By James A. Baker
Founder
Baker Communications
There are three components to effective communication: Verbal (the words that are said), Vocal (the tone and delivery) and Visual (body language, gestures, eye contact and facial expression). Studies have found that any lack of alignment between these factors will cause mistrust in the listener, and that they will tend to give the most credence to the visual factor. That is to say, if your words say one thing and your eyes say something else, the customer will believe your eyes.
Most salespeople focus solely on the verbal part of the sales effort, the communication channel over which they have the most conscious understanding and control. Many salespeople lose sales as a result of this focus, because of self-defeating verbal and non-verbal expressions.
In addition, being attentive to a customer’s body language and vocal cues will produce valuable insights for the salesperson. A shift in body language or behavior and vocal patterns often signals an interruption in thought processes or a change in attitude.
Recognizing the behavior you are faced with is critical to knowing what to say, when to say it, and how to say it.
Recognizing Cues
A “cue” is a behavior, behavioral pattern, or shift in behavior that reveals a reaction or feeling. Cues can be non-verbal or verbal.
Here are a few non-verbal cues to watch for, in both yourself and the customer:
Problem Cues
Clearing throat, whistling, perspiring, or any kind of fidgeting with the hands can indicate unease. Watch for tugging or pinching at clothes or skin.
Doodling, drumming, kicking one foot rhythmically with legs crossed, resting head in palms, or staring blankly are signs of distraction or “checking out.”
Frustration or defensiveness may be reflected in short breaths, hands clenched in fists or making “karate chop” gestures, pointing with the index finger, hand running through hair or rubbing the back of the neck, and crossed arms or legs.
If the customer is not looking at you, is drawing away physically, turning sideways to you, looking at you sideways, pointing feet or body towards the exit, and crossing his or her arms, the customer is probably suspicious.
Neutral Cues
Hand-to-face gestures such as chin stroking or playing with eyeglasses, a tilted head, and wandering around can be signs that the customer is seriously evaluating and considering.
A customer who is touching or chewing on a pen, rubbing thumbs together, biting their nails or putting hands in pockets may need reassurance.
Positive Cues
Open hands, open arms, tilted head, and pleasant facial expression indicate a cooperative, open attitude.
Confidence is reflected in an upright posture, hands behind the back or near chest (on lapels) or thumbs in coat pockets. The expression is cheerful.
An expectant customer may exhibit their anticipation by rubbing palms together, moving closer, or crossing their fingers. You may get a “ready to pounce” impression.
When in agreement, many people will move closer and move as if to touch if not actually touching. Gestures are open and hands may move towards the chest.
A customer who is ready to make a deal may place hands on hips when standing or on mid-thigh when seated, sit on the edge of their seat, grip the edge of the table, and assume a position that suggests a sprinter about to take off from the starting line.
Watch for Cues
Once you have an awareness of your customer’s cues, you can more effectively manage the sales process. Most of your customers will demonstrate repeated patterns of verbal and non-verbal cues. A shift in cues can indicate a change in attitude. An effective representative listens and watches actively for these patterns and responds accordingly.
Baker Communications offers leading edge training solutions for sales makers and sales managers that will help you address the goals and achieve the outcomes addressed in this article. For more information about how your organization can achieve immediate and lasting behavior change that will uncover new opportunities, drive revenue, and boost your bottom line, click here.
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