Why eye contact matters in sales and marketing { small business marketing series }

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Originally published in Small Business Charleston, February 2009
By Shauna Mackenzie Heathman, AICI FLC

Your eyes are an important asset in establishing rapport with clients, co-workers and business acquaintances.

As a vital nonverbal element, the ability to maintain eye contact signals your willingness to interact and commitment to the conversation and that person. Without eye contact, the opportunity for successful interaction is limited. Avoiding eye contact can communicate a lack of confidence or interest in the other individual, dishonesty, false information and dislike for the other person, among many other things.

There are several studies proving the effectiveness of maintaining strong eye contact. Research has proven that salespeople who are successful with eye contact make more sales. Another study shows that people who are effective and influential in their relationships with other people also excel at maintaining eye contact. Research also shows that maintaining eye contact reduces tension in conversation, portrays an image of assertiveness and conveys respect.

However, too much eye contact or a constant stare can do just the opposite. Follow some of these tips to find the perfect balance and communicate effectively:

1 } Forget about the number of seconds you should hold eye contact and just concentrate on maintaining it most of the time.

2 } Avoid an uncomfortable stare by dropping your eyes very briefly toward something else—a document, product sample or to jot down a note. The key to this move is to be quick, natural and infrequent.

3 } Don't allow your eyes to scan the room. Dropping your gaze shouldn't happen for no apparent reason. Again, only a subtle look-away should happen when you need to break up a stare.

4 } Recognize whether you tend to lose eye contact as the listener or talker when you're engaged in conversation. Some people hold very good eye contact when they're listening and then lose it when it's their turn to talk, or vice versa. Once you recognize for which side of the conversation you lack solid eye contact, you can concentrate on improving.

5 } Pair your eye contact with the occasional nod, leaning forward in your chair or tilting your head. Hand gestures are also a good complement unless they become a distraction, which can take away from positive eye contact.

6 } A lack of eye contact often happens when you're introduced to several people at once. Still shaking hands with the first person, you've already moved onto making eye contact with the second, and this pattern continues throughout the entire introduction. Try moving your hand and eyes simultaneously to each person. Maintaining this steady eye contact will not only make each person feel acknowledged, it often helps in remembering names.

7 } Practice positive eye contact in low-risk situations such as at the store, passing people in hallways or at the post office. Effective eye contact is a learned skill and takes time to develop into a habit.

With enough practice, maintaining eye contact will become a natural part of your interaction with others. You'll recognize a difference in the quality of conversation and may also notice rapport and trust are much easier to achieve.

About the author

An expert certified by both the Association of Image Consultants International (AICI) and the International Institute of Image Communications, Mackenzie Image Consulting founder Shauna Mackenzie Heathman works with people of all ages to help shape the impressions they engender in others. She specializes in the creation of personal brands for both men and women. Formal training by leading professionals and the founders of the London Image Institute and New York Image Resource Center in color analysis, wardrobe planning, personal shopping, and other image specialties combined with years of experience in garment construction, public speaking, and communications has given Shauna a rich knowledge base and skill set. Shauna holds a Bachelor of Arts degree in communication studies from the University of Iowa and an entrepreneurship certificate from the Tippie College of Business.

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