When sales directors ask me about body language training, they’re usually thinking it will help their team ‘perform’ and close more deals. In a way, they’re right—but probably not for the reasons they imagine.
Body language in sales is more than just reading a client’s poker face or perfecting your handshake. It’s about understanding a fundamental truth – that whilst communication is significantly shaped by both nonverbal cues as well as voice and words – it is our underlying thinking that will influence our nonverbal language.
This means before your words have even landed, a large part of your message has already been delivered.
Let’s explore this through two critical lenses: the cues and signals you’re projecting and the ones you’re receiving.
Your Body Language: Broadcasting Confidence or Doubt
Here’s my favourite mantra: “There are no such things as private thoughts.”
Beware, whatever you’re thinking your client is picking up on it. Any of your repressed thoughts and concerns about solution delivery, customer service backup, technical support, warranty issues, pricing doubts, anything —your body is subconsciously emitting them, and your client is detecting every single one of them. Reading your unconscious communication is called “encoding,” and it happens whether you intend it or not.
The Science Behind Silent Communication
Scientific research legitimately confirms that nonverbal communication cues, from the most overt to subtle, be it eye contact, facial expressions and body gestures – they all influence how people interpret and react to information. Furthermore, our brain processes nonverbal cues 12.5 times faster than it registers words.
So, if you’re outwardly saying while internally doubting “We can get this to you by Friday”, your client’s brain has already detected the incongruence.
When Doubt Shows Up
These unconscious cues are silently encoding and screaming out disbelief or “I’m unsure”:
- Micro head shake -even the most minuscule waggle
- Lack of hand gestures -restricted or hidden hands
- Making yourself smaller -hunched shoulders, leaning away
- Voice trailing off -ending statements like questions or decreasing to almost whisper volume
- Breaking eye contact -looking away when making key points
When Confidence Leads the Way
Conversely, when you’re genuinely excited about your field, love what you sell, feel confident about your solution and thrilled to solve client problems, that authentic enthusiasm and conviction gets encoded and projected by your body language.
The following nonverbal cues broadcast “I’m confident, trustworthy, and believe in my solution”:
- Open posture with visible hands
- Straight back with calm and proper breathing
- Leaning toward the client, showing engagement
- Strategic head tilts demonstrating active listening
- Purposeful hand gestures in the “truth plane” emphasising and reinforcing verbal messaging
- Facial Expressions congruent with message – a genuine (‘Duchenne’) smile that naturally engages the muscles surrounding the eyes – subconsciously conveys trust
Research from the Journal of Nonverbal Behaviour confirms that people with expansive postures are perceived as more persuasive and competent; similarly 2012 studies in Psychological Science show that purposeful gestures by speakers improve both learning and message retention by audiences.
Reading the Room: Decoding Client Cues
Just as your clients and audiences are perceiving your nonverbal language, you’re likewise gathering intelligence from your client’s body language and micro-expressions as indicators of their true emotions.
Green Light Signals
Watch for these positive engagement indicators:
- Nodding – agreement and understanding
- Leaning forward – increased interest
- Open hands – receptiveness
- Head tilts – engaged and active listening
- Mirroring your posture -building rapport and connection
Red Alert: Stop and Address Concerns
Eye contact research confirms that it is linked to both positive outcomes (trust and rapport), as well as negative outcomes (dominance and hostility). When you notice these warning signs, stop and change approach to address potentially underlying concerns:
- Facial scrunching – like smelling something unpleasant—literally translating to “I don’t like this”
- Leaning back – creating distance
- Shoulder shrugging – conveying indifference or dismissal
- Sudden silence – mental withdrawal, detachment
- Eyes and feet shifting toward exits – impatience, desire to leave
- Breaking mirroring patterns -loss of rapport or interest
The Micro-Expression Factor
Dr. Paul Ekman’s groundbreaking research on micro-expressions reveals that brief, involuntary facial expressions expose true emotions. Even when someone verbally says “yes,” a flash of contempt, fear, or confusion can signal internal disagreement or discomfort.
The Mind-Body Connection in Sales
Here’s the crucial insight: your body language follows your mindset. It is futile to ‘act’ confident gestures. Instead focus on developing sincerity, by establishing:
- Confidence in your solution – you’ll naturally project certitude in your manner
- Belief in your ability to solve client problems – you’ll demonstrate authentic credibility in your engagement
- Certainty about your pricing – you’ll deliver your proposition with conviction of the value.
When these three pillars are solid, your body language will automatically align for success – translating into a steady voice, natural breathing, stable eye contact, genuine facial expressions, easy gestures, and assured posture.
The Bottom Line
Analysis of thousands of recorded sales conversations and negotiations shows that body language influences negotiating outcomes. It’s all about integrity and intent, creating innate confidence that translates into straightforward success.
The most effective salespeople are the ones who genuinely believe in what they’re selling, and trust in their ability to help clients succeed.
Beyond the Basics
Understanding body language in sales goes deeper than surface-level gestures. It’s about being able to create honest connections, build authentic trust, and communicating with your entire being—more than just your words.
Remember, “There are no such things as private thoughts”- your clients are always listening, even when you’re not speaking. Make sure your silent messaging is as compelling as your verbal pitch.
When you master this, besides closing more deals, you form solid relationships and lasting partnerships – establishing yourself as a professional salesperson and a Trusted Advisor.
Ready to master the art of nonverbal sales communication?
Then join our next Smarter Selling Body Language Program providing hands-on training to help you recognise your own unconscious cues and expertly decode your client signals. Transform your sales conversations from the inside out.
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