How can you help sales reps read a customer's body language during negotiation?

1 Why body language matters

Body language is the nonverbal communication that accompanies our words, such as facial expressions, gestures, posture, eye contact, and tone of voice. It can convey messages that are not explicit in the verbal content, such as confidence, enthusiasm, doubt, resistance, or agreement. According to some studies, body language accounts for more than half of the impact of a message, while words account for only 7%. Therefore, ignoring body language can lead to misunderstandings, missed opportunities, and lower rapport.

2 How to read body language cues

Interpreting body language is not an exact science, as different cultures, contexts, and personalities can affect how people express themselves. However, there are some general guidelines that can help you identify certain common body language cues and what they might mean. For instance, a customer who leans forward, nods, smiles, and maintains eye contact is likely interested and engaged in the conversation. Conversely, crossed arms, frowns, looking away, or leaning back may indicate defensiveness, boredom, or skepticism. Additionally, touching the face, neck or mouth or rubbing the eyes may indicate nervousness, stress or even deception. Finally, mirroring gestures, posture or tone of voice may suggest comfort and alignment with you.

3 How to use body language to your advantage

Reading a customer's body language is only half of the equation; you must also use your own body language to convey confidence, credibility, and empathy. Match your body language to your words; for instance, if making a positive statement, smile and use open gestures. On the other hand, if making a negative statement, use a serious tone and avoid smiling. Eye contact is important to show interest and respect, but don't stare or look away too often; maintain eye contact for about 60-70% of the time. Gestures can emphasize your points, but be careful not to overdo it or use them randomly. Pauses and silence can create impact and suspense; don't fill the silence with filler words or noises.

4 How to coach sales reps on body language

As a sales coach, you can help your sales reps improve their body language skills by providing them with feedback and guidance. Begin by observing your sales reps during negotiations and taking notes on their body language and the customer's body language. Afterward, share your observations with your sales reps and ask them to reflect on how their body language affected the negotiation outcome. Make sure to provide them with specific and actionable suggestions on how to improve their body language, such as using more eye contact, smiling more, or avoiding fidgeting. Use examples, demonstrations, or role-plays to illustrate your points. Finally, follow up with your sales reps and monitor their progress. Praise their improvements and address any challenges they face.

5 How to measure the impact of body language

Body language can have a major effect on your sales results, but how can you measure it? To do so, use key performance indicators (KPIs) related to body language, such as customer satisfaction, customer retention, and conversion rate. Surveys, reviews, or testimonials can help you gauge customer satisfaction; metrics such as repeat purchases, referrals, or churn rate can measure customer loyalty; and metrics like leads, proposals, or closed deals can track conversion rate. Tracking these KPIs will enable you to assess the effectiveness of your sales reps' body language and how it impacts your sales performance.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?