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Body language in sales: how to read your client and close the deal - communication non verbal
In the world of sales, information is power. Imagine being able to know if your client is really interested, if they find the price expensive, or if they're lying when they say "I have to check with my partner." The good news is that this information is there, visible, in their body language. The best salespeople in the world are not just great speakers; they are expert observers of nonverbal communication.
In this article, taken from the sales module of our Nonverbal Communication Course, we teach you to detect buying signals, hidden objections, and to use your own body to generate trust.
The client tells you "it's interesting," but their body screams "I don't trust this." If you don't detect that incongruence, you'll continue with your pitch and lose the sale. You must stop and address the objection.
Blocking Signals: If when mentioning the price or a feature the client suddenly crosses their arms and leans back, they have closed off emotionally. Don't keep selling. Ask: "Is there something about this point that worries you?"
The Micro-itch of the Nose: As we saw in synergology, scratching the nose or rubbing the side of the nose when hearing a proposal often indicates rejection or disbelief. It's a red alert signal.
Brushing Off Imaginary Lint: If the client starts brushing invisible lint off their clothes or staring into the distance with their gaze lowered, they are showing disapproval but don't want to say it openly. It's a displacement gesture to avoid visual conflict.
Knowing when to close is vital. If you keep talking when the client has already mentally bought, you can ruin it ("overselling"). Look for these green signals:
Not only do you read the client, you also emit signals. To sell, you need to convey two things: competence (I know what I'm talking about) and warmth (I'm on your side).
The Steepling Gesture (Steepling):Authority: When you talk about prices, technical data or solutions, bring your fingertips together forming a triangle. This gesture conveys absolute confidence and expert knowledge. Use it sparingly so you don't seem arrogant.
Open Hands:Honesty: When you talk about guarantees or commitments, show your palms. "There's no fine print." This disarms the natural distrust toward the seller.
Avoid barriers:Transparency: Don't talk with your arms crossed or place the computer or catalogs creating a wall between you and the client. Clear the space between you to facilitate connection.
The mirroring technique is fundamental in sales to generate subconscious trust.
How to apply it: If the client speaks in a low, measured voice, you should lower your tone and speed. If it's an energetic, direct client, raise your energy. If they recline relaxed, you can relax a bit (without losing professionalism). This synchronization makes the client feel that "you speak their same language."
Be careful when imitating: Never imitate negative gestures (arms crossed, furrowed brow) or nervous tics. Only reflect the general posture and the positive vocal rhythm.
Are they telling the truth about their budget? Is it true that they make the final decision?
Watch the feet: People tend to control their face, but forget their feet. If their feet point toward the door while they tell you "I'm very interested," they probably want to leave and not call you back.
The covered mouth: If when answering a key question ("Do you have a budget assigned?") they partially or fully cover their mouth with their hand, they might be hiding information or lying. It's the childish gesture of covering the mouth when lying, repressed in adulthood.
Mastering nonverbal communication in sales allows you to stop playing guessing games. You move from trying to convince to truly understanding what is going through your client's mind, adjusting your strategy in real time to achieve the "yes".
