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.