Businesses are focused on getting the best possible impression on their potential customers. Selling is increasingly difficult and keeping the attention of consumers, their loyalty and their relationship with the brand is getting a more complicated step every day. Consumers are more demanding, the offers more and more varied and the tricks that the competition can use more varied and more effective, which means that companies have to face more and more to keep their mass of consumers. And one of the points that companies are increasingly focusing on is employing not only obvious or ‘traditional’ issues in their approach to consumers but also using innovative resources and techniques to reach them. .

And one of those novel techniques that allow consumers to understand and seduce them is neuromarketing. Neuromarketing focuses on  Kuwait WhatsApp Number List understanding how the brain of consumers works and thus giving them the most appropriate stimuli to convince them to get a product, to trust a brand or to stay loyal to a company .

Neuromarketing also has multiple applications and has been used in different and very diverse spaces to convince consumers. It can be used from the packaging of the product, to the presentation of the same on the company’s website to the point of sale (a field, on the other hand, in which it seems more complicated than ever to keep the consumer’s attention). Neuromarketing resources at the (physical) point of sale usually appeal to our senses, our emotions and, in addition, to interpersonal relationships. Because not only using the right colors or smells that seduce us as buyers can help companies to seduce consumers, they can also use more specific and more personal elements that will increase consumer confidence and make them closer to the Mark.

Like, for example, the smile. Smiling, as store clerks used to do (because there is nothing better than serving the consumer with a smile), not only has an effect in terms of good manners. It also has a direct effect on the consumer’s brain and their perception of the brand.

A study has just shown that the smile increases the confidence that one has in the interlocutor. That is, when you talk to someone and this person smiles, the person feels not only that they are more attractive and intelligent but also that they are more trustworthy. And the first two points may not be so relevant when it comes to serving a consumer at a point of sale, but the last is a key element in customer service.

Although, yes, there are types and types of smiles. The study has differentiated between social smiles (those that we do consciously because it is what is expected of us) and ‘true smiles’ (those that are involuntary and in which, in fact, we not only curl our mouths but also many facial muscles are activated). The interlocutors feel much more trust in those people who smile in a true way.

Does this mean that only smiling people who will smile out of their nature should be signed to serve consumers? This may not be entirely necessary, as other studies have previously noted that fake smiles also have a parallel (and sometimes similar) effect to ‘real’ smiles. A neuroscience study pointed out a few years ago that fake smiles also reduce stress and help improve how we feel about humor (making us feel happier, despite the fact that we are smiling). And all these feelings, these emotions that we are fostering artificially, are transmitted to others. A smile sells more

But a smile not only affects how we perceive our interlocutor and can, therefore, help improve the trust that consumers place in a brand thanks to its customer service staff. The truth is that a smile also makes the consumer change when it comes to consumption and spending. It is not a rational decision, of course, but the subconscious pushes in that direction.

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