Nonverbal communication in selling.

Recognition and analysis of nonverbal communication in sales transactions is relatively new. Only in the past 15 to 20 years has the subject been formally examined in detail. The presence and use of nonverbal communication, however, has been acknowledged for years. In the early 1900's, Sigmund

The concept of territorial space refers to the area around the self that a person will not allow another person to enter without consent. Space considerations are important to sales-people because violations of territorial space without consent may set the customer's defense mechanisms and create a barrier to communications. A person (buyer) has four main types of distances to consider--intimate (up to 2 feet), personal (2 to 4 feet), social (4 to 12 feet) and public (greater than 12 feet).

Intimate space of up to 2 feet, or about arm's length, is the most sensitive zone, since it is reserved for close friends, and loved ones. To enter intimate space in the buyer--seller relationship, for some prospects, could be socially unacceptable--even offensive.

Personal space is the closest zone a stranger or business acquaintance is normally allowed to enter. Even in this zone, a prospect may be uncomfortable. Barriers, such as a desk, often reduce the threat implied when someone enters the zone.

Social space is the area normally used for a sales presentation. Again, the buyer often uses a desk to maintain a distance of 4 feet or more between buyer and seller. Standing while facing a seated prospect may communicate to the buyer that the salesperson seems too dominating. Thus, the salesperson should normally stay seated to convey a relaxed manner.

Public space can be used by the salesperson making a presentation to a group of people. It is similar to the distance between teacher and student in the classroom. People are at ease, and thus easy to communicate with at this distance because they do not feel threatened by the salesperson.

Once territorial space has been established, general appearance is the next factor of nonverbal communication a salesperson conveys to a customer. Appearance not only conveys information such as age, sex, height, weight, and physical characteristics, but it also provides information on the personality.

Hairstyle traditionally has been important in evaluating personal appearance. Today's salespeople must consider the type of customer they call on and adjust their hairstyles accordingly. Both male and female salespeople should visit a hairstylist.

Salespeople should carefully consider their grooming and its impact on customers perceptions. Some companies ask male salespersons to be clean shaven and wear conservative haircuts. Their female salespersons are asked to choose a simple businesslike, short-length hairstyle. Other companies leave grooming up to each individual. The important objective is to eliminate communication barriers.

Wardrobe has always been a major determinant of sales success. A variety of books and articles have appeared on proper dress for business people. These books suggest that men and women sales representatives wear conservative, serious clothing that projects professionalism, just the right amount of authority, and a desire to please the customer.

The nonverbal messages that salespeople emit through appearance should be positive in all situations. Characteristics of the buyer, cultural aspects of a sales territory, and the type of product being sold all determine a mode of dress. In considering these aspects, create a business wardrobe that sends positive, nonverbal messages in every sales situation. Once appropriate dress and hairstyle have been determined, the next nonverbal communication channel to consider is your contact with a prospect through the handshake.

Today, a handshake is the most common way for two people to touch one another in a business situation, and some people feel that it is a revealing gesture. A firm handshake is more intense and is indicative of greater liking and warmer feelings. A prolonged handshake is more intimate than a brief one, and it could cause the customer discomfort, especially a sales call on a new prospect. A loosely clasped, cold, or limp handshake is usually interpreted as indicating that someone is aloof and unwilling to become involved.

General rules for a successful handshake include extending your hand first--if appropriate. Remember, however, a few people may feel uncomfortable shaking hands with a stranger and of course international protocol may need to be followed in some situations. At times, you may want to let the customer initiate the gesture. Maintain eye contact with the customer during the handshake, griping the hand firmly. These actions allow you to establish an atmosphere of honesty and mutual respect--starting the presentation in a positive manner.

Our last nonverbal communication channel is body movements. Body movements or body language generally send three types of messages: (1) acceptance (2) caution and (3) disagreement.

Acceptance signals indicate that your buyer is favorably inclined toward you and your presentation. These signals give you the green light to proceed. Some common acceptance signals include these: Body angle--Leaning forward or upright at attention. Face--Smiling, pleasant expression, relaxed, eyes examining visual aids, direct eye contact, positive voice tones. Hands--Relaxed and generally open, perhaps performing business calculations on paper, firm handshake. Arms--Relaxed and generally open. Legs--Crossed and pointed toward you or uncrossed.

Acceptance signals indicate that buyers perceive that your product might meet their needs. You have obtained their attention and interest. You are free to continue your planned sales presentation.

Caution signals should alert you that buyers are either neutral or skeptical toward what you say. Caution signals are indicated by these characteristics: Body angle--Learning away from you. Face--Puzzled, little or no expression, eyes looking away or little eye contact, neutral or questioning voice tone. Arms--Crossed, tense. Hands--Moving, fidgeting with something, clasped. Legs--Moving, crossed away from you. Proper handling of caution signals requires that the sales representative consider a number of actions. First, adjust to the situation by slowing down or departing from the planned presentation. Second, use open ended questions that encourage buyers to talk and express their attitudes and beliefs. Third, carefully listen to what buyers say, and respond directly. Finally, project acceptance signals. Be positive, enthusiastic, and smile. Your objective in using these techniques is to change yellow caution signals to the green go ahead signal, and project acceptance signals. Additionally, stop the planned presentation. Second, temporarily reduce or eliminate any pressure. Third, let the buyer know you are aware that something upset them. Finally, use direct questions to determine a buyer's attitudes and beliefs such as, "Have I said something you do not agree with?"

In summary, remember the four nonverbal communication channels, territorial space, general appearance, the handshake, and body movement. Effective communication is essential in making a sale. Nonverbal communication signals are an important part of the total communication process between buyer and seller. Professionalsalespeople seek to learn and understand nonverbal communication to increase their sales success. Give them a try.