According to Susan Ibitz, humans can read people better than any AI—especially when people have masks on. That also means that you can still recognize emotion in people’s faces. Salespeople and negotiators don’t have to be afraid they won’t be able to establish rapport. But how do you bridge the gap and learn how to rely on facial cues without seeing someone’s mouth? In this episode of Content Callout, Susan shares why masks can make connection easier than ever before. Don’t miss it!
Outline of This Episode
- [0:53] Susan Ibitz: The Human Behavior Hacker
- [?:??] The proper way to do a video presentation
- [13:34] Why you should smile more often
- [16:52] How to get yourself camera-ready
- [19:57] What if you’re not a natural salesperson?
- [29:06] Stop selling—but never stop selling
- [32:41] Why storytelling is so important to marketing
- [37:09] How to connect with Susan Ibitz
AI doesn’t stand a chance against humans
A study done ten years ago in the UK showed that AI technology struggled to identify who people wearing masks were. The technology only correctly identified two people. The Scotland Yard officers involved? They recognized over 140 faces. Because of the Coronavirus pandemic, nearly everyone in the world is wearing a mask in public. People incorrectly believe that having a mask covering half your face makes you harder to read—but Susan believes it’s quite the opposite.
How to read people’s faces when they’re wearing masks
Susan has launched a program to help people learn how to read people’s faces—even if they’re wearing masks. Her course has proven that with the lower half of the face covered, there are fewer distractions. Why? People usually pay attention to someone’s lips. But when the lips are covered, they have to learn to look at the eyes and eyebrows.
Susan points out that there are seven universal micro-expressions, and all of them can be seen in your eyes or eyebrows. That’s why it freaks people out if you shave your eyebrows. That’s how much eyebrows show your expressions.
In her training, Susan will show her clients a video where people say the same phrase in different ways. She asks the viewers to take notes and determine the emotion of the people in the video. Are they happy? Are they sad? People get 75–90% right. She shows the same video covering people’s faces. People are blown away. They still knew when the people were happy or sad.
The most difficult micro-expression to see is contempt. Why? Because it is the only expression that happens on one side of the face. But you can see contempt in someone’s eyes. When we stop thinking and paying attention to the mouth and pay attention to the eyes, it simplifies the process.
A focus on the eyes narrows the results
Susan believes someone’s face being covered can significantly narrow the results. Susan asks you to do a little experiment. Go to the bathroom and cover your mouth and nose. Make expressions and watch yourself in the mirror. Watch your eyes and your eyebrows and see how they move. You can learn and develop a second-sense. You can learn to pay attention to people’s words, body language, and emotions—not just their mouths.
Why is story-telling so important to marketing? How can using visual aids and talking with your hands increase the success of a video sales meeting? What is the proper way to do a video presentation? Keep listening to learn how you can still excel in sales and marketing in a world of masks.
Resources & People Mentioned
- Coca-Cola “Happiness Starts with a Smile” Campaign: https://www.youtube.com/watch?v=DGOKxv9VzoU
- The MBTI Instrument: https://www.myersbriggs.org/
Connect with Susan Ibitz
- Human Behavior Hacker School: https://www.humanbehaviorhackerschool.com/
- Human Behavior Lab: https://humanbehaviorlab.com/
- Connect on LinkedIn: https://www.linkedin.com/in/susan-ibitz/