Have you ever had a conversation in your personal life when someone refused to make any eye contact with you? How did it make you feel? How about, during a business meeting when the other party refuses to make eye contact? How does that make you feel? However, do you refuse to make proper eye contact with your friends/prospects?
To understand the importance of eye contact we have to go back to our caveman days, where eye contact, being part of the 93% that make up nonverbal communication, could have been the difference between life or death and even attraction and indifference. Remember, there was really no language, words, back then.