“I’m writing my Coach blog,” I told my sister when she asked what I was doing. “Oh good,” she said, “I have a coaching question I need to ask you.” “No,” I said, “not a coach blog, a Coach blog.” “I don’t get it,” she said. “The purses,” I said. “Coach purses.” “You’re writing a blog about purses?” she asked. “What does that have to do with nonverbal communication?” “Because of the unfriendly salesperson,” I said. But let me back up.
I have a Coach problem. I don’t have a problem coaching people, I have a problem -some might say addiction- with the designer handbags.
I’ve tried to explain this problem to my husband by pointing out the numerous benefits of a Coach purse. For example, they last forever. His reply? “If that’s true, then you only need one.”
Good point.
Last Christmas I received a Coach gift certificate for $100. If you’ve ever been inside a Coach store, you would know $100 buys half of a wallet, so I decided to save it and use it at a Coach Outlet.
My friend and I arrived at the outlet one afternoon and started shopping. By the time I made it around the entire store I had 15 purses slung over my shoulders, and Rachel even had a few.
I caught the eye of a bewildered-looking saleswoman and asked for help. She plucked a purse out of the pile and began describing its features -zipper vs. snap, two straps vs. one, adjustable straps vs. nonadjustable. This went on for the better part of 20 minutes, until we had finally weeded it down to three purses. At this point, I simply could not make a decision between the remaining three. I said, “What do YOU do when you need to decide on a purse?”
Without hesitation she turned, pointed to another saleswoman and said, “I ask HER.”
She said it with such reverence and finality you would have thought we’d overlooked the designated Coach oracle, whose advice we should have known to ask in the first place. I looked over to where she had pointed and saw a saleswoman standing in the middle of the store, arms crossed, eyes scanning the store and its occupants. She didn’t seem interested in helping anyone, so I assumed she was on the lookout for shoplifters. But I was obviously mistaken. She was THE ONE TO ASK.
She walked over to where we were standing, and I explained my dilemma. Unlike a typical salesperson, she never made eye contact, smiled, or engaged in conversation. She quietly looked over the purses on the countertop and then down at the purse I had come in with. She pointed to the one in the middle, said “that one,” and walked away.
“Ring it up,” I said.
I tell this story a lot, because we believe salespeople should be friendly. But that’s not always true. Salespeople, like all of us, need to understand permission.
Permission is how receptive someone is to you or your message. The unfriendly salesperson had my immediate permission. Why? I needed someone to make the decision for me, and she did. No muss no fuss. Add to that her credible body language and voice pattern, and it was a done deal. She positioned herself as the “expert” and -wouldn’t you know it?- that’s just what I was looking for.
We increase permission by understanding and accommodating the needs of others. Some people need us to be friendly, others will need us to get to the issue. Sometimes we need to be credible and other times we need to be approachable. But we don’t have to guess or rely on luck. We can increase our awareness of what other people are communicating nonverbally and adapt our approach based on that information. Everyone can learn to do this. If we have only one approach to people or situations, we are severely limited.
My assistant and I stopped in the Coach outlet recently. It had been over a year since I had been there last, and Val, who had heard the story many times, wanted to know if the legendary salesperson was still there. I wasn’t sure, since I couldn’t remember what she looked like. I tried on a pair of sunglasses and asked a salesperson if they could be adjusted. She looked up and said “no,” then went right back to what she was doing. There was no mistaking her. She hadn’t changed her approach.
Sometimes it pays to be unfriendly, but not always. I didn’t buy the sunglasses. Turns out I needed a friendly salesperson that day.