CCA 3.3 Lesson 3 Guidelines to Understanding Body Language

To summarize our discussion on body language, four general guidelines should be followed to avoid any misunderstanding. These guidelines will assist you in understanding what other people are really saying with their body gestures.

Four Body Language Rules

One signal can have multiple meanings.

We speak in clusters.

When there is a contradiction, believe the body signal.

Avoid annoying body signals.

Rule One: One body signal can have multiple meanings. To think that “crossing the arms” always means a person is closed or defensive can be wrong. People also cross their arms when they relax and when they are cold. The same is true when a person is looking at his/her watch.  A person isn’t always showing impatience. Looking at your watch could also show that you are just interested in the time, or checking to see how much time you have left before you have to make a departure, and sometimes it is just a habit. Based on the person’s background and body language habits, one signal can have multiple meanings.

Rule Two: People speak in clusters. To understand what a person is really saying nonverbally, look for multiple signals or clusters. If a person looks at one’s watch, begins to yawn, and backs away from you, you can generally come to the conclusion that the person wants to leave you.  One body signal can fool you, but several signals in a cluster usually are reliable in signifying a specific message or idea.

Rule Three: When a contradiction occurs, believe the nonverbal message. Again, actions speak louder than words. Whenever a person verbally says one thing and then gives off nonverbal signals that contradict the verbal message, you are usually safe in believing the nonverbal signal. People find it easier to mask their voice and words, but find more difficulty in masking their body signals that exists below the neck.

Rule Four: Avoid annoying body signals. Every person has one or several mannerisms that may annoy another person if they appear often within a short period of time. It would be wise for every person to videotape him/herself often to identify those body signals that are dominant in his/her body language. Also, every person needs to avoid obvious annoying body actions.  In Successful Selling Strategies, Charles L. Lapp identifies the most common annoying mannerisms that every sales professional should avoid.

The Twenty Most Annoying Mannerisms–Charles L. Lapp

  1. Scratching head
  2. Running hand through hair
  3. Screwing at an ear
  4. Raising eyebrows
  5. Picking nose or teeth
  6. Clearing throat often
  7. Chewing lip or chewing gum vigorously
  8. Constantly adjusting tie
  9. Cracking knuckles
  10. Hitching at the pants
  11. Cleaning fingernails while talking
  12. Pacing around while talking
  13. Slapping the buyer on the back
  14. Pointing constantly
  15. Pushing right to the face while talking
  16. Coughing without covering mouth
  17. Butting in when the buyer is talking to someone else
  18. Doodling
  19. Fingering a card or paper
  20. Scowling when an order isn’t obtained

VERBAL COMMUNICATION

A person’s verbal communication can create a positive buying atmosphere and give the sales professional selling power. In this area of verbal communication, we will discuss the persuasive tool of words and also touch on areas like voice characteristics and tone.

Elements of Verbal Language

  • Tone of voicePitch, volume, and rate.
  • WordsPositive and persuasive.
  • Figures of speechSimile (like, as)Metaphors (is)Euphemism

VERBAL COMMUNICATION

A person’s verbal communication can create a positive buying atmosphere and give the sales professional selling power. In this area of verbal communication, we will discuss the persuasive tool of words and also touch on areas like voice characteristics and tone.

Elements of Verbal Language

  • Tone of voicePitch, volume, and rate.
  • WordsPositive and persuasive.
  • Figures of speechSimile (like, as)Metaphors (is)Euphemism

Tone: The tone of your voice can show positive or negative attitudes to the listener. If you increase your voice pitch, you tend to keep people’s attention and seem more alive and enthusiastic. A monotone voice is boring to most buyers. It is good to fluctuate your tone of voice during a conversation. You need to find a happy medium between soft and loud, as loud can be offensive, and speaking too softly may lose the listener.

I had the privilege of listening to Dick Nourse*, the anchorman for KSL News of Salt Lake City. He indicated that when he started broadcasting, he was told that the best way to establish credibility and authority was to lower your tone of voice and speak a little slower. This is something to think about as you prepare your next sales presentation.

Voice characteristics: Using proper voice characteristics with appropriate timing can aid you in a successful conversation. Zig Ziglar*, one of the top sales motivators and trainers in the country, says that the most persuasive tool a person has is his own voice. Timing in speaking is very important. Interrupting may indicate a desire to dominate and is often rude. Few people like to be interrupted. Long pauses before answering a question may indicate that the answer may be false, as the person is thinking of something to say. Some characteristics that are distracting are mumbling, mispronouncing words, overuse of slang, and a lack of enthusiasm in the voice. It is a good tool to use modulation and fluctuation of the voice throughout the presentation.