Non-Verbal Communication in Sales and Negotiation
Nunzio Giannone
??"Unlocking Potential for Boutique Luxury Hotels and Destinations: Strategic Representation Solutions?? Maximising bookings and revenue
Many believe that successful sales and negotiation results from mastering the skill of persuasive language. To some extent, they are correct. But did you know that over 90% of communication is non-verbal? In other words, how you express yourself through body language is a big determiner of whether you walk out of a meeting feeling like a winner or a loser.
Influential body language is a skill that every business professional must possess, particularly as negotiators. The most successful are acutely aware of the different types of body language they will encounter during a negotiation process. As a result, they are better able to tell the difference between truth and lies. They are also able to project a more confident and friendly presence, which increases trust and the ability to sell.
But how is this accomplished? How do sales and marketing professionals – as the old saying goes – let “actions speak louder than words”?
Here are 10 tips that will help you succeed in sales by interpreting the messages that people communicate through body language.
1. Observe personal space
In a sales or contract negotiation, a lot of insight about people in the room can be gleaned from observing the amount of space they occupy. This is important because in general, space is positively correlated with respect and power. Those who command the most respect often sit at the head of the table. But often, seating is not the most reliable indicator. If you find yourself sat at a circular table or conducting business standing up, remember that the most powerful negotiators occupy the most space.
Singling out the people who are most likely to get you the result you want is an important part of sales. Indeed, CEO of Zappos Tony Hsieh noted that the most important decision he ever made for success was knowing which table to sit at.
2. First impressions and self-awareness
First impressions do count, but advice around first impressions almost always focuses on the impression that you make on others. This is not poor advice, because it is important to begin every meeting with confidence, energy, and enthusiasm.
But the skilled negotiator can detect fluctuations in emotions and gesturing after the first impression has been made. After all, it would be counterproductive to assume that a receptive client would stay receptive for the entire meeting. It’s also important to note that many opponents at a negotiating table are skilled at identifying body language themselves. Sales managers can use this to their advantage by gauging how others react to their strategies - and adjusting accordingly. This keeps relations amicable and increases the chance of a successful outcome.
3. Observing sedative actions
Sedative actions are those that many people use to soothe themselves during periods of stress. They encompass a wide variety of habits, such as chewing gum, gently massaging the neck, licking the lips, playing with hair, and straightening a tie. With increasing stress or anxiety, the frequency of sedative actions also increases.
Skilled negotiators can link sedative actions in others with possible factors that may be causing stress. Granted, the cause of stress might be nothing to do with you or your offer, but sedative actions nevertheless reveal a great deal about a person’s feelings, intentions, and expectations. Like most situations, context is key. If you suspect that a potential client is under a great deal of stress, then ask if there is anything you can do to put them at ease.
4. Eye contact
It would not be too simplistic to say that many negotiations fail because of a lack of eye contact. When someone fails to make eye contact during a speech, it can communicate a lack of confidence, interest, or suspicion. Sunglasses and tinted prescription reading glasses are also red flags – regardless of whether the meeting is outdoors or indoors. This is because sunglasses act as a barrier to eye contact and the trust it creates.
During a face to face conversation, look for lateral movement of the eyes which can indicate deceitfulness. Lateral movement can also give the impression of secrecy or gossip when the speaker scans the room to make sure that no-one is listening.
Similarly, eyes that consistently look up conveys boredom. Eyes that look down are often a sign of submission – especially if the person is shorter than you are.
5. Mirroring
Studies have consistently indicated that the longer two or more people are in the same room, the more they tend to mimic each other’s behavior. This mimicry is also known as mirroring, where one person subconsciously imitates the gestures, speech patterns, or attitudes of another. This increases rapport and is generally a result of shared beliefs, goals, or values.
Many sales managers feel uncomfortable about mirroring and it's potential to be seen as brownnosing, so they make a conscious effort to refrain from doing it. Yet with all things being equal, mirroring is a good way to build long-lasting business relationships. Given that it is such an important rapport-building technique, it should never be discouraged.
6. Take note of gesture clusters
Body language skeptics argue that is it almost impossible to derive any meaning from a single gesture. To some extent, they are correct. An individual who tends to scratch their head may not be communicating boredom or disinterest. The simple explanation may be that they have a scalp condition. Many often cross their legs out of habit or comfort, even though it is widely considered to be defensive body language.
However, when gestures occur in clusters, the meaning is much easier to discern. If the person scratching their head is also tapping their fingers on the desk or rocking on their chair, then they may actually be disinterested and bored in what you have to say.
7. Assess the mood of the audience
Sales meetings will often involve presentations, so the importance of reading a room cannot be stressed enough.
An actively engaged audience will lean into your words and nod in tacit agreeance. However, a less engaged audience will have their heads bowed, arms crossed, and maybe even wear a feigned smile. If your audience becomes disengaged, change tack and don’t take it personally. The worst thing you can do is carry on regardless and permanently ruin your chances of securing a deal.
If you are actively pitching an offer, a lack of reaction from the other side is generally seen as positive. To confirm that to indeed be the case, it’s as simple as asking them. “It seems as if you are receptive to my idea” is a good place to start. This is called labeling, and it can also be used to gauge a reaction you suspect is negative. In either case, people love their thoughts and feelings to be validated, and they will remember you fondly for it.
8. Identifying and then diffusing tension
Some degree of tension is almost inevitable during sales and negotiation. Tension is overtly displayed when an individual leans back in their chair or crosses their arms. But it can also manifest as a lack of eye contact and general restlessness.
To diffuse this tension, it is simple as handing the individual a prop of some kind. Perhaps it is a pen and paper or a brochure accompanying the presentation you are giving. Whatever it is, make sure it is something they can hold or need to reach. This forces them to uncross their arms and lean forward, breaking the defensive posture.
Nodding your head can also be used to diffuse high-level tension. During his term as president, Barack Obama nodded and maintained eye contact even under severe criticism. Sales professionals can do the same to defuse tension and build trust.
9. Offer refreshments
You might think that offering refreshments during a meeting is obvious. But in terms of assessing the non-verbal communication of a client, it’s important to observe what they do once the drink has been offered.
An individual who places the drink between the two of you is subconsciously communicating that they are not receptive to your offer. Conversely, if the drink is placed to one side there is a higher likelihood of a more open attitude that is willing to negotiate.
10. Watch for discomfort
If you’re negotiating with a group of representatives, discreetly observe the body language of those who are not speaking.
Free from the limelight, their unguarded behavior is a wealth of knowledge. Some may find it irresistible to signal their discomfort or displeasure in the negotiation process – often subconsciously.
For example, you might notice that a non-speaking team member coughs or makes a similar repeatable gesture every time a specific contract clause is mentioned. Upon further probing, you discover that the other party felt the clause was a crucial issue they felt wasn’t been addressed. By identifying and then rectifying the situation, the negotiation was able to proceed harmoniously.
Conclusion
Ultimately, body language in a sales and marketing context reflects a client’s true feelings. The better a sales manager can understand this language, the more success they will have by using it to their advantage.
A good negotiator can manage their body language whilst simultaneously observing the fluctuating body language of others. They will intuitively understand that what a person says is not always reflected in their body language, and vice versa. Identifying and then reacting to these important distinctions are how skilled negotiators read the room and close the deal.
Nunzio Giannone
Managing Director
Luxury Boutique Collections
Unlock the UK and European Market
Bespoke Luxury Hotel Representation
Generate new leads, build brand awareness, and fine-tune your strategy with a dedicated marketing partner. With more than 10 years of experience in the travel industry, Luxury Boutique Collections is dedicated to helping private luxury hotels worldwide.
Body language in sales and negotiation – references
https://pdfs.semanticscholar.org/34b1/9dad36b9f78bc166b3b3620c82e2609d7358.pdf
https://www.inc.com/11-body-language-essentials-for-your-next-negotiation.html
https://www.amanet.org/articles/body-language-secrets-of-successful-negotiation/
https://blog.hubspot.com/sales/body-language-influences-relationships-prospects
https://www.fastcompany.com/3032560/9-body-language-tricks-to-improve-your-negotiation-skills