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One cannot not communicate
When we speak of a successful sleep consultant, we imagine someone who is communicative and eloquent, convincing and professionally competent in the delivery of his or her presentation, moreover someone who is also entertaining. These attributes should be just as much a part of a sleep consultant’s repertoire as an ‘Amen’ at the end of prayer, but there are a large number of other factors that have an enormous influence on whether or not one is successful with customers. Things that can’t be communicated with mere words.
Just imagine for a moment, you come face-to-face with someone who you have never seen before in your whole life. The other person doesn’t even have to say a word, but you have already gained an impression and made your opinions (positive or negative) about this person within just a few seconds. You evaluate things such as the clothing, the hairstyle, gestures and facial expressions, whether or not the person holds eye contact with you, but also the posture, and even the scent of a person can play an important part. Market researchers assume that in the communication sector – and communication is a primary part of our job as sleep consultants – only around 30 of importance is given to the verbal form of communication, the rest - 70 percent (!) – is given to things that lie within the area of non-verbal communication.
This does not mean that, due to this knowledge, you shouldn’t place so much importance on the delivery of your presentation, quite the opposite. The presentation is the foundation of your work, which is an undisputed fact. At the same time, however, you should frequently contemplate the overall “trappings” and which impression they may have on the customer with the many non-verbal aspects that you inadvertently communicate.
You should never forget: There is no second chance for a first impression.