Hands and Gesture Analysis: Selling Strategies

Hand and Gesture Analysis: Selling Strategies
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Human Behaviour Academy www.hbacademy.org.uk

Hands and Gesture Analysis :
Selling Strategies

By
Goh Zhe Cheng
And
Leow Chee Seng

Published By
Human Behaviour Academy

2

Published by Human Behaviour Academy Ltd
6 2 Larch Gardens, Manchester
E-mail : info@hbacademy.org.uk
Website : www.hbacademy.org.uk

Copyright 2014 Human Behaviour Academy Ltd
All rights reserved. No part of this book may be reproduced or used in any form or
any means, electronic or mechanical, including photocopying, recording, or by an
information storage or retrieved system, whatsoever without prior written permission
from the publisher.

First Edition May, 2014

British Library Cataloguing-in-Publishing Data

Zhe Cheng, Goh; Chee Seng, Leow

Hand and Gestures Analysis: Selling Strategies

1. Body Language 2. Non Verbal 3. Communication 4. Gesture 5. Business
6. Consumer Behaviour
BF 637 N66

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Table of Content
Table of Content 3
Important Note 4
The Strategies 5
Slot 1 6
Slot 2 8
Slot 3 10
Slot 4 12
Slot 5 14
Slot 6 15
Slot 7 16
Slot 8 17
Slot 9 18
Slot 10 19
Slot 11 20
References 22
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IMPORTANT NOTE
Before Reading this article, you would watch the following videos

Internship Part I
http://www.youtube.com/watch?v=g1C7nK2A6SY&feature=youtu.be
Internship Part II
http://www.youtube.com/watch?v=CNbl0DPuwXM&feature=youtu.be
Internship Part III
http://www.youtube.com/watch?v=HqsLUGQ8LyA&feature=youtu.be
Supermarket Scene - Don't Be a Menace
http://www.youtube.com/watch?v=jVrna7Krlys

Bad Service in a Restaurant - Lesson 36 - English in Vancouver
http://www.youtube.com/watch?v=bk0oury3eeU

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The Strategies
Hands are the important part of our body which demonstrate the inner thought and
amplified the action of a communication. Speeches with the usage of hand gesture
further strengthen the usage of the hand on the idea to be distributed.

In this analysis, the content will be focus on only the hand movement and the palm.
There are few principle categorized from the analysis which is the context, clusters,
consistency and culture. Context is referring to the situational factor to be considered
when making judgement. For instant, a person who had over cover his mouth with
palm when he start to sneeze did not indicate that the person not agrees with your
statement. As for cluster, it is an enhancement on the people idea conveying. When a
person is conveying the idea through voices, their inner feeling will enhance this
expression being having different posture. For example, people who are answering to
you with and the fingers pointing to the direction you are asking for are enhancing the
idea of conveying. The consistency of the nonverbal communication brings you a
clearer message. When a person tries to say that the food is nice but the hand is
covering the mouth indicates that there is deception from the statement given. Culture
is another element to be considered for the hands nonverbal analysis. Different
countries have different meaning for the same gesture. For example, V sign shows
peace or happiness in US but it had offensive meaning in country such as UK (Leow,
Vincent and Atiqah, 2013).

There are 10 plots from 3 video being analysed under the hand and gesture. The video
used are The Internship, bad customer service and Dont Be a Menance. From the
plots, the types of hand gestures and analysed together with the interpretation and
situational analysis. Finally, the marketing strategy will be discussed pertaining to all
the hand gesture shows.

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Slot 1: The Internship

In this plot, the person shows both palm open to the others. This is the open hand
gesture. When palm inners are shows to the others this indicate that the person is
showing the honest and openness from his heart.
Base on this gesture, both hands had been lifted up and shows to the 2 others which
are sitting next to him. This action was done unconsciously and shows that this person
is trying to be openness and honesty upon giving out his comment. When the person
shows an open hand gesture, it can be interpreted as truth, allegiance, submissive
friendliness, honesty and trust (Leow, Vincent and Atiqah, 2013). The conversation is
in happiness. The black man is trying to explain with openness heart and friendliness
to the others. Agreeing on the chatting points which had caused him to act frankly and
he is going to give explanation on the question.
From situational factor analysis, the atmosphere of the restaurant provides a good
conversation environment for the men. It is not crowded and they are free from
disruption. Besides that, the buyer mood condition is good and the monetary status is
in good condition as the business for the customer is expanding. From social factor,
the black man is in a good relationship with the 2 seller. The selling technique and
conversation aid the selling atmosphere.
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As for the marketers, when the customers are showing this kind of gesture, it is
advisable to acknowledge the customer point of view. Marketers need to show their
interest on the topic being discussed and building excitement with supportive during
conversation. In the same time, take note on the customer needs by asking more
questions to confirm on the customer request. The marketers need to provide the
customer the suitable product and try to suit the actual needs.

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For slot 2, we can see that the black man is showing a palm face down gesture. This is
an emotional hand which showing the expressively charged hand. The hand of the
back guys is moving from left to right with the palm face down (Leow, Vincent and
Atiqah, 2013).
From this gesture portrait by the black man, it is indicating that the authority and
dominance from the black man himself. It had been perceived as giving instruction to
the others. The movement of the hand keep until the black man finish his statement.
He is expressing his thought with more passionate on the statement he is giving out
and more enhancing power through the movement of the hand which shows the cut
off meaning. The black man is trying to tell the others that their company had fold
down. There will be no more transaction between him and the company itself. From
social perspective, he thought that their purpose to find him is for gathering and
chatting not sale. The mood of the conversation become serious due to action of
selling by the other 2 person who did not know their company had fold down.
In situational analysis, the black man feel pressured as both the seller start to sell the
watches to him without knowing their notice that their company had fold down. The
reason of purchase factor shows that the black man unable to purchase form the 2
seller as their company had fold down. Besides that, the buyer mood had changed due
to the sudden selling action by the sellers.
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As for the marketers, when the customer is showing such action, it is advisable to
listen carefully to the customer statements. Suggest to customer base on the customer
needs as there are passionate to get the item they want. Try to suit the customer with
the specific features item requested. If there is no suitable, product from the store,
please divert the customer to other places which is providing the product as customer
had strong acquisition of the particular product.

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From this slot, we can notice that the man is touching his forehead head with his hand
and the palm is facing inner. This is a self-touch hand to face gesture. Self-touching
occurs when there is stress need to be deal. The touching provides comfort to our own
selves. This recreating the touch used by our parent s since we are baby. This creates a
physical barrier for the person against the stress source (Leow, Vincent and Atiqah,
2013). From the scene, we can interpret that the man is in stress and need an instant
comfort to him. This self-touch action creates a physical barrier for him to handle
stress, shame, doubt, anxiety and all others negative elements. The man just get to
know that his own company had folded out and he still dont know on this fact. His
customer informed to him on this news which caused him feels shame and anxiety
because he ordered an expensive wine to pre celebrate the deal with customer
successful.
As for situational factor, the buyer and seller mood had changed from happy to
depressed and shock. Besides that, in the physical factor, the men had ordered the
expensive wine had caused the black man feel sympathy to the men. The men also
feel depressed and anxious on the news of his company had fold down.
As for the marketers, when customers show this gesture, you may ask the customer
for the problem faced. Marketers also need to provide solution for the customer to
resolve the problem he is facing. For example, in this scenario, the restaurant may
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offer a discount or provide flexi payment to solve the problem. Besides that,
alternative ways such as diverting the order to the other customer and allow the
customer to cancel the order will be second choice for the restaurant can offer to the
man.

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From this slot, the lady in dating is rubbing her hand. This shows a self-touch hand
gesture. Self-rubbing had the effect of reduce stress and self-massage on the fingertips
provide a physical barrier for the person against the outer stress (Leow, Vincent and
Atiqah, 2013).
From the screen, we can see that the lady in dating is feeling anxiety and doubt. She
holds her hands together to create the comfort through massage on the fingertips to
instant reduce the doubt and anxiety. The man is hitting with the waitress in front of
the lady in dating with him.
In situational analysis, the mood of the lady changed from good to anxious from the
behaviour of the men. For the physical surrounding, the restaurant is crowded as the
environment shows that the area is full of people. This caused the lady feel shame and
anxiety towards the man action under social factor. From social factor, the
relationship between the man and the lady become confused due to the men action of
hitting the waitress in front of her.
For marketers, it is important to relief the customer when you see this type of gesture.
The sales person needs to calm the customer first before start to ask for further details.
The sales person can provide a warm smile and friendly greeting as a method to
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reduce the anxiety of the customer. After customer calm down, the sales person can
start to ask the customer detail and provide the suitable product to the customer.

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In this slot, the bold head men pointing his finger to the other men. The man palm is
face down to inner. Expressive charged hands had been shown by the bold head man
(Leow, Vincent and Atiqah, 2013).
The man is pointing his finger to the other have shown an authority and dominance
towards the other. He is expressing his opinion and enhanced with the hand gesture.
The pointing with a finger indicates the direction of the statement and it may be
perceived as a command or order to the men next to him.
Situational analysis shows that the shop is not crowded and the negotiation can take
longer time. As for the men action is he wants to direct and order to the men next to
him for action. With this action, he wanted to stop the conversation. He is not buying
the idea from the sales team. Sales team selling technique did not capture his attention.
As for marketers, when the customer shows this type of gesture, they need to provide
more detail explanation. They need to identify the customer needs and create the
needs to the customer for the customer to gain interest in the product. The marketers
need to provide solid explanation which suite the customer current needs. Explanation
on the benefits must be interactive and customer background related to create
inception to the customer mind sets.

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Slot 6: Bad service in restaurant

From the screen, we can see that the lady is holding her chin with her hand. This is a
hand to face gesture. As mention before, self-touching occurs is due to discomfort or
stress (Leow, Vincent and Atiqah, 2013).
From the picture we can see that the lady is in thinking for meal to be order. She is
asking opinion form the men opposite him for advice. She needs opinion from the
men for actual meal ordering. She is willing to accept any kind of opinion as reference.
Situational analysis shows that the physical of the restaurant is rather empty. There
are less people in the restaurant and they can take time to think for the meal to order.
From the purchase reason factor, the lady is feeling doubt and anxious towards the
menu as she never been there before. She unable decides for the meal as she is
anxious on the food taste and quality.
As for marketers, they need to assist the customer by giving suggestion. Daily
speciality can be suggested to the customers. Besides that, they need to consider the
time required until the product serve as they are the office worker. Marketers also
need to redesign the menu for better reading for customer. Indication of speciality for
example chef recommended item in the menu as a reference to the first time
customers.

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Form this slot, the lady is in the gesture of hand holding her arms. The lady is said to
be in a self-touching hand gesture. The hand holding the arm gives interpretation of
discomfort. The discomfort feeling such as anxious, doubt, shame and other negative
feeling will cause this gesture occurs unconsciously. By holding her arm with hands,
she able to comfort herself with the touch and a physical barrier form to protect her
from the discomfort feelings (Leow, Vincent and Atiqah, 2013).
From the situation analysis, time perspective had altered the purchase quantity for the
lady. The lady is feeling anxious and doubt on the service speed, as she needs to back
to office on time. This is the first time she visits to this restaurant and service speed
had become the stress source for the discomfort.
For marketers, it is important to ask the customer on the time manner. By focusing on
the customer request, this can help to increase the chances of repurchase from this
customer. Besides that, more set menu being prepared for the time constraint people.
This help to increase the sales and satisfaction from the customers. Moreover, if the
food required longer preparation time, pre inform to the customer must be done.
Furthermore, provide take away service to the customer if the food served is delayed.

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From the picture, we can see that the lady is holding her face with 2 hands on both
sides. This is an emotional hand of bored because the hand to face gesture found
where both elbow are resting on the table and the hand is supporting the jaws. The
lady is feeling bored of waiting the food to be served. This shows an impatient gesture
and dissatisfaction towards the service (Leow, Vincent and Atiqah, 2013).
From situational analysis, the physical factors show that the restaurant is rather empty
but the service still very slow. The buyer mood had been changed from good to bad
due to the slow service. This had reduced the purchase and sales.
For marketers, they need to for the service delivery. Besides that, informing the
customer becomes a crucial part for the service failure. Chatting with the customer to
reduce their dissatisfaction can protect the brand image. The marketers can provide
discount and promotional price to the customer for the service failure. As for this
situation, offering the customer and alternative solution such as delivery service or
take away service to prevent the situation getting worst.

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From this screen, the finger pointing and hand clenched to fist indicate that this is a
emotional hand and non open hand gestures. For palm facing down and with finger
pointing, this shows that the lady are in authority and dominance. With the finger
pointing, it shown that the lady is perceived to be giving instruction and commands.
For the right hand with fist, it is an emotional hand of anger. The lady is in angry but
she try to control by clencing her hand to fist (Leow, Vincent and Atiqah, 2013).
From the situational analysis, the social factor show that the lady is in dominance and
authority over the men. The lady dissatistaction prohibit the men future purchase in
the restaurant. Besides that, the physical factor shows that the bad service of the
restaurant caused the dissatisfaction and this will reduced the purhase.
For marketer, they need to calm the customer and appologize for the bad service.
Offering compensation such as discount and cash coucher can help to relieve the
dissatisfaction of the customer. Retrain the service crew and reorganise the production
work flow will be crucial to improve the service speed.

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Slot 10: Dont Be a Menace

From this screen, we can see that the men is portraiting a hand to face gesture where
his hand held at his chin. This gesture shows that the men is in stress and discomfort.
By holding on his chin, this provide comfort to him and it also serve as a barrier to the
stress source (Leow, Vincent and Atiqah, 2013). He is anxious on the 2 black man
enter his shop. The appearance from the 2 black man customer make him feel they
will cause trouble to him.
In situational analysis, the physical factor shows that the shop is rather free as only 5
people in the shop. This provide a lot of free space for the customer to shop. Time of
purchase also will be longer as there are lots of items and space allow them to decide
for the purchase. As for social factor, due to the reaction of the shop owner being
defensive towards ths 2 black guys, it is discouraging of the purchase. Defensive
towards the inproper appearance men makes them feel not welcoming and this
discourage them to purchase more. The buyer mood of the 2 black men also reduced
due to the defensive action from the shopper.
As for marketers, they need to be openness to all kind of people as customer always
right. They need to be more attentive for the customer and not judge from the
appearance. They also need to ask the customer the items they are looking for.
Suggestive selling can be done by checking on the customer needs at the first place.
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Slot 11: Dont Be a Menance

From the picture, we can see that the hand of the men had show his hand movement
goes up and the palm face inner. This hand gesture shows an emotional hand which
showing the expressively charged hand (Leow, Vincent and Atiqah, 2013). The
movement of the hand follow the idea expressed by himself to show that he is not
satisfy with the price and service.
From the situational analysis, the social factors shows that the owner did not welcome
to the customers. The mood of the buyer change from good to bad because of the
price. The owner refuse to give discount and he is feeling the price charge too high.
This had reduce the purchase intention from the customer.
As a marketers, we should welcome all the customers. Upon negotiation, discount can
be given if the customer shows a strong interest to purchase. Besides that, the sales
person need to clarify with the customer for the price charging. Customer may have
feel being cheated for the high price charged. The sales person need to be more
attentive to the customer and promote suggestive selling.
In conclusion, nonverbal communication did provide a good guideline for the
marketers to observe and react towards the customer needs. The hand gesture is form
unconsciously to strengthen and express the thought of the person. Besides that, by
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understanding the nonverbal gesture, marketers can identify the incongruent hand
gesture with the idea presented.

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References:
1. Leow, C. S. (2013). Body Language Exposed. Manchester, Larch Gardens:
Human Behaviour Academy Ltd
2. Nancy, D. A. (2000). Situational Influences on the Purchase Decision. Faculty
web.berry.edu. Retrieved March 4, 2014 from
http://facultyweb.berry.edu/nmiller/classinfo/601/Module%203/influences.htm
3. Bridoss300 [Dont Be A Menace]. (2008, February 14). Dont Be A Menace -
Supermarket Scene [AVI]. Retrieved from
http://www.youtube.com/watch?v=KIk0abbYgXQ
4. Susan, B. [Bad Service in a Restaurant]. (2012, July 21). Bad Service in a
Restaurant - Lesson 36 - English in Vancouver [AVI]. Retrieved from
http://www.youtube.com/watch?v=bk0oury3eeU&list=WLEAAFD634DF131
3A2
5. The Internship. (2013, June 7). The Internship [RMVB]. Retrieved from
http://www.yzspz.com/video/47710/play.html?47710-0-1

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