A “Magic Touch” Can Gain Consumers Favor

Benedict Carey’s article in today’s New York Times, Evidence That Little Touches Do Mean So Much, states “that a warm touch sets off the release of oxytocin, which helps create a sensation of trust, and reduces levels of the stress hormone cortisol.”  Waiters and waitresses have known this for some time. Research has shown that when the waitstaff touches a patron during the meal, customers are more likely to leave a bigger tip. Take note the next time you’re in a Macaroni Grill or a TGIFridays!

This got me thinking about the way Just Ask a Woman talks with consumers in research. If the research shows that a high five can enhance performance, think about what could happen if you are in the room with your consumer, elbow to elbow.

Often during our sessions, it feels appropriate to lay a hand on a shoulder, touch an arm, pat a back – this all comes naturally when you are Power Listening and engaging in the conversation. But if you are sitting in the back room, separated from your consumers, you will never have a chance to connect physically.

While it is difficult to offer a little touch at the retail shelf, perhaps connecting in a more physical way (being in the same room with her is a good start) before your product even goes to market, will lay the foundation for a stronger relationship in the future.

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