This week we travel to Milan, one of the greatest shopping cities in Europe with almost 5 billion USD spent every year by international tourists. Via Monte Napoleone is very famous for its luxury boutiques (Prada, Gucci, Cartier, Dior, Louis Vuitton, Audemars Piguet, Omega, etc.), and Milan is one of the world capitals of fashion. Italians, in Milan and elsewhere, tend sometimes to talk with their hands, which is partly linked to this week’s topic. Indeed, the art of selling requires several skills: observation, empathy, memory, storytelling know-how, voice use. Sales associates rarely practice this skill in training; however, it certainly is one of the most important ones: an impactful body language. Let us see how to sell thanks to body language.
Non-verbal communication: the result of evolution
It is fascinating to think that humans have been using communication means with one goal in mind: to survive. Our brain is the result of million years of continuity between species and thousands of years of human evolution. Body language is the fruit of this brain evolution and has been forged long before language. For example our reptilian brain, a very primitive part of the brain, tells us to fight or flight. Our language skills have been developed to give us another way to protect our species. The consequence is that it takes us a few milliseconds to form an opinion of someone. Thus, through our body and our gestures, we have the capacity to send to the customer the following message: “I am your friend”. Not a predator, a friend! How do we do that?
Torso
We often hear that having crossed arms is not advised in front of customers. Why is that? Because we send the message to our interlocutor that we want to hide something. We cover a very vulnerable part of our body: the navel region, where several vital organs are located. By showing your torso, standing straight, your message is: “We are friends, I am not afraid of you hurting me”. Stand straight, it opens up your ribcage and helps breathing, which is key to place your voice. To show you are eager to serve your customer, you lean very slightly forward, especially when you welcome him or her.
Arms
To show your torso and particularly your navel area, you need to spread slightly your arms. Using your arms to show your passion and to underline certain words is important. However, be careful not to move too much, it is a sign of nervousness. Crossing arms and placing an object in front of you (tablet, laptop) is a “blocking” behavior happening when we feel uncomfortable or threatened. Beware of “power” postures where arms are extended, for example when you put your hands on your hips. It can be perceived subconsciously as a will to dominate.
Hands
To demonstrate openness, show your open palms. It means you have no weapon, nothing to hide that could harm the other person. Having your hands in your back on the contrary… To show self-insurance, keep your hands at navel level, it gives you a contentment. Test it and compare this position with the one in which your let your arms hang down along the body, you notice the difference in the confidence you inspire. Touching your face, fidgeting, tapping, rubbing the back of your arms, cracking knuckles, futzing with hair, adjusting clothes are self-soothing gestures, signs of inner nervousness.
Head
The position of the head is also interesting. Tilting slightly your head on the side indicates that you are interested in what the customer is saying. Nodding at what the customer is saying helps building trust and shows empathy. It also means you are listening, which is a good step in the right direction. Listening, thus nodding, is particularly important in the first phase of the sale when you collect information about the customer’s needs.
Eyes
To persuade your customer, you must maintain eye contact. When you listen, the purpose is to make sure you do not lose any information in the process. When you talk, it helps showing through non-verbal signs your passion, your conviction, your self-insurance, in one world your professionalism.
Smile
Smiling is a universal and contagious sign of optimism. The genuine smile involves the eyes (it is called the Duchenne smile). Offer and share this happiness sign with your customer. We know this particular aspect is less relevant during the pandemic and the use of face mask. However, it still makes sense when selling online through Zoom or other videoconference software.
Legs
Moving legs is also a sign of nervousness. Crossing legs, though less visible than crossing arms, is not inviting either. Having both feet calmly but firmly planted on the ground helps finding confidence and balance.
To conclude, pick one or several tips to reinforce your body language in sales situations. Do not hesitate to film yourself to adjust your posture, your gestures. A very insightful expert on the matter is Mark Bowden, chek his Youtube channel here. You should quickly observe improvements and experiment yourself how to sell thanks to body language.