In every conversation we have about our businesses, we are marketing. The message we send is a combination of the words said and also the non-verbal, physical cues. In fact, posturing and body language are key factors in sales – not only in what we project, but also in being able to interpret the cues that are being returned from our conversation partner.

So, what type of body language should we look for when we are marketing? Although cultural differences are important to note here, these are a few things to remember:

Posture

We want to be confident and at the level of our partner. If we are slouching or low, it signals inferiority. If we are taking a dominating stance, we are projecting that we are dominant (if that is not your brand, be careful).

Leaning forward slightly helps show commitment to the conversation. In a sales conversation, this helps to create a bond. It shows engagement without the aggressive act of moving in.

Open arms are an indication of an open person. Crossed arms is a classic closed posture, not only in the signal it sends to the conversation partner, but also in that it triggers the brain to disengage.

Leaning forward slightly helps show commitment to the conversation. #salestips #smb #smallbiz Click To Tweet

Relaxing vs. Tensing

In general, relaxation of muscles suggests that we are relaxed. This includes a soft, undrawn mouth. Relatively wide eyes. A soft eyebrow. Once the muscles tense, or unusual fidgeting begins, it reflects disagreement, discomfort, or tension.

Eye Contact

Genuine, soft eye contact for a few seconds at a time can be a great way to build connection, but…

Staring is awkward and can create nervous energy.

You can also look to your customer’s eyes for cues. Unfocused or wandering eyes indicate disengagement. Narrowed eyes show disagreement.

When in doubt, mirroring can be a good technique to break the ice. If we pick something about our partner’s body language (ideally just one thing) and start reflecting it, it can help relax them since it shows being on the same page.

Unfocused or wandering eyes indicate disengagement. Narrowed eyes show disagreement. #salestips Click To Tweet

When we think about the verbal messages being delivered in conversation, it is important to remember body language. When we are aware of it, body language can emphasize all the things we want to say and give us cues as to how the listener is feeling. With that information, we know how seriously we should pursue the marketing discussion at hand!

For more information about how to pace a sales conversation, read here!