Non Verbal communication in business
-
Upload
batuknathbaba1 -
Category
Documents
-
view
214 -
download
0
Transcript of Non Verbal communication in business
-
7/31/2019 Non Verbal communication in business
1/15
Introduction
Everybody communicates on two levels, namely verbally and non-verbally. Verbalcommunication represents a small portion of our overall message. People can lie, misrepresent or
mislead us with their words. Non-verbal language represents most part of our total message.
Mastering the language of non verbal communication becomes more and more an art and has an
impact on our outcomes. The non-verbal message will always be a more accurate representation
of the person's feelings, attitudes or beliefs. As nonverbal signs reveal the emotional side of a
communication, it is often important for us to try to determine what message is being transmitted
along with the verbal one. Sometimes they are the same; other times they are drastically
different. An easy way to determine what someone is thinking or feeling is to observe whether
their signals are open or closed. Open signals represent openness, acceptance, willingness,
enthusiasm, and approval. Closed signals represent the opposite of all of these. Closed signals
are crossed legs, arms, hands. A lack of eye contact, rigid posture, leaning away from we, and
the hands on top of the head are also examples of closed signals. Open signals are exactly what
they imply: open hands, uncrossed legs, eye contact, leaning forward, and so on.
We communicate through gestures, facial expressions, eye movements and eye contact,
posture and body position, verbal tone, inflection, pauses, pace and volume. The way people
dress also sends a non-verbal signal. Then, silence is also an important communication tool.
Most of us find an extended period of silence and we rush to fill the void with words, usually
saying more than we mean to say. By using silence at strategic times, we can sometimes reveal
certain feelings and attitudes that may be helpful for an effective communication.
The best-known type of nonverbal communication remains body language. To be a good
reader of body language requires that we sharpen our powers of observation and perception.
Whether we are aware of it or not, each of us spends a lot of time decoding body language. We
observe a wrinkled forehead, a raised eyebrow, a tug on the ear, fingers tapping on the table top,
legs crossed and uncrossed, arms crossed over the chest. These movements should be considered
in relation to the message itself; however, many times the nonverbal communications come
through louder than the words that are actually being spoken.
-
7/31/2019 Non Verbal communication in business
2/15
Elements of Non Verbal Communication
The study of nonverbal communication is divided into several specific categories.
1. Kinesics
It is a synonym for body language and it deals with physical movement, sometimes called
affective displays. This study applies traditional linguistic principles to the body as a whole
or to specific parts, particularly the face, hands and arms. It also deals with posture in
standing and sitting, as well as with eye and facial expressions, such as the arching of
eyebrows or rolling of the eyes. Kinesics varies culturally. For example, a person of
Mediterranean culture may use extensive hand movements and body gestures as an
expression of anger, whereas a Japanese person may be apparently less excited, but perhaps
no less angry. Kinesics also includes the use of smiling, frowning, giggling and so on, which
also differs by culture. While universally, smiling reveals happiness, in some cultures it also
is used to mask sadness or to hide embarrassment. Kinesics generally refers not to sign
language that relies on gestures and expressions in a grammatical context as an alternative to
spoken language. But it is associated with the use of emblems, physical gestures that support
or reinforce what is said verbally. Some emblems seem to be universal, while others are
cultural, with different interpretations in various cultures, or perhaps with different uses by
men and women. An example of a universal emblem is the uplifted shoulders and upturned
hands that indicate I dont know virtually everywhere in the world. An example of a
culture-bound emblem is the encircled thumb and forefinger. That gesture can be interpreted
as worthless in France, money in Japan, OK in the United States, a curse in Arab cultures,
and an obscenity in Germany, Brazil and Australia.
-
7/31/2019 Non Verbal communication in business
3/15
2. Occulesics
It is closely related to kinesics. Occulesics deals with eye behavior as an element of
communication. Some aspects of occulesics deal with a static or fixed gaze versus dynamic
eye movement. This so-called eye contact is the subject of much interpretation by the
observer, making it difficult to predict its exact communication impact. In the West, direct
eye contact (looking into the eyes of the other person) is common about 40 percent of the
time while talking and 70 percent while listening. In Japan, it is more common to look at the
throat of the other person. In China and Indonesia, the practice is to lower the eyes because
direct eye contact is considered bad manners, and in Hispanic culture direct eye contact is a
form of challenge and disrespect. In Arab culture, it is common for both speakers and
listeners to look directly into each others eyes for long periods of time, indicating keen
interest in the conversation. In Mediterranean society, men often look at women for long
periods of time that may be interpreted as starring by women from other cultures. Even the
same kinesic gesture can be interpreted differently. For example, the facial gesture of
downcast eyes during conversation can suggest social deference, evasion, insincerity or
boredom.
3. Proxemics
It involves the social use of space in a communication situation. One aspect of this is the
closeness between and among people when they speak, and the significant role that culture
plays in this. Distance is generally described on a continuum from intimate space (0-18
inches) to personal space or informal distance (18 inches to 4 feet) to social space or formal
distance (4- 12 feet), and public space or distance (beyond 12 feet). Proxemics also deals
with the effective use of space in social settings, such as businesses and homes, ranging and
the arrangement of space to encourage or inhibit communication.
-
7/31/2019 Non Verbal communication in business
4/15
4. Haptics
Haptics focuses on touching as an element of communication, indicating both the type of
touch as well as its frequency and intensity. Like many other elements of nonverbal
communication, haptics is very much a function of culture. It has been noted, for example,
that Mediterranean, Middle Eastern and Latin American cultures employ much social
touching in conversation, including embraces and hand-holding; these are called high-contact
(or high-touch) cultures. In moderate-touch cultures such as North America and Northern
Europe, touching is used only occasionally, such as in handshakes and sporadic shoulder
touching or back slapping. In low contact cultures such as in Northern Asian cultures,
meanwhile, social touching is rarely used at all. But the geography is by no means that
simple. People in the Asian nation of the Philippines, for example, use a large amount of
social touching in conversation and personal interaction. Even within a culture, haptics vary.
For example, handshakes vary in length and strength of grip depending on the actual (or
hoped for) degree of intimacy between the two people shaking hands.
5. Vocalics
Also known as paralanguage, it deals with vocal cues, more accurately referred to as the non
phonemic qualities of language. These include accent, loudness, tempo, pitch, cadence, rate
of speech, nasality and tone, insofar as these convey meaning. Vocalics is sometimes
subdivided into several categories. Vocal characterizers include laughing, crying, yawning,
and so on. These can be associated with culture, such as the different ways various cultures
accept the practice of belching. Vocal qualifiers such as volume, pitch, rhythm and tempo
also are associated with cultural distinctions. In Arab culture, for example, speaking loudly
connotes sincerity, whereas in North America it often is interpreted as aggressive. Vocal
segregates (sounds such as mmmm, uh-huh, oooo) likewise also differ among various
cultures. Vocal rate deals with the speed at which people talk, another factor that offers
various interpretations.
-
7/31/2019 Non Verbal communication in business
5/15
6. Chronemics
Chronemics deals with the use of time as an element of communication. Formal time is
measured in minutes, hours, days, and so on. Informal time is measured relative to seasons,
social customs, lunar cycles, etc. Chronemics involves specifics such as punctuality (which
can be monochronic or M-time and polychronic or P-time) along with patterns of dominance
or deference within a communication situations. For example, studies show that men are
more likely than women to dominate a conversation and interrupt another speaker.
Chronemics also deals with time from the standpoint of social settings, such as the likelihood
among Americans of arriving early for business meetings but being fashionably late for
social activities, while in Latin American and Arab culture, business people often arrive at a
time Westerns would consider late, taking business meetings as occasions for hospitality
and socializing. Chronemics also considers the use of monochronemics (doing one thing at a
time, emphasis on schedules and promptness, getting to the point quickly) versus
polychronemics (doing several things at a time, emphasis on people and the whole of a
relationship). Studies show that the monochronemic conversation (talking about one thing at
a time) is common in Northern Europe and North America. Meanwhile, Latin American,
Asian, Middle Eastern and Mediterranean cultures are more likely to use polychronemic
conversation (multiple conversations at the same time, and frequent interruption by other
speaker-listeners).
7. Appearance
It deals with the communication role played by a persons look or physical appearance (as
compared with physical gestures associated with kinesics). It deals with physical aspects of
body shape, hair color and skin tone, as well as grooming, dress (both clothing and jewelry)
and use of appearance enhancements such as body piercings, brandings and tattoos.
Consider, for example, how attire is an essential part of nonvocal communication among
areas influenced by Arab culture. Among North and Western Africans, public speakers prefer
long robes and big sleeves so that when they raise their hands, extra sleeve cloth slips
through the arms and puffs up their shoulder, making them look bigger and more elegant.
-
7/31/2019 Non Verbal communication in business
6/15
The Arab and North African head covering with different bands of cloth and the color of the
robes (white in daytime, dark at night) are more than fashion statements.
8. Olfactics
It is an aspect of nonverbal communication dealing with smells. Though not widely studied
from a communication perspective, olfactics might include the use of perfumes and spices. It
is associated with proxemics in that, the closer people are in communication, the more likely
that the smell will be relevant. In some high-contact cultures such as Samoan or Arab, it is
customary to get close enough in conversation to smell the other person. Indeed, Arabs and
religious Muslims are known for using perfumes, according to the teaching the Prophet that it
is a charity to smell nice for others.
-
7/31/2019 Non Verbal communication in business
7/15
Use of Non Verbal Communication in Business World
Eye Contact
The most important elements to be taken into consideration are: eye contact, gestures,
movement, and posture. There are messages which can be sent when one thinks of eyes
combined with different positions and movements of the eyelids and eyebrows. As with all forms
of nonverbal communication, messages sent by the eyes should be decoded in terms of the words
accompanying them. Good eye contact helps the audience to develop trust in us, thereby helping
our message to appear credible. Poor eye contact does exactly the opposite. People rely on visual
clues to help them decide on whether to attend to a message or not. If they find that someone
isn't 'looking' at them when they are being spoken to, they might feel uneasy. So, it is a wise
business communicator who makes a point of attempting to engage every member of the
audience by looking at them. This is of course easy if the audience consists of few people, but in
an auditorium it can be a much harder task. So, it is advisable to balance our time between the
following areas:
Have a slow scanning of the entire audience Focus on particular areas of our audience (perhaps looking at the wall between two heads
if we are still intimidated by public speaking)
Look at individual members of the audience for some seconds per person.Looking at individual members of a large group can be 'tricky' to get right at first. Equally, it
can be a fine balancing act if our audience comprises of just one or two members - spend too
much time looking them in the eyes and they will feel intimidated, stared at, 'hunted down'.
When focusing on individual members in a large meeting or auditorium, we can try and
spread our attention throughout the room. That is, we shouldnt just focus our personal gaze on
selected individuals from just one part of the room. Unless we are specifically looking to interact
with a particular person at that moment of our presentation, we should select our individual eye-
contact audience members from the whole room.
-
7/31/2019 Non Verbal communication in business
8/15
Brand Projection ( Visual Vocabulary )
A companys brand visibility may consist of the secondary design elements that are used
in conjunction with logo to form the brand identity. The brand visibility is composed of font
styles, colors, shapes, backgrounds, photographic library, text treatments (such as taglines) and
even the type of paper they choose. These elements should be used consistently throughout the
stationery set and marketing collateral and have advantages over use of a logo and text alone:
The elements of the visual vocabulary become a graphic language, which takes viewer
deeper into the graphics and materials. They add visual interest and continue to tell the
businesss story. They are another way that we can communicate about our business with
potential clients and prospects, aside from the actual words and text about our business.
Graphics in a visual vocabulary are a method of communication thats more quickly
understood than the text alone. A viewer can absorb the meanings of colors, symbols, photos,
shapes and even font types much more quickly than by reading text. So, in cases where time is of
the essence when we are marketing to busy people, creating motion graphics such as
animations or commercials or designing items that people will quickly pass by, such as car
graphics or billboards, this is an important consideration.
Many people have a deeper emotional connection with graphics than they do with text.
Customers will be more likely to form an emotional bond with the brand and company if more
graphics are being used, as opposed to just using our logo and text on a letterhead, business card,
datasheet or brochure. Color and photography are two of the most effective visual vocabulary
elements to use to affect this emotional brand connection. We can communicate some of the
personality factors of our business through our visual vocabulary. We can make our company
look more professional or people-oriented, more contemporary or traditional or communicate
any of our companys values by varying the shapes, colors and fonts used as the surrounding
visual vocabulary. So, if we choose our vocabulary elements carefully, the story of personality of
the company can be told through such elements. Using a visual vocabulary consistently
throughout all of our corporate materials will automatically make our materials look more
coherent, credible and professional, through the repetitive use of consistent elements.
-
7/31/2019 Non Verbal communication in business
9/15
The right combination of visual vocabulary elements can also make our materials more
eye-catching. When our materials are in competition with others in a stack of proposals, on a
table with other brochures or even a postcard coming out of a crowded mailbox theyll have a
better chance of getting noticed when they are designed with stunning and unique visual
vocabulary elements. Most of the viewers better remember visual elements. A visual vocabulary
will increase the memorability of our materials as well, since people will have more visual
elements to remember in our materials.
Elements of the visual vocabulary can reinforce our logo to help quicken the brand
recognition building process. One common way that we do this is to use a large version of the
companys logo, or a portion of the logo, as a watermark on the letterhead, business card,
envelope or website. Not only does this vocabulary element effect add visual interest, but it will
help to speed the time that it takes for our potential customers and existing clients to recognize
and remember our brand.
A visual vocabulary becomes a tool kit from which we can easily pull visual elements to
create new marketing materials. If we have a business card and brochure and need to create a
post card quickly, then many of our visual elements, such as color scheme, font styles and
photograph choices can be pulled from the existing marketing materials and rearranged to create
a new piece. This is especially convenient when we have a short time or low budget to produce
new marketing materials.
The bonus function of a visual vocabulary is that when were doing a special promotion,
launching a new product or extending our services or product line, we can vary elements of the
visual vocabulary or even develop a new set of visual vocabulary elements, to make the materials
for our new promotion stand out. While consistency throughout a campaign is important, the
elements of our visual vocabulary arent as set in stone as our logo. This is especially effective
when we work just with the colors and drawn elements and leave the text and tagline treatmentsthe same. That way, our materials will still be partially consistent with the other company
materials, but we can give our new product or promotions materials a voice of its own.
Adding some visual vocabulary elements to our brand identity makes communicating
with the audience easier, quicker and more emotionally charged. This gives us a highly effective
-
7/31/2019 Non Verbal communication in business
10/15
way to increase the visibility and memorability. When used correctly, they can increase
credibility as well. They even can help add some personality to our brand identity and can make
future marketing materials easier to develop. In the business world, dealing with color puts non-
verbal communication on a whole new level. We need to be aware of the meanings of different
colors, as well as the impression they will convey in a business report, web page, or PowerPoint
presentation.
Significance of Colours
It is our job to make sure that the impression is a professional one. Color should be used
only to emphasize key points, group similar items, create a mood, and/or provide continuity.
Research has shown that documents in color will be remembered more, read more easily, and
appear slightly more important and believable. The chief concern in using color is legibility, and
the chief tool is contrast. The colors chosen should systematically enhance the document by
using appropriate color schemes. One color should maintain a consistent meaning throughout the
document. Businesses recommend using dark colors, such as black and navy blue in apparel. For
documents, gender-neutral, dark colors are also advocated.
Color guidelines for brands:
Red evokes aggressiveness, passion, strength, vitality. In business, it is great for accentsand boldness, stimulates appetites, is associated with debt.
Pink evokes femininity, innocence, softness, health. In business, be sure we're aware ofits feminine implications and associations.
Orange evokes fun, cheeriness, warm exuberance. In business, it's great to highlightinformation in graphs and on charts evokes positivity, sunshine and cowardice. In
business, it appeals to intellectuals and is excellent for accenting things. Too much is
unnerving.
Green evokes tranquility, health, freshness. In business, its deep tones convey status andwealth; its pale tones are soothing.
-
7/31/2019 Non Verbal communication in business
11/15
Blue evokes authority, dignity, security, faithfulness. In business, it implies fiscalresponsibility and security. Plus it is universally popular.
Yellow is an optimistic color that almost always evokes a positive response. Yellow getswe motivated; it stimulates creative and intellectual energy; it's cheerful and easygoing.
Purple evokes sophistication, spirituality, costliness, royalty and mystery. In business, it'sright for upscale and artistic audiences.
Brown evokes utility, earthiness, woodiness and subtle richness. In business, it signifiesless important items in documents.
White evokes purity, truthfulness, being contemporary and refined. In business, itenlivens dark colors and can be refreshing or sterile.
Gray evokes somberness, authority, practicality and a corporate mentality. In business, itis always right for conservative audiences.
Black evokes seriousness, distinctiveness, boldness and being classic. In business, itcreates drama and is often a fine background color.
Gestures
Most of us, when talking with persons, use our hands and face to help us describe an
event or object or just discuss. We wave our arms about, turn our hands this way and that, roll
our eyes, raise our eyebrows, and smile or frown.
Our audience of friends is no different from our business audience they rely on our
face and hands. It is totally understandable that our nervousness can cause us to 'freeze up', but it
is in our and our communication's best interests if we manage that nervousness, manage our fear
of public speaking, and use our body to help emphasize our point. Then, as part of man's genetic
heritage we are programmed to pay attention to movement. We instantly notice it, whether we
want to or not, assessing the movement for any hint of a threat to us. There is nervous movement
and this can be transmitted to the audience and therefore the message is being diluted e.g. in a
sales presentation, in sales support, in delivering goods, in market survey, in brokerage. With
respect to the posture we consider the first type of 'posture' as the one we think of intuitively-the
straight back versus the slumped shoulders; the feet-apart confident stance verses the feet
-
7/31/2019 Non Verbal communication in business
12/15
together, hand-wringing of the nervous; the head up and smiling versus the head down and
frowning. And every one of the positions we place the various elements of our body in tells a
storya powerful, nonverbal story. For example, stand upright, shoulders straight, head up and
eyes facing the front. Wear a big smile. Notice how we 'feel' emotionally. On the contrary a
casual person would slump our shoulders, look at the floor and slightly shuffle the feet.
A strong, upright, positive body posture not only helps us to breathe easier (good for helping to
calm nerves!) but also transmits a message of authority, confidence, trust and power.
The type of 'posture' comes from our internal mental and emotional states. We can have great
body posture but without internal mental and emotional posture the words will sound hollow to
the audience. The first type of 'posture' is fundamentally tied to truth and honesty. It is about
'walking the talk' and being who we say we are. It's about not trying to sell something we don't
believe in or use ourselves. It's about not trying to pass it off as an expert when all we've ever
done is read a book on the subject. It's all about making sure that the words and intentions are
underpinned by truth and honesty.
Application in Organizational Context
a) IN THE EVALUATION OF PERSONNELIn today's competitive job market, hiring interviews serve as a "marketing tool" for attracting
good employees.HR professionals attempt to gather information about the suitability of potential
employees via resumes, job applications and employment tests but mainly through evaluations
made in personal interviews Nonverbal communication plays an important part in the interview
from both the applicant's and the interviewer's perspectives.
The applicant engages in careful observation, thoughtfully monitoring verbal responses to show
his job-related strengths and hide potential weaknesses. The applicants displaying more
expressive visual nonverbal behaviors, such as greater eye contact and smiling, more
interviewer-focused and a more direct body orientation (e.g., forward lean), receive more
favorable evaluations than non-expressive interviewees. Some other nonverbal signs like
-
7/31/2019 Non Verbal communication in business
13/15
physical attractiveness, appropriate business attire, and good grooming also have a positive effect
on evaluations of interviewees. The increased use of electronic communication technology has
led to greater use of videoconferencing to conduct hiring interviews as compared to telephonic
interviews. Face-to-face interviews give interviewers access to additional nonverbal cues that
may reveal the interviewees' anxiety and discomfort, which then leads to more negative
evaluations of the live interviewees.
Ironically, Prospective employees may also use the hiring interview as an evaluation of what the
company's culture is like, affecting their decisions to accept certain positions. The interviewer's
nonverbal behavior can also play an important part in influencing the applicant's behavior during
the interview. Interviewers may behave in either a cold or warm manner.
From the interviewer's perspective, the hiring interview requires skill in decoding nonverbal
cues. The interviewer is processing the interviewee's nonverbal behavior in an attempt to
check the validity of the verbal statements, as well as attempting to uncode the underlying
attitudes that may suggest that the employee is both a good worker and a good fit for the job.
b) IN MANAGEMENT AND LEADERSHIP
A number of popular leadership theories emphasize the importance of interpersonal skills in
developing high quality leader-follower relationships .These high quality relationships are also
characterized by mutual trust, respect, and the leader's sensitivity to the employee's needs. The
leader's ability to decode employee's feelings and attitudes are done through nonverbal channels,
and the leader's provision of emotional support and motivation, presumably implicating
nonverbal expressive behavior, are critical to leader success.
In addition to the ability to manage relationships, effective leadership depends on the ability of
leaders to manage impressions. The employers ability to monitor and control his social
behavior, including nonverbal behavior is predictive of emerging him as a leader. In addition, the
nonverbal display of dominance and power conveyed through such nonverbal cues as eye contact
and posture, amount of speaking time etc., can be used to both emerge as a group leader and to
help maintain an image of leadership. The relationship between displays of power and person
perception may be more complex. For instance, a more relaxed facial expression and direct eye
contact were associated with greater perception of power and credibility in employers
-
7/31/2019 Non Verbal communication in business
14/15
The role of nonverbal communication in leadership, particularly the communication of emotions,
is most clear in theories of charismatic, inspirational, and transformational leaders. Both
inspirational and charismatic leaders are characterized by their abilities to arouse and inspire
followers and to spur them to action.
More emotionally expressive leaders are rated more charismatic by their followers than leaders
scoring low on expressiveness. However, nonverbal expressive skill contributes to the
charismatic leader's dynamic persona, successful charismatic leaders are also exceptional
decoders of followers' nonverbal cues, being able to read the desires and needs of followers and
be responsive to them.
c) IN MANAGING EMOTIONS IN THE WORKPLACE
Emotion management in the workplace deals with limiting and controlling the expression of
negative, undesirable emotions (e.g., anger, jealousy, anxiety) and the encouragement of
positive, desirable emotions (e.g., pleasantness, enthusiasm, enjoyment, appreciation). Nonverbal
communication is implicated in making employees, particularly managers to be more sensitive to
the display of negative emotions in others e.g., realizing that the behavioral display of anger can
be an indicator of a worker's frustration, or may be a precursor to workplace violence; decoding
cues of worry or rejection in a supervisee and helping employees to express desirable emotions
(e.g., encouraging workers to provide service with a smile; providing motivating words and cues
of encouragement).
Individuals may emerge as leaders of work groups because they are good managers of the
group's emotion, inspiring them when necessary, displaying positive affect and optimism, and
setting or maintaining the group's positive emotional.
d) IN SALES AND CUSTOMER SERVICE
Nonverbal behavior plays an important part in the quality of customer service. Positive and more
immediate nonverbal behaviors by sales and service workers (e.g., smiling, eye contact) are
associated with a more positive experience by customers.
-
7/31/2019 Non Verbal communication in business
15/15
As the work culture became busier, employee's positive affect declines in comparison to non-
busy routines, but of course results are better in the busier times despite the lack of employees
positive affect. Positive nonverbal style will lead to better quality customer service, and
subsequently greater profits, there is a strong belief in the business world. Training programs in
friendly, expressive customer service engage in more positive and immediate nonverbal
behavior. As greater levels of rapport in organization is achieved, employees begin to mimic
each other's nonverbal cues and synchronize them (mirroring posture, gestures, voice tone and
inflections, etc.). This mimicry is associated with more positive evaluations of and liking for
interactional partners.
In past few years, there has been considerable interest in mass marketing and advertising on the
role of nonverbal cues in influencing the buying public. This includes the use of nonverbal cues
in both print and television advertisements e.g., use of music, sound effects, concern for the
appearance cues of individuals in ads, voice tone and inflections of product spokespersons etc.
Thus Nonverbal communication can also act as a strong marketing where we can shout loudly
about our product without speaking a word.
Conclusion
Knowledge of nonverbal communication in business plays two roles. Managers use
nonverbal communication to effectively lead other employees and team members. And team
members in the business, whether they realize it or not, use nonverbal cues to communicate
information to individuals outside the business, whether theyre clients, competitors or
colleagues in a complementary industry. Business owners can gain from learning about
nonverbal communication and its potential benefits. Nonverbal communication can increase the
opportunity to interact with colleagues, competitors, clients and potential clients through avenues
outside of explicit word choice. Posture, vocal tone and eye contact can deliver subtle messages
that reinforce whats being said to convey consistency and trustworthiness.