7-38-55.
No, this is not a random series of numbers.
It's a breakdown of what matters the most when interacting with someone.
Why eye contact matters in sales
Or what’s the 7-38-55 rule, exactly?
This 7-38-55 rule results from behavior psychologist Dr. Albert Mehrabian's extensive research on body language. It finds that in any two-way interaction,
- 7% of the communication is attributed to verbal cues;
- 38% to tonality;
- And a staggering 55% to body language.
Maintaining eye contact is a key part of communicating empathy and confidence. Source : https://www.chanty.com/blog/communication-memes/
Decades later, his research is even more relevant, especially in body language, emotional intelligence, and rapport-building in virtual selling.
Eye contact in sales: What’s so special about it?
Remember the 7-38-55 rule: only 7% of what you say is important. So, it's crucial to pay attention to body language to build trust, rapport, and relationships effectively. Yet, it is challenging when all your prospects see is your face on a screen. Your great posture, your confidence, your firm handshake - none of it matters, leaving little room for body language faux pas.
And that makes creating a connection through your eyes that much more critical (and that much more difficult) on sales calls. The first and most important thing it communicates to your prospect is that you know your stuff and you're not rattling off a script.
It's also a sign of empathy and confidence, both essential indications of emotional intelligence - a critical skill in the sales world. And even more important in the world of virtual sales.
How much eye contact is enough
Communication experts largely agree that maintaining eye contact is becoming more and more important in virtual selling and interactions for sales reps.
According to body language and virtual communication expert Mark Bowden, "If I get strong eye contact and get close proximity with you, and you're in a safe place such as your home, your brain produces a neurochemical called dopamine. It's the neurochemical of positive expectation and optimism." (Mark is also an advisor at Sybill.)
Generating optimism is part of converting a prospect into a buyer. They should be able to trust you and feel positive about your product or service, and what it promises to deliver.
And yet, eye contact gone wrong can be creepy and can make the other person feel uncomfortable. You planned to offer psychological safety but did the exact opposite.
Eye contact is almost always positive, except when it seems like a stare!
So, how do you ensure your eye movements are positive?
How much eye contact in sales calls is too much?
Is there such a thing as "optimal" eye contact?
At which point does eye contact turn to stare and comfortable flips to creepy?
If you’re a beginner in body language nuances and facial expressions on virtual sales, here’s a pro tip:
- Widened eyes signify curiosity
- Narrow eyes indicate suspicion or worry
- And a quick glance at Sybill’s sales call reviews and reports highlighting these non-verbal cues - both yours and your prospects’ - can save the day.
Golden rules for eye contact in sales
Mastering the power of eye contact in sales can be a game-changer, creating trust and fostering genuine connections with clients. Here are the golden rules to ensure you’re nailing it every time:
Eye contact in sales: Golden rule #1 - Start strong
Make a solid impression right off the bat by maintaining eye contact from the moment you greet your prospect. This shows confidence and sets a positive tone for the meeting.
Eye contact in sales: Golden rule #2 - Find the balance
Too little eye contact can make you seem disinterested, while too much can come off as intimidating. Aim for about 50-70% eye contact during conversations to strike the perfect balance.
Eye contact in sales: Golden rule #3 - Be natural
Don’t overthink it. Your eye contact should feel natural, not forced. Mirror your prospect’s gaze patterns and match their comfort level to build rapport seamlessly.
Eye contact in sales: Golden rule #4 - Use breaks wisely
It’s okay to look away occasionally. Use these breaks to gather your thoughts or glance at your notes. Just make sure to bring your focus back quickly to maintain connection.
Eye contact in sales: Golden rule #5 - Engage everyone
In group meetings, make sure to distribute your eye contact evenly. This ensures that everyone feels included and valued, boosting overall engagement.
Eye contact in sales: Golden rule #6 - Read the room
Pay attention to your prospect’s body language. Are they maintaining eye contact, or do they seem uncomfortable? Adjust accordingly to keep the interaction smooth and positive.
By following these golden rules, you’ll harness the full potential of eye contact in sales, creating stronger connections and driving more successful outcomes.
3 common eye contact mistakes in sales
Even seasoned sales pros can slip up when it comes to eye contact. Here are three common mistakes you need to dodge to keep your sales game sharp:
Eye contact in sales: Mistake #1 - Staring contest syndrome
Ever locked eyes with someone for too long and felt the awkwardness creep in? Yeah, that’s the dreaded Staring Contest Syndrome. While eye contact is essential, holding it for too long can make your prospect uncomfortable and come off as aggressive. Instead, aim for natural breaks. Look away occasionally, just like you would in a face-to-face conversation. This keeps the interaction smooth and human.
Eye contact in sales: Mistake #2 - The shifty gaze
On the flip side, there’s the Shifty Gaze—a major rapport killer. When your eyes dart around the room or you keep glancing at your phone, you seem disinterested or unprepared. This can erode trust faster than you can say “sale.” To avoid this, focus on your prospect. Maintain steady eye contact, and if you need to check notes, do it discreetly.
Eye contact in sales: Mistake #3 - Screen staring
In virtual sales, it’s easy to fall into the trap of staring at your screen instead of the camera. This makes it seem like you’re avoiding eye contact, even when you’re fully engaged. Position your webcam at eye level and look directly into it during key moments. This small tweak makes a big difference, creating a genuine connection with your prospect.
By avoiding these common eye contact mistakes, you'll build stronger rapport and create more meaningful connections with your clients. Ready to level up your sales calls? Let's keep those eyes on the prize!
4 eye contact tips for sales: How to get it right on video calls
Eye contact in sales: Tip #1 - Position your laptop so you look directly at the lens, not the screen
If the lens of your laptop’s webcam is located on top of the screen, you will be looking down at the prospect. If it’s at the bottom, you would be looking up.
You need to be at eye level with them, just like you would if you were sitting across from each other. Gauging the optimal position may require trial and error, but this extra effort to forge a genuine connection will pay off.
To ensure optimal performance, position your prospect's video screen image in line with your lens. This will help you to avoid breaking eye contact with them, and take care of any distractions.
Remember, your prospect needs to see you and vice-versa clearly, and that shared energy will contribute towards acing your sales conversations.
Eye contact in sales: Tip #2 - Consider strategically placed add-on monitors or sticky notes
If you have to refer to notes or slide decks, use a second monitor positioned next to the device you are using for the sales pitch or demo. If not possible, put sticky notes on your screen to read without needing to look elsewhere.
Eye contact in sales: Tip #3 – Focus your eyes on any one participant on the video call
Focus on one person as you look into the lens. For online meetings, avoid looking around too much as it may make you appear distracted. In person, it's better to scan the room while talking.
Alternatively, when you look squarely at the lens, everyone will feel you are looking at them. Thus, that personal connection will be forged.
Eye contact in sales: Tip #4 - Try to be natural, like you talk in real life
Use your usual sales strategies for a good conversation. Don't focus too much on your eye movements or it may seem robotic. Instead, mirror your prospect's non-verbal cues, and don't overthink it.
If you are generally uncomfortable with social interactions and eye contact makes you anxious, it may not seem natural at first. But you will get there.
How to practice and improve your eye contact in sales calls
Mastering the art of eye contact in virtual sales takes practice. Here's a collection of exercises designed to help you make genuine connections through your screen:
- Mirror practice: Stand in front of a mirror and pitch your product. Observe your eye movements and their intensity. It's an effective way to become more self-aware and refine your natural gaze during presentations.
- Record and review: Set up a mock sales call and record yourself. Play it back, noting moments where you either break eye contact too often or hold it too long. Adjusting based on this feedback can make a world of difference.
- Two-minute drill: Engage in a brief conversation with a colleague, maintaining consistent eye contact. Afterwards, exchange feedback on how natural the interaction felt. This helps you identify the sweet spot between too much and too little.
- Follow the smile: Ask a friend to move around a room. Your task is to keep your gaze on them and start talking only when they smile. This helps sharpen your focus and responsiveness during dynamic interactions.
Remember, the journey to mastering eye contact is a marathon, not a sprint. Practice these exercises regularly, and soon, your eyes will effortlessly weave tales of confidence, empathy, and trust.
How to use eye contact in sales with other cues
Mastering eye contact in sales is powerful, but combining it with other cues takes your game to the next level. Here’s how to blend eye contact with body language and vocal cues to make a lasting impact:
- Smile with your eyes: A genuine smile isn’t just about your mouth; it involves your eyes too. Known as “smizing,” this conveys warmth and friendliness. When you make eye contact, let your eyes crinkle a bit to show genuine interest and positivity. This builds trust and makes your prospect feel valued.
- Nod along: Nodding while maintaining eye contact shows that you’re actively listening and engaged. It encourages your prospect to keep talking and reinforces that you’re on the same page. Just remember to keep it natural—overdoing it can seem robotic.
- Mirror their movements: Subtle mirroring of your prospect’s body language can enhance rapport. If they lean in, you lean in. If they use hand gestures, don’t be afraid to use yours too. Pairing this with steady eye contact shows you’re attuned to their emotions and engaged in the conversation.
- Adjust your tone: Your voice tone should match your eye contact. Soft and steady tones work well with sustained eye contact, conveying calmness and confidence. For emphasis, you can raise your tone slightly while maintaining eye contact to highlight key points.
- Use hand gestures: Complement eye contact with purposeful hand gestures to emphasize your points. When you use gestures, it shows enthusiasm and helps illustrate your message. Just ensure your gestures are visible on screen if you’re on a video call.
By combining eye contact with these other cues, you create a well-rounded, engaging, and persuasive presence. This multi-sensory approach not only keeps your prospect’s attention but also builds a stronger connection, paving the way for successful sales interactions.
What can Sybill do to help?
Every sales call is a matter of preparation and, sometimes, a little stress. You don't need the extra burden of getting flustered over your eye movements and gestures. Nobody needs the chatter of comfortable vs. creepy in their heads when presenting a demo or doing a discovery call. But it doesn’t mean you ignore the relevance of eye contact in sales completely.
Sybill helps sales teams build relationships and rapport by improving body language communication with AI-powered coaching and insights. These sales tips are based on real-life video calls and are designed to help you understand your body language strengths and weaknesses, and actively listen to what your prospects’ body language is trying to tell you.
Learn about other tips to dramatically improve your sales calls.
Or sign up here to solve the eye contact conundrum in your sales calls.
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