3 Reasons Your Front of House Staff Needs Body Language Training

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Front-of-house training programmes are important for investing in the foot soldiers who represent your brand directly to customers. Whether they are welcoming guests at reception, waiting tables, or simply keeping the store running, the front-of-house team is the face of your organisation. However, too many FOH programmes excel at teaching employees company standards and overlook a very important sales tool: body language.

Make the Customer More Comfortable

Train your employees to be aware of some basic body language tricks to ensure your guests are comfortable from the very first moment they step into your establishment.

  • Posture:
    • It’s as simple as keeping your shoulders relaxed and head up. This will make the employee look comfortable with their surroundings – and imply that your customers should be, too.
  • Personal Space:
    • No one likes to be rushed when they first enter. Coach your employees to be aware of their personal space. While they should be friendly, they should also stand back so that the customers don’t feel uncomfortable. (Note: for global organisations, consult with local experts to find out about cultural differences when it comes to personal space).

Show Them You Care

Once your customer engages with your staff, it is the perfect opportunity to show how your brand can add personal value. Whether that means your employee is actually selling a product or that they are ensuring the customer is getting the best experience possible, there are some easy body language cheats to show what the customer is saying matters:

  • Lean In:
    • By leaning in slightly when the customer is speaking, the employee shows they are listening.
  • Keep Arms Relaxed:
    • Many people cross their arms when idle. This comes across as uninterested at best and angry at worst. Train your employees to keep their arms loose and at their sides.
  • Eye Contact:
    • One of the best ways to show attention is to make eye contact. Coach your staff to connect with customers visually so that each customer feels heard.

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Hear What They Really Mean

After teaching employees the importance of good posture, train them to listen to customers using those same tricks. For example, crossed arms means the guest isn’t happy with their experience, and fidgeting means they are impatient. By reading these silent cues, your staff will improve each interaction with your customers.

Whether their main task is to sell a product or simply to service the guest’s experience, your front-of-house staff needs to master body language. You may be surprised at the increase in upsells that comes from a body-literate staff.


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