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  • Josh Rudder

Hold That Smile

​Westin cannot hold in his personality; does this positively or negatively affect sales?


During live stream events what is the impact of emotions from the seller? Using a similar software that we use at Shadûf Biometrics, a recent study was able to register all the micro expressions that sales individuals displayed while selling their products via live stream. The facial emotions that were documented were happiness, sadness, surprise, anger, fear, and disgust. Which one of these expressions do you think would impact sales the most? A generally accepted rule in sales is that the happier you are and the more you smile, the more you sell. Results showed that the negative emotions were obviously not good, and that surprise was completely useless. But the most unexpected part of the show was that happiness was listed as one of the strongest predictors in DECREASING sales. When a salesperson is straight faced, they sell more. When a seller is displaying happiness, it is often taken that the seller is gaining in the negotiation at the target's expense.

Think of what your face looks like as you are watching a live stream or scrolling on your phone, that is the same energy that needs to be reciprocated.

​A similar study showed that politicians that have the perma-smile, or always smiling, which detracts from the objective and presents the individual in a negative light. The broader the smile, the worse the performance will be. So overall, we learned that the more even and robotic your tone and expression are, the better you will sell!


​If you are communicating with someone one on one, it is good to mimic and follow their mannerisms to build rapport. This is a great sales tactic when selling directly to a person face to face. But when people are selling on live streams using a phone or laptop, they still need to mimic their audience. Think of what your face looks like as you are watching a live stream or scrolling on your phone, that is the same energy that needs to be reciprocated.


​Don’t let your emotions be too drastic when selling or live streaming, especially at the beginning.

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