Non-verbal communication in sales

Non-verbal communication plays a fundamental role in the sales process. It is extremely important that we learn to master this form of communication in order to establish solid relationships with customers and achieve successful results. In this article, we will explore in detail the importance of good nonverbal communication in sales and how we can use it effectively.

Definition

Non-verbal communication refers to the messages we convey through gestures, facial expressions, body posture, tone of voice and eye contact, among other aspects. Although often underestimated, this form of communication has a powerful impact on our interactions with customers. In fact, it is estimated that more than 90% of communication is nonverbal, which highlights its relevance in sales.

Good nonverbal communication in sales can influence customer perception, establish trust and create an emotional connection. Below, we will explore some ways in which effective nonverbal communication can positively impact the sales process.

Body language

Our body language conveys valuable information about our mood, level of confidence and willingness to interact. Maintaining an upright and open posture, with relaxed arms and no physical barriers, such as crossing your arms, conveys confidence and approachability. In addition, direct eye contact and a genuine smile help establish an emotional connection with the customer and demonstrate interest and attentiveness.

Facial Expressions

Our facial expressions can convey a wide range of emotions. It is important to use facial expressions that are congruent with the message we want to convey. A sincere and friendly smile can generate confidence and sympathy, while a tense facial expression or frown can generate a negative impression. We must be aware of our facial expressions and ensure that they reflect our positive disposition and commitment to the customer.

Gestures and movements

The gestures and movements we make during an interaction can complement and reinforce our verbal message. Using natural and appropriate gestures, such as emphasizing important points or illustrating concepts with our hands, can help capture the customer's attention and convey information more effectively. However, we should avoid excessive or distracting gestures, as this could negatively affect communication.

How to use it effectively?

To effectively use nonverbal communication in sales, it is important to keep in mind some practical tips:

• Practice body awareness: becoming aware of our own body language is the first step in improving our nonverbal communication. It can be helpful to videotape yourself during sales interactions and then review your body language and facial expressions. Identifying areas for improvement will allow us to make adjustments and convey a more consistent and positive message.

• Observe and adapt to the customer: Each customer is unique and may have different preferences and communication styles. It is important to observe and read the customer's non-verbal cues to adapt our communication accordingly. Paying attention to their body language, facial expressions and tone of voice will help us better understand their needs and adjust our response to establish a more effective connection.

• Practice empathy: Empathy is essential for effective nonverbal communication. Trying to put ourselves in the customer's shoes and understanding their emotions and perspectives will allow us to adapt our body language and tone of voice to convey empathy and understanding. Empathy helps us establish a deeper emotional connection with the customer, which in turn strengthens the relationship and trust.

• Receive feedback: Asking for feedback from colleagues, mentors or clients can be very helpful in improving our nonverbal communication skills. They can provide an outside perspective and point out areas of improvement that we may not have noticed. Being open to receiving constructive feedback will help us grow and develop as salespeople.