Have you ever noticed how you react when you are in a crowded space in comparison to walking in a nearly empty mall?
Have you ever felt uncomfortable with others crowding your space?
There is this principal that depending how close you are to others the more trust is needed. It is called Proximecs. This principal basically defines why at different proximity with others we need different levels of trust. The closer we are to another person the more trust we must have, or we will become uneasy. There is a reason why stadiums sell out so easily for sporting events, coffee shops have people littered all over working on their Macbooks, and why people will wait for hours on hot summer days in lines for the best roller coasters striking up conversations with strangers.
The distances breakdown like this:
Public Distance – 12.1’ +
Social Distance – 4.1’- 12’
Personal Distance 1.6’- 4’
Intimate Distance < 1.5’
The most fun and engaging interactions in our lives occur in social and personal distances. The closer we get to others the more powerful the emotion can be shared during thrilling experiences. Ever had an experience at a sporting event where you were slapping hands with some unknown individuals celebrating a score seemingly without thought about if they washed their hands or not? We are wired to have more emotional significance to others we are in close proximity to. Our bodies actually crave this connection to be understood and these interactions are a way to make that connection.
When working with customers it is extremely hard for us to get in front of them with emails, literature, billboards, etc. We need to get in touch with them on a closer level. This means sales professionals need to be in front of customers often. This is also why deeper relationships are made outside of the office i.e. golfing, sporting events, hands on training, etc. There isn’t a barrier between us and the customer like that of a desk, or board room table. Their guard is lowered and in most cases are more willing to share more details that will enable you to help serve them.
Now that we are in close proximities with the customer and trust is psychologically given as we are in close proximity, deeper discussions can happen and relationships formed. Have you ever had a customer out at lunch share some deep dark secret about the organization just to vent?
Work at meeting with the customer if you want to gain more business with your customers.
Warning!
Keep in mind that the intimate level should be those you should be giving intimate affection to like that of family and spouses. Doing that with customers is just awkward outside of a casual hug when a bond has been made to wish each other well before, or after a meeting.
P.S. the picture associated with this blog will help you understand visually the distances a little better.
Have a great week!
Sincerely,
Kevin Sidebottom