The Unspoken Language of Sales: Nailing Nonverbal Communication 

Most of communication in a face-to-face (or screen-to-screen) conversation isn’t about the words you actually use – popular research shows that in certain situations, only about 7% of communication is verbal. That means the way you hold yourself, your gestures, facial expressions, and posture can dramatically impact how your messages are received during both virtual and in-person meetings. 

In fact, it could even make a difference in closing the sale. In their publication “The Definitive Book of Body Language,” Allan and Barbara Pease determined that in thousands of sales conversations, body language contributed to the majority of impact during a negotiation. 

There’s an important caveat here – body language is more “pop science” than hard science with lots of research to back it up. But it’s still useful to know how to interpret your prospects’ nonverbal communication – and to be aware of what you might be communicating without realizing it. 

Let’s dive into some of the main concepts for interpreting and practicing mindful nonverbal communication. 

Learn your prospects’ nonverbal cues

Want to know how a conversation with a prospect is going so you can respond helpfully? Learn a little bit about how to interpret body language to steer your discussion in the right direction: 

Eyes 

They don’t call eyes the window of the soul for nothing. Eyes can reveal a lot about someone’s engagement and emotional state. Wide, open eyes often signal interest, approval, or pleased surprise. On the other end of the spectrum, glazed-over or quickly shifting eyes may indicate that your prospect has mentally drifted away and is distracted. 

On a video meeting, watch out for frequent left-to-right (or right-to-left) eye motions too – this pattern usually means they’re reading something, likely glancing at other content on their screen rather than fully focused on the meeting.

Gestures

Simple gestures can speak volumes. Self-soothing behaviors like twirling their hair, stroking a beard, playing with jewelry, or touching the face frequently may be signs that your prospect feels stressed or uncomfortable. 

On the flip side, there are some more positive gestures to consider too. If a prospect tilts their head slightly, it could signal interest and involvement in the conversation. Nodding can say a lot as well: slow nodding indicates sustained attentiveness, while fast nodding implies the listener is eager for their turn to speak.

Facial Expressions 

Humans have over 50 distinct types of smiles, but the most meaningful distinction is between genuine and fake smiles. A sincere smile engages the entire face, creating crow’s feet around the eyes. To suss out a fake smile, look for one that doesn’t reach the eyes.  Forced smiles usually don’t activate those outer eye muscles. In contrast, forced smiles usually don’t activate those outer eye muscles. 

Other facial expressions to look out for include raised eyebrows (which be a sign of a request for approval), jutting chin (anger), and tightened lips (negative emotions).

Posture 

The way someone holds their body can reveal a whole lot about their confidence levels in that moment. A high, upright head position paired with an open chest projects self-assurance – think puffed out with confidence. Conversely, a lowered head and slumped, concave shoulders can make someone seem insecure, depressed or “defeated.” Paying attention to subtle postural shifts is a great way to read the energy in the room and see if you need to adjust your strategy to better work with your prospect’s emotions.

The 5 C’s framework for reading body language

While reading body language isn’t exactly a science, there is a useful framework called “The 5 C’s of Nonverbal Communication” that can help you interpret your prospect’s nonverbal cues more accurately. 

Originally, there were just 3 C’s: context, clusters, and congruence. Recently, two more have joined the party – consistency and cultural norms. 

Let’s go over what each of the 5 C’s means for interpreting nonverbal communication: 

1. Context: consider the full view of a situation, like the meeting setting, the relationship and history between the poeple in the meeting, and relative roles and authority. 
2. Clusters: look for clusters or patterns of signals instead of overanalyzing a single movement or gesture. One fidget does not indicate a specific state of mind. 
3. Congruence: Does their body language match what they’re saying? For example, if a prospect says “the price is great” with a grimace on their face, you might want to dig a little deeper. 
4. Consistency: Everyone’s body language is a little different – no guide will tell you how to interpret everyone’s nonverbal cues without fail. The more you get to know someone, the more you can figure out a “baseline” for what it looks like when they’re relaxed, stressed, or anything else. 
5. Culture – The cultural norms around body language can vary a ton. For example, in some countries strong eye contact is a good thing, but in others it’s downright aggressive. 

The main point of the 5 C’s basically boils down to this: body language doesn’t exist in a vacuum. When you’re trying to interpret someone’s nonverbal cues, take the entire framework of the conversation into account for a more accurate understanding. 

Tips for practicing effective body language in sales

Now that you can decode body language cues from others, don’t forget you’re sending your own nonverbal cues as well. Here are some tips for mastering your own nonverbal signals during a sales conversation: 

Eye Contact 

Direct eye contact helps create trust and confidence. This can be tricky if you’re on a video call instead of in-person, so be prepared to think about it more than usual. Make sure to look squarely into the camera when speaking, cince that’s the closest thing to eye contact with your audience on a Zoom call. When others are presenting, feel free to watch them on your screen, but re-engage the camera any time you’re talking.

Gestures

Hand gestures are a powerful (but often overlooked) communication tool. Research shows that using hand gestures can even help overcome psychological barriers to connection in online meetings. So go ahead and talk with your hands. 

Keep it relaxed and easy-going, with your arms and palms open. Subconsciously, we perceive people with “open gestures” more positively than people who use “closed gestures,” like hands that are hidden or held close to the body. 

Don’t go overboard, though – if you’re too fidgety and animated, it can get distracting. 

Facial Expressions 

It’s natural to mirror the facial expressions of the person you’re talking to. When you smile at someone, chances are they’ll smile at you in return. And feelings often follow expressions, so a smile has the power to change your prospect’s emotions for the better. 

Use affirmative nods and engaged expressions when others are speaking. Just ensure it comes across natural, not forced or exaggerated. 

Posture 

Your posture in a meeting has the power to convey a lot of different things. To send the optimal nonverbal messages, find an upright but relaxed seated position. You want to be upright, but not ramrod straight – the goal is to appear comfortable and at-ease. To show engagement, lean your upper body forward slightly. 

Support body language readability

This might seem like a no-brainer, but if you want to focus on improving your nonverbal communication, make sure that your audience can actually have the opportunity to see your body language. If you’re on a video call, make sure that your camera provides a clear view of your face and upper body, with room for hand gestures. 

Another key for visibility: make sure to set up proper lighting in your space to avoid shadows or glare. 

Finally, make sure that your background is not distracting. It’s great to use a background that provides insight into your personality, but keep the main focus on you. 

Common body language mistakes to avoid:

So now you know the positive nonverbal cues to send customers, let’s go over body language mistakes you should avoid: 

Gestures 

Sure, we just said that hand gestures are a good thing. But as anyone who’s felt sick after one too many pizza slices knows, you can have too much of a good thing. Too much hand movement can look frenetic, and excessive fidgeting can make you seem bored or distracted. And if you’re selling globally, be mindful of any gestures that can be offensive across cultures (like the “okay” sign or a thumbs up)

Also be mindful of any behaviors that can make you seem nervous, bored, or disengaged, like touching your face, fiddling with your hair, or playing with jewelry. 

Posture 

It’s important to have relaxed posture, but be careful that doesn’t slide into slouching or slumping. Again, you don’t want to appear disinterested, just casually approachable. 

Another element of posture to consider: do you cross your arms? It’s a default comfortable position for a lot of people, but the message it sends can be all wrong. Remember that it’s not just about how you feel; it’s about how you look like you feel. Generally, crossed arms make you look closed off and resistant. Keep your arms uncrossed to project confidence and openness.

Facial Expressions

Deadpan, frozen facial expressions may be interpreted as disinterest or negative judgment, even if you feel you’re just concentrating. Of course, different cultures have different norms around facial expression in business settings, so research those norms or watch how others conduct themselves.

Conclusion: how to master your nonverbal communication

Building an awareness of your own body language and the nonverbal cues you may be sending out is a skill that can take a lot of practice. To really nail it, try reviewing your own recorded meetings to help identify areas where you can improve. 

You can also ask a trusted friend or coworker to give you honest feedback on your body language in real time. 

With self-awareness (and maybe a few simple adjustments), you can start communicating more effectively and learn how to make an even better impression on your prospects during your meetings. 

Now go out and book those meetings!