selling strategies by analysing facial expression

Selling Strategies by Analysing Facial Expression

1 (c) 2014 Human Behaviour Academy www.hbacademy.org.uk

Selling Strategies by

Analysing Facial Expression

By

Hazirah Binti Che Hasim

And

Nor Aina Nadia Binti Razali

And

Leow Chee Seng (Ph.D)

Published by

Human Behaviour Academy

http://www.hbacademy.org.uk/



Published by Human Behaviour Academy Ltd

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Website : www.hbacademy.org.uk

Copyright © 2014 Human Behaviour Academy Ltd

All rights reserved. No part of this book may be reproduced or used in any form or any means,

electronic or mechanical, including photocopying, recording, or by an information storage or

retrieved system, whatsoever without prior written permission from the publisher.

First Edition November, 2014

British Library Cataloguing-in-Publishing Data

Che Hasim, Hazirah; Razali, Nor Aina Nadia; Chee Seng, Leow


1. Body Language 2. Non Verbal 3. Communication 4. Gesture 5. Business

6. Consumer Behaviour

BF 637 N66




NOTE

Before Reading this article, you should watch the

following videos

Banned MyEG "AsianCafe" commercial

http://www.youtube.com/watch?v=z7AIJcYyHI0

Herbal Essences Rasta

http://www.youtube.com/watch?v=Ae0Kx-PZ39U

Waiting

http://www.youtube.com/watch?v=ylgP4Dyycr8&feature=youtu.be

Police

http://www.youtube.com/watch?v=CgloVEYOKJQ&feature=youtu.be

Restaurant

http://www.youtube.com/watch?v=G5rmqlDlegc&feature=youtu.be

Shopping

http://www.youtube.com/watch?v=Aq8koPy3D5w&feature=youtu.be


http://www.youtube.com/watch?v=z7AIJcYyHI0

http://www.youtube.com/watch?v=Ae0Kx-PZ39U

http://www.youtube.com/watch?v=ylgP4Dyycr8&feature=youtu.be

http://www.youtube.com/watch?v=CgloVEYOKJQ&feature=youtu.be

http://www.youtube.com/watch?v=G5rmqlDlegc&feature=youtu.be

http://www.youtube.com/watch?v=Aq8koPy3D5w&feature=youtu.be



1.0 Introduction

Source: http://www.mybusinessprocess.net/the-communication-process/

A communication needs the sender, receiver, message, and a medium to exchange the

information. People tend to communicate to express their feeling or thoughts, to give signals, to

demonstrate their behavior, and so on. People always mistakenly think that a verbal

communication is easy to interpret and understand. In reality, the verbal communication is still

misunderstood by people. How about body language like facial expression, eye contact, sign

language, haptic communication, and chronemics? This kind of non-verbal communication needs

more analysis to interpret the right meaning of the sender and the receiver.

There are some reasons why non-verbal communication is important to be interpreted.

One of the reasons is, a verbal does not convey the non-verbal sign. Of course it is contradict

between what you heard and what you see. For instance, a man said that he love that women by

not looking at women’s face. His words and his action does not align, thus his words might be

not true. Another importance to understand non-verbal communication is for our daily lives. This

is as a preparation to ourselves especially when someone lies to us. Therefore, by understanding

the body language (kinesics) and other signs of non-verbal communication can help people to lie

and also help people from being lied. However, we have to bear that every culture are difference

in non-verbal communication. A prolonged eye contact for Arabian shows that they are

interested to listen while in American culture, it shows disrespectful. Thus, details analyses are




needed to interpret people because it is very beneficial if we can understand verbal and non-

verbal communication. This paper will attempt to explain the nonverbal communication sign

based on two commercials which are MyeG commercial and Herbal Essence commercial during

purchasing process.

2.0 Background Story for 1st Video : MyEG Commercial ‘ Internet Ah Moi’

The video stressed the easy services provided by MyEG that offers many types of online

government transaction services. The owner of kopitiam ‘Internet Ah Moi’ handles everything

like processing road tax, foreign worker permit renewal, permanent ownership transfer,

automated enforcement system(AES) summon, bankruptcy claims, and so on instead of selling

food and beverages. This kind of video give some humor where one guy love to come to that

kopitiam to get MyEG online services and at the same time he want to flirt to the kopitiam

owner. After several times come to that kopitiam, his wife notice about that and caught him.




2.1 1st slot (Facial Expression)

This scene shows the restrain expression. Analysis is based on his narrow eyes, forward chin,

close-lipped smile, mouth pulled-back, and cheeks push up. He restrains his feelings and this

expression shows that his thought is somewhere else. It means that the customer is thinking

something which is outside the discussion topic. This expression signaling disagreement and it

can be an expression when someone is lying to us. For example, the inner conversation can be

like this: is it true of what she is talking about? I don’t think so, etc. A good strategy for

marketer is show prove or evidence about the quality of products. For example, a marketer can

show the testimony of consumers to gain consumers’ trust. If it is an insurance plan, marketer

can show the receipt claimed by consumers or hospital bills as proof that insurance plan is good

for security and it is claimable because some people think that insurance company always make

promise but when it comes to claim part, it is not that easy. Besides that, the marketer can offer

guarantee of product or money back guarantee to make consumers fell safe and confidence to use

the products. A marketer can also show any certificate like halal certificate to gain consumers’

trust. Besides that, they can give brochures or website link for consumers to search or to find

anything that make them curious about the products.




2.1 2nd

Slot (Facial Expression)

This scene shows that the customer is in curiosity and try to find truth from what he is seeing.

This expression also looks like the customers is focusing towards what he is looking and hearing.

The interpretation can also be that the customer is interested to know about something. It can be

seen through the open mouth, eyebrows pulled together, and furrowed forehead. He is

concentrating towards something because his eyes are starring at some point. Eg: His eyes are

looking at the listed services on board. At this point, a marketer can help to give opinions on

which products are better to satisfy his needs and wants. Point out the point-of-differences (POD)

of each product so that the customers will be attracted to buy. For instance, the product is made

from safe ingredients and have certificate from certain agency that make the product is different

from others in the market. Many types of promotion like purchase with purchase or combo

products can also be given to encourage them to make fast decision since this expression

showing the customer is interested to listen about what the marketer is going to explain.




2.3 3rd


At this scene, the customer is in concentration expression. It clearly stated when the customer is

stroking his chins. It implies an active listening and concentration of that person. The upside-

down U lips also can be seen where there is lip compression. It reflects the stress or anxiety

feelings which may progress to the point where the lips disappear. Furrowed forehead is when a

person feels anxious, sad, concerned, or bewildered. In this slot shows that the customer feel

anxious. A role of marketer at this time is to attend customers by helping to solve customer

needs. Marketer should clearly explain about the product so that the customer will understand.

Besides that, marketer can offer new or existing product or service which customer may not

familiar with. Marketer should enourage customer to choose the products that the customer look

interested because this expression is one step to purchase decision as the costomer shows

interested face.




2.4 4th


The customer seems surprise or disagreement at this time.The interpretation could be that

customer feel threaten or scared about something. His eyes is pointing at one point to express his

feeling to that pointed person. The expression also looks like there is hidden feeling inside the

customer. He is also signaling that he understand but not really agree about something. This

expression commonly can be seen during direct selling like when insurance agent approach the

customer. The customer show this expression as a refuse to buy. Analysis is based on mouth

open, widen eyes, raising eyebrows, open eyelids, drop jaw lips, no tension around mouth,

and touching lips. A marketer strategy is to ask opinion from customer if there is something

wrong with the customer perception. Usually customer know something but he do not want to

tell. Marketer can also atrract customers by giving free gift so that customer willing to listen to

what marketer going to say. Try to gain trust from ustomer at this time.




2.5 5th


The drop-jaw smile display positive impulses by giving the playfulness expression. This sincere

smile shows happy reactions to others. The customer looks willing to involve in buying process.

Besides that, this expression cheeks rise, narrow eyes as the cheeks get pushed up from the

mouth, and exposed teeth. Therefore, marketer should quickly assist with product purchase to

close the deal. Marketer can also offer to join membership club to encourage future purchase and

also to give special treatment to the customer. An advertisement in social media or other media

tools should not be neglected to remind consumers to purchase our brand.




3.0 Background Story for 2nd

Video : Herbal Essence Commercial

In the beginning of the video, a men come to the shampoo shop and looks confuse in deciding

which shampoo to purchase. Suddenly, the sales promoter come to him and recommends him to

use Herbal Essence shampoo. The promoter convinced him to use that shampoo because she also

use that brand. The men agreed to buy and apply the shampoo to his hair happily during shower.

Later, he come back to the shop and show dissatisfied and surprised face because his curly hair

turns straight. The promoter looks surprised when see him and she believe that the shampoo is

the factor for the hair turns straight.

3.1 6th


This is a full-blown smile where the happiness comes from the bottom of heart. The customer

looks willing to involve in buying process. Besides that, the customer looks confidence and

satisfied with something. It can be seen through the eyes which are narrowed as the cheeks are

push up from the mouth, wrinkle runs down from the nose beyond the corner of the lips,

and mouth are pulled back towards ears. Therefore, a marketer strategy is to assist him

throughout decision making process. New products or other latest promotion should be told to

the customer and quickly assist him with product purchase to close the deal. Marketer can also

offer to join membership club to make customer loyal and also as a special treatment to the

customer. A bulk discount can be given if the customer wants to purchase in a huge amount.




3.2 7th


This scene shows the sneer expression. It can be seen through lopsided smile that is also known

as the twisted smile. This is when one side of the lips moves upwards and another side moves

downwards. It is a twisted smile where the mouth is at opposite direction. It shows a mixed

emotions where the upwards movements indicate that the person interested to buy while the

downward movements indicate the anxiety feelings about the product. Eg: Is it true that this

shampoo is good and can soften my hair? Therefore, a marketer should convince the customers at

this stage so that the customers will believe the words come from the marketer. For instance, if

the product is shampoo, marketer may show the real testimony of the marketer’s hair to increase

the confidence level of customer. Other than that, marketer can offer money back guarantee if the

product does not affect the consumers after following the instruction accordingly at certain

period of time.




3.3 8th


This scenario shows that the man is showing interest to buy the shampoo. Raising eyebrows,

eyes look down with stare, widen eyes, slightly open mouth, and relax lips indicates that the

man is interested about the product. He also looks like satisfied where his eyebrows are raised.

The higher eyebrows will go if the person is more surprise or happy. He looks like thinking and

talking to himself while holding a shampoo on his hand and looking at other shampoo on the

rack. Eg: Yes, maybe this products suit with me and I should buy this. Therefore, a marketer

should let the customer talking to himself and immediately after that encourage the customer to

make payment so that the customer will not change his mind. Besides that, marketer should also

introduce other product that can match like shampoo with conditioner to get faster result of soft

hair. If the produt is dress, marketer can recommend customer to match colour with scarft or

shoes.




3.4 9th


This customer is expressing the feeling of surprise and anger. This is also an expression of stress,

anxiety and dissatisfaction. The customer shows impatience and want to express his feelings. His

eyes are starring at one point (eg: eyes pointing at someone) indicates that he really angry. It can

be seen through mouth open, the lips loose, eyebrows pulled together, eyes hard stare, and

raising upper eyelids to produce stare.. A marketer should be calm and ask the customer’s

problem. Of course a marketer should apologize for everything happened and never simply put

blame on customers. Later, a marketer should solve this problem by compensating the customers

to get the other product. Perhaps the customer will be happy and forget the past. Another

suggestion is, a marketer should take note or notice this customer so that in the future the

marketer will be more careful in assisting this customer. Provide valuable free gift can also

reduce the dissatisfaction and sometimes the customer will update the freegift given in the social

media. This is one way to increase customer satisfaction and at the same time encourage

customer to spread positive word-of-mouth about the company.




3.5 10th


This scene shows that the customer is dissatisfied with something happen. This is also curiosity

expression but still keeping self in control. Sometimes, customer makes this expression to show

that he is not interested to listen or to buy the product. The analysis is based on mouth slightly

open, forward chin, right eye look down, the skin below the eyebrows become triangulated,

and the sloping eyebrow. At this time, a marketer should ask the customers to share his problem

and try to solve it. Apologize for many times to show that we really did not mean it to happen.

Besides that, offer some discount or coupon for next purchase as a special promotion to that

particular customer.




Analysis: Sadness

. In this emotion show the Eyebrows pulled together and drawn up (become triangulated, inner

corner up), eyes look away, furrowed forehead, recoil with their chins, and virtually in their

necks.

Interpretation:

. This emotion interpret, the sadness and feel displeasure or frustrated. However this type of

emotion also shown discomfort when engaged into the conversation, disappointed and sad

because the he finds himself in an untenable or disagreeable situation but he cannot escape.

Situational Influence:

Not up to his expectation

1




Marketing Strategies:

. For the marketing strategies, marketer can asking customer what he/she problem towards the

product, try to lose the tense situation by asking the customer their favorite features of the similar

product, try offering other product of similar characteristics, try to recognize customer dilemma

before responding to their signals, consider their current situation while attending to their needs

or inquiries, helping him by suggesting new product that he/she can try and increase the customer

confidence towards the product by T-Up.




Analysis: Happiness

. Not only that, in this advertisement also shown the happiness emotion where this man raised

eyebrows, full-blown Smile (open up the mouth and laugh naturally, muscle around eyes crease,

and crinkle and the teeth are revealed as the side of lips), lips drawn back and up and his cheeks

rise.

Interpretation:

2




. The interpretation is Expression of openness, feel satisfied, relax, strong emotion, and feel

better than everyone around him.

Situational influence:

Person at counter give feedback


. The marketer can welcoming the customer, start asking if the customer if he/she know about the

product, give a little bit of explanation about the product, do simple demonstration, point out the

benefits of the products to the customer especially POD.




Analysis: Surprise

. The emotion show, raised eyebrows, eyes widen, sclera shows the iris, furrowed forehead, lift

his chin when talking, loose lips, the drop-jaw so lips and teeth are apart.

Interpretation:

. The interpretation elaborate sign of submission /asking for approval and support, bewildered, he

is better than everyone else around, depressed, and mask to deep insecurity.

3





Unfamiliar buying procedure


In this scope, the marketer can asking the previous experiences, not argue any bad experiences,

bad experience/product malfunction, suggest the new product that can cover the bad experiences

or ability to claim warranty for non-perishable products, tell the benefit of the product, convince

by pointing out the product’s benefits, give the encouragement by making him aware of the

“brand promise”…..money back guaranteed and demonstrate the product to convince the

customer.




Analysis: Anger

For this anger, facial expressions show the eye brows pulling down, furrowed forehead, pursing

effect (pursed/pruned lips are puckered in a rounded shape), lopsided Smile (Upper lid is tense

and may or may not lower), forward chin.

Interpretation:

4




Interpretation explain disagreement, he feels anxious, negative emotions of anxiety, not only that

he feels threatening or hostile because of others.


Customer does not agree with the counter person or cashier and feel anxious


Marketer can apologise to the customer, admit your fault, try to keep yourself cool and at the

same time try to keep the customer calm, avoid giving any reason if the customer is still agitated,

do not push customer to hear any reason, comfort the customer by acknowledging their comment

and agree with it (Make the customer feel they are right) and suggest any possible way to

compensate the customer as polite as possible.




Analysis: Showing Interest

For showing interest the eyes was widen, mouth is slightly open, loose lips, raised eyebrows and

sealed smile (turn away smile).

Interpretation:

Interpretation explain there is something interesting to him, this person does not want argue, the

person ask attention or signal general emphasis, the customer feel the pleasant feelings.

5





The cashier explain various payment options that can be done based on customer’s convenience


. Marketer can explain the features and benefits of the product, tell him that he is the lucky

customer/making a right choice, make the customer feel satisfied with the product’s explanation

or demonstration, give the customer trial or sample, show some testimonials of the product, make

the customer feel that he/she is should buy the product/encourage customer to purchase the

product and T-up the product.




Analysis: Annoying/Anger

Annoying and anger show tightened lips, lowered eyebrows (pulled down from the middle and

slope inwards, scrunched nose (nose may wrinkle and flare) and eyes may narrow.

Interpretation:

Interpretation show annoyed with the person or situation, angry and frustrated, feels very little

compassion.

6





The customer feel irritated waiting to get the service

Marketing strategies:

. Apologise to customer

. Offer small voucher or rebate to compensate the time wasted waiting to be attended




Analysis: Anger

. This anger show the expression lowered eyebrows, inner corner going down towards the nose

pressed firmly together with corners down, and lift his chin.

7




Interpretation:

The interpretation are disagreement, doubt or uncertainty, anger, and he feels better than

everyone else around.


. The counter person did not understand what he mean and the counter person argue with him.

Marketing strategies:

Marketer should apologise to the customer, avoid any argument with the customer, let them

speak of their dissatisfaction and listen attentively, try finding out what the customer want from

the product, avoid high intonation and keep calm while dealing with the customer,

try to understand the customer want, and try suggesting either any substitute of the product that

fulfill customer’s wants or refund the money.




Analysis: Surprise

Analysis for surprise are raised eyebrow, loosed lips, mouth pulled upwards, cheeks get pushed

up from the mouth, and chin-criticism and snobbery.

Interpretation:

8




The interpretation he feel surprise or shock or unbelievable, depressed with the situation, reassure

the customer that he is right.


The person at counter ask for many times and he needs to repeat the order


. Marketer need to concentrate on customer’s complaint or response, eexplain about the product

and attend to any in between inquiries from the customer about the product and give the product

sample or tester.




Analysis: Surprise/Shocked

. On this video, this man showed the surprise and shocked and the expression was lowered

eyebrows, loose lips, furrowed forehead, concentration and full of thoughts, depressed with the

answer, little shock.

Situational Interpretation

9




He feel depressed when heard that he cannot get the money back (refund).


. Marketer need to explain to customer of procedure to claim refund/the shop (terms&ccondition)

does not allow that “e.g: goods sold are not returnable.” Not only that, marketer can offer to swap

with something that of the same value, change with something that has the same value, and

maintain communication with the customer in order to identify any other factors that may

influence his dissatisfaction.




Analysis: Deintensification

Last but least, this expressions show the deintensification that involves the middle raised

eyebrow, the tight lipped smile and chin jutting.

Interpretation:

In this interpretation, he feel the anxious, sign of rejection, feel indicator of anger and doubt or

dissatisfaction.


10




. The serviceman/sales person is not help and keep on mentioning and showing the unrelated

things, different from what customer’s need and want.


Marketer can asking the customer what product or brand he want/he has on his mind, or

try suggesting any similar product if the product he wanted is not available in store. Promote the

new product to the customer and give a special price/discount to encourage future purchase also

can be marketer strategy. Besides that, the marketer should not force the customer to buy and be

patient and move on to other products if the customer is not interested to purchase.




4.0 Conclusion

Human can lie verbally but they are not able to control non-verbal or body language as it is

indirectly express when they communicate. We cannot simply trust the verbal communication in

order to clearly understand the meaning of message. Even though it is complicated to understand

body language, still the marketer needs to understand the non-verbal communication so that they

would be able to understand the customer needs and wants. By having understanding of body

language, the marketer can modify and enhance the quality of products and services. It is really

helpful for the company especially to sustain in the marketplace.

REFERENCES

Leow,C.S.,Leong,V., Adom,A. (2013). Body language expose: Find out how your body

betray you.1st ed. United Kingdom : Human Behaviour Academy Ltd.

Non Verbal Communication Modes. Retrieved 27 January 2014 from

http://www.andrews.edu/~tidwell/bsad560/NonVerbal.html

Non Verbal Communication. Retrieved 27 January 2014 from

http://www.skillsyouneed.com/ips/nonverbal-communication.html

Guest Columnist, Lena,M. (n.a). Body language : The Language of The Eyes.

http://www.kevinhogan.com/bodylanguageofeyes.htm


http://www.kevinhogan.com/bodylanguageofeyes.htm

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