Selling with the Right Signals 71
percentage of acting is reacting. The
same is true of communication.
Much of being a good communica-
tor is being a good listener. You’re
sending signals even when you’re
not speaking.
Think about the many head-
table people you’ve watched in your
lifetime who seem to ignore the
keynote speaker.
Think about all the panel mem-
bers you’ve seen who haven’t both-
ered to look at the panelist who’s
speaking and give the appearance
they’re just bored with the whole
thing.
We’ve all watched the vice
president and Speaker of the House
seemingly wishing they were some-
where else during the State of the
Union address.When you’re not speaking,
you’re still “on”
My point is that when you’re not
speaking, you have to stay alert and
look interested because the audi-
ence may be looking at you. In fact,
if you aren’t responding, you’ll
probably be distracting the audi-
ence. Your reactions must be genu-
ine and appropriate, just like the
smile and the gesture.
Sitting in the audience at dinner meetings, I’m amazed at how
many head-table people, often celebrities or business or political
leaders will look at their watches, sip coffee, stare straight ahead,
or even talk to each other while someone else is presenting.
The audience is being distracted and attention is literally be-
ing stolen from the person they should be listening to.
The only way to sit is to look in-
terested with good posture and
an open face.
...or looking away.