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A sales assistant demonstrates a blackout coat for dogs at Selfridge's in London, circa 1940. The coat would ensure the dog was visible during the dark nights of the blackout (Source: Wikimedia Commons)

The Secret of a Good Sales Assistant: Reading Customer Mood

Idea posted: September 2013
  • Leadership & Change
  • Learning & Behaviour
  • Marketing

The ability to interpret facial expressions and body language is an important interpersonal skill. However, relatively little is known about how it affects people’s perceptions and experiences of retailers. New research suggests that sales assistants sensitive to ‘non-verbal cues’ are viewed positively by customers but negatively by third-party observers. This has important implications for the way ‘customer-facing’ staff are recruited, trained and evaluated — and for the way shops are designed. 

Idea #220
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