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While it’s true that many people are skilled in validating others, it is a good practice to teach event staff the basic tenets of how to validate people properly. When your staff say things like “I understand” or even just nod their heads when listening to a customer, this makes the customer feel validated.

This fosters a two-way relationship, as opposed to staff simply staring intently (and sometimes awkwardly) at the customer.

Your event staff does not have to agree with everything the customer says.

They do not have to lie in order to get the customer’s sympathy.

The most basic thing that your event staff can do to validate a person is to have them stop what they are doing when a customer interacts with them.

Have your staff turn their body towards the person and make eye contact.

Negating or belittling someone’s feelings is not a part of validation.Psychology Today defines it as “a recognition and acceptance of another person’s feelings, thoughts and behavior as something understandable.” It is the way we communicate our acceptance of ourselves and others.For event staff, customer validation is one skill they need to master.Remember that you are asking for a person’s time during a brand event.In order to acknowledge this, you should also give them your time.

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