For instance, I have heard it taught that every time clients move forward
in their chairs, it means they want you to close the deal—they are ready to
buy. What happens if you dogmatically act on this teaching and begin clos-
ing the sale only to find out that the individual moved forward in his chair
because he had to go to the rest room? As a rule of thumb, I suggest paying
more attention to what the face and body are saying—with a caution to pay
equal attention to both context and one’s own capacity for jumping to the
wrong conclusion. You could be reading some false advertising.
BODY LANGUAGE CHECKPOINTS
Successful sales professionals would not think of going into an impor-
tant presentation without first rehearsing their content. Yet studies show
that people are more influenced by tone and body language than they are
by content. Go through a quick rehearsal of your body language as well.
Study your face in the mirror when experiencing specific emotions. For ex-
ample, think about being surprised and watch the reaction on your face.
Think of someone lying to you and watch that reaction register. Think of
being ready to purchase something and see how it affects your countenance.
Think of hearing a price that you think is out of line and observe the facial
signals. Think of saying something when you do not intend to follow through
and watch for the indicators on your face and in your eyes. This technique
is a simple method for schooling your powers of observation to be sharp
and attuned with your clients.
It is important to be aware of the signals you are sending as well as the
signals your client is sending. Following are two short checklists (Figures
17.1 and 17.2) for your mental file before you walk into a presentation:
148 SELLING WITH EMOTIONAL INTELLIGENCE
FIGURE 17.1Check Yourself
□Your eyes.Are your eyes open, receptive, and inviting, or questioning, intense, and
scrutinizing?
□Your facial muscles.Are your facial muscles tense (communicating disapproval, stress)
or are they relaxed? Can you smile easily with your teeth and eyes?
□Hands.Are your hands closed? Are you pointing? Are your hands open (communicating
generosity, helpfulness, and open-mindedness) and your gestures smooth and gentle?
□Posture.Are you looking down your nose? Are you too far or too close? Is your posture
open or closed?