Hey there, Nathan Jamail here! Let’s talk about something most salespeople don’t think about enough: nonverbal communication. Yep, I’m talking about the stuff you don’t say—your body language, tone of voice, facial expressions, and even how you carry yourself during a sales interaction.
Here’s the kicker: nonverbal communication can make or break a deal. You might have the perfect pitch, the most compelling product, and the stats to back it all up, but if your nonverbal cues don’t match your words, you’ll lose trust faster than you can say, “Let me follow up with you.”
Let’s dive into why nonverbal communication is so powerful in sales and, more importantly, how you can master it to build stronger connections, earn trust, and close more deals.
Why Nonverbal Communication Matters in Sales
You’ve probably heard the phrase, “It’s not what you say, it’s how you say it.” There’s a lot of truth to that. Research shows that up to 93% of communication is nonverbal, with body language and tone of voice carrying more weight than the actual words you speak.
Think about it: Have you ever talked to someone who said all the right things, but something just felt… off? Maybe they didn’t make eye contact, or their tone was flat and disinterested. You probably didn’t trust them, right? That’s the power of nonverbal communication—or in this case, the lack of it.
In sales, trust is everything. Your nonverbal cues either reinforce your message or completely undermine it. And here’s the good news: mastering nonverbal communication is a skill you can learn.
Mastering Body Language
Your body speaks before you even open your mouth. Here are some key tips to ensure your body language works for you, not against you:
- Stand Tall: Good posture exudes confidence. Slouching, on the other hand, can make you look unsure or uninterested.
- Use Open Gestures: Keep your arms uncrossed and your hands visible. This signals that you’re approachable and trustworthy.
- Lean In (But Not Too Much): Leaning slightly forward shows you’re engaged, but be mindful of personal space—no one likes a close talker.
- Mirror Your Client: Subtly mimicking your client’s body language can build rapport and create a sense of connection.
The Power of Eye Contact
Eye contact is one of the most powerful tools in your nonverbal arsenal. It shows that you’re confident, engaged, and paying attention.
- Make Direct Eye Contact: Look at your client when you’re speaking and listening. Avoid darting your eyes around the room—it can make you seem distracted or untrustworthy.
- Don’t Overdo It: Too much eye contact can feel intense or intimidating. Strike a balance by maintaining natural breaks in your gaze.
Pro Tip: If you’re on a video call, look at the camera—not the screen—when speaking. It creates the illusion of eye contact and makes you appear more engaged.
Tone of Voice: How You Say It Matters
Your tone of voice can completely change how your message is received. A warm, confident tone builds trust and makes you more relatable, while a monotone delivery can make even the most exciting product sound boring.
- Vary Your Pitch: Avoid sounding flat. Use inflection to emphasize key points and keep your client engaged.
- Slow Down: Speaking too quickly can make you seem nervous or rushed. Take your time, and let your words sink in.
- Show Enthusiasm: If you’re not excited about what you’re selling, why should your client be? Let your passion shine through in your tone.
Facial Expressions: Show You Care
Your face is like a billboard for your emotions. A genuine smile or a look of understanding can go a long way in building trust and rapport.
- Smile Naturally: A fake or forced smile is easy to spot. Be genuine, and let your enthusiasm come through.
- Show Empathy: When a client shares a concern, let your face reflect that you’re listening and that you care. A simple nod or a furrowed brow shows you’re engaged.
Be Mindful of Personal Space
In face-to-face interactions, how you position yourself matters. Respect personal space, but don’t stand so far away that it feels impersonal. About 3-4 feet is a good rule of thumb.
If you’re sitting, angle your body slightly toward the client—it’s a subtle way to show you’re interested and focused on them.
Real-World Application: Putting It All Together
Let me give you a quick story to tie this all together. A few years ago, I was coaching a sales team, and one of their reps was struggling to close deals despite being incredibly knowledgeable. When I observed one of her sales calls, it became clear why: she avoided eye contact, spoke too quickly, and crossed her arms the entire time. Her words said, “I’m here to help,” but her body said, “I don’t want to be here.”
With a little coaching, she worked on her posture, slowed her speech, and made a conscious effort to engage with her clients through better eye contact and open gestures. Within weeks, her sales numbers started climbing. Why? Because her nonverbal cues finally matched her words, and her clients could feel her sincerity.
Final Thoughts: Make Nonverbal Communication Your Secret Weapon
Sales isn’t just about what you say—it’s about how you say it. Your nonverbal communication can build trust, create connection, and reinforce your message in ways that words alone never could.
Take the time to evaluate your body language, eye contact, tone, and facial expressions. Practice in front of a mirror, record yourself, or ask a colleague for feedback. The more intentional you are about your nonverbal cues, the stronger your sales game will be.
Remember, people don’t just buy products or services—they buy trust, confidence, and connection. Master your nonverbal communication, and you’ll be unstoppable.
Here’s to selling smarter, connecting deeper, and winning bigger!
