How to Read Your Prospect Like a Book!

By John Boe 

Top salespeople and the most successful managers recognize the importance of nonverbal  communication in the selling process and have learned to "listen with their eyes". They  understand that one of the easiest and most effective ways to close sales is to be aware of their  prospect's "buy signals". 

Are you aware that your body language reveals your deepest feelings and hidden thoughts to  total strangers? It might surprise you to know that research indicates over 70% of our  communication is done nonverbally. In fact, studies show that nonverbal communication has a  much greater impact and reliability than the spoken word. Therefore, if your prospect's words are  incongruent with their body language gestures, you would be wise to rely on their body language  as a more accurate reflection of their true feelings. Body language is a mixture of movement,  posture, and tone of voice. The good news about this subject is that your subconscious mind  already understands the meaning of every gesture, posture, and voice inflection. The bad news is,  without the proper training you are unable to consciously apply this information. 

Gain the Competitive Edge
 Get started on the right foot. Research shows that we decide in the first few moments whether we  like someone or not. Yes, we also judge a book by its cover too. There is absolutely no substitute  for a positive first impression. Create a favorable first impression and build rapport quickly by  using open body language. In addition to smiling and making good eye contact, you should show  the palms of your hands, keep your arms unfolded, and your legs uncrossed. 

 Create harmony by "matching and mirroring" your prospect's body language gestures. Matching  and mirroring is unconscious mimicry. It is a way of subconsciously telling another that you like  them and agree with them. The next time you are at a social event, notice how many people are  subconsciously matching one another. Likewise, when people disagree, they subconsciously  mismatch their body language gestures. The psychological principle behind matching and  mirroring is that people want to do business with salespeople that they believe are similar to  them. 

 You can build trust and rapport by deliberately, but subtly, matching your prospect's body  language in the first ten minutes of the appointment. For example, if you notice that your  prospect is crossing their arms, subtly cross your arms to match them. After you believe you  have developed trust and rapport, verify it by seeing if your prospect will match you. Uncross  your arms and see if your prospect will match and mirror you as you move into a more open  posture. If you notice your prospect subconsciously matching your body language gestures,  congratulations, this indicates that you have developed trust and rapport. Conversely, if you  notice your prospect mismatching your body language gestures, you know trust and rapport has  not been established and you need to continue matching and mirroring them.    

 Body Language Basics 
Be mindful to evaluate the flow of "gesture clusters" rather than isolated gestures taken out of  context. Listed below are some important body language gestures that you need to become  familiar with. 

 Body Postures:
There are two basic categories of body postures; Open/Closed and Forward/Back. In an open and  receptive body posture, arms are unfolded, legs uncrossed, and palms are exposed. In a closed  body posture, arms are folded, legs are crossed and the entire body is usually turned away. 

•  Leaning back and closed = Lack of interest. 
•  Leaning back and open = Contemplation and cautious interest. 
•  Leaning forward and closed = Potential aggressive behavior. 
•  Leaning forward and open = Interest and agreement. If appropriate, this would be a good  time to ask for the order. 

 Head Gestures:
There are four basic head positions. 

•  Head neutral = Neutral and open attitude. 
•  Tilted back = Superior attitude.  
•  Tilted down = Negative and judgmental attitude. 
•  Tilted to one side = Interest.  

 Facial Gestures:
Facial gestures reveal deceit, doubt, deliberation, and critical judgment. 

•  Eye rub = Deceit, "see no evil."  
•  Eye roll = Dismissive gesture that indicates superiority. 
•  Looking over top of glasses = Scrutiny and a critical attitude.  
•  Nose rub = Dislike of the subject.  
•  Hand or fingers blocking mouth = Deceit, "speak no evil."  
•  Chin stroking = Making a decision.  
•  Thumb under chin with index finger pointing vertically along the cheek = Negative  attitude and critical judgment. 

 Are you missing your prospect's buy signals? As a professional salesperson you must  continuously monitor your prospect's body language and adjust your presentation accordingly.  By understanding your prospect's body language gestures you will minimize perceived sales  pressure and know when it's appropriate to close the sale! 

 John Boe presents a wide variety of motivational and sales-oriented keynotes and seminar  programs for sales meetings and conventions. John is a nationally recognized sales trainer and  business motivational speaker with an impeccable track record in the meeting industry. To have  John speak at your next event, visit www.johnboe.com or call 937-299-9001.

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How to Read Your Prospect Like a Book!