Are you fluent in body language?

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In face-to-face meetings, non-verbal communication is a widely overlooked aspect of successful sales. This article examines body language in the sales arena. Consciously using your own body in certain ways, as well as ‘listening’ to your client’s body language and responding appropriately all contribute to an increased success rate when selling. As with nearly every ‘sales technique’, it’s really just about connecting and building relationships, because when rapport is strong, sales are made!

Julie Futcher

The Sales Ace

Julie has nearly 25 years experience within a sales role and has successfully trained many individuals to sell by developing their own style but using tried and tested sales techniques. She understands how daunting it can be to have to pick up the telephone or meet with clients/customers face to face. Julie established The Sales Ace to support and train business owners to increase their revenue. She also provides a sales support service which provides telesales/ telemarketing, assisting in managing sales staff, help with setting and managing KPI’s and well as one to one coaching.

01604 532004 julie@thesalesace.co.uk

Non-verbal communication is an important aspect of business interactions. A famous report [Mehrabian] concluded that only 7% of communication is verbal – what you actually say – while 93% is made up of tone (38%) and body language (55%) – how you say it and what you do while saying it. These stats are enough to make anyone suddenly sit up a little straighter! How you present yourself in a selling environment can turn a client on or off you instantly. From the strength of your handshake to your posture, gestures and even how you use your eyebrows, if you don’t know how to send the right nonverbal messages, you’ll lose a client immediately.

So what does good body language look like in the sales arena? Well, you know how much I go on about the importance of listening. But listening with your eyes… there’s a whole new can of worms! Effective body language has three key components:

■ listening or reading your client’s body language – what they are saying to you;

■ reacting to their body language – figuring out what will press their buttons; and ■ using your own behaviour sensitively to get them on board before making your offer.

If you can play all three of these cards skilfully when face-to-face with a client, you will get what you want from the meeting.

Here are four different body language and neurolinguistic programming (NLP) techniques to look out for and use:

1. Open vs. Closed

Sitting in a meeting with your arms crossed and eyebrows lowered is a surefire way to put a client off wanting to do business with you. This stance can look defensive, agitated and you can come across as bored. Contrastingly, sitting in a relaxed position, arms by your sides with an open facial expression shows that you are calm, in control and honest.

2. Forward vs. Backward

This is an interesting one! By leaning in toward you client you give off an air of confidence and exclusivity, you show that you are committed, engaged and paying attention. Be wary of leaning too close though. An uninvited invasion of personal space isn’t likely to get you very far!

LinkedIn –are you missing out?

Julie Futcher

LinkedIn is a powerful sales tool. More and more people were using the platform to sell their product and service. Some of this has been done in a consultative sell style, some of it, more frustratingly, has been with a harder sell approach. There’s no doubt about it, LinkedIn has become a vital tool for the sales professional. But what about the buyers? Some interesting stats:

■ 49% of buyers research sales professionals on LinkedIn

■ 50% of buyers avoid sales professionals with an incomplete sales profile

■ 92% of buyers will engage with sellers known as industry thought leaders

This highlights the importance of having your LinkedIn profile “sales ready” and below are my 5 top tips to help you achieve this

■ Have a branded banner at the top of your profile

■ A clear, professional “head shot” photo

■ Complete your “About” section – tell the reader how you can help resolve their needs, wants, issues and problems and write in a way that portrays your personality.

■ In the “Experience” section, include information that talks more about your company. Buyers will be looking for this.

■ The “Recommendation” section – reviews and testimonials will give a prospective buyer confidence about your product or service.

A well-constructed LinkedIn profile will establish credibility and generate leads. Spending time to get it right will pay dividends.

3. Anchoring

Everyone who’s ever shown an interest in psychology knows Pavlov’s Dogs and the theory of conditioning. Well, sales interactions can work in the same way. Use leaning forward and reclining, for example, when your client speaks positively or negatively of past experiences. This gives you a clear non-verbal indicator of positivity – leaning in – when it comes to closing the sale.

4. Mirroring

Finally, mirroring; an amazingly useful tool and exactly what it says on the tin. Reading a client’s body language and mirroring it puts them at ease. It shows that you’re on the same page and is a great way to build a connection between you. Start your meeting by mirroring their mannerisms. Do they lean in to converse, use their hands while they talk or sit back, cool and calm? Gradually shift to your own way of presenting and if they follow, you’ve got them on board, if not, move back to mirroring them and keep listening!

In a face-to-face meeting, pitching your sale in a way that matches the client’s way of thinking makes them want to say yes. Conversely, a lack of connection will turn them off, even if the offer you’re making is good. People buy people and, as I’ve said many times before, building strong relationships with your clients is how you get them on board. Reading body language, matching it and being adaptable in your style of communication helps build the kind of rapport which leads to sales.

When pitching, verbal and nonverbal communication work together to build trust and rapport. Both are critical and learning to read and use body language effectively will vastly improve sales success.

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