Transference is the magician’s tactic
called misdirection. It involves establishing
a frame of reference that occupies someone’s attention while something
completely different is happening. The magician who gestures to the left or
right of the audience is almost always moving the audience’s attention to where
the trick is not happening––or to be precise, away from where the effect is
subtly being staged.
Transference happens in everyday life.
The nurse asks the patient about their weekend while giving a flu shot; the
bellman calls the guest’s attention to a beautiful painting opposite the site
of new construction; the dentist chitchats about his ski trip while the patient
has a mouth full of stainless steel. . . all transference.
What are the negatives in your
customer’s experience that you might be able to remove from their consciousness
by channeling the customer’s attention elsewhere? What are ways a small gesture, token, or
action can replace your customer’s adverse emotion with a positive one?
Comments