JOHARI-Fenster – Die Beziehung zwischen Verkäufer und Kunde wird empfindlich gestört, wenn der Verkäufer Eigenschaften hat, die auf den Kunden negativ wirken („Du bist nicht okay“). Das sogenannte JOHARI-Fenster (nach Joseph Luft und Harry Ingham) zeigt, dass die Selbstwahrnehmung des Verkäufers von der Fremdwahrnehmung durch den Kunden abweichen kann (Communication square, Verkäufer-Image)
Field A the seller personality is known to both the customer and the seller, e.g. B. the fact that he is honest and reliable.
Field B is known to the customer, while the seller does not know about it. This is the blind spot in the seller's self-image.
Box C is unknown to the customer and known to the seller, e.g. B. religion, illness.
Box D is known neither to the customer nor to the seller. These are properties that lie dormant in the subconscious of the seller.
- does not let the customer finish,
- does not look at the customer,
- gets too close to the customer,
- smells unpleasant,
- has an uncomfortable handshake,
- wears inappropriate clothing,
- speaks too loudly or too softly,
- exaggerates excessively '
- uses certain idioms and filler words too often
Two goals can be derived from the JOHARI window for communication as well as for the appearance and behavior of the seller:
Field B should be reduced in favor of field A. The blind spot of a salesperson can be identified and reduced with the help of tape and video recordings, conversations with a trusted person or coaching.
Field C must not be too small, ie the relationships with the customers should not be too close.
If you are too familiar with customers, you can no longer bargain hard when it comes to terms.