You don’t say: using effective body language in practice

They will think about the different ways language can be used to build understanding and enhance rapport.

However, sometimes the loudest message on the practice floor is conveyed without a single word being spoken.

Non-verbal cues speak volumes about the service that a practice offers and the connections that exist between colleagues and with customers.

OT speaks with two experienced optical professionals about how every member of the practice team can harness body language to offer effective care.

A critical element of communication

Optometrist and past master of The Worshipful Company of Spectacle Makers, Ian Davies, highlighted that body language is a “critical element of communication.”

Davies shared that all staff should endeavour to reflect the image that a practice is trying to convey.

He observed that body language plays a greater role in forming a first impression during the first seven seconds of meeting someone than both what someone says and how they say it combined.

“Awareness of those initial seven seconds is critically important. The whole practice team should ensure that whenever an initial contact with a patient is initiated, eye contact has been made and, in most cases, they smile at the patient,” he said.

“All staff should also practice active listening, indicating through subtle nods of the head that messages are being heard,” Davies advised.

Conscious use of positive body language across all staff creates a more welcoming, competent, and patient‑centred practice

The business coach and consultant added that reading a patient’s body language is as important as a practice team member being aware of their own.

“All staff should be aware of the non-verbal clues that can indicate a patient’s mood. They should then process the information that they have observed to respond to a patient appropriately,” Davies said.

He added that while eye contact should generally be encouraged, some neurodivergent patients may struggle to maintain eye contact, while regular eye contact may be culturally inappropriate for others.

“The trick is to try and match a patient’s eye contact with your own,” Davies said.

OT

Paul Chapman-Hatchett, clinical adviser at the Optical Consumer Complaints Service

Common body language mistakes

Reflecting on different ways that body language can work against practice staff, Davies noted that a common mistake is not engaging with patients when they first enter the practice or consulting room.

“Even when a staff member is either on the phone or speaking to another patient, they should indicate an awareness of someone coming in,” Davies said.

“The other biggest mistake people make is not looking at someone when they are talking and giving the impression of a lack of interest,” he added.

Optometrist and clinical adviser for the Optical Consumer Complaints Service, Paul Chapman-Hatchett, shared that patients can feel anxious about having an eye examination.

“Positive body language, such as an open posture, nodding and soft facial expressions help reduce stress and make patients more receptive to practice staff advice,” he said.

Positive body language, such as an open posture, nodding and soft facial expressions help reduce stress and make patients more receptive

Chapman-Hatchett observed that interpersonal interactions can influence a patient’s judgement of the quality of clinical care provided.

“A calm, confident demeanour aids the perception of competence,” he shared.

“When patients feel understood and respected, they are much more likely to follow advice and it creates the opportunity to improve patient loyalty and positive advocacy about the practice,” Chapman-Hatchett said.

As well as offering a warm greeting, and maintaining a relaxed and open posture, optical professionals can build a sense of connection by mirroring the pace and tone of conversation.

“Turning fully toward the patient when discussing results and advice will convey respect and undivided attention,” he said.

Chapman-Hatchett noted that many patients make a judgement about whether a practice is caring and professional within moments of entering the store.

“Conscious use of positive body language across all staff creates a more welcoming, competent, and patient‑centred practice,” he shared.

“These non-verbal cues should not be underestimated and should be considered a key element of practice coaching as they will significantly influence patient trust, satisfaction and loyalty,” Chapman-Hatchett emphasised.