Mark Bowden is here to tell us how we can use body language effectively. He tells us that if our non-verbal communication during a sales process is correct, then people will trust us and what we say instantly, and attach these feelings of trust to our company, our product, and our brand.
First Impressions
Non-verbal communication has an immediate effect. We interpret it in the present and, in most cases, with a greater emphasis than any words used. It all goes back to ancient times when we had to instantly decide whether something is a friend or a foe. Bowden says our default response is to ignore. What we need to do is use our body language to shift this impression to move to friends.
The Truth Plane
The underlying objective of any type of communication: verbal or otherwise, is to be recognized as non-confrontational, open, available, and sympathetic to others. On the physical level, the truth plane is about making us open where our body is the most vulnerable, just under the rib cage. Bowden says that if we draw attention to and expose our weakest point we are clearly indicating we are open and friendly. He suggests the act of placing hands in the Truth Plane is the single most effective way for a salesperson to fight against natural stress reactions. It sends a clear signal to potential customers that there is no problem and everyone can be confident.
Territorial Advantages
Bowden tells us that good body language is effectively all about the customer and what they perceive as their territory. Someone whose territory is being invaded feels that his status is being chipped away, is unable to listen effectively, and appreciate a sales presentation. Therefore, how we treat the space and orient ourselves to others in a room or around a table, is vitally important. The objective is to ensure others feel comfortable about their own status or rank within the territory. One simple thing we can do to ensure this is to make sure that we aren’t blocked by physical barriers that block us from our clients will also block our ability to use the Truth Plane and get into the friend category.
Dress Code
Knowing how to fit in with a group by fighting in with their dress code is always a challenge. Bowden gives us a simple tip: hang out at the edges of the group and see what the members wear. Move your wardrobe further toward the clothes worn by others in their environment. A good rule of thumb for a salesperson is to dress within one style notch of the group. If you are meeting with a frontline team that wears polo shirts and khakis, put on a jacket to present yourself with just a little more gravitas. However, be sure that it’s not so much that you look out of place. Be close enough to the house style to not disrupt people’s cognitive ease in seeing you, then use your body language to demonstrate your ease with the situation.