Definition: Body language encompasses all non-verbal signals in communication: posture, gestures, facial expressions, eye contact, and even tone of voice. In sales, your body language can significantly influence trust and rapport – often communicating more than your words. Research suggests that non-verbal cues (body language and voice tonality) make up a large majority of how your message is perceived (Mehr Vertriebserfolge durch eine bessere Körpersprache: 15 Tipps! - Werner F. Hahn, Verkaufstrainer & Fachbuchautor). Whether in person or on video, how you physically present yourself can either reinforce or undermine your spoken message.

Positive body language in sales:

• Open posture: Stand or sit upright, shoulders back, arms uncrossed. Facing the client directly (with a slight angle to not be too confrontational) shows you’re engaged and confident. Avoid defensive stances like crossed arms, which can signal resistance or insecurity.

• Eye contact: Maintain good eye contact to demonstrate confidence and attentiveness. Aim to look at the client enough to show interest (about 60-70% of the time), but without staring them down. On video calls, remember to look at the camera regularly so it appears as eye contact on their end.

• Facial expressions: Smile genuinely, especially at the start of interactions, to warm up the atmosphere. A genuine smile (one that reaches the eyes) can immediately create a friendly vibe. Also, nodding occasionally while the prospect speaks signals that you understand and agree (or at least follow) (Aktives Zuhören und Hinhören). If a client shares a pain point, a concerned or understanding expression shows empathy.

• Gestures: Use natural hand gestures to emphasize points, but don’t overdo it. Keeping hands visible (not hiding them in pockets) unconsciously conveys transparency. If you’re seated at a table, placing your hands on the table (relaxed) can subliminally indicate openness – hiding hands might trigger distrust (people associate hidden hands with hidden intentions).

• Mirroring: Subtly mirror the client’s body language (see Mirroring in letter M). If they lean in, you lean in a bit; if they relax back, you can too. This creates an unconscious feeling of “we’re in sync.” But do this carefully – it must be subtle to be effective.

Why it’s important: People often make judgments within the first few seconds of meeting – and body language is a huge part of that first impression. A confident, friendly stance can make a client more receptive from the get-go. Throughout the conversation, your non-verbals continue to either build credibility (steady eye contact, purposeful gestures, calm breathing) or sow doubt (fidgeting, avoiding gaze, slouching). Remember, customers are not just listening to you; they’re feeling you.

Voice and tone: (Though not strictly “body” language, tonality is often considered part of non-verbal communication.) How you speak – your pace, pitch, volume – significantly affects perception. Speaking clearly at a measured pace projects confidence. A lower, steady vocal tone tends to convey authority and trustworthiness, whereas a high-pitched, rapid-fire delivery can indicate nervousness. One tip: if you tend to speak quickly when nervous, consciously pause and slow down, especially when making important points. This not only helps the client absorb your message but also makes you appear more confident and in control.

Video and phone considerations: On phone calls, since the client can’t see you, tone of voice carries the entire weight – smile while you talk (people can hear a smile) and consider standing up to speak (many find their voice is stronger and more energetic when standing). On video, all the usual body language rules apply, plus ensuring you’re well-lit and in frame (clients shouldn’t see only half your face or a dark silhouette; that’s off-putting). Also, lean slightly toward the camera when listening or wanting to show engagement – it mimics the in-person cue of leaning in.

Non-intuitive tip: Feet and fidgeting. You might not think about your feet, but if you’re standing and your feet are pointed toward the door, psychologists note it can signal you want to leave. Try to point feet toward the person. Similarly, be mindful of nervous movements (pen clicking, hair twirling, tapping feet). They may seem minor, but they can distract or signal anxiety. One trick: channel that energy into purposeful gestures or note-taking instead.

Bottom line: Consistent, positive body language helps reinforce the verbal message that you are confident in your offering and honest in your intentions. It sets you one step ahead by silently conveying “You can trust me, and I’m listening to you”. Customers might not consciously note “their posture was great,” but they will feel more at ease and attentive to you. Combining solid body language with strong verbal communication is a formula for making a powerful impact in any sales conversation.