Updated November 13, 2024
Looking for how nonverbal communication impacts sales? Your body language sends wordless cues long before you try to close a sale.
Have you ever been judged by a stranger? You probably felt it first and then noticed their body language:
Closed arms...
Not meeting your eyes...
Even the tone of their voice.
Once you got to know them, they might have apologized.
But in a retail store, people who feel they are being judged—whether prospective new hires or customers—move on to where they are welcomed.
As people who work with the public, the more we understand what our bodies are saying - often without our knowledge - the more we can see how often they get in our way. Then, we work to minimize those clues.
That is especially true when it is your body and your job selling to a retail store customer.
That is because, often, our bodies communicate fear. And fear makes people look away.
Fear can cause us to lose our temper or silence our voices when they most need to be heard. Most of all, fear keeps strangers at arm's length.
Our bodies can sense bad vibrations long before someone’s words arrive.
So now think about a time you felt devalued by someone. Picture what their body position was. Now, picture your own body’s reaction.
I’ll bet:
Now think what it would feel like to be served by someone whose shoulders were slumped, who didn’t meet your eyes, whose arms were crossed.
Would you feel engaged by them? Of course not!
Their closed body language told you they weren’t authentic, and their nonverbal cues made it hard to have confidence in them.
Most of us don’t even realize when our bodies are communicating, so the first thing to do is to notice your body position.
Those unconscious habits won’t bring customers to you. They are communicating your unease to your shoppers.
When a whole crew of people is doing that, the energy in your entire store turns toxic. It makes shoppers walk out saying to themselves, "Something just didn’t feel right about that store."
And that is a big deal when post-pandemic shoppers returned to brick-and-mortar stores and began shopping online less—that's right—less.
So, let's learn how to communicate the energy you intend to your shoppers.
Improving your body language will fortify the message you're trying to send to your customer.
This allows more oxygen into the lungs. A good image to maintain is a string pulling your up from your sternum. This allows your shoulders to take on a when engaging strangers.
Yes, it’s subtle, but it keeps you from leaning backward, which is .
A is your best tool to get someone to like you, and when you don’t , it’s the quickest way to turn someone off. A shows in your eyes, so don't worry if you're sporting a mask. Throughout the pandemic, this type of smile earned its name, "smize." A , on the other , may not make it to the .
Don’t overdo this; you create energy when you naturally gesture with your hands.
We like people who look at us. Too much can feel threatening, but too little can make you seem insincere. Yes, this is a balancing act to practice.
Point directly at a feature and look at it together. Shoppers will follow your hand movement, and so will their eyes as you describe the benefit. Using an open or two fingers together it's perceived as more open and friendly.
Nodding is another sign of being engaged. It shows active listening and agreeing with someone.
Hold your arms open and loose to show a welcoming attitude. Arms folded over your chest indicate you are unsympathetic and authoritative; at some level, you are closing yourself off from the other person.
When you present merchandise standing by your shopper’s side, it is non-threatening. This allows you to do a friendly sideways lean, which shows a good rapport.
An old-school tip says to mirror your customer’s body posture.
For example, if they use their hands often, you mirror that. If their arms are open, so are yours.
I’ve found some truth in this, but if the shopper suddenly has crossed arms and legs, you don’t want to mirror that. Their body is telling you they are closed off. You don’t want yours to say the same thing!
You must maintain an open stance and see what you said or did to close them off. You don't even need to see their .
I’ve found addressing it directly with something like, “Did I just say something to put you off?” is a good way to bring them back.
Yes, it takes practice, but once you know your body language, you can improve it.
Remember to pay attention to your customers' body language, too, and consider that when you work with them.
We rarely talk about body posture when selling because we assume that if an employee stands upright, that’s all they need to do. But there’s much more to it.
Begin by noticing your behavior.
The more you can choose your body language, the more you’ll find you can also choose your attitude.
Our bodies are like the cars we have to drive. If we don’t choose the direction and check the instruments, we’ll often be taken to a place we don’t want to be.
While you might still be afraid at some level when engaging a stranger, use these tips to get a hold of yourself and place the fog of fear in the background.
The more you master your body communication, the easier it will be to master your verbal communication.