learn to speak, learn etiquette

Chapter 29 Understanding Business Service Etiquette (2)
There is a reason why the above-mentioned commercial building was recognized by consumers as "the things there are too expensive" in their first impression.It turned out that on the opening day, in order to improve its reputation and attract manufacturers and customers, the big commercial building held a series of world-class brand exhibition activities, but did not do more thorough publicity work, so many customers came in At the beginning, what they saw and heard was a cup worth hundreds of yuan, a tie worth thousands of yuan, and a handbag worth tens of thousands of yuan... So while feeling emotional, they naturally came up with the "things" of this commercial building. Too expensive" first impression.Later, although the products sold in this commercial building have always been aimed at mass consumers, most of the retail products are cheap or low-priced products, instead of world-class brands, and various forms of public relations activities have been carried out repeatedly. However, " Things are too expensive there” is still spreading among the crowd, so that the traffic has not seen a significant increase in several years.The key to today's unfavorable situation is that mass consumers have a bad first impression of it.

The so-called first impression is actually often completely equated with people's first impression.That is to say, most of the first impressions that people have about someone, something, or something are formed in the moment after seeing or hearing the other person.Psychological experiments have proved that when people come into contact with someone, something, or something, most of them will inevitably have a first impression of the other party.And the first impression formed at this moment usually only takes about 30 seconds.For many people, it only takes about 3 seconds to form their first impression of someone, something, or something.In them, the first impression is exactly the same as the first impression.

This view of the first-round effect has at least two important implications for the entire service industry:
First, when a service unit is established, it must pay attention to its "first appearance", so that the public will have preconceived ideas about its good image, develop a good impression, and recognize it.

Second, all employees in the service industry should strive to make the other party have a better first impression of themselves when facing customers.Only in this way can the two parties get along in harmony, friction will be difficult to occur, and customers will be satisfied with the services provided by the service personnel, and will not make things difficult for them everywhere, or even find fault with them.

([-]) The formation of psychological stereotypes
In people's daily communication and cognitive process, everyone has a certain psychological set.Social psychologists have found that mental stereotypes are ubiquitous in interpersonal communication and cognitive processes.

What is a mental set?

Mental set is also called heart orientation in some cases.It refers to a psychological trend with a certain tendency formed by a person within a certain period of time.That is to say, under the influence of his past experience, a person will usually be in a state of preparation psychologically, so that he has a certain tendency and concentration in understanding and solving problems.

Generally speaking, in the process of interpersonal communication and cognition, people's psychological stereotypes can be roughly divided into two forms: affirmation and negation.The affirmative psychological set is mainly manifested in having a good impression and positive evaluation on the object of communication.Negative mentality is mainly manifested in disgust and negative evaluation of the object of communication.

etiquette experts remind you

In interpersonal communication, the impressions formed by people are often dominated by their subjective feelings, that is, a certain mental set, and in fact, most of them act according to their personal feelings.

In fact, people more or less have had the experience that their opinion and evaluation of someone, something, or something is mainly a psychological feeling that arises when they first contact with the other party.Opinions and evaluations of the other party, whether good or bad, are often not directly related to other aspects of the situation, such as the other party's past performance, the outside world's existing views and evaluations of the other party, the self-introduction made by the other party at that time, etc. Causal relationship.This mentality of "following feelings" may not be [-]% comprehensive, objective, and correct, but its objective existence and practical role in interpersonal communication must be recognized by the service industry and should be fully valued.

The irrational feature of the mental set formed by the first impression is also manifested in that the first impression people have of someone, something, or something is usually irreversible once it is formed.In short, after the first impression is formed, people tend to have a certain psychological stereotype.

Generally speaking, the first impression formed at the beginning of contact with someone, something, or something plays a certain guiding role or influence on the communication or identification between the two parties.Although in essence, the first impression is only a relatively preliminary understanding and judgment, but in fact it often plays a role in making interpersonal communication continue or stop, making people accept or reject or deny something. important role.

In daily life, people's first impression of someone, something, or something often affects their communicative attitude towards each other.If people have a good first impression of someone, something, or something, they will often not mind or care about some negative factors they perceive in their subsequent interactions and contacts. Or even ignore it entirely.That is to say, even if there is a certain distance between the understanding and understanding of the other party and the first impression, people usually obey their first impression consciously or unconsciously.

For example, when a person recognizes a certain brand, he will often take the initiative to say good things for it.Once someone criticizes it, they will not take it seriously, or even accept it at all.

If a person doesn't like another person and has a bad first impression of him, no matter how that person actually behaves later or how others evaluate him, it may be difficult to convince the former for a while.

Practice shows that people's first impressions are basically more accurate and more reliable.After the first impression has formed a mental set, it is usually not only very troublesome to change it, but it may also be self-defeating.Therefore, all practitioners in the service industry must realize that it is important to try to leave a good first impression on the outside world.Because once a bad first impression has formed a mental set, it must be very difficult to take remedial measures.Service personnel must grasp this point seriously and attach great importance to it.

([-]) Restricting factors
The first-round effect tells us that people's first impressions of someone, something, or something mainly come from certain important information obtained at the beginning of their interaction and contact, and their basic characteristics of the other party based on this. immediate judgment.The information acquired at the beginning of contact or contact with someone, something, or something is the limiting factor for the formation of people's first impression.

Fundamentally, since the formation of first impressions depends mainly on certain constraints, making a good first impression in everyday life depends mainly on understanding those constraints that play a key role. And correspondingly take all possible and effective measures to promote those restrictive factors to play a positive role.

Specifically, in daily life, the main factors that play a restrictive role in the first impression that a person or a thing leaves on others are usually different.

The following are the various constraints that we should pay attention to that affect the first impression of others:
own constraints

For a service person, the constraints that directly affect consumers' first impression of him mainly include the following five aspects:
1. Grooming
If a person is well-groomed, radiant, and good-looking, he will often give people a good impression.However, if he is dirty, unlucky, and ugly, he will naturally be difficult to be appreciated by others.

2. Manners

Including people's behavior and expressions.It is like a kind of "body language" of people, and it can also convey a person's thoughts, emotions and attitudes to the outside world.In many cases, people's "body language" conveys more authentic and accurate information than spoken and written language.

3. Apparel
Clothes are the things that people wear and dress up.In real life, a person's clothing is not only something to hide his shame, keep out the cold, and prevent heatstroke, but more importantly, it can reflect a person's personal cultivation, life experience and aesthetic taste.

4. Language
In interpersonal communication, language is one of the most important communication tools.Using language, in addition to conveying information, you can also show your respect to the person you communicate with.So for an adult, the important thing is not whether he can speak, but how to speak well.

5. Entertainment
No matter at work or in personal communication, people will inevitably contact other people and have a certain degree of socializing with them.The attitude and performance at the time of entertainment often leave an extremely deep impression on the person you communicate with.

Restricting factors of the objective environment

For a thing, the restrictive factors that directly affect the first impression of the outside world mainly include the following four aspects:
1. Perception
Here, it specifically refers to the intuitive feeling that people have about the appearance of a certain thing when they come into contact with it.It includes the shape, volume, size, color, texture, quality, etc. of the thing.These impressions usually have a great effect on the formation of people's first impression of the thing.

2. Atmosphere
It generally refers to a scene, a special sentiment or a spiritual expression that gives people a certain strong feeling in a certain environment.Here, it mainly refers to the specific environment in which a certain thing is located, and the special feelings it brings to people in terms of appearance and mood.It is undeniable that the specific atmosphere of a certain thing often affects the quality of people's first impression of it.

3. Spread
It refers to the widespread dissemination and extensive exchange of information directly or indirectly related to a certain thing.As far as communication channels are concerned, there are three common specific forms, namely mass communication, group communication and individual communication.For ordinary people, various forms of communication about a certain thing, especially the various forms of communication related to it that they have received before they come into contact with the thing, often have preconceived ideas that directly affect their overall perception and evaluation of it. .

4. Personnel
In real life, when people come into contact with a certain thing, they often meet some characters who have a certain relationship with the thing.They are either producers, or promoters, or administrators, or narrators, and so on.They are the people referred to here.Undoubtedly, the performance of these relevant people, especially their behavior when it comes to the matter, has a lot to do with the formation of the outsider's first impression of the matter.

([-]) The best first impression
Fundamentally speaking, the first-round effect is essentially a theory about image building.In interpersonal communication, the reason why the first impression is very important is to create a good image and maintain a good image.

All employees in the service industry must understand that whether it is their own personal image or the corporate image of their unit, it is one of the integral parts of the service they provide to customers, and it will become a positive or negative first impression. important restrictive factors.Therefore, service personnel must be fully aware of the importance of establishing a good image.

The meaning of establishing a good image

image is a service

Image is a form of propaganda

image is a brand

image is a benefit

image is a service

Once the personal image and corporate image are well shaped, not only will customers feel the respect they deserve, but they will also feel pleasing to the eye and relaxed when enjoying the service.

Image is a form of propaganda

In the service industry, if the personal image and corporate image are well shaped, consumers will be well-known, praised, and spread widely, thereby attracting more consumers for themselves.

image is a brand

Everyone knows that under the condition of market economy, owning one or even several well-known brands will often bring huge benefits to oneself.In any service unit, if the personal image of all employees and the image of the entire enterprise are truly recognized by the society, an equally valuable "image brand" will be formed over time.

image is a benefit

As far as image building is concerned, input and output must be directly proportional.The employee image and corporate image of a service unit have been shaped, which naturally enables it to obtain certain social and economic benefits.

Practitioners in the service industry, when implementing service etiquette norms and consciously applying the requirements of the first-round effect principle, it is crucial to pay attention to two issues: one is to truly realize that leaving others a good first-round effect in interpersonal communication The first impression is extremely important; the second is to fully understand that if you want to leave a good first impression on consumers in the service process, you need to start from which specific details.

The importance of affinity

([-]) The generation of affinity effect
In interpersonal communication, people tend to be more willing to approach people who are closer to them.Relatively close objects generally refer to those who have something in common with themselves.This common ground can be blood relationship, marriage relationship, geographical relationship, academic relationship, business relationship, aspirations, interests, hobbies, interests, or being in the same group or organization.In real life, people often prefer to regard those who have the same ambitions and interests as themselves, or who belong to a certain group or organization, as their "own people".

etiquette experts remind you

Under other conditions that are roughly the same, the interaction effect between the so-called "insiders" will generally be more obvious, and the mutual influence between them will usually be greater.

In the communication between "one's own people", the recognition that the object of communication belongs to "one's own people" will make people form an affirmative mentality, so that they will be more close and friendly to each other, and in In this specific situation, it is easier to discover and confirm the fact that the other party is worthy of your own affirmation and arouses your own favor.All of this, in turn, will further consolidate and deepen one's original positive evaluation of the other party.Under the effect of this psychological set, the mutual communication and cognition among "self-individuals" will inevitably exceed the communication and cognition among "non-self-individuals" in terms of depth, breadth, motivation, and effect.It can be seen that the affirmative mentality plays a certain role in people's communication and cognition with their "insiders".

The affinity effect is based on the existence of certain commonalities or similarities between communication partners.Without this basis, it is often difficult for partners to identify with each other because they feel close.On the contrary, the more commonalities or similarities between communication objects, the easier it is for both parties to feel close and identify with each other.

From a philosophical point of view, there are differences between individuals in everything in the world, so some people say: "There are no two leaves that are completely similar in the world." However, the differences between people do not mean that It means that people have nothing in common with each other.In fact, while there are certain differences between people, people often have a lot in common or similarities.

For example, people living in the same geographical area have many similarities in terms of language, diet, clothing, temperament and even occupation.Chinese folks have always listed "meeting an old friend in a foreign land" as one of the happy and happy events in life.And this is also based on the premise that there is something in common in regional life between the contacts.

Theoretically speaking, a certain similarity between people will provide great convenience for the establishment of their communicative relationship, and will bring positive promotion to the normal communication between them.

In daily life, the positive effect of promoting interpersonal communication brought about by certain similarities between the communicative parties mainly comes from the regular changes in people's communicative emotions.In general, people like to get along with those who are similar to their own tastes, aspirations, etc.Sometimes, people tend to exaggerate the similarities between the object of communication and themselves intentionally or unintentionally, so as to enhance their sense of trust and security in the other party.People don't like to be around people whose tastes, aspirations, etc. are opposite to their own.Sometimes, people even exaggerate the opposite of their counterparts, in order to express their trust crisis and insecurity towards the other party.

This is mainly because, in front of someone they trust, or someone they have a crush on, it is easier for people to relax, approach each other proactively, and even engage in more in-depth communication or cooperation.

There is a hotel that needs to accommodate a rich man from the Middle East.The rich man is said to be flirtatious and has no respect for women.For a while, many service girls were worried.Later, the hotel learned that the rich man loved literature and had officially published two volumes of prose.Therefore, the company not only sent someone to buy some of his prose collections, but also specially arranged for two service girls who are excellent in foreign languages ​​and love prose to ask the rich man humbly for advice on literature in his spare time, and asked them to write in his prose Set autographs.As a result, the unpleasant situation that everyone was worried about never happened at all. Not only did the two parties live in peace, but the rich man also behaved politely and gentlemanly in front of the lady who served him.

(End of this chapter)