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You are in a meeting with a prospect. You want to do everything you can to convert that prospect into a client. What actions can you take to maximize the possibility of success?
A fascinating study co-authored by Jeremy Bailenson and Nick Yee, of the Department of Communication at Stanford University, provides a surprising answer.
"Mimicry," also known as "mirroring," refers to a pattern of behavior that involves copying verbal and non-verbal behaviors of another person. For example, if your prospect is crossing her arms, and you cross your arms, you are engaged in a form of mimicry.
Bailenson and Yee cited extensive research indicating that subjects showed a preference toward people who engaged in mimicry. They found them more likable than those who did not.
Verbal mimicry is also very powerful. Bailenson and Yee noted research indicating waiters who repeated a customer’s order received larger tips than those who did not.
The impact of successful mimicry is very profound. Not only do we tend to like people who are subtly mimicking our non-verbal and verbal behavior, but we are more inclined to want to socialize and affiliate with them in some manner.
Bailenson and Yee pushed the envelope further. They set up experiments where participants interacted with computer-animated figures conveying a persuasive message. The message (lasting only three minutes) was intended to convince students to carry identification cards when walking on campus.
The animated characters were set up to either mimic the head movements of the study participants (with a four-second delay) or not. A four-second delay was chosen because previous research demonstrated that this time period is optimal in minimizing the detection of mimicry and maximizing its effect.
The results of these experiments were intriguing. When the animated figures mimicked the head movements of the participants, the participants viewed the cartoon character as more persuasive and likable. Participants also paid more attention to the animated figure engaged in mimicry.
Significantly, very few participants were aware that the animated figure was mimicking their movements.
Other studies confirmed the powerful effect of mimicry. In one experiment, 78 participants had a conversation with a confederate who had been told to vary their movements in various ways, like smiling, touching their face and foot wagging. The purpose of the study was to determine whether the participants would subconsciously engage in mimicking the behavior of the confederate.
The study found that participants subconsciously mimicked the behavioral patterns of the confederate. Psychologists believe the tendency to do this stems from our desire to be liked by others. Mimicry causes others to have a closer rapport with us and makes us more empathetic. One researcher noted, "Those who pay more attention mimic more."
In related experiment, 78 participants were sent into a room to chat with a confederate about a photograph. With some of the participants, the confederate engaged in non-verbal mimicry. With others, he did not. When participants were asked how much they liked the confederate and to rate the smoothness of the interaction, those whose behavior was mimicked rated the confederate higher for both likeability and conversational smoothness.
A word of caution: Mimicry is only effective if it is done very subtly and remains undetected. It will easily backfire if it is executed clumsily.
Dan Solin is the director of investor advocacy for the BAM Alliance and a wealth advisor with Buckingham. He is a New York Times best-selling author of the Smartest series of books. His latest book is The Smartest Sales Book You'll Ever Read. He limits his sales coaching practice to advisory firms that advocate evidence-based investing.
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