Read the Signs, Make the Sale

To convince prospects to buy what you sell, you need to keep them interested in what you say. Their words may not tell you whether they’re tuned in or turned off, but their body language will. By learning to read your prospects’ red, yellow and green nonverbal signals, you can tell whether to move ahead with your presentation, proceed with caution or stop and try a different approach. Knowing when to go forward during your presentation helps improve your closing odds when it’s over.

Those who can translate nonverbal signals know that words don’t tell the whole story, but body language can help fill in the gaps. To make the most of your calls, learn to listen with your eyes as well as your ears using the five-channel scan technique. This tactic lets you monitor all five channels of nonverbal communication (face, arms, hands, legs and body angle) to reveal your prospects’ feelings toward you. The combination of gestures you observe with this technique tells you how receptive your prospect is to you and your message.

Though learning to identify nonverbal signals provides valuable insight into your prospects’ emotions, the OSL strategy can help turn those signals into sales. To execute this strategy successfully, you must observe your client to gain information, synchronize yourself for a few moments to help you understand the buyer’s perspective and lead the buyer into a more positive attitude.

For example, if you approach a prospect and observe that she appears preoccupied, modify your action plan to put her at ease. Engage her with open-ended questions and synchronize your gestures with hers while sending your own positive nonverbal signals. Your open questions and friendly gestures should lead the prospect to respond with more receptive body language and a more open attitude as well.

With these three steps you can identify and act on your prospects’ nonverbal signals to take control of your call and your sale. Whether you’re using the five-channel scan technique or the OSL strategy, resist the urge to react defensively to any negative words or signals you observe. Your nonverbal sales success depends on your ability to respond positively no matter what signals your prospect sends.

Your prospects’ nonverbal signals fall into three categories – green, yellow and red – which represent different degrees of openness and receptivity to your message. Here’s how you can identify each category and respond to maximize your odds of sales success.

– GREEN. The more green signals you see during your sales call, the more green you may see afterward. Prospects who exhibit these open nonverbal signals are giving you every opportunity to sell to them. They’re receptive to your presence, interested in your message and exhibiting signs of trust and acceptance. Look for a body angle that’s facing you, upright or even leaning slightly toward you. The “green” face will be smiling, perhaps with eyebrows raised with interest and eyes maintaining consistent contact with yours. Green prospects welcome you with (literally) open arms and hands, and the legs, too, remain uncrossed to prevent forming a barrier between the two of you. When you see green signals in each channel of communication – keep on selling and using trial closes. Your green signals will help reinforce and maintain your prospects’ receptive attitude, so make sure your own body language stays open and friendly throughout the rest of the call.

– YELLOW. Prospects who aren’t convinced of your good intentions may send yellow signals of caution to show their uncertainty. Yellow signals often reveal your prospect’s fear – they may have doubts about you, your product or company or they may just want reassurance that they’re making a decision they won’t regret.

Don’t ignore the signs of a preoccupied prospect: body angled away from you; face showing tension, displeasure, doubt, superiority, frustration or other negative emotions; arms and legs that are crossed and tense; and hands that are clasped or fidgeting. Instead, remember that fear and doubt may be the cause, and be sympathetic. Maintain your own positive gestures and friendly expression, and use open questions that encourage your buyers to tell you what’s on their minds. You might say, “I’d like to get your opinion on this” or “How do you rate the product you’re using now?” Use the answers to help you handle your prospect’s concerns. Continue to scan your prospect for signs of uncertainty or irritation for the rest of the call.

– RED. Ignore your prospects’ yellow warning signs, and they may start sending you red signals that indicate that they are probably seeing red, too. Red signals are hard to miss. Your prospect’s body angle will be thrust forward aggressively or leaning far back and away from you. The face will be angry, tense and flushed and the prospect may even be shaking his head. You’ll also see aggression in tightly crossed or thrust out arms, clenched fists or pointing hands. Prospects may even raise their hands, palms outward, as a sign for you to stop. The legs will be tightly crossed away from you, possibly with a stomping foot. You need to act (not react) fast to calm this prospect and salvage your sale.

First, express understanding. Acknowledge your prospect’s feelings without getting angry or defensive yourself. Next, redirect your approach by focusing on the primary advantages of your proposal. Third, keep sending your own positive nonverbal signals. Finally, remember that when it comes to red signals, an ounce of prevention is worth a pound of cure. Pay careful attention to your prospect’s signals during every phase of the call. When you see a yellow signal, respond to it immediately before it turns red.

Just as traffic signals help you negotiate a busy intersection, nonverbal signals can help you negotiate your sales call successfully. For skilled salespeople, a prospect’s body language provides guidance throughout the call. Once you know how to spot your prospects’ red, yellow and green signals, you can use them to light your path to a new sale.