Results Count ... everything else is conversation.: The power lies in the Eyes … and there isn't an app for that

Bobble head slaves to mobile devices are losing the art of eye contact

By training, I'm a behavior psychologist. Ever since writing my recent post on "Simplicity", I've become fascinated with watching people's behavior in both retail and the workplace. Have you ever noticed the "technology tick" … something goes off on a mobile device and most simply can't avoid a head jerk to glance at what or who is on their phone. We have become "bobble head slaves" and have lost the art of eye contact. How does this impact retail? Well, who are the most plugged into technology … that RSP in the aisle that can't seem to look you in eye.

The incredible power and importance of eye contact

When you have to write a blog every week, you tend to scan a log of other blogs. One of my favorite writers is Michael Sansolo who writes "Sansolo Speaks" for MoriningNewsBeat. Sansolo had a great post last week entitled: A Sharp Eye for Business Advantages. He made a very keen observation on the importance of eye contact in establishing relationships and trust. In fact, Sansolo went so far as to suggest that making eye contact "had better quickly become part of every training session".

So, what's the big deal about "eye contact"? According to a Wall Street Journal article, the "art of making eye contact," eye contact is a fairly complex task. The amount of real eye contact varies by situation:

3 to 5 seconds per person is required in a group setting
7 to 10 seconds is required to establish trust in a 1 on 1 setting
Too little direct eye contact communicates disinterest and lack of trust
Too much eye contact can be overwhelming and downright creepy
The amount and comfort with eye contact varies by culture

It doesn't sound like much … but just try making real eye contact with someone and measure how long 7 to 10 seconds really feels like!

The FOMO syndrome is widespread and definitely afflicting

Let's get the age thing out of the way upfront. FOMO can affect people of any age. What is "FOMO"? According to the psychologists quoted in the WSJ article, FOMO = "Fear of Missing Out". It is literally a "pavlovian" response to our new affection for mobile devices that enable us to be always on, everywhere.

Whether it is "twenty-somethings" or the C Suite, people today literally fear missing out on something, whether it be critical intelligence or gossip. The younger users just can't seem to bear missing out on the latest updates on Facebook and the rest of their social media. Execs have turned to their smartphones as the one stop place for all things … they can't help but experience the "technology tick" of moving their head down to look at the small screen to see why it buzzed. This FOMO syndrome has literally created a "bobble head" society, where families can barely make eye contact at dinner because they have one eye on their phones.

What does eye contact have to do with retail?

Bricks and mortar stores tend be staffed with Retail Sales People (RSPs) that are younger in age. It's no secret that the X,Y and Z generations are in love with mobile devices. One post I've seen recently had an infographic on how many now have their phone with them 24 hours a day. They take their phones to bed and use it as their alarm … and if they don't silence it at night, they can't sleep because of FOMO as the messages buzz in.

Bricks and mortar stores are under siege from online retail. Indeed, the smartphones have created a FOMO effect for consumers show rooming in the retail aisles. Consumers literally do not want to miss a "better deal". So they too become smartphone "bobble heads" … Unless RSPs can break through by establishing eye contact and a relationship.

The Eyes win … hands down

The big deal is that bricks and mortar retailers have a more compelling sales tool than any online website or app … the human being standing in the aisle. More than 70% of people still go to stores to buy the items that are important "considered purchases". The reason for going to the stores is to experience the product through the RSPs. The other major factor stores have in their favor is establishing a trust relationship with the consumer. What does it take to do that … you guessed it, someone looking them squarely in the eyes!

Take some time to observe people in a store, restaurant, or your place of business. Once someone has made "eye contact" with the other person(s), the communication changes … the relationship changes and it becomes personal. The dialog now becomes interactive and focused on the "moment" and what matters to the other person.

Eye contact – Big opportunity and very major challenge for retailers!

Based on my recent store observations, the amount of true eye contact in bricks and mortar stores is definitely less than 7 to 10 seconds. I found only one RSP who could maintain eye contact for 5 seconds! Again, I encourage you to try this ... eye contact for more than a glance is hard, and very rare thing on the retail sales floor.

The big deal is that eye contact is the "ice breaker" and the trust factor. Sansolo argues that making eye contact can be a strategic competitive advantage, and therefore it should be part of everyone's training. But, just as you can't teach someone to smile or "be friendly", I'm not sure that we can train RSPs to make meaningful eye contact.

There's a reason Apple hires for smiles!

We and many others have posted previously about Apple and other experience focused retailers hiring a different talent profile of RSPs. Instead of looking for a "tech background", Apple literally recruits for people who smile and have talent for welcoming people.

Watch what happens when you sincerely smile at someone … you naturally establish eye contact. It completely changes first impressions. Unfortunately for retailers, there's not an app for eye contact. While eye contact is a simple human skill, it seems to be becoming a lost art that could be a real competitive advantage for consumer experience focused retailers.

Perhaps, the critical talent profile for RSPs in retail stores today: the ability to ignore the technology twitch to look at a buzzing phone, and redirect the eyes and smile to the consumer standing there in front of you … you know, that person looking for help who actually pays your paycheck.

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