Reading Body Language

by Tom Hopkins

When it comes to recognizing body language clues from your prospective clients, you are like a detective in that you are asking questions. But it is so important that you not only listen to what they are saying and how they are saying it, but are also aware of some of the following clues. For example, when you want to be listened to, make strong eye contact. If you look at a person eye-to-eye, he or she will intently focus on what you are saying. Many people in sales don’t have good eye contact and this is something very important.

In establishing eye contact, if you have two people at the table, be sure you are not giving one of them too much attention—or too much eye contact. Spread the eye contact between both parties. Let me introduce you to something I call “sensory perception clues.”

• If a person’s hands are open and relaxed, palms are turned upward and the person shrugs, what does this tell you? It suggests that he or she is open, sincere, and ready to cooperate. It’s a very positive sign.

What should you do about it? Move to the next step in the selling process. There are times we can mirror our potential client, meaning that if he or she is in a certain posture, in order to relate to him or her we can move into that same posture. Don’t over-do it though.

• What if the person does not make eye contact? What’s happening is that he or she either doesn’t like you or something you’ve just said, or you struck a raw nerve which may have triggered a past fear.

What should you do about it? Smile. Try to gain eye contact and reiterate the last point by asking if it bothers him or her. Talk about your desire to fulfill his or her needs again to make he or she happy.

• Jacket is unbuttoned and later removed. What is happening? This action is a signal that your client is very relaxed and willing to cooperate with you. It’s possibly a sign to roll up the sleeves and get down to business.

What should you do about it? Again, mimic his or her actions as far as you are comfortable so the atmosphere is very relaxed. As a salesperson, it is important that you make people feel relaxed, comfortable and emotionally stable in your presence.

• The person moves closer or scoots up closer to the table or puts his or her elbows on the table. What is happening? Trust is increasing. He or she is ready to come to an agreement.

What should you do about it? Move closer to the final consummation.

• Faces and looks intently at the speaker. Head is slightly tilted. They touch their chin or side of their face. What’s happening? This pose indicates they are very interested and are giving careful consideration to you proposal.

What should you do about it? Continue with the presentation and test close.

As you can see, body language plays a big part in the selling process. Of course, we aren’t experts in that field, but by studying our future clients and trying to understand their emotions through body language, we can help them overcome or work through any areas of concern they may be having, but not expressing verbally. Body language is only a minor part of the actual selling process though. Your words and phrases and your delivery and presentation style are a critical part of this business and should be honed to perfection through internalization and P.D.R. (practice, drill and rehearse)!

© by Tom Hopkins International, Inc.