies:
. For the marketing strategies, marketer can asking customer what he/she problem towards the
product, try to lose the tense situation by asking the customer their favorite features of the similar
product, try offering other product of similar characteristics, try to recognize customer dilemma
before responding to their signals, consider their current situation while attending to their needs
or inquiries, helping him by suggesting new product that he/she can try and increase the customer
confidence towards the product by T-Up.
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Analysis: Happiness
. Not only that, in this advertisement also shown the happiness emotion where this man raised
eyebrows, full-blown Smile (open up the mouth and laugh naturally, muscle around eyes crease,
and crinkle and the teeth are revealed as the side of lips), lips drawn back and up and his cheeks
rise.
Interpretation:
2
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19 (c) 2014 Human Behaviour Academy www.hbacademy.org.uk
. The interpretation is Expression of openness, feel satisfied, relax, strong emotion, and feel
better than everyone around him.
Situational influence:
Person at counter give feedback
Marketing Strategies:
. The marketer can welcoming the customer, start asking if the customer if he/she know about the
product, give a little bit of explanation about the product, do simple demonstration, point out the
benefits of the products to the customer especially POD.
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Analysis: Surprise
. The emotion show, raised eyebrows, eyes widen, sclera shows the iris, furrowed forehead, lift
his chin when talking, loose lips, the drop-jaw so lips and teeth are apart.
Interpretation:
. The interpretation elaborate sign of submission /asking for approval and support, bewildered, he
is better than everyone else around, depressed, and mask to deep insecurity.
3
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Situational Influence:
Unfamiliar buying procedure
Marketing Strategies:
In this scope, the marketer can asking the previous experiences, not argue any bad experiences,
bad experience/product malfunction, suggest the new product that can cover the bad experiences
or ability to claim warranty for non-perishable products, tell the benefit of the product, convince
by pointing out the product’s benefits, give the encouragement by making him aware of the
“brand promise”…..money back guaranteed and demonstrate the product to convince the
customer.
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Analysis: Anger
For this anger, facial expressions show the eye brows pulling down, furrowed forehead, pursing
effect (pursed/pruned lips are puckered in a rounded shape), lopsided Smile (Upper lid is tense
and may or may not lower), forward chin.
Interpretation:
4
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Interpretation explain disagreement, he feels anxious, negative emotions of anxiety, not only that
he feels threatening or hostile because of others.
Situational Influence:
Customer does not agree with the counter person or cashier and feel anxious
Marketing Strategies:
Marketer can apologise to the customer, admit your fault, try to keep yourself cool and at the
same time try to keep the customer calm, avoid giving any reason if the customer is still agitated,
do not push customer to hear any reason, comfort the customer by acknowledging their comment
and agree with it (Make the customer feel they are right) and suggest any possible way to
compensate the customer as polite as possible.
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Analysis: Showing Interest
For showing interest the eyes was widen, mouth is slightly open, loose lips, raised eyebrows and
sealed smile (turn away smile).
Interpretation:
Interpretation explain there is something interesting to him, this person does not want argue, the
person ask attention or signal general emphasis, the customer feel the pleasant feelings.
5
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Situational influence:
The cashier explain various payment options that can be done based on customer’s convenience
Marketing Strategies:
. Marketer can explain the features and benefits of the product, tell him that he is the lucky
customer/making a right choice, make the customer feel satisfied with the product’s explanation
or demonstration, give the customer trial or sample, show some testimonials of the product, make
the customer feel that he/she is should buy the product/encourage customer to purchase the
product and T-up the product.
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26 (c) 2014 Human Behaviour Academy www.hbacademy.org.uk
Analysis: Annoying/Anger
Annoying and anger show tightened lips, lowered eyebrows (pulled down from the middle and
slope inwards, scrunched nose (nose may wrinkle and flare) and eyes may narrow.
Interpretation:
Interpretation show annoyed with the person or situation, angry and frustrated, feels very little
compassion.
6
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Situational influence:
The customer feel irritated waiting to get the service
Marketing strategies:
. Apologise to customer
. Offer small voucher or rebate to compensate the time wasted waiting to be attended
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Analysis: Anger
. This anger show the expression lowered eyebrows, inner corner going down towards the nose
pressed firmly together with corners down, and lift his chin.
7
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Interpretation:
The interpretation are disagreement, doubt or uncertainty, anger, and he feels better than
everyone else around.
Situational Influence:
. The counter person did not understand what he mean and the counter person argue with him.
Marketing strategies:
Marketer should apologise to the customer, avoid any argument with the customer, let them
speak of their dissatisfaction and listen attentively, try finding out what the customer want from
the product, avoid high intonation and keep calm while dealing with the customer,
try to understand the customer want, and try suggesting either any substitute of the product that
fulfill customer’s wants or refund the money.
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30 (c) 2014 Human Behaviour Academy www.hbacademy.org.uk
Analysis: Surprise
Analysis for surprise are raised eyebrow, loosed lips, mouth pulled upwards, cheeks get pushed
up from the mouth, and chin-criticism and snobbery.
Interpretation:
8
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31 (c) 2014 Human Behaviour Academy www.hbacademy.org.uk
The interpretation he feel surprise or shock or unbelievable, depressed with the situation, reassure
the customer that he is right.
Situational Influence:
The person at counter ask for many times and he needs to repeat the order
Marketing Strategies:
. Marketer need to concentrate on customer’s complaint or response, eexplain about the product
and attend to any in between inquiries from the customer about the product and give the product
sample or tester.
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Analysis: Surprise/Shocked
. On this video, this man showed the surprise and shocked and the expression was lowered
eyebrows, loose lips, furrowed forehead, concentration and full of thoughts, depressed with the
answer, little shock.
Situational Interpretation
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He feel depressed when heard that he cannot get the money back (refund).
Marketing Strategies:
. Marketer need to explain to customer of procedure to claim refund/the shop (terms&ccondition)
does not allow that “e.g: goods sold are not returnable.” Not only that, marketer can offer to swap
with something that of the same value, change with something that has the same value, and
maintain communication with the customer in order to identify any other factors that may
influence his dissatisfaction.
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Analysis: Deintensification
Last but least, this expressions show the deintensification that involves the middle raised
eyebrow, the tight lipped smile and chin jutting.
Interpretation:
In this interpretation, he feel the anxious, sign of rejection, feel indicator of anger and doubt or
dissatisfaction.
Situational Influence:
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. The serviceman/sales person is not help and keep on mentioning and showing the unrelated
things, different from what customer’s need and want.
Marketing Strategies:
Marketer can asking the customer what product or brand he want/he has on his mind, or
try suggesting any similar product if the product he wanted is not available in store. Promote the
new product to the customer and give a special price/discount to encourage future purchase also
can be marketer strategy. Besides that, the marketer should not force the customer to buy and be
patient and move on to other products if the customer is not interested to purchase.
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4.0 Conclusion
Human can lie verbally but they are not able to control non-verbal or body language as it is
indirectly express when they communicate. We cannot simply trust the verbal communication in
order to clearly understand the meaning of message. Even though it is complicated to understand
body language, still the marketer needs to understand the non-verbal communication so that they
would be able to understand the customer needs and wants. By having understanding of body
language, the marketer can modify and enhance the quality of products and services. It is really
helpful for the company especially to sustain in the marketplace.
REFERENCES
Leow,C.S.,Leong,V., Adom,A. (2013). Body language expose: Find out how your body
betray you.1st ed. United Kingdom : Human Behaviour Academy Ltd.
Non Verbal Communication Modes. Retrieved 27 January 2014 from
http://www.andrews.edu/~tidwell/bsad560/NonVerbal.html
Non Verbal Communication. Retrieved 27 January 2014 from
http://www.skillsyouneed.com/ips/nonverbal-communication.html
Guest Columnist, Lena,M. (n.a). Body language : The Language of The Eyes.
http://www.kevinhogan.com/bodylanguageofeyes.htm