The experiment conducted by the psychologist Nicholas Gaghan from the French University of southern Brittany, proves that simple touch of the client, the most seemingly innocent, is able to lift his mood and your income.
“What would you like to order, Monsieur?” asked the waitress casually and gently touches the hands of the visitor. “Coffee.” The client pays the bill and leaves a tip. At the next table another client drinks a glass of beer. Not touched it, the tip is zero. Participants in the study (it was conducted in one of the restaurants in Vannes, Department of Morbihan) were 143 visitor — 97 men and 46 women. 24% have left a tip if the waitress touched them, 10,8 % — in the opposite case.
The data obtained allow with sufficient confidence to say that touching the waitresses or the owner of the restaurant attracts the customer. The message can be interpreted in the following way: “I am touching you, because I appreciate you.” Touch is a sign of participation, creates a certain, albeit relatively short, the intimacy between the two strangers.
It was also found that an important role in the effectiveness of customer touch plays laterality. That’s what kind of hand you touch his companion. If you touch someone with his right hand, so you set the distance. Paradox. Much more favourably perceived by touch with the left hand. In their study, Gaghan didn’t take it into account. So the experience was repeated by other psychologists with the participation of a hundred people and found that tip after touching the left hand left approximately 50% of visitors and the right only 20% of customers.
The role of taps in increasing profits have long been known. Earlier the psychologist D. Hornik investigated whether the effect of the light touch of a person’s hand or shoulder when the sales assistant (male or female) speaks to the buyer-man or woman.
The first experiment occurred in a bookstore. It turned out that the buyers, which in front of the big bookshop seller easily touched her hand, the store spent more time, better appreciated the store and made more purchases. In the second experiment, as in the experience Gaghan, the team studied the results of the tip in the restaurant. Here also it turned out that the clients of the restaurant, which easily touched the waiter, gave more tips. And they liked how the waiter and the restaurant. In the third experiment, the visitors were asked by the consultants-sellers and offered to try the new “snack”. Those touched are more willing to try a snack and then bought it.
It has long been policy not just use touch, and just abuse them. To touch means to win! Any candidate for elected office knows that every affected voter is a successful voter. The need for contact is especially high among activists and even supporters crowding around a candidate. He shook thousands of hands, slaps on thousands of shoulder, gives hugs and slobbery kisses. This behavior becomes the key to his re-election as a touch a long time ago recognized as the best (in addition, not particularly expensive) way to transfer its energy to another.
In fact, the touch launches hypnotizing biological mechanism. When an activist or follower is approaching the MP or candidate for the presidency, he seeks contact, believing that this touch will certainly enrich it spiritually. If their grace, i.e. elect, descend, and touch, the voter will retain this sweet moment in their emotional memory and will just have to vote for this policy.
In a similar manner and men who use pre-courtship like accidental touches, have more chances of success than those who avoids contact. But as soon as the touch happens outside of courtship or flirting, the attitude is changing.
So such touch in business is still should be used with caution, if you do not want to provoke the sudden perturbation of its customers or partners.