CHAPTER 4
Body Language in Selling
Studies in Psychology tell us that the effect you have on others depends
on what you say from the mouth (7%), the manner in which you say it (38%), and
by your body language (55%). In addition, how you sound also imparts a
message, so 93% of emotion is also conveyed without saying the actual words.
This is also true in selling. In the real world, we sell tangible items and also
ideas. A concise way on how we can sell effectively is by simply using that old
but very powerful arsenal known as body language.
When you sell, you can use postures, facial expressions, gestures,
mannerisms, and your physical appearance to close the sale successfully. Most
customers tend to buy when triggered by their senses. The key here is to do
everything you can to positively affect their senses.
Most people believed the image projected by Saint Mother Theresa is a
positive image. She used her personality to convey a constant image of holiness
and sincerity. We bought the idea of her image.
Non-verbal communication also connotes that a man of few words is a
man of credibility. It's often not what you say that influences others; it's what you
don't say. The signals that you impart using body movements suggest
comprehension, disposition, morality, and compassion.
In selling, the instant you meet a target client, he is already examining you
based on your image and perception in a span of ten seconds or less. This is a
crucial moment in selling, as his first impression of you will definitely make a
permanent mark.
Whether you make or break a sale can literally depend on the non-verbal
signals that you send during this crucial first contact. It’s a must for readers of
this book to understand the facets of body language especially in selling.
Americans, for example, are somewhat categorized as one of the best in reading
body language, because they espouse thousands of non-verbal signs. This
ability makes them formidable negotiators.
In addition, women are generally considered to be more adept to body
language than men because of their natural built-in instincts. Now you know the
secret why some women are more successful than men in the business or
professional field.
As a rule of thumb, body language is being used most of the time all over
the world. The most common example is a nodding head (meaning “yes”).
But it is not necessarily the case every time. For example, shaking legs
might connote that a person is nervous, while it may just be a person’s natural
behavior. A person’s eyes could evade you because he’s hiding something, or it
could also mean that he’s extremely shy.
Given these intricacies, what’s important is to analyze what the message
really is. You can do it by looking at patterns. Look out for groups of signals that
may have the same meaning in relation to the verbal expressions, and also in
cognizance to the circumstances.
Once you have traced the patterns, it is easier to understand body
language. It will therefore help you make a sale.
Written below are some body language techniques to help make your
sales sizzle:
1. You can immediately analyze a person’s personality by studying his
style in shaking hands. An assertive person holds your hand firmly
when you shake his hand. On the other hand, an individual with little or
no confidence often gives a frail handshake. A person who wants to
win your trust would usually shake your hand with his other hand
covering the shake or holding your elbow. Adopt a handshake that is
firm, yet not crushing. Convey confidence and professionalism, not
dominance.
2. Posture is another aspect of body language. A slouching shoulder with
your eyes looking on the ground can indicate lack of interest. Standing
straight with your weight balanced on each foot gives you a more
assured and relaxed look. Always maintain a straight body, whether
you’re standing or sitting.
3. Match the straight open posture with a genuine facial expression.
Dispose of the sunglasses. The client may think that you are hiding
something, as he can’t see through your eyes. When he looks straight
in your eyes, he can tell if you are lying, so be transparent. Lay down
your cards and throw the shades away. But be sure to avoid piercing
looks. The client might get intimidated.
4. When doing sales calls and presentations, be sure to use sincere and
open movements all the time. Do not cross your arms, as this can ruin
the trust of your potential customer. The outward and upward gestures
of your hands are recommendable. If you lean back on a
chair and place your hands at the back of your head, it may drive your
clients away as this is a sure sign of arrogance and a false sense of
confidence. Meanwhile, if you place your hands on your waists, you
are exuding positive confidence.
5. "Don't point.” Pointing at a client is equivalent to death wish in selling. It
is as if you’re waving your sales opportunity goodbye. Pointing is an
aggressive act that can be interpreted as hostility, so throw this gesture
out the window if you really want to sell.
6. In sales, here are signs that you are open for negotiations and are
willing to compromise. Unbuttoning your jacket means you are ready to
talk and to listen to a counter offer. Removing your jacket or rolling
your sleeves up is a very good sign for the client, as this means you
are ready to decide or to give in to the final price.
You, as the seller, may also use body language as a tool to recognize and
counteract any potential objections by the client. The usual scenarios include the
following:
1. If the client’s arms are crossed, it means he is disinterested. Use
counter measures like positive movements to cause them to uncross
their arms, and for you to begin the sales approach. When his arms
and legs are uncrossed, and his hands are open, this is the best
scenario, as they are open to your ideas…and a sale is more likely to
happen.
2. Another good sales scenario is when the client mimics your gestures
like when you fix your hair and the client follows. It shows he is very
receptive to your ideas and open to buy your idea or product. If this is
the case, throw all your barrage of features and benefits, and close the
sale! This point is crucial as you can make or break the sale.
3. If the client covers his mouth, touches his nose, or the part near the
eye, there’s a probability that you are losing the sale. Something you
said or did might have discouraged him. But don’t despair. Do the
selling process again; but this time, do it differently. Reassure the client
that he is getting a great deal and encourage him to open up and share
ideas. Open your palms and unconsciously let him see you
occasionally putting your palm to your chest (this signifies honesty).
Then try to reach that positive sales atmosphere again and close the
sale.
4. Always be alert to the signs the client is exhibiting. If the client shows
interest through his body movements, give the final sales blow and
close the sale. The client's body language may change from positive to
suspecting. In this case, take it easy, gather your wits, read your
client’s moods, and try to win him back. Always exhibit openness and
sincerity. When the client crosses his legs and arms, this is a warning
signal. Use mirroring techniques (discussed in the previous chapter).
You must make every effort to earn the trust of the client, so that you
ultimately can close the deal.
5. In worse cases where you are unable to close the sale, try to be
professional and diplomatic at all times. Thank the client for listening
and shake his hand with sincerity. Sales cannot be achieved overnight
and you generally win some and lose some. Closing the presentation
on a positive note will leave a good impression of you. Who knows, he
might be your next positive client at some other time.
Use your body every way you can in the selling process. Always be
enthusiastic. If you truly believe in the high quality of your product or service,
other people will be positively affected by your enthusiasm. Body movements can
convince prospects to become believers in what you are offering.
