How to close a deal? Just like on a date!

The first impression, eye contact, and listening to the other side: The same tools we use on a date can also serve us in business. Except for the kiss at the end, maybe leave that for the date!

As the years go by, and while everything becomes more digital, I realize how important the things that were important to our ancient ancestors are still more relevant than ever today - in our private lives and business or negotiations. In the world of teaching and training, I find myself increasingly returning to the roots and looking for simple ways to explain and teach effective and easy means to close the deal, for example, by comparing an important business meeting to a first date.

First Impression

How long does it take to decide if you like someone you come across on Tinder? One second? Three seconds? Welcome to our superficial world (sorry!) Beautiful people are likelier to get a job or close a deal than less attractive people. It doesn't sound perfect, but unfortunately, it's the scientific picture.

We can only partially influence our appearance. However, we can still understand the importance of the first impression and try to control it in different forms since changing it in the following minutes or even hours is tough. In other words, "there is no second chance for a first impression" because it goes straight into the long-term memory area of the brain.

Protip: Don't take a seat when you wait for a job interview! When sitting, it is straightforward to get into the "sprawled" state and thus already leave a wrong first impression in the first second someone sees you without actually "doing" anything wrong (especially if you have your smartphone in your hand). Stand leisurely and wait without browsing your smartphone, making the first impression you leave more "energetic."

The Five Senses

Do you know that wonderful feeling of someone you love coming for a visit whom you haven't met for a while? After all, if you're expecting a holiday, you don't need to be taught what to do when the bell rings. You run to the door, smile, maybe even hug that person (this can be kept for dates and not in a business meeting), accompany them to the living room, offer a cup of coffee, etc.

So that should be exactly our ambition for an important business meeting. Businesses and owners who set themselves the ultimate goal of building a relationship with the customer rather than the sale itself are more successful in the long run. The sale will come alone "automatically" due to a strong relationship.

And an excellent way to aim for it is by using our five senses and the subconscious mind. Most prestigious companies in the world use several reasons at once to influence the customer experience and the prospect of closing a deal, also called a "Multisensory Effect":

Sight

Around 80% of first impressions are based on what we see. Therefore, what our business looks like and what we look like significantly impact a prospect and whether they will close the deal, just like on Tinder. So, we may not have a way of affecting our appearance too much, but our clothing certainly does. A buttoned shirt or jacket will give a different first impression than a wrinkled polo. But it can also be "too fancy" at times. The trick here is to adapt to those you will meet as much as possible. We also called mirroring; the more we look alike to a business partner - the higher the chances we will close a deal.

Hearing

Did you happen to know? Every casino in the world has speakers that emit the sound of coins falling out of slot machines. Why? That's how everyone who enters the casino gets the impression that someone has now won, which raises the chance that they will also try out the slot machine near them. The sense of hearing is exciting and works primarily on our subconscious mind. With the help of the appropriate music, you can, for example, make customers more relaxed or even make them buy more.

Taste

Did you know that coffee sells? Deals with coffee close more often and with less discount than those without coffee. Why? Because good coffee touches most of our five senses at once, especially when served with a fine and proper dish, such as porcelain. That means somebody is doing something right if your business's money on coffee increases.

Touch

No, don't touch your customers. Especially not now. But a good handshake contributes significantly to the initial impression (when we can do it again). A light touch, for example, on the shoulder, especially in critical moments of negotiation, can affect its outcome. This works mainly if you use the other party's name while slightly touching their shoulder whenever you want to convey an important message. Just like that hug of someone you're happy to see after a long time.

Smell

I worked on a project with the German railway company a few years ago. We searched for and found the odor that could make customers relax as much as possible when they got on the train. After many experiments, we could only reduce passengers' stress levels by a few percent by using a specific smell on the trains. Like the sense of hearing, it can influence the customer experience with the right bouquet. For example, most luxury hotels in the world have a scent that is specially developed for them. What about "branding" yourself with a specific perfume?

Protip: Studies show that if you want to sell or rent out an apartment, you should put fresh pastry or a cake in the oven when people see it. The warm smell that the pastry spreads will increase the likelihood of selling the apartment and impact its price since it subconsciously makes people feel more at home by connecting to experiences from their early childhood.

90/10

When it's fun for us on a date, and we're interested in the other side, nobody has to teach us what to do. We smile, are patient, keep eye contact, and listen to each word from our hearts. And if we go on a date and the other side doesn't stop talking (especially if it's about themselves), we may quickly get tired of them. So, don't be the one talking all the time. It's annoying, and it could be more effective. Learn to shut up and listen.

Therefore, a good salesperson listens 90% of the time and speaks only 10% of the time. Instead of talking a lot, concentrate on the five senses, eye contact, and the use of the other party's name occasionally, and let them speak. It will only make you more "mysterious" and more enjoyable, just like on a date.

One last thing: The final impression is just as important as the first impression. So if there is something you want the other side to remember, mention it right at the end of the "date" :-)