january 2007 - Professional Photographer Magazine

PROFIT CENTER
Think about flirting. A little wink, a flip of
the hair, a smoldering gaze—not a single
word needs to be spoken. Flirting is one of
myriad instances when we communicate
with non-verbal cues. You can tap into the
same dynamic in your business.
Your ability to read your customers’ nonverbal
communication—and monitoring your
own—makes a big difference in the effectiveness
of your selling. Whatever business you’re in,
you’re in the business of selling, yourself if
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MITCHE GRAF, CR.PHOTOG.
Something in the way you move—learning to
communicate without saying a word.
Effective body language
nothing else. Photographers sell emotion.
Reading the client’s body language is a key
to selling it.
The following is an outline of a threestep
program for reading non-verbal cues
that I call the AIM for Success technique.
1. ABSORB every aspect of your clients’
body language from the very first contact.
Notice their eye contact, hands, arms, body
angle, voice inflection, and stance.
Observation is a vital skill in selling.
2. INTERPRET the body language:
What does it say about how the client feels
about you, your studio, and the experience
he’s having?
3. MIRROR the customer’s movements
as much as you realistically can. It builds trust,
helps break down defensive walls, and shows
them that you’re like-minded. This technique
is actually fun once you get the hang of it.
How you can use these techniques to
understand the language of the body?
Eye contact is one of the most important
non-verbal cues in dealing with customers.
Maintain eye contact to show respect and
sincere interest in what your client is
saying, short of making her feel selfconscious.
Constant eye contact might be
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