It’s About R-E-S-P-E-C-T
Some neutrals believe that if your clients like you, they will refer you. Not true! They don’t need to like you. They need to RESPECT you. Clients refer who they RESPECT!
What is Respect for a Neutral?
It is Judicial Command Presence! The establishment of Judicial Command Presence starts before you say your first word. For example, when the client turns on ZOOM, it is as if you just invited them into your office. They look at your background and search for signs and symbols that reflect professionalism, competency, financial stability, empathy, and trustworthiness. Please note that these are emotional assessments.
Judicial Command Presence is an emotional state. Your background either does or does not provide the signs and symbols that validate all that you bring to the mediation/arbitration process.
• Backgrounds are biased
• Backgrounds are never neutral
• Backgrounds either enhance or diminish
• Backgrounds are never silent
Why “blur the background” doesn’t work?
When you blur your background, you have eliminated the signs and symbols that your clients are looking for that validate that they have chosen a place where professionalism, competency, financial stability, empathy, and trustworthiness reside. There are no visual foundations that anchor the feeling of Judicial Command Presence when you blur the background.
It gets even worse.
Blur the background says:
“I’m not ready”
“I have something to hide.”
“I can’t afford a professional setting to conduct this mediation.”
What Focus-Group Data Say about How Backgrounds Impact Referrals
50% Difference in Referral Rate
A nationwide focus group study was commissioned and conducted to determine what impact background had in determining how a person felt about a neutral in three key areas: trust, empathy, & referral. The only item that changed in the neutral’s presentation was the background: Law library setting or blurred background. *A forthcoming article will discuss the focus-group results regarding trust and empathy.
The “referrals” focus group data results were dramatic, profound & significant. The “Law Library” referral rate was 70%, and the “blur-the-background” referral rate was 30%. This is a 50% difference in the referral rate, based solely on the difference in the background and how that difference made people feel. Emotions drive referrals.
The Law Library referral rate was 70%
The “blur-the-background” referral rate was 30%
When broken down by gender:
•. Male referral rate for “Law Library,” the referral rate was 65% as compared to the blur-the-background referral rate of 36%. A decline of 45% in the referral rate.
• Female referral rate for “Law Library” the referral rate was 69% as compared to the blur-the-background referral rate of 31%. A decline of 55% in the referral rate.
The data is irrefutable!
• First, backgrounds do impact referral rates.
• Second, the impact on referral rates is profoundly significant, with poor background reducing referral rates by 50% as compared to professional backgrounds.
•. Third, poor backgrounds cause significant reductions in referral rates for both genders.
What science says about the importance of visual cues.
UCLA Psychology Professor Emeritus Albert Mehrabian’s peer-reviewed studies calculated that when people decide whether they like, or believe, or trust or empathize, with another person, only 7% is based on the actual words; 38% is based on the tone and resonance of the voice and 55% is based on the visual clues.
Simply put, 93% of the decision on whether a person believes, trusts, or empathizes with another person is not based on what is actually said but the visual and auditory context that frames the actual words spoken.
The Complete Solution
The Gerrel 1 Button video conference studio allows you to choose optimal physical backdrops that establish your Judicial Command Presence.
The Gerrel 1 Button’s numerous professional backgrounds, from our Law Library to our Boardroom backdrop, are purpose-selected to reflect professionalism, competency, financial stability, empathy, and trustworthiness.
The Gerrel 1Button background, when combined with its TV production quality DSLR camera, 43″ 4K monitor, and TV studio lighting, all work together to establish Judicial Command Presence. Proper lighting makes sure you are seen in the best light. The DSLR camera captures you in 4K so that it appears you are in the room with them.
Don’t see the background that suits your purpose, ask.
Are you ready to enhance your Judicial Command Presence? Contact us.
