Reading Body Language as a Sales Tool - Sales Talent Today

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Sales and Marketing Series

Reading Body Language as a

Sales Tool

S E L F - S T U D Y G U I D E

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Courseware Version: 4.0

Table of Contents

Session One: Course Overview ............................................................................................... 1

Course Overview ................................................................................................................................... 1

Learning Objectives ............................................................................................................................... 1

Pre-Assignment ..................................................................................................................................... 2

Pre-Course Assessment ......................................................................................................................... 4

Session Two: Body Language ................................................................................................. 6

Making the Grade ................................................................................................................................. 6

Looking into Ourselves .......................................................................................................................... 8

Session Three: Give Me Some Space! ..................................................................................... 9

Space Issues .......................................................................................................................................... 9

Session Four: What Is Your Face Saying? .............................................................................. 10

Your Face is the Base........................................................................................................................... 10

The Eyes Have It .................................................................................................................................. 12

Session Five: What Is Your Body Saying? .............................................................................. 14

Speaking With Your Hands .................................................................................................................. 14

Getting a Leg Up .................................................................................................................................. 15

Tools of the Trade ............................................................................................................................... 17

Session Six: Pre-Assignment Review .................................................................................... 18

Pre-Assignment Review ...................................................................................................................... 18

Session Seven: Building Rapport .......................................................................................... 20

Creating Relationships ........................................................................................................................ 20

Matching and Mirroring ...................................................................................................................... 21

Pacing and Leading .............................................................................................................................. 22

Session Eight: Monitoring Your Posture ............................................................................... 24

Looking at Your Posture ...................................................................................................................... 24

Working on Your Posture .................................................................................................................... 25

Session Nine: Dressing Up .................................................................................................... 26

What Should I Wear? .......................................................................................................................... 26

Things to Consider ............................................................................................................................... 27

Session Ten: Shaking Hands ................................................................................................. 29

Developing a Professional Handshake ................................................................................................ 29

Session Eleven: How Are You Doing? ................................................................................... 32

Making Connections ............................................................................................................................ 32

Personal Action Plan ............................................................................................................ 35

Course Summary ................................................................................................................. 37

Recommended Reading List ................................................................................................. 38

Post-Course Assessment ...................................................................................................... 39

Pre- and Post-Course Assessment Answer Key ..................................................................... 41

Pre-Course Assessment ....................................................................................................................... 41

Post-Course Assessment ..................................................................................................................... 44

Assignment Answer Keys ..................................................................................................... 47

Session Two: Body Language .............................................................................................................. 47

Session Five: What Is Your Body Saying? ............................................................................................ 48

Session Eleven: How Are You Doing? .................................................................................................. 49

Reading Body Language as a Sales Tool

© 2005-2021, Velsoft Training Materials Inc.

How to Use This Guide

This Self Study Guide is designed and laid out in a way that will guide student learning much in

the same way that an instructor would. This workbook is comprised of modules called Sessions.

Each Session focuses on a major concept in the course.

In each Session, we have included short-answer and (in some instances) multiple choice

questions which relate directly to the session material. Throughout the guide, you can take the

opportunity to internalize what you have learned by completing various self-reflection

exercises.



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SESSION ONE: COURSE OVERVIEW

COURSE OVERVIEW

Body language can make or break our efforts to establish long, trusting relationships. Our body

language can help to reinforce and add credibility to what we say, or it can contradict our

words. Understanding what signals you are sending, as well as being able to read the signals

that your clients send, is an essential skill in sales and throughout our lives. What is your body

language saying about you?

LEARNING OBJECTIVES

After you complete this course, you will be able to:

• Apply your knowledge of body language to improve communication

• Understand the impact of space in a conversation

• Understand the nuances of body language from a range of areas including your face,

hands, arms, legs, and posture

• Use mirroring and matching techniques to build rapport

• Shake hands with confidence

• Dress for success

Why did you take this course? Use this opportunity to consider your personal learning

objectives and reasons for taking this course.



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PRE-ASSIGNMENT

Sales is about a lot more than body language, but there is no denying that our ability to

understand the body language of others as well as the way that we present ourselves is very

important.

We would like you conduct a short experiment and get out in a public place for a 30-minute

observation exercise. (You might want to try a coffee shop, restaurant, grocery store, or

library.) Take this page and a pen with you. Try to observe without being overly noticeable. Be

sure not to infringe on anyone’s privacy.

Looking around the place you are in, take note of people’s posture, the shape of their

shoulders, straightness of their back, and the expression on their face. Look at people who are

alone as well as those who are with someone else. Then, consider these questions.

Who looks really engaged in what they are doing (whether it is conversation, walking across

the room, or sitting alone and quietly)?

Who looks tired?



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Who looks rushed?

Who looks neutral (neither engaged, tired, nor rushed)?

What do you notice about each type of person? Observe their facial expression(s), their

posture, whether they have their arms or legs crossed, what they are wearing, etc.



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PRE-COURSE ASSESSMENT

1. True or False: Body language is present in every communication experience, except

when we are speaking over the phone.

2. Body language can be effective at: a. Supporting what you say

b. Contradicting what you say

c. Masking your hand of cards in poker

d. All of the above

3. True or False: Consciously or unconsciously, when someone is giving a speaker their

full attention, they may tilt their head to one side.

4. Speaking with your hands in front of your mouth can be a sign of ___________.

a. Fatigue

b. Deceit

c. Anxiety

d. None of the above

5. True or False: When people are nervous, their gestures can become exaggerated.

6. In order to mirror properly, we need to:

a. Copy exactly what the other person does

b. Reflect back to the person what they have told us

c. Remind the other person what they said

d. Subtly copy the body language of the person you are with

7. True or False: Dancers have great posture, but as a salesperson I do not need to worry

about it.



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8. When you polish your shoes, you have to remember to do the entire shoe. This

includes:

a. Uppers

b. Tongue

c. Welts

d. All of the above

9. True or False: Knowing how to shake hands is an essential skill for the professional

salesperson.

10. If I have the choice between two shirts in the morning, and I am in a big rush, I am

going to:

a. Choose the ironed one

b. Choose the flashier one

c. Go out in wrinkles; I am an individual after all!

d. Neither of the above



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SESSION TWO: BODY LANGUAGE

Body language is the collective sum of all the things that we do not say – or at least the things

that do not come from our lips. What is your body language saying about you right now, as you

get underway with this course?

In this session, we will work through some background on body language and how this relates

to building trusting relationships in sales.

MAKING THE GRADE

Body language is present in every communication experience that we have, even if you are

speaking with someone over the phone. This course will help you to make the most of body

language in your sales career and can also be applied to plenty of other experiences.

Body language is very subjective, so when you begin speaking with someone it is important to

do a quick check-in, or calibration, to gauge the mood of the people who are in the room. Are

arms crossed because the room is chilly, because people’s emotions are aroused, or because

there are no arms on the chairs and it is one way to get comfortable?

Fortunately, we are the grateful recipients of all kinds of research about body language, and we

can apply what we have learned to our sales interactions.

We know that body language communicates a lot of our message, and it is a topic (and statistic)

that is hotly debated in communication classrooms. While our body language can be effectively

used to emphasize what we say, build trust during a conversation, and develop rapport, we also

know that our body language can easily contradict what comes out of our mouths. Therefore, it

is important for sales professionals to become skilled at reading their customer’s body language

and controlling their own non-verbal messages.

Have you ever played poker? If so, you may be familiar with the term “poker face” and a card

player’s determination not to reveal his hand to the other players. A “poker face” means that

the face is kept blank and that the card player does not exhibit any gestures, glances, or other

non-verbal signals that might reveal their hand.



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These nuances of our behavior are referred to as a “tell” and can be read by people who know

what to look for. If you are able to read the “tells” that your prospect or customer

demonstrates, you will have the ability to alter your presentation, regain their interest if it

wanes, provide them with information they would rather have, and work on building a trusting

relationship.

As the environments we work in become smaller, it is also important for you to consider

cultural implications of your own body language. We really do work in a global village, meaning

that most of us meet people from other cultures quite regularly. Since you are in the business

of building relationships, it is important that you know your audience.

For example, if you tend to cross your legs so that your foot lies across your thigh, creating a

number four with your legs, you end up pointing the bottom of one foot off to the side. In some

cultures, this is seen as extremely rude, as if you were indicating that the other person is

beneath you.

The way that you shake hands, hold eye contact, offer your business card, sit at a meeting, and

carry yourself all have a bearing on what kind of relationships that you build and the amount of

trust that you engender. Since we do not make purchases from just anyone, and human nature

says that we will pay more for a product we can obtain from someone that we like rather than

someone who just offers us the best price, it is important that we project a trustworthy nature

and likeability.



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LOOKING INTO OURSELVES

List 10 things related to trust and likeability that you can display in a conversation that we

have not already mentioned.



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SESSION THREE: GIVE ME SOME SPACE!

Are you someone who is space aware? If you are on a bus or train, do you try to eke out a space

for yourself, or do you accept that people have to suspend their personal space temporarily in

some situations?

In this session, you will learn the details of space for you and the people that you meet with, as

well as some guidelines for measuring space.

SPACE ISSUES

Whether you are in a sales meeting or you are speaking with someone for other reasons, the

space that you reserve for yourself and grant other people is important. The amount of

personal space that we prefer has cultural aspects to it, in addition to being a behavior that we

grow up with and have our own ideas about.

We can think of space in terms of circles around us. The circle closest to us is considered to be

that first 12 to 18 inches around ourselves. In North America, this is considered to be personal

space, and we generally save that space for ourselves and people that we are intimate with.

Although we may blur the line between personal and professional interactions, we generally

want about three feet (or a little less than a meter) between us for professional discussions. In

some cultures (Asia and Africa in particular) three feet is a minimum; if you cross that line, you

may be interpreted as intimidating.

Chris Bowden, a communication expert, uses peripheral vision to help us judge the appropriate

distance. He teaches that if you can see the other person’s feet in the lower range of your

peripheral vision (without tipping your head down), then you are about the right distance away.



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SESSION FOUR: WHAT IS YOUR FACE SAYING?

Our faces tell a lot. Even if we are not saying a word, we can say all kinds of things with the tilt

of our head, the lift of an eyebrow, or the curve of our lips. While we may control what we say,

it’s more difficult to control what our faces say.

In this session, we’ll consider what our faces say and what our eyes can portray, despite what

our mouths are up to.

YOUR FACE IS THE BASE

Your face is like a palette, but instead of being speckled with brightly colored paints, it is a

tapestry of signs and signals. Our mouths have a lot to say, even when they are closed. Smiles

can range from lips pressed together and corners barely turned, to the open-mouthed,

uninhibited laughter of children playing.

Downward turns of the mouth are often perceived as negative, while upward turns are seen as

positive. Some people however, do not move their mouths much. In a sales meeting, it is not

unusual for the prospect to try to hide their feelings about your product, meaning you have to

work harder in order to see what they are not saying.

Look at their lips. Are they relaxed and soft, or tense and anxious? Are they pursed as though

the person is thinking, or are they holding back an objection?

What about the client’s head? If it is straight up and down and their eyes are focused, it may

seem like they are listening. However, when someone is really focusing on listening, they will

often tilt their head slightly to one side, almost as if they are trying to help the sound get into

their ear more efficiently. You can also tilt your head slightly to indicate you are listening to

them and to mirror their behavior (more on that later).

People often make unintentional gestures, even when they think they are keeping a poker face.

In many years of studying human behavior and deceit, Dr. Paul Ekman and his contemporaries

have isolated many small, involuntary expressions (called micro expressions) that can help spot



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a lie. (These include very small muscular changes.) While these expressions can denote deceit,

they can also be the result of nervousness, so they have to be interpreted very carefully.

Some of the facial gestures include:

• Rubbing the eye (a sign that the individual wants you to ignore the deceit they are

presenting, or an itchy eye)

• Rolling the eyes (a dismissive or superior gesture)

• Looking over the top of the glasses (critical)

• Rubbing or touching the nose (do not like the subject)

• Hand or fingers in front or to one side of the mouth (can mean they are holding back

something – a thought, an opinion, or even a lie)

• Stroking the chin (making a decision)

• Thumb under the chin with index finger pointing up the side of the face (critical judgment

and/or negative opinion)

By understanding your client’s signals, you can adjust your presentation, provide more

information, or simply learn when to stop talking. This way you can redirect your energy to

relationship development and building trust, rather than coming across as pushy or

overbearing.

Tips to Try

Identify your most frequently used gestures. Do you do anything that could be perceived as

negative or intimidating to your prospects? Eliminate these gestures from your approach and

see what happens to your results!

Facial expressions that demonstrate happiness, sadness, fear, surprise, disgust, and anger,

seem to be consistent around the world. When we see those expressions, we know what we

are seeing. There are some differences, however, when it comes to how often happiness is

displayed. It does not mean that the smile is different from one region to another, but it means

that some communities express happiness more often than others.

Smiling is a great sales tool because it is easy to produce, although people who are skilled in

reading body language can read a false smile quite easily. The false smile is characterized by the

following:



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• They are usually held much longer than authentic smiles.

• They may appear put together, in that the elements of the smile are added to the face

separately, rather than being a natural result of the mouth curving.

• They tend to be confined to the lower half of the face, rather than including the muscles

at the corners of the mouth and around the eyes.

• They may not be symmetrical. The neural pathways in a genuine smile create a

symmetrical result, but a lopsided smile is produced by the face receiving mixed

instructions as someone tries to hide their real feelings. Oddly, people tend to react to

the lopsided smile as though it is a genuine smile, perhaps because we are more

concerned that people smile at us than we are about the motivation behind it.

THE EYES HAVE IT

The eyes are often referred to as the most expressive part of our face. We often talk about

people who smile just with their mouths as less attractive than someone whose smile extends

up into their eyes. It is the telltale nature of our eyes that leads some poker players to wear

dark glasses. It is also a good reason for sales people not to wear sunglasses!

Eyes will react to a variety of stimuli and some of these reactions are involuntary. If you ever

wondered how, as a youth, your parents caught you in a lie, it might have had to do with the

size of your pupils, which can dilate during a lie. (Of course, there are plenty of other reasons

for your pupils to dilate, including an adrenaline event.)

Even a slight squint can impact what the listener sees on your face. Are you lying? Or do you

need glasses?

As a frame to our eyes, eyebrows are also very expressive. Eyebrow expressions mean different

things in different places, however. You might be used to both eyebrows going up when

someone reacts with surprise. However, the Inuit in Northern Canada use the same movement

to indicate “yes.” (They do not nod up and down as we frequently see in other parts of North

America and different areas.)

In fact, the idea of nodding to say yes is NOT universal. In some countries, such as Thailand,

Laos, and the Philippines, the non-verbal signal for “yes” is tossing the head backward. In

Greece, nodding your head up and down means “no” (as it does in several regions in the Middle



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East). Make sure you know your client’s customs and check with a travel guide to get things

right.



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SESSION FIVE: WHAT IS YOUR BODY SAYING?

Have you ever noticed someone whose hands are so busy that it took away from their

message? Or perhaps you were at a dinner and someone was talking with their hands and

knocked over a glass? There are messages that you can send with your body to help people

understand you, want to listen to you, or move away from you in a hurry.

In this session, we will look at speaking with your body says about your message, especially our

hands, arms, and legs.

SPEAKING WITH YOUR HANDS

Do you talk with your hands? If you are nervous, do you talk with your hands more than usual?

Talking with our hands can help to emphasize what we say, although being too expressive can

actually distract the listener, who begins to look at your hands instead of listening to your

message. In some regions, including Asia and Britain, hand gestures are not that common. In

other places, such as Italy, Spain, Portugal, Russia, and countries where those people have

immigrated, hand gestures are a part of the conversation.

If you tend to over-talk with your hands, you need to know that some listeners will see you as

too demonstrative and perhaps even aggressive. If you are nervous, your hands may be busier

than usual, so you will need to remember to rein yourself in.

Arm and hand gestures can be used to help you to emphasize an occasional point or to express

yourself. For the listener, there are some gestures that make you seem more trustworthy than

others. In his work as a communication expert, Chris Bowden refers to something called the

“truth plane” as an ideal place to have your hands and to express yourself with honesty. The

truth plane is the area around the middle of your abdomen, above your navel. If you keep your

hands in front of that area, you appear more trustworthy. It allows you to keep your elbows

close to the side of your body and to use your hands to gesture in front of you.

If you use your hands in a symmetric pattern, it is a more trustworthy signal than having your

hands do different things. If your hands are too high and obscure your face or throat, that could



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signal that you are not being honest. If your hands move too far from your body, it could be a

signal that you are getting desperate to make your case or close the sale.

If your hands are clasped in front in a downward manner, in front of your genitals, this can

signal that you are feeling vulnerable or have something to hide (as if you are protecting

yourself).

Keep your hands in front of your abdomen for the best results, using them to emphasize

without saying too much. You can fold your hands together in that position or put fingertips

from one hand against the other to express yourself. Just be conscious if they start moving too

much and distract from the conversation.

Tip

In our aim to be friendly, we can really mess things up. You have probably seen people use their

fingers in a V to signal “peace.” Many people use this gesture very casually nowadays, almost as

a replacement for hello or goodbye. However, you must be careful in how you present the

gesture. Your first and second fingers should form a V, with the hand held up so that your palm

faces the other person. If you turn your palm toward yourself (particularly if you are in the

United Kingdom), you are making a very vulgar gesture, the equivalent to North America’s

flashing of the middle finger.

GETTING A LEG UP

If you have ever looked at paintings of Henry VIII, he is often shown with his hands on his hips

and elbows pointed outward. This is an aggressive stance and one that conveys dominance. In

this posture, the individual tries to make their body look as wide as possible, with the feet

shoulder width apart, while standing very straight. Another aggressive stance is one where the

dominant person is wagging a finger at someone. They may also have their chin jutting up in

the air in a superior manner. Loud, deep voices are also associated with dominance.

A dominant person tries to make themself look BIG. A submissive person tries to make

themself look small. They will slouch, put hands in their pockets, keep their elbows tucked in,

and stand with their feet close together. When seated, their legs remain close together, since

sitting with legs and feet well apart is another dominant sign.



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You need to make a conscious decision about the image you are projecting and what signals

your body is sending. The position of your legs is an important part of the message that your

body is sending.

If you think for a moment about the people you normally see, what are their legs doing? More

importantly, what are your legs doing?

Someone who sits with their legs well apart is displaying dominance. Some people sit facing

their customers as if they had turned a chair around and were sitting across the back of it. The

other extreme of this gesture is to sit with the knees together and ankles crossed. Both are

equally submissive gestures.

You have to sit in a way that is comfortable for you, of course. More importantly, you also

need to sit in a way that is also comfortable for your client or customer. This means that you

should avoid a gaping view of your crotch. As well, keep your legs comfortable, but no wider

than about six inches or so, unless you are trying to aggressively control the conversation.

We recommend not crossing your ankles, even for women, since this can appear submissive.

This may also expose the sole of your shoes, which is rude in some cultures. As well, keep in

mind that the bottoms of our shoes are often dusty or dirty. Showing the bottom of your dirty

shoe in contrast to your polished suit sends a mixed message at best. Sit so your feet are flat on

the floor.

Some sales meetings will make you nervous; there is no doubt about it! Perhaps you have a

new product or an important meeting where you want to make the sale. Perhaps this is an

awkward client who tries to rattle you every time. If you tend to channel nervous energy

through your legs by fidgeting or jiggling, you need to get that under control. Practice some

relaxation techniques so that they do not see – or feel – your leg jiggling under the table. If you

appear nervous to your client, you are going to erode your credibility and potentially lose

business. Keep calm, at least on the outside.

The phrase “getting a leg up” is borrowed from horseback riding. In the absence of a step,

fence, or stool to stand on, a rider will ask someone to “give me a leg up” onto the horse. It also

means getting an extra edge or advantage.

What do you do to get a leg up in your sales career?



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TOOLS OF THE TRADE

What kinds of techniques can you employ to make sure that your client does not pick up

signals of nervousness or lose trust in you?



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SESSION SIX: PRE-ASSIGNMENT REVIEW

We ask students to complete a pre-assignment to get them interested in the subject and start

thinking about what they will learn during the upcoming class or self-study session.

In this session, you will consider what you observed – and perhaps learned – as you completed

the pre-assignment.

PRE-ASSIGNMENT REVIEW

Sales is about a lot more than body language, but there is no denying that our ability to

understand the body language of others as well as the way that we present ourselves is very

important.

As a pre-assignment, we asked you to get out in a public place for a 30-minute observation

exercise and consider the questions below. Discuss your results with your group now.

• Who looks really engaged in what they are doing (whether it is conversation, walking

across the room, or sitting alone and quietly)?

• Who looks tired?

• Who looks rushed?

• Who looks neutral (neither engaged, tired, nor rushed)?

• What do you notice about each type of person? Observe their facial expression(s), their

posture, whether they have their arms or legs crossed, what they are wearing, etc.

Here are some of our observations.

Who looks really engaged?

Someone who is engaged usually has an open expression on their face, stands up straight, and

walks with their arms swinging a little. When they are sitting, they lean forward into the

conversation. They are probably looking earnestly at the person they are with. If they are alone,

they are concentrating on a book or paper that they are reading, and you get the sense that

something certainly has captured their attention.



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Who looks tired?

Someone who is tired may have a drawn or long expression on their face; the corners of their

mouth and muscles around their eyes are pulled downward, even if only slightly. Their posture

when seated is often that of someone who has poured themselves into a chair; they may either

sit slouching forward, or sit back in the chair with their lower body pushed forward and

shoulders slumped. Someone who has had a rough sleep may only look a little tired, but those

who are exhausted have even more exaggerated signs. Their clothing may become sloppy

despite usually looking sharp, and their movements may look slow. They may walk slowly and

look drawn into themselves, as if they are not trying to bring attention to themselves.

Who looks rushed?

Someone who is rushed may look quickly from side to side as they wait to cross the street or

make their way through a crowd. Their movements are fast and their steps are small to keep

them moving. They may take a set of stairs two at a time or by running. Their mouth may be

drawn down as they focus on their destination. Their eyebrows may go up in an attempt to see

farther ahead. The energy around them is charged. You get the sense they are hurrying

somewhere for something important. They may check their watch or the time on their phone

frequently.

Who looks neutral (neither engaged, tired, nor rushed)?

Neutral people can have any expression on their face — usually one that is calm and indifferent.

They may or may not smile slightly, but they are not frowning either. They move at a

comfortable pace, but do not exude the tiredness or rushed energy. They may cross their ankles

or legs when seated to make themselves comfortable.

Putting it Together

This is part of what makes body language so fascinating. It is also why we have to be very

careful in our interpretations. Although police investigators on TV have little difficulty telling us

who is lying or being deceitful, in real life people are complex creatures and our signals can be

hard to read.

This is why experts like Dr. Paul Ekman stress the fallibility of studying facial expressions. They

are by no means a complete or simple explanation into the meaning of everyone’s body

language. They do, however, make an excellent guide.



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SESSION SEVEN: BUILDING RAPPORT

Body language is a complex subject, but it is also exciting. Developing an understanding of the

message behind words, and how we say things with a simple gesture, are a remarkable aspect

of a conversation.

In this session, we will consider the value of applying body language knowledge to establishing

rapport, mirroring, and leading.

CREATING RELATIONSHIPS

If sales follow the creation of strong, trusting relationships, then we need to spend a bit of time

talking about rapport and how those relationships get their start. Typically, rapport has been

defined as a sense of mutual understanding, respect, and friendliness. It is the presence of a co-

operative relationship based on trust and honesty.

By applying the principles of neuro linguistic programming (NLP), we can take rapport one step

further by explaining it as the unconscious relationship between two people. NLP can help you

get in touch with another person so that you are speaking the same conscious and unconscious

language, making it easier to create a winning outcome.

NLP combines “neuro” — information that comes in through the senses and is stored in the

brain; “linguistic” — the ways we communicate (words, non-verbal signals, and body language);

and “programming” — the way observation, thought, and action is combined to generate

satisfying results.

Rapport means showing someone that you understand and respect them as a human being and

that you support them. This does not mean that you have to agree with everything that they

say, but in accordance with NLP principles, you understand where they are coming from and

why they believe in particular things.

It is important to understand when it is appropriate to create rapport and how deep to go. Let’s

say that you are a computer sales representative. You probably want to create a good rapport

to help the customer meet their needs, and hopefully come to you again for more service, but

since your interactions will be short, you do not need to get to an extremely personal level.

And, if you are negotiating, you might need to break rapport to make a good decision.



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MATCHING AND MIRRORING

Introduction

There are a few different ways to create and strengthen rapport. Once you have established a

basic connection, perhaps by identifying something in common (such as how computers are a

necessary tool for the work we do these days) and a mutual sense of trust (I always follow up

when I say I will and arrive on time for appointments), then you can work on developing and

deepening rapport.

You must use these methods in a discreet manner to avoid irritating or insulting the other

person. Not every technique will be appropriate in every situation. It is important to remember

that these are just guidelines, not hard and fast rules.

Matching and Mirroring

One of the easiest ways to develop rapport is to mirror or match the other person’s body

language and non-verbal signals. The idea is that people usually feel comfortable around others

who are similar to themselves, and when people believe they are alike it is easier to create a

connection at the unconscious level. Behavioral research has shown that matching and

mirroring — copying body language and mannerisms, and repeating the words of other people

— helps develop trust and creates rapport.

We cannot stress how important it is to do this subtly so that the other person does not feel

like they are talking to a parrot! Let’s look at some of the techniques that you can try.

Body Language

It is generally very easy to subtly match another person’s body language, such as their posture,

breathing rate, and gestures. If they lean back, you might do the same (subtly, a few moments

after they do so). Or, you might perform a reciprocal movement; that is, if you start tapping

your pencil, I might subtly start tapping my foot in the same rhythm. You might even mirror

them; if they tilt their head to the left, you might tilt your head to the right.

Of course, you should only mirror the aspects of their body language that feel natural to you.

Voice Characteristics

Never, ever attempt to do an imitation of a person’s voice or to match their accent. This is

almost always insulting. You can, however, mimic some basic voice features, including:



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• Volume of their voice

• Speed (fast or slow)

• Tone (high or low)

PACING AND LEADING

Pacing

Pacing techniques can help you achieve a deeper level of rapport. Part of pacing is the matching

and mirroring techniques that we just discussed. Another part is including true statements in

your conversation to give more credibility to other statements. (Research shows that you must

use at least three true statements in a row for this to work.) Hearing several true statements in

a row also lowers their guard and makes them more open to agreeing with you.

Imagine that you are at a seminar listening to a sales pitch.

Scenario One

The speaker starts out with, “Thanks for coming! I am going to tell you about my new product

that you will just love.”

Does that grab your attention? Are you convinced that you will love this product? Or do you

feel as though someone is trying to sell you something you do not want?

Scenario Two

Now let’s try a different approach. The speaker says:

• It is a beautiful sunny morning!

• It is really early.

• We have all come here for a reason.

Let’s assume that these are all true statements. Then, he might move into some more

speculative statements:

• I know you are all happy to be here because I can see it in your faces.

• I imagine that you are interested in our new product.

• I bet that you would like to do more in less time.



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Next, he might introduce the statements that are new to you:

• You are going to love this product.

• It comes in several sizes, so you can get the amount that you need.

• You will not want to wait to get your hands on this.

How do you feel now?

Leading

Once you have established rapport, you might be able to influence the other person’s behavior

without them realizing it! Test this with a small gesture, like adjusting your posture or tugging

your earlobe. If the person mirrors or matches your gesture in some way, you are all set to

continue leading! If not, you will need to deepen rapport some more.

If the person that you are communicating with is now in a receptive state, you can use your

body language to influence their state of mind. For example, if they seem to be disengaged

from the conversation, you can try leaning forward and using more gestures (both engaging

behaviors).

Remember that the key is to incorporate influencing behaviors subtly and naturally so that the

other person is not offended or annoyed.



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SESSION EIGHT: MONITORING YOUR POSTURE

Sit up straight! Wow, did that statement remind you of a parent? It sounded like my mother!

The thing is that we spend an extreme amount of time at computers, on the phone, and in our

cars, and we slouch now more than ever.

In this session, you will learn about the importance of good posture in delivering your message.

We will also talk about some ways to work toward better posture if you tend to slouch.

LOOKING AT YOUR POSTURE

Earlier, we mentioned how sitting and standing can make us look domineering or submissive. In

this section, we will talk about posture specifically because it is so important in terms of your

sales success.

Good posture sends a likeability signal. It also looks confident (even when we do not really feel

that way!). It seems that posture has become less important over the past few generations,

with more people becoming obese and tending to slouch. However, in sales (as in several other

careers), posture really sends a message about you. Few of us exhibit really good posture most

of the time.

Often, poor posture develops gradually. Signs of poor posture include any or all of the following

items. Often, one sign of poor posture contributes to another. Any of them can also contribute

to body pain.

• Weak core muscles (the ones that stabilize your abdomen, lower back, and hips)

• Rounded shoulders

• Tilted hips (causing a swayback; visible if your belt sits lower in the front than in the back)

• Forward head posture (demonstrated when someone sits in their car and their head is

forward from the headrest)



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WORKING ON YOUR POSTURE

There are lots of reasons that we develop poor posture, but one of the biggest factors is our

core muscles. Weak core muscles come from a lack of exercise and prolonged periods of poor

body positioning. Improving those muscles can help you develop better posture.

Before you start any exercise regime, you should consult your doctor. To motivate yourself,

think of the boost to your health and your career, if you can transition from someone who has

poor posture to someone who has a confident stance and takes care of themself.

Here are some ways to improve your posture that you can incorporate into your regular

exercise regime after you speak with your doctor (and perhaps an exercise therapist).

• Core strengthening exercises focus on your abdominal muscles, lower back, and hips.

These can include stretches, yoga, crunches, swimming, etc.

• Rounded shoulders need support from strengthened weak upper back muscles as well as

work on chest muscles, shoulders, laterals, and hips. As the upper back gets stronger and

other areas loosen up, your shoulders will naturally move back where they belong.

• Tilted hips can be corrected with abdominal exercises and exercises that focus on the

hamstrings and gluteal muscles.

• Forward head positioning comes from stooping during prolonged sitting, like we tend to

do while watching TV, driving, and working in front of a computer or machinery. Exercise

that corrects the weak and tight areas around your neck will allow you to stand and sit so

that your ears are in line with your shoulders.



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SESSION NINE: DRESSING UP

Do you ever walk past a mirror or window and think, “Wow, that person looks great! Hey, that

person is me!” What we wear speaks about the kind of person we are and makes a huge

impression on our clients.

In this session, we will take a serious look at what you wear and how you present yourself. Do

you look like someone at the top of your industry? You should!

WHAT SHOULD I WEAR?

One hallmark of the professional salesperson is the way that they dress. People who take their

sales career seriously dress well. Even if they have to wear a uniform or a branded t-shirt, they

make it look good. While it may not be fair that people judge a book by its cover (or judge us by

what we wear), it is something that happens and that salespeople should be aware of.

Some people detest the idea of dressing up for anything. They will wear yoga pants and rubber

garden shoes anywhere they can get away with it. That is great for going to a yoga class, but if

you want to be taken seriously in your sales career, your clothes need considerable attention.

This does not mean that if you sell yoga clothing or surfing gear that you will wear a suit. You

need to pay attention to what you wear and to dress at least as well as your customers do.

Clothing does not need to be expensive, but it should be clean, fit properly, and be unwrinkled.

It should not have any rips or holes.

Dressing well to complement your business role will help you focus on the other elements of

your body language. Since we know that people form impressions about you very quickly, your

attention to what you wear will be saying something about you before you have even opened

your mouth to say hello.



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List some rules of dress for your sales role.

THINGS TO CONSIDER

Shoes

Although they are at the bottom of our body, shoes get a lot of notice. Learn how to polish and

take care of them, including the welts. (The welt is the shelf at the top of the sole, where the

uppers attach. People often polish the uppers, but forget to brush the grit off the welts.) Save

an old toothbrush for this job and keep your shoes looking good!

Women’s shoes often need a lot of care. Speak with your shoe sales consultant about how to

care for your shoes. A white leather pump, for example, needs to be treated properly so that it

does not become gray or look like your car mat is rubbing off on it. As well, straps, colored

fabrics, and heel tips (that rubber piece on the bottom of the heel) need to be kept in good

repair.

Sleeve Length

Dress shirts and blouses come in standard lengths, although few of us are standard sizes. You

are already spending good money on your wardrobe, so it deserves to be looked after. Jacket

sleeves, shirts, and blouses need to be hemmed properly (to just below the wrist). These

modifications are not difficult; for example, sometimes you can move a button by a half inch

rather than have to hem the sleeve of a blouse. If you do not have a good hand with a needle

and thread, or a sewing machine, you will want to consult a tailor. These services can be more



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reasonably priced than you may think and they will enhance the investment you are making in

your wardrobe.

Observe

Look at the people who you work with and who work in your industry. Take note of what they

wear and how they present themselves. Speak with a salesperson who is familiar with business

dress and then listen to their advice. The use of color, pattern, and accessories that are

thoughtfully selected can reflect your personality, ensure that you are treated with the respect

you deserve, and help you along in your career.

Buttons

There is something shabby about a loose button on your clothing. People who travel frequently

will pack a small sewing kit (or acquire one from a hotel) in case of a loose button or even a

dropped hem. Make sure that you learn how to reattach a button properly so that you can do

so without puckering the fabric.

Since many people have not learned this skill, we suggest that you check with someone who

can provide guidance in sewing buttons. There are also plenty of instructional videos online.

Ironing

Like sewing buttons, ironing is an essential skill in maintaining a fine wardrobe. In addition to

learning ironing technique, you need to understand that different fabrics require a different

heat setting on the iron, or you run the very real risk of scorching, melting, or damaging the

fabric. Again, consult with someone in your family or seek out instructional videos online if this

is a skill that you lack. You undermine your own credibility by wearing a wardrobe that you do

not seem to care about.



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SESSION TEN: SHAKING HANDS

While the handshake is a key aspect of introductions in some places, it can also be used to

confirm understanding, as part of a farewell, and as the basis for a contract. Knowing how to do

this properly is part of your applied body language.

In this session, you will master the handshake technique. We will also look at when it is not

appropriate and how to handle it.

DEVELOPING A PROFESSIONAL HANDSHAKE

During the important first few minutes of a new relationship, a handshake is usually the only

body contact between two people. It can communicate warmth, a genuine concern for the

other person, and an image of either strength or gentleness. It can also communicate

indifference and weakness. Developing a professional handshake is one of the most valuable

business skills you can cultivate.

The message that you communicate with your handshake is determined by several factors.

Degree of Firmness

Your grip should be firm and friendly. A weak handshake is a really poor form of introduction,

so you need to aim for something that portrays confidence but will not hurt the other person.

Be considerate if you are shaking hands with someone in a receiving line who has many more

hands to shake, someone wearing a lot of rings, or someone who is obviously elderly and

perhaps fragile.

Dryness of Hand

We all prefer to shake a hand that is dry, but some of us also sweat more than others. While

you typically do not want to obviously dry your hands before greeting someone, it is perfectly

acceptable (and even expected) to wipe your hands on a napkin if you have been holding a cold

glass or eating at a cocktail party.



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Depth of Grip

A handshake should be completed palm to palm. Place your hand so that the web between

your thumb and forefinger meets the web of the other person’s hand briefly. Your hands should

remain perpendicular (straight up and down) to the ground. If your palm is facing up, this may

be construed as a sign of submissiveness. If your palm is on top, it can be seen as a sign of

aggressiveness. Avoid merely grasping fingers, which is a sign of weakness.

Duration of Grip

The perfect handshake lasts for about three seconds. You can gently pump once or twice but it

is not necessary. Pull back your hand after that contact, even if you are still talking.

Eye Contact

In North America, we expect the person shaking our hand to make eye contact with us, but this

varies from one culture to another.

To master the whole introduction process, make sure you have something to say as you shake

hands. You do not have to be witty; you can even use the old standard, “Pleased to meet you.”

These few words can set the stage for the small talk that is often at the beginning of a new

business relationship.

Notes

If you use two hands in your usual handshake (enveloping the other person’s hand with both of

yours), the action may signal warmth and affection. However, it can also seem too familiar for

an introductory handshake. Save this handshake for a meeting with an old friend.

Shaking hands is not a customary greeting in all cultures. For example, many Orthodox Jewish

men and women do not touch members of the opposite sex or non-Jewish members of the

same sex. Muslim women are not permitted to shake hands with men outside of their

immediate family and should not be pressured by us to extend their hand.

If you meet someone and are not sure about their custom, you have a couple of polite options.

You can wait until they extend their hand first. Or, you could lightly clasp your own hands in

front of you or place your hand on your chest as you say, “Pleased to meet you.”



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Remember that part of demonstrating proper etiquette is to give a professional impression and

to manage encounters to the best of your ability.



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SESSION ELEVEN: HOW ARE YOU DOING?

We have talked a lot about body language, how to read it, and how to use it to your advantage.

Like many things, however, our comfort, or in this case our fluency in body language, will come

with practice.

In this session, you will gain some expertise in speaking body language.

MAKING CONNECTIONS

Read each scenario below and answer the questions.

Scenario A

You are meeting with a business customer you have only known for a short time. Tell them:

“My company has a brand-new widget that will help you by making it easier to get your

products to your customers.” While you speak, try out these actions:

• Jiggle your leg (fidget)

• Run your hands through your hair several times

• Lick your lips repeatedly

Include statements like:

• Trust me!

• This will revolutionize your business.

Would you describe this salesperson as more or less trustworthy? Why?



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Scenario B


“My company has a brand-new widget that will help you by making it easier to get your

products to your customers.” While you speak, try out these actions:

• Keep your hand gestures symmetrical and located in front of your abdomen

• Tilt your head slightly to one side as a sign that you are listening to your customer

• Maintain steady eye contact without making them uncomfortable

Include statements like:

• Professional trials have been completed.

• This will revolutionize your business.


Scenario C


“My company has a brand-new energy source that is green and efficient. This kind of energy,

called non-gas, will help you because your transportation costs will be cut in half instantly. You

do not have to purchase new vehicles, but you can modify your existing trucks, cars, and other

equipment with a simple $150 kit, which I can also provide to you.”

While you speak, try out these actions:

• Keep your hand gestures symmetrical and located in front of your abdomen

• Tilt your head slightly to one side as a sign that you are listening to your customer

Include statements such as:

• What concerns do you have?



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• Would it be helpful to provide you with a demonstration?


Scenario D


“My company has a brand-new energy source that is green and efficient. This kind of energy,

called non-gas, will help you because your transportation costs will be cut in half instantly. You

do not have to purchase new vehicles, but you can modify your existing trucks, cars, and other

equipment with a simple $150 kit, which I can also provide to you.”

While you speak, try out these actions:

• Keep your head straight (do not tilt to one side)

• Lean back from the customer while you sit or stand

• Put your hand in your pocket

• Check your watch and/or phone

Include statements such as:

• This will be great for your business.

• Think of the money you will save!

• You can trust me on this.




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PERSONAL ACTION PLAN

Now that you have completed this course on Reading Body Language as a Sales Tool, how will

you use the things you have learned? Creating a personal action plan can help you to stay on

track and on target. When you take responsibility for yourself and your results, you get things

done!

In this session, you will be asked questions to help you plan your short-term and long-term

goals. This final exercise is a way for you to synthesize the learning that you have done and to

put it into practice.

I am already doing these things well:

I want to improve these areas:

I have these resources to help me:



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As a result of what I have

learned in this course, I am

going to…

My target date is… I will know I have

succeeded when…

I will follow up

with myself on…



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COURSE SUMMARY

Congratulations! You have completed the course “Body Language: Reading Body Language as

a Sales Tool.”

In this course, we talked about how you can use body language to establish long, trusting

relationships and seal the deal. We started by exploring some aspects of body language and

some signs of likeability and trust.

Next, we learned about different levels of space and how to judge appropriate distance. Then,

we started looking at different aspects of body language, including facial expression, eye

contact, hand gestures, and leg movements.

With this in mind, we reviewed your pre-assignment, where you completed an observation

exercise. We reviewed common body language interpretations: engaged, tired, rushed, and

neutral.

Then, we explored how to use some neuro linguistic programming tools to help you use body

language to create good relationships. Our topics included rapport, matching, mirroring, pacing,

and leading.

The last part of the course asked you to look at your image and posture and consider what

messages you are sending to others. We wrapped up the course with some focused case

studies to help you apply what you have learned.

You should now feel ready to use body language to build stronger relationships, add credibility

to what you say, and increase your selling power.



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RECOMMENDED READING LIST

If you are looking for further information on this topic, we have included a recommended

reading list below.

Berkley, Susan. Speak to Influence (Second Edition). Campbell Hall Press, 2004.

Bowden, Mark. Winning Body Language: Control the Conversation, Command Attention, and

Convey the Right Message without Saying a Word. McGraw-Hill, 2010.

Collett, Peter. How to Tell What People Are Thinking. Collins, 2003.

Ekman, Paul. Emotions Revealed (Second Edition). Holt Paperbacks, 2007.

Hagen, Shelly. The Everything Body Language Book (Second Edition). Adams Media, 2001.



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POST-COURSE ASSESSMENT

1. When you enter a room of people, and some of them have their arms crossed, it

means that:

a. The room is chilly

b. They are not going to be receptive to your presentation

c. There are no arms on the chairs

d. Any of the above

2. Giving someone enough space is important. In most instances of a sales call or

meeting, giving someone _____________ will be enough space.

a. 12 inches

b. 18 inches

c. 3 feet

d. 6 feet

3. People will sometimes try to hide what they are thinking, but all of us give subtle

signals even when trying not to. These signals are also called ___________.

a. Smiles

b. Tells

c. Indicators

d. Frustrators

4. A genuine smile is a great sales tool. One aspect of a false smile is that:

a. It is held longer than an authentic smile

b. It is shorter than an authentic smile

c. It includes the muscles around the mouth and eyes




40

5. The “truth plane” refers to keeping your hands in a specific location while you talk.

What is the location?

a. In front of your high chest and neck area

b. Not using any hand gestures

c. Hands roughly in front of your abdomen, above your navel

6. True or False: Actions such as mimicking the volume at which someone speaks, their

speed, and tone, are all forms of vocal mirroring.

7. True or False: Once you have rounded shoulders, there is nothing that you can do

about it. You are stuck with bad posture forever.

8. My wardrobe is quite likely the first non-verbal gesture I make when meeting

someone, since they will look at me before saying hello. As such, I need to dress as:

a. A competent individual

b. At the same level of sophistication my customer does

c. A yoga enthusiast only if I sell yoga wear

d. All of the above

9. When it comes to offering a handshake, knowing when to shake is as important as

when ____________ .

a. Not to, because it may not be culturally sensitive to the person I am greeting.

b. To put my hands in my pocket

c. To greet someone politely without touching them

d. A and C

10. Body language is something that I can:

a. Use to my advantage

b. Learn to read in other people

c. Learn to control in myself

d. All of the above



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PRE- AND POST-COURSE ASSESSMENT ANSWER KEY

PRE-COURSE ASSESSMENT

1. True or False: Body language is present in every communication experience, except

when we are speaking over the phone.

This statement is false. Even over the phone, body language has an influence. People can

hear your smile or anxiety in your voice.

2. Body language can be effective at:

a. Supporting what you say

b. Contradicting what you say

c. Masking your hand of cards in poker

d. All of the above

The correct answer is D. Despite being so quiet, our body language has a lot of influence on

what’s being said!

3. True or False: Consciously or unconsciously, when someone is giving a speaker their

full attention, they may tilt their head to one side.

This is true. Some people will do this intentionally, as a way to mirror someone perhaps,

and other times it is done unconsciously.



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4. Speaking with your hands in front of your mouth can be a sign of ___________.

a. Fatigue

b. Deceit

c. Anxiety


The answer is B. Speaking with our hands in front of our mouths makes it look like we have

something to hide. Keep your hands away from your face.

5. True or False: When people are nervous, their gestures can become exaggerated.

This statement is true. If someone is using a lot of hand gestures and they are distracting

from the conversation, they appear nervous or perhaps even desperate.

6. In order to mirror properly, we need to: a. Copy exactly what the other person does

b. Reflect back to the person what they have told us

c. Remind the other person what they said

d. Subtly copy the body language of the person you are with

The answer is D. Mirroring has to be subtle, or your attempts to blend and develop rapport

with the other person will make you look silly. There is information about mirroring in

Session Seven.

7. True or False: Dancers have great posture, but as a salesperson I do not need to worry

about it.

This statement is false. As a sales professional, the way you carry yourself makes a

statement about how confident you are. There are tips for improving your posture in

Session Eight.



43

8. When you polish your shoes, you have to remember to do the entire shoe. This

includes:

a. Uppers

b. Tongue

c. Welts

d. All of the above

The answer is D. People often forget the welt of their shoes, which is the ledge at the top of

the sole.

9. True or False: Knowing how to shake hands is an essential skill for the professional salesperson.

This statement is true. Knowing when, or with whom, not to shake hands is equally

important.

10. If I have the choice between two shirts in the morning, and I am in a big rush, I am going to:

a. Choose the ironed one

b. Choose the flashier one

c. Go out in wrinkles; I am an individual after all!

d. Neither of the above

The answer is A. As a professional, you should never be caught in wrinkled clothing

while you are working.



44

POST-COURSE ASSESSMENT

1. When you enter a room of people, and some of them have their arms crossed, it

means that:

a. The room is chilly

b. They are not going to be receptive to your presentation

c. There are no arms on the chairs

d. Any of the above

The correct answer is D. Since there can be lots of reasons for people to have their arms

crossed, it’s a good idea to do a quick assessment of the room and gauge the mood of the

people that are there.

2. Giving someone enough space is important. In most instances of a sales call or

meeting, giving someone _____________ will be enough space.

a. 12 inches

b. 18 inches

c. 3 feet

d. 6 feet

The correct answer is C. In most instances, three feet (or about one meter) is enough.

3. People will sometimes try to hide what they are thinking, but all of us give subtle

signals even when trying not to. These signals are also called ___________.

a. Smiles

b. Tells

c. Indicators

d. Frustrators

The correct answer is B. These subtle signals are called tells, and are commonly discussed in

games of poker and reading body language.



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4. A genuine smile is a great sales tool. One aspect of a false smile is that:

a. It is held longer than an authentic smile

b. It is shorter than an authentic smile

c. It includes the muscles around the mouth and eyes


The answer is A. You’ll find more information about smiling if you refer back to Session

Four.

5. The “truth plane” refers to keeping your hands in a specific location while you talk.

What is the location?

a. In front of your high chest and neck area

b. Not using any hand gestures

c. Hands roughly in front of your abdomen, above your navel

The correct answer is C.

6. True or False: Actions such as mimicking the volume at which someone speaks, their

speed, and tone, are all forms of vocal mirroring.

This statement is true. This was part of Session Five.

7. True or False: Once you have rounded shoulders, there is nothing that you can do

about it. You’re stuck with bad posture forever.

This statement is false. There are exercises in Session Eight to help improve your posture.



46

8. My wardrobe is quite likely the first non-verbal gesture I make when meeting

someone, since they will look at me before saying hello. As such, I need to dress as:

a. A competent individual

b. At the same level of sophistication my customer does

c. A yoga enthusiast only if I sell yoga wear

d. All of the above

The answer is D. Dress for success!

9. When it comes to offering a handshake, knowing when to shake is as important as

when ____________ .

a. Not to, because it may not be culturally sensitive to the person I am greeting.

b. To put my hands in my pocket

c. To greet someone politely without touching them

d. A and C

The answer is D. It is important to have alternatives to handshakes in situations where this

greeting is not appropriate.

10. Body language is something that I can:

a. Use to my advantage

b. Learn to read in other people

c. Learn to control in myself

d. All of the above

The answer is D. All of these things are true about body language.



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ASSIGNMENT ANSWER KEYS

SESSION TWO: BODY LANGUAGE

Looking Into Ourselves

List 10 things related to trust and likeability that you can display in a conversation that we

have not already mentioned.

Here are a few possible answers:

• Not glancing at their cell phone during a meeting

• Leaning into the conversation to show listening behavior

• Keeping their hands away from their face

• Sitting still (not jiggling their leg, tapping their fingers, or otherwise fidgeting)



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SESSION FIVE: WHAT IS YOUR BODY SAYING?

Tools of the Trade

What kinds of techniques can you employ to make sure that your client does not pick up

signals of nervousness or lose trust in you?

Here are a few possible answers:

• Have confidence in your product. It is very hard to sell something that you do not believe

in or have never tried. Know its positive benefits as well as any weaknesses so that you

can bring them up before your client does.

• Do some relaxation breathing before the meeting.

• Give yourself plenty of time to get to the meeting so that you are not rushed and

flustered.

• Have your details practiced, not so that you sound scripted, but so that you can

confidently deliver your presentation. This will also help you stay in complete control of

your non-verbal signals.



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SESSION ELEVEN: HOW ARE YOU DOING?

Scenario A


This salesperson is less trustworthy. They need to stop fidgeting and keep control over their

body even if they are really excited or nervous. Learning some calming techniques can help with

this.

They also need to stop licking their lips and running their hands through their hair, which can

signify nervousness. These gestures may make the customer think that you are lying or

stretching the truth about the product.

Scenario B


This salesperson is more trustworthy. They are using the truth plane and eye contact to make

the customer feel listened to. Keep up the good work!

Scenario C


This salesperson is more trustworthy. They are using the truth plane and head gestures to make

the customer feel listened to. They are also using open questions rather than statements. Keep

up the good work!

Scenario D


This salesperson is less trustworthy. Tilting your head slightly exposes your ear to the other

person and indicates that you are listening and interested in what they say. Keeping your head

straight may not extend that same attention. Leaning in toward your customer conveys interest

and integrity, whereas leaning back can display that you are finished talking and listening.

Depending on how it is done, it can also display a degree of arrogance.



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Making statements such as, “You can trust me,” while you are putting your hand in your pocket,

or checking your phone or watch, sends a mixed message and shows the customer that you

cannot be trusted.

Reading Body Language as a Sales Tool - Sales Talent Today

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