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.
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.
Body Language Secrets for Power and Love – Power-Tech International, Inc. 20
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.
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