Early in my sales career I was asked to go to a seminar that was to “empower me” with a new sales control method. I was skeptical. After the seminar, however, I was a believer. You know the drill… fold your arms in a group and before you know it everyone has their arms folded. In other words you were in control. The seminar went further. If you swiped your hand to the left you were putting a negative influence out where to the right would be the opposite. I could mess with their brain, cool.

Lean forward, pressure was on. Palms up forward facing, body sitting back relaxed, pressure was off. Lean forward and stare at the potential client and not say a word. Serious pressure. People would actually start to sweat. I could get folks crying under these techniques! Not one of my finer moments, I’ll agree, but you get the point.

As time went on my sales, sales management, positions went from high pressure sales into a more consultative sales role. In this environment, a much longer sales cycle, inserting this kind of pressure absolutely did not work. There was a silver lining. As my sales influence techniques increased my customer perception techniques increased as well. This I could use.

Slightly squinted eyes as if something hurt… I hit a nerve. Fidgety… losing interest. Rub their face… irritated. A quick shocked look… too high. And so on.

The better you are at reading a customer’s body language the better the chance of success.

I have watched, time and again, sales people in the sales initial, presentation, and close blow it because they had no clue what the customer was “really” telling them. It’s always amazing how their “perception” would be so different from mine when we would debrief.

Next time you’re out on an appointment watch their body language more closely. Be cognizant of yours as well. At the very least it will help you stay focused and sharp.

Copyright © 2009 Chris Lott and Lottspace. All rights reserved.