Reading and using your customers' body language

March 31, 2008

By Doug Fleener

Have you ever wished you could read a customer's mind to discover whether or not he or she likes what you're showing them? Would you like to be able to bond with your customers or figure out their moods before you've engaged them?

While there's no magic power to let you accomplish these things with perfect accuracy, you can come close via non-verbal communication.

Often, a customer's body language can speak volumes. A customer who nods gently and strokes his chin when viewing a product might not necessarily be ready to say "yes," and would likely benefit from having his needs investigated further.

The classic body language indicators are still as applicable today as they were when first identified decades ago. Some common ones:

—Hands on hips indicate aggression and/or readiness.

—Arms folded across the chest indicate defensiveness.

—Drumming or tapping fingers is a sign of impatience.

—Tugging on the ear or stroking the chin signifies indecision.

—Hand on a cheek typically means thinking or evaluation.

—Hands in pockets is a sign of being closed off.

—Head tipped slightly to the side shows interest and active listening.

Recognizing what your own body language is saying can be just as valuable as being able to interpret your customer's non-verbal cues. To project confidence and professionalism, stand up straight, keep your hands out of your pockets and lean in to speak or to listen to your customer.

Sales professionals who are truly exceptional can read both their customer's and their own body language, and then change their own to reflect the customer's. When this is done without appearing to mimic the customer, it creates a silent conversation that puts the customer at ease and forges a strong relationship built upon an unspoken language.

Before you try having a conversation, first take the small step of learning what your customers (and you!) are saying without words.

Editor's note: This article first appeared in the March 2008 issue of National Jeweler.