Any combination of the above!!
Chapter 3: Getting on the Customer’s Wavelength
Reading Body Language
Silence is one great art of conversation.
WILLIAM HAZLITT (1778–1830), ENGLISH WRITER
Salespeople must be tuned in to the needs of customers. These needs are often hard to understand, as the client does not verbalize them. One has to become expert in “reading” people though their gestures and other non-verbal cues.
Albert Mehrabian’s studies on communication concluded that communication can be broken down to 55 percent non-verbal, 38 percent vocal, and 7 percent verbal.
As different cultures have different ways of expressing themselves non-verbally, one should not jump quickly to conclusions. In Western society, however, the following are generally accepted cues to determine the thoughts and feelings of the person you are communicating with.
Non-verbal thoughts can be put into three categories: acceptance, caution, and disapproval. Here are the primary indicators of each:
Acceptance is probable if the person
leans forward or sits upright
begins smiling, takes renewed interest
takes hold of your product or tightens his grip if you are trying to retrieve it
relaxes his arms and has open palms
crosses his legs and points them toward you
uncrosses his legs
Caution and doubt may be surfacing if the person
looks away from you
crosses her legs and points them away from you
looks away from you
looks upward and to the right
begins to fidget with something
crosses her arms
Disapproval is evident if the person
physically moves away from you
shows anger
wrinkles his face and brow
becomes silent
avoids looking at you
crosses his arms
clenches his fist or gestures to show rejection
crosses his legs and swivels his body away from you
Here is how to interpret and respond to various types of body language:
Crossed legs and arms. It could mean that the person is defensive and not open to your ideas. Ask an open-ended question to find out what’s on his mind.
Darting eyes. She is probably anxious or lacks confidence. Help her feel secure.
Blank stares. The person is probably not listening to you. Ask a question to get him to refocus. If he has no idea what you’re talking about, consider summarizing your thoughts.
Looking up at top left. Watch out! She is probably figuring out how to outmaneuver you. She may even be lying. Ask for evidence of any comment made.
Looking up at top right. He may be thinking about something, but unable at the time to fully grasp the situation. Consider waiting for a while until he focuses back on you.
Hands on hip or has a hip jut. The person is displaying confidence, and possibly arrogance. Don’t pick an argument, but look for areas of common agreement.
Hands at side. This neutral posture requires little adjustment in your communications.
Arms crossed. This could indicate a closed attitude. Through probing questions, try to determine what roadblocks are in the way of your progress.
Jacket buttoned up. This may indicate a need to be formal. Conduct the discussion without being personal.
Jacket unbuttoned. The person is informal and open. This will allow you to proceed more quickly than would be the case otherwise. Assume that the person is onside and proceed as if the sale has been accepted even without verbal confirmation.
Leaning forward. She is interested in what you are saying. Close earlier rather than later.
Leaning back with arms behind head. The person is contemplating your words and is possibly sceptical. Through open-ended questions, find out what reservations he may have and deal with them.
Looking over bifocals. The person is being judgemental and sceptical. Don’t challenge her, but ask questions that might help you understand her thinking at this point. “What are your thoughts?” or “How do you feel about this?” could be appropriate questions.
Hands open with palms down. This might indicate a demanding gesture. Be prepared to disarm him by being helpful and courteous. Don’t fight back. Try to remove his hostility.
Open hand with palms up. This may signal that she has a need. Offer help.
Hands on the table. This could signal a willingness to get things done. Try to close sooner rather than later.
Sitting in a slouched position. This may indicate a lack of confidence and self-esteem. Find something positive to say that might make the person feel more important.
Blinking slowly. This might suggest that he is not feeling good about being in the meeting. Try to confirm that this might be the case and do something that will reward his presence.
Smiling. The person is enjoying the discussion. Good! Proceed toward the goal you have set for the discussion.
Head angled downward. He is embarrassed, shy, or possibly lying. If you believe that the response is due to some lack of confidence, pass a compliment that may be appropriate to the situation, avoiding any patronizing comments. If you feel that the person is lying, ask him for evidence of his opinion. Or, show him evidence that his opinion is incorrect. Focus at all times on the issue rather than the person.
Head tilted back. This may indicate arrogance. Don’t respond to her superiority, or become distracted by it. Rather, focus on the issue at hand.
Head cocked to the side. He is probably deeply interested in what you are saying. Keep talking, focusing on benefits. Look for an opportunity to close.
In using body language, try always to show a positive, open approach to encourage reciprocity. The best combination might be
leaning slightly forward
cocking your head slightly to the side
keeping your arms at your side
smiling
Any negative change in body language should provoke you into action.
Ask them if their sentiments have changed, and if so, why?
Move away from your formal presentation to re-establish a connection.
Listen carefully to objections and deal with them fully before moving on.
Maintain your sense of confidence and enthusiasm.
Listening
The best approach to customer-focused selling is asking good questions, then listening intently to the answers. Selling is not about talking well; it’s the ability to gather information, consolidate the information and provide helpful intervention (your product or service).
MARGUERITE SMOLEN, THE EVERYTHING SELLING BOOK
Selling is about meeting needs. The closer you can match what you have to offer with the needs of the buyer, the greater the probability of a sale. The best way to know the true needs of the buyer is to listen to her. Listening will enable you to gain valuable knowledge that you can apply in matching your product/service to the buyer’s needs. Listening also helps to identify problems, issues, concerns, and opportunities. It would be a pure fluke to sell something without knowing what your customer really wants. Here are some invaluable tips to improve your listening:
Listening will show the potential buyer that she is understood. She will sense your desire to help her. So, give her your undivided attention. Don’t do other work or take calls while you are listening.
Your attention is what makes a conversation succeed or fail. Don’t answer your telephone or appear distracted by other work if you are supposed to be listening.
Meet in a quiet place if possible. A noisy or busy public place will only distract you both.
Don’t waste your time and energy working on a rebuttal. Listen carefully and allow yourself to be swayed.
Don’t interrupt. You should only cut in if it seems the other person is repeating herself to clarify a point that you already understand.
Let the other person know you’re interested. Nod from time to time and say “aha” or something similar.
Look the other person in the eye without appearing rude or aggressive.
Use your body language to communicate. Lean forward to show you’re interested. Smile. Don’t fidget or let your eyes wander.
Don’t be embarrassed to ask for clarification. Summarize what the other person is saying from time to time: “So what you’re saying is . . .”
Don’t finish the speaker’s sentences. This shows impatience.
Don’t interrupt even though the person might have difficulty making a point. Let others finish before you confirm your understanding. Train yourself to slowly count to five before interjecting or saying something.
Learn to let short, comfortable silences descend on a conversation. A moment of quiet will encourage the other person to speak.
Give the other person the opportunity to say what he means by asking open-ended questions. For example: “What else can you tell me about that?”
If the answers you get are long and complex, ask the client for permission to make notes. Alternatively, echo back to them your understanding to show that you have truly understood. Say, “So what I’m hearing you say is . . . Have I got that right?”
Keep your eyes open for clues about what the person is really thinking. Body language can tell you a great deal more than the messages you hear.
It’s so simple to be wise.
Just think of something stupid to say and then don’t say it.