Body Language is a behavioral science.
Understanding body movements, expressions and
gestures will give you a more accurate insight and
deeper understanding into what your prospect is
really communicating. As you utilize your skills in
body language, you will know if your prospect is
going to buy, postpone making a decision, or does
not want your product or service.
Professional Newscasters, Interviewers, Actors,
and Politicians know that image, appearance, and
verbal content must be visually projected to show
sincerity, empathy, humor, and honesty. Their
need has created a body language consultant
industry.
Studies have proven that the total impact of a message is 7%
verbal (words only) 38% vocal ( including tone of voice and inflection)
and 55% non-verbal. Surprising isnt it? As a salesperson, your verbal
impact is 45% and your body message is 55%. How you communicate
with your body determines the believability and impact of your message.
Words are used for conveying information and our body language
communicates the strength and believability of those words. Body
language reveals a persons emotional attitude and/or condition and the
understanding of gestures, movements and/or body posture will give you
a selling advantage that will reap major dividends.
Most people use and understand basic body language; nodding
the head up and down signals positive agreement, slow nodding shows
interest and understanding of what is being said, shaking the head from
side to side demonstrates a negative position, shrugging the shoulders
says, I dont understand, or possibly a submissive OK, Ill go along.
Now its time to learn the art of body language. Body language is
read not in a single gesture or movement but in a group (called clusters).
These groups or clusters are like a spoken sentence. You need several
signs to get the true meaning of the cluster.
The following are the most important positions, gestures, body
postures, and movements you need to know especially in the arena of
selling.
When a person has a hand touching his or her face and
the index finger is pointing up and another finger or
fingers are covering the mouth, along with the thumb
supporting the chin says Im not in agreement, I
dislike what you are saying, or Im trying not to
prejudge you but its not easy.
When a finger is covering the mouth, this is an
unconscious position that is an attempt to block
words that arent truthful.
Fact! There are more connections between the brain
and the hands than between any other body part.
An open palm or open palms imply an open
honest approach. It could also mean allegiance or
submissiveness.
This position shows openness, a declaration of Im
telling the truth Im innocent, or Im sorry
When a person hides his or her hands behind their
back or in their pockets, or hides their palms in
a crossed arm position, they are usually hiding
something. This position also could denote a
person not telling the truth.
When selling, look
for your prospects
palms when they give
objections to buying.
When the palms are
open, their objections
are real. If they conceal their hands, they either
dont want your product or are telling an untruth
why they cant buy. Remember gestures and
emotions are directly linked to each other. It is
amazing, but its almost impossible to tell a lie
with your palms exposed. You can fake it if you
are thinking about it but 99% of the time people
do not think about their body language when the
lie.
When seated at a table with a palm down
position shows. authority/leadership. Use this
position sparingly. Once you have established
authority, the open palm up position
communicates positive response.
Pointing with your finger records
only 28% effectiveness. An open
palm 84% effectiveness.
A natural smile produces smile lines around the eyes. This is
a smile of warmth and openness. People who smile only
with their mouth are projecting an insincere attitude.
There are documented studies that probe the genuine
smiles are generated by the unconscious brain which
means they are without control.
Smiling and genuine humor or laughter, create a
non-threatening, open and personal environment. The more the salesperson
smiles, the more positive reactions others will give you. The bottom line is
that a genuine smile at the appropriate time (opening stages of a negotiating
situation) produces a positive response from both parties. This alone will
provide more successful relationships and higher sales ratios.
Laughter stimulates the bodys natural painkillers (endorphins) and a
wonderful euphoric feeling surges through the body for a tremendous lift
of spirit and attitude. Without question laughter can position a positive
approach to your selling success. When you analyze laughter, it has less to do
with jokes but more to do with building relationships. The commercial that
leaves you smiling or laughing generally sells the most product.
Humor can help you sell ideas, concepts, product, and most importantly extend
life. Years ago, Americans had a humorist, Sam Levenson, who said Humor
heals. For everyone in selling humor not only heals, it SELLS.
When selling to a prospect who has his or her arms
crossing their chest, they are projecting a negative
attitude. Their crossed arms are unconsciously saying
Your words are not what I want to hear. People who
are nervous, negative, or have a defensive demeanor,
give themselves away by crossing their arms across
their chest.
When a prospect is talking to you and you hear
negative thoughts, do not cross your arms as your
prospect will perceive you as not caring, not interested,
or professional.
When dealing with a less than enthusiastic prospect, overriding the crossed
arms gesture can be achieved by giving the prospect something to do or hold.
Give them a brochure, pen, book, samples, written testimonials, anything to
keep their hands busy creating an openness for your sales message. Now you
are seeing a possible no before it is verbal and you can try another strategy.
Look at the pictures below. Keep selling or changing your style of selling until
a more positive body language is demonstrated.
Hands reveal your attitudes, emotions, and well-being. The salesperson who
can read hands has the upper hand.
Hands clenched in a raised
position reveals frustration and or
impatience.
Hands clenched on a desk or the
lap is easier to win over than the
position to the left.
Hands with the fingers
positioned like a steeple
demonstrate a confident
person, one who feels they
already know the right answer.
Hands held behind the
back reflect a superiority
or smugness. This body
language usually denotes a high stress situation. If your prospect is standing
in that position, try to get the prospect in a sitting position and give him or her
something to hold in their hands.
The hand supporting the head gesture shows that
your prospect is bored and has made their mind
up in a negative way. A change of selling style and
a more vocally interesting style is necessary to reawaken this prospect.
When a prospect
starts stroking their
chin, it means the
prospect is reviewing
all that he or she has
heard and will make
a decision. If your prospect leans forward with
arms open, you have a yes answer.
When a prospect has a head-down position,
it shows disapproval of what is being said or
done. It can also show disappointment or even
embarrassment. If your prospect has a different
opinion than yours and expresses that to his coworkers and your view is met with approval, the
prospect has been humiliated.
Prospects who could be buyers must not lose
face. Restate your beliefs, but interject how
most intellectuals and successful people believe the opposite of what you said
until the other facets to the situation are revealed. Use the phrase As we
work together the results will prove us both right. This positions both sides
together with a common goal reached successfully.
A gesture that tells when he or she is ready to
sign on the line is leaning forward, smiling, and
when both hands are not clasped.
Knowing body language tells you what your
prospect is really thinking. Prospects visually
telegraph their interest, boredom, fascination,
frustration, disagreement, hesitancy, and
willingness to go ahead.
Reading your prospects becomes easier as your
awareness of gestures increases. You will know
when to ask for the order, change your style of communication, give your
prospect more time to come to a decision and most importantly, control the
presentation that you are always welcomed. Remember, your body language
is read unconsciously by your prospect. People believe their feelings, usually
called gut feelings.
With your expertise in selling skills and people skills, there is no ceiling on
what you can accomplish in professional selling.
Best Wishes For A Successful Career In Professional Selling!
Dennis Awe
