FACING YOUR CLIENT
Bill Acheson is a Professor of Communications at the University of Pitts-
burgh and a highly popular speaker on the topic of reading body language
in a selling situation. He believes that facial expression is the most common
tool by which we gather information about other people. He states, “We not
only use the face to identify others, we use it to determine their initial emo-
tional state and any changes that might occur during the communication
process.” Acheson believes that facial expression is more emotionally reveal-
ing and more accurate than the spoken word.
“In sales,” Acheson writes, “facial expression is the primary feedback
tool that guides you through the selling process. It provides valuable feed-
back about how the selling process is progressing. Level of interest, desire,
and indication of honesty or deception can be identified by changes in fa-
cial expression. Sales professionals not only react to facial responses to re-
inforce points that are important to the prospect but also identify and deal
with objections before they become stumbling blocks.”
How important is facial expression? Another way to answer that ques-
tion is to ask why each year sales professionals log millions of miles to get
face-to-face with their prospects and clients. It is rather pointless to log all
those miles if we are not going to practice extreme vigilance in regards to
body language. Why make the drive if not to capitalize on the face-to-face
The Face You See / The Face You Show 149FIGURE 17.2Check Your Client: Warning Signs
□The raised eyebrow.Needs validation, shows pessimism.
□Scrunched-up nose.Lacks credibility, foolish.
□Narrowed eyes.Uncertain, skeptical.
□Rolling eyes and/or pursed lips.Shows disapproval, disgust.
□Frozen smile.Afraid to express true feelings of disapproval or disagreement.
□Nervous gestures.Anxious about topic at hand or just a constant nervous habit (e.g.,
tapping fingers, shuffling objects).
□Darting/fidgeting eyes.Bored; feels pace too slow or material irrelevant.
□Hand to forehead.Confused or stressed.
□Hand to chin.Processing the information.
□Looking away.Avoiding topic or conflict.
□Looking up.Thinking through topic.
□Head on desk; loud snoring sound.Presentation so good you put them in a dream state!