Have you ever received a presentation from a prospective supplier, or made a presentation to a prospective client and known in your heart that the deal is yours for the taking? I have and I believe that it is possible to experience the business equivalent of love at first sight.
If attraction is the catalyst of successful human relationships, and business is made up of human relationships, then it follows that being more attractive than your competitors makes good business sense. So it is worthwhile pausing for a while to establish what makes us attractive… or not.
What is it? Attraction is ‘superficially deep’ Attraction can be as simple as a tiny detail – wearing a tie that matches the customer’s logo colour – or as complicated as communicating the customers deepest anxieties and desires.
At the superficial level there are some staggering statistics in relation to the mechanisms of attraction - 55%of the message we get from someong comes through their body language, 38% is from tone, speed and inflection of the voice, and a miserly 7% is from what they actually say. The implications for business are significant if we dare to believe that at the ievel of attraction what we say has little effect on how attractive we are to our potential customers.
This makes the hours we spend honing the corporate brochure redundant unless we have first made ourselves attractive to our clients. One of the four keys to a lasting relationship is always to remain attractive. It is not everything but we need to be cognizant of the customer’s roving eye.
Attraction is an empathy thing and happens extremely quickly. How we look, how we carry ourselves is far more important than what we say. Here’s a frightening thought, before you have spoken, the way you have walked and stood is more than 80% of the customer’s first impression of you – or in a business context – your company.
If we believe the fact that every facet of our personality is evident from appearance, posture and the way we move, then it is not too difficult to extrapolate this idea for a business context, i.e. the look and posture of the company itself as presented on exhibition stands, the web, and in advertising makes us attractive or not. When looking at your business, how often do you think how attractive you are to prospective clients, and that in fact this could provide the catalyst for your competitive advantage?
It makes sense when we face the facts to spend a significant amount of time learning to develop the ‘corporate flirt’ in order to be more attractive. In our best meetings we experience deep levels of empathy very quickly. The opposite is also true. If we are attractive to prospective customers our relationship can move to the next level – if we are not, we can have the best products in the world and still lose out as the relationship can not advance..
There is a battle raging in the business 2 business environment between the heartless judgment of the procurement department and the decision makers who are tasked with making critical decisions about the people they entrust their careers too when choosing the products or services they need. As much as procurement professionals wish to extract the emotion connected with attraction from the purchasing equation they will never succeed entirely because of the anxiety and risk associated with the purchase. Being attractive helps us achieve commercial success, and once we have worked on our attractiveness we can then move to develop our chat up lines..