Establishing and maintaining good eye contact with a client is a skill of the top sales performers. They understand what eye contact means. Yet, we know many salespeople struggle with this basic skill. Can you improve on this quickly? Absolutely!

First let's define what eye contact means to your clients or contacts:

•  
  • I am focused on you
  • I am interested in what you have to say
  • I am not being distracted
  • I care about you
  • I am open and honest
  • I am listening
  • You are important to me

While good eye contact is important any time during the customer interaction process, it's most important in these four situations:

1. When you are meeting a client.
   In the first 30 seconds during introduction, establish a rapport and bond with the client. Look him/her in the eye. Smile. Restate their name. Be engaging. The client wants to see you are genuinely excited to meet him; eye contact reveals your excitement.
   
2. When the client is talking.
   When the client talks, listen with your ears and your eyes. Pay close attention. Hang onto every word. Rather than fumbling with papers, immerse yourself in the client's views and thoughts. People can tell you when you're listening to them. Even more importantly, they can tell when you're not.
   
3. When you are presenting a solution.
   When you recommended a specific product or service to a client, show conviction for your solution with solid, confident eye contact. Your enthusiasm and message will be clearly heard when the client sees you openly believe in what you are selling.
   
4. When you ask for action.
   Perhaps the most critical time to use good eye contact is whenever you ask a client for action. Whether it's for a lunch meeting, a referral, a chance to speak at an upcoming office meeting or a commitment to do business, solid eye contact shows you are focused and serious about your request. Simply put, it's harder to say no to someone who's looking you straight in the eye.

Your eyes are a gift. They can do many things for you. In the business of sales, they can help you become more successful. Use them!

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