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 that we would like the other party to use will also serve you in the business world. Maybe except for the kiss at the end, 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 in business or in negotiations. And in the world of teaching and training I find myself increasingly going back 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 you to decide if you like someone you come across someone on Tinder? One second? Three seconds? Welcome to our superficial world (sorry!) Where beautiful people are more likely to get a job or close a deal than less beautiful people. It sounds awful but unfortunately it's the scientific picture of things.

So maybe we can't completely influence our appearance, but understand we can still understand the importance of the first impression , and also try to influence it in different forms since it is very difficult to change it in the minutes or even hours that follow. Or 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: When you wait for a job interview, don't take a seat! When sitting, it is very easy to get into the "sprawled" state and thus already leave a bad 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 visit, you don't need to be taught what to do when the bell rings. You run to the door, smile, maybe even give a big hug to 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 business 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" as a result of a strong relationship.

And a good way to aim for it, is by using our five senses and the subconscious mind. Most prestigious companies in the world use several senses 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 has a huge impact on a prospect and whether he or she will close the deal. Just like in Tinder. So we may not have a way of affecting our appearance too much, but our clothing certainly does. A buttoned shirt or even a 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 as much as possible to those you will meet. Also called mirroring, it turns out that the more we look a like to a business partner - higher chances we will close a deal.

Hearing

Did you know? Every casino in the world has speakers that emit the sound of coins falling out of slot machines. Why? Because that's how everyone who enters the casino gets the impression that someone has now won, and that raises the chance that he or she will also try out the slot machine near them. The sense of hearing is an interesting sense that 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 a good coffee touches most of our five senses at once, especially when served with a fine and proper dish, such as porcelain. That means if the money your business spends on coffee is going up, somebody is probably doing something right.

Touch

No, don't touch your customers. Especially not now. But a good handshake contributes greatly to the initial impression (when we can do it again). And it turns out that a light touch, for example on the shoulder, and especially in important moments of a negotiation can affect its outcome. This works especially 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

A few years ago I worked on a project with the German railway company. We searched for and found the odor that could make a customer relax as much as possible when he or she got into the train, and after many experiments we were able to reduce passengers' stress level by a few percent only by using a specific smell on the trains. Much like the sense of hearing, it is definitely possible to influence the customer experience with the right smell. 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 come to 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, we are patient, we keep eye contact and we listen to each word that comes out of our date's mouth. And if we go on a date and the other side doesn't stop talking (especially if it's about themselves), we may very quickly get tired of him or her. So, don't be the one talking all the time. It's annoying and it's ineffective. Learn to shut up and listen.

It is therefore said that 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 interesting. Just like on a date.

One last thing: The last 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" :-)