HomeAbout Winning MattersSales BlogContactMember LoginnavbarFollow Us On TwitterFacebook
bodypicture
TITLE

Your Actions Speak So Loud; I Can't Hear What You Are Saying!

July 12, 2010

blog picture

In making a sale, effective communication, both verbal and nonverbal, is key.  Nonverbal communication is the most important and most effective form of communication between the buyer and seller.  Nonverbal communication can range from facial expression to body language.

Studies have shown that people can "size up" other people in three to four seconds. We base our judgment on our sense of sight, hearing, smell, touch, and taste.

A study at UCLA said that up to 93 percent of communication nonverbal.  Another study stated the following breakdown of what people really “hear” in a conversation:

  • 7% the words used
  • 38% voice quality and tone
  • 55% nonverbal cues

In sales, the four major nonverbal cues come from the physical space between the buyer and seller, appearance, handshake, and body language.

If a person’s words say one thing, and their nonverbal communication says another, people’s understanding will be based on the nonverbal message. If you listen with your eyes, every gesture communicates a message.  When observing a prospect, recognize the nonverbal cues that can inform you:

  • When you’ve talked long enough
  • When they want to speak
  • Their reaction to your comments

Observe your prospect’s facial expressions, eye contact, posture, hand and feet movements, body movement and placement, and appearance.  If you make a trial close to a prospect and you notice their face flushes, what does that mean?  Or, you start talking about the price, and they agree with everything but start biting their lip. What does that mean?

Watch for signs of nonverbal communication through body language. Body language can send three different types of messages:

Acceptance

Acceptance signals indicate that your buyer favors you and your presentation. These signals give you the green light to proceed. You have obtained their attention and interest, and can continue your planned sales presentation. Some acceptance signals include:

  • Body angle - Leaning forward or upright at attention
  • Face - Smiling, pleasant expression, relaxed, eyes examining visual aids, direct eye contact
  • Hands - Relaxed and generally open, firm handshake
  • Arms - Relaxed and generally open
  • Legs - Crossed and pointed toward you or uncrossed

Caution

Caution signals tell you that buyers are either neutral or skeptical towards what you say.  Some caution signals include:

  • Body angle - Learning away from you
  • Face - Puzzled, little or no expression, eyes looking away or little eye contact
  • Arms - Crossed, tense.
  • Hands - Moving, fidgeting with something, clasped
  • Legs - Moving, crossed away from you.

To help handle these caution signs, you can adjust to the situation by slowing down or changing the planned presentation. Using open-ended questions that encourage buyers to talk and express their attitudes also help.

Listen carefully to what buyers say and respond directly. All the while, be positive, enthusiastic, and smile. It is your goal to change yellow “caution” signs to the green “go ahead” signs of acceptance.

Disagreement

Disagreement (red) signs include:

  • Crossing of the arms
  • Rolling of the eyes
  • Pinching their lips tight
  • Getting red in the face
  • Pacing back and forth
  • Narrowing of the eyes (this means they are angry!)
  • Tearing something up or slamming down an item
  • Nostrils can flare
  • Leaving the room
  • Leave the room and start doing something else
  • Just sits there with a blank stare and refuses to listen.

Obviously, signs of disagreement aren’t good for you or your buyer. If she/he becomes aggressive or hostile, relax and listen to what the buyer has to say.  Try to get their attention by starting your next sentence with their first name and keep direct eye contact.  Ask if they would like you to continue the discussion.  If they continue to shows signs of disagreement, give them time to cool off and suggest another meeting time.

If you want to further your sales success, spend time observing people and practicing your understanding of these signs.  Your ability to read nonverbal communication and body language will get better with practice.

 

 

Back