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Nonverbal signals play a bigger role than you think in increasing your AUM. What you wear, your body language and “touching” have a meaningful impact on how prospects perceive you within seconds of initial contact.
The impact of clothes
One study showed that men who are extremely well dressed (wearing custom-made suits) rank higher in confidence, success, trustworthiness, salary earned and flexibility than men wearing off-the-rack suits. Similarly, women rate more positively on confidence, salary earned and flexibility when wearing a skirt suit compared with a trouser suit.
The study used photographs that had no facial features or expressions. Participants had no choice other than to make judgments based upon the clothing worn by those in the photographs.
The study was done by three professors at the University of Hertfordshire in the United Kingdom, but it was done "in collaboration" with the custom tailors Mathieson & Brooke Tailors Ltd.
The impact of body language
Amy Cuddy, a social psychologist at Harvard, is the undisputed leader in researching the subject of how your body language affects the way people perceive you. Her TED talk on this subject has more than 21 million views. If you haven't seen it, I highly recommend you do.
The bottom line of Cuddy's message is that when you adopt a confident pose, you are perceived as being more self-assured. Cuddy recommends a series of "power pose" exercises. Although these exercises take just a few minutes, they result in brain changes that build courage, lessen anxiety and inspire leadership.
This advice from Ms. Cuddy is something you should keep in mind before meeting with prospects: "Let your body tell you you’re powerful and deserving, and you become more present, enthusiastic and authentically yourself.”
The power of touch
When used appropriately, touching another person can have dramatic, positive effects. Studies (summarized here) have demonstrated that when visitors to libraries were lightly touched when registering, they thought more highly of the library and its personnel. When waiters casually touched diners, the diners rated the restaurant more highly and gave larger tips.
Other studies have shown that being touched by another person increases someone’s readiness to empathize with and support that person.
While the reasons for these effects are not fully understood, it appears that touching another person creates a bond. The person doing the touching is perceived as having integrity. As a consequence, the person being touched is more likely to listen carefully and be convinced.
Of course, “touching” that tests positively is always done in a natural and appropriate manner and is sensitive to cultural norms. When meeting with prospects in the U.S. (male or female), examples could include shaking hands, gently touching the elbow of the person while shaking hands, and lightly patting the back or shoulder at the conclusion of the meeting.
There is considerable controversy over how important nonverbal communication is compared with verbal communication. However, there is a consensus that nonverbal communication is extremely significant but often underestimated or even ignored. When meeting with prospects, don’t forget the nonverbal messages you might be sending. Consider the clothes you will wear, your body language and the powerful impact of appropriate touching.
Dan Solin is the director of investor advocacy for the BAM Alliance and a wealth advisor with Buckingham. He is a New York Times best-selling author of the Smartest series of books. His latest book is The Smartest Sales Book You'll Ever Read. He limits his sales coaching practice to advisory firms that advocate evidence-based investing.
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