This month we highlight non-verbal communication and its role in a sales situation.

Our dogs, Teal, Blue and Angus as yet are unable to talk (although we are working on it!) but they still manage to communicate what they want and if they are happy or sad with the things we have communicated with them. We (as their owners) have learned to read their body language so that there is a ‘meaningful’ dialogue taking place.

The same applies when we’re involved in any face to face sales situation.

Research has shown that when we are communicating (human to human, but it’s probably similar with animals!) we interpret those messages as follows:

• 7% verbal
• 38% tonal
• 55% physiological

Which means over 93% of what we communicate is done by non-verbal communications.

So if you’re speaking with a current or potential client, look for the following gestures to see if they like what you’re saying or not. If, whilst talking to someone you notice they are sending out negative tonal or physiological signals, you may want to change your ‘sales pitch’ and fast!

Positive non-verbal communication

Facial expressions – the other person is smiling at you and maintaining good eye contact between you and the product or information you are showing them. They are also likely to have a relaxed mouth and are engaging in what you are saying or doing.

Body language – whether standing or sitting, if your prospect is leaning towards you, they are likely to be more interested in what you’re saying. Nodding is also a positive reinforcement, along with having open and relaxed arms which are either touching the product or information sheets which you are showing them. Generally the person should look relaxed and seem happy to be spending time with you.

Negative non-verbal communication

Facial expressions – if your prospect is not looking directly at you, but tends to look away from you, or is easily distracted, it could be because they are not interested. Subtle movements such as rolling their eyes, wrinkling their nose or furrowing their brow could mean they disagree or are not interested in what you are saying. A closed mouth, showing no expression at all can also be a negative sign.

Body language – someone facing you with their arms folded can often be a sign of feeling defensive or distrustful. Dismissive hand gestures can also be seen as being disinterested, along with shoulder slouching or turning their body away from you.

It is very difficult to ‘read’ someone accurately and you shouldn’t just follow one particular facial expression or body language sign to get an understanding of how well you’re communicating. However, by looking out for a combination of the above factors it will help you to improve your sales techniques and to better engage with clients and prospects.