Body parts that control the sale

Editor’s Note: Over the next several issues of Vet-Advantage, we will give you insight into both basic and advanced tactical selling techniques that will help you serve customers better than ever before. But let us preface this with a warning. The material in these articles is not for salespeople who are not ready to push themselves harder than ever before. It is for the professional who seeks constant improvement, fresh ways to serve their customers, and constant learners who are never satisfied with being average. If this is you, it’s great to have you on board. Now let’s get to work!

In the first five seconds of any sales presentation, your prospect will determine the following:

• Whether to listen to what you have to say.
• Whether to want a relationship (personal or professional) with you.
• Whether to trust you.
• Whether to do business with you.

And the decision to listen to you is often based not on the words you are using, but rather the language your body parts are speaking. If you pass the test in the first five seconds, you have only been given the right to continue. Here are a few tips to make sure your body’s first “words” are ones that make prospects curious enough to listen. Once they are curious, your words, combined with your PRECISE Posture, will create a selling environment worthy of the word YES.

Eyes
While your prospect is talking, look him in the eye and keep yours wide open. This shows compassion and interest. If you are talking to more than one person at the same time, don’t “lock on” to just one or two. For instance, if you are delivering a sales presentation to multiple vets, your head needs to be on a swivel so every decision-maker or influencer in that room knows you value their opinion.

It is fine to occasionally look away from your prospect, especially if you are trying to internalize the feedback he just gave you while crafting your professional response. This shows patience, confidence and often wisdom.

Shoulders and back
Keep them straight. Slouching shows low self-esteem. Also be aware of the body angle of your prospects. Are they leaning forward in interest, or back in apathy or disapproval? Also, be aware of your distance from the prospect. Break the Jerry Seinfeld “close talker” bubble and your prospect will be more concerned about getting you out of his face than how much value your new product can deliver.

Head
When you want to be authoritative, keep your head in a consistent position both vertically and horizontally. Erratic or loose head movements show uncertainty in your message and can also give the prospect the sense you are being evasive. When listening, tilt your head slightly to either side to show curiosity and interest.

Mouth
What does your mouth do while others are speaking? When you tighten your lips and perhaps twist them to the side, it shows the other party that you are skeptical in what they are saying. Once a prospect feels his input is not being heard, you’re cooked.

Perhaps your most powerful body language tool is your smile. Face it, people like and want to buy more from happy people than they do grumpy ones. Pouts are OUT and grins are IN, so use that mouth of yours as a billboard for your positive attitude.

Hands
To create an open and friendly selling atmosphere, your palms should be slightly up and outward when delivering a presentation. Palms down, and downward hand motions, can be perceived as forceful. To illustrate this, put your hands out in front with your palms facing up, and move your hands up and down as if you had an audience in front of you. What emotion would it spark? (Raise the roof, perhaps?) Now put your hands out with palms down and do the same things. How would an audience feel if you did this? Sure, they would think you are telling them to shut up and settle down. Your subtle hand motions in every presentation send those same signals.

Legs
Yes, even your legs sneak themselves into the sale. Even if they are hiding under the table, they can say a lot about how well you are communicating. If you look down and it seems like you are pumping the gas pedal of a 1967 Dodge Dart, chances are you are fidgeting with other body parts as well. Settle down, calm the legs and soon other parts will follow. The sale often goes to the most poised communicator, and the poised communicator makes slow, smooth movements.

And what about crossing your legs? It’s fine. Some cross at the ankles, some at the knees and others reach right down, grab the ankle and drop it on top of the other knee. This is known as the “Figure 4 Position” and it can signal that you are on the defensive, so if possible, avoid it.

Elbows
When things are going well in a sale and you feel a connection has been made, a short three-second touch on the elbow of a prospect can create a brief and warm connection. Doing this more than once however, could turn that warm connection cold quickly, so don’t get too touchy feely.

While the tips above are designed to help you better control the language your body is speaking, you should also use them to help you better understand the message your prospect’s body is sending you. So this week, let your body do the talking. By doing so, you will find that your PRECISE Posture, combined with great knowledge and a tactical sales plan, will have your commission check speaking a language that is music to your ears.

President of Kansas City-based PRECISE Selling, Brian delivers seminars and Internet training programs on sales, service, leadership and presentation skills to companies of all sizes. To find out more, visit him at www.preciseselling.com or email Brian at bsullivan@preciseselling.com.