Understanding the Power of Non-Verbal Communication in Sales
How Body Language Closes Deals
Sales is a numbers game, and in most cases, it’s a high-stakes game with high risk and high reward. In this world, every word counts. Sometimes, it's what’s not said that speaks the loudest in finding success.
Whether you’re a sales leader, or an entry-level Business Development Representative, you know how crucial it is to refine your pitch. From pitch, to prospect qualification, to closing deals, the process is a formula. Industries, products and services vary, but one thing remains true: authenticity can make or break relationships. Often, non-verbal communication—your body language, facial expressions, tone, and posture—may be your most underutilized tool.
Why Non-Verbal Communication Matters in Sales
According to UCLA professor, Albert Mehrabian, proposed: “…that in face-to-face interactions conveying emotions, the message is interpreted approximately 7% through spoken words, 38% through tone of voice, and 55% through body language and facial expressions.”
Whether you’re leading a team or engaging with a key account on an expansion or retention effort, your non-verbal cues signal things like:
• Confidence vs. uncertainty
• Openness vs. defensiveness
• Engagement vs. distraction
• Trustworthiness vs. skepticism
Here are some quick-tips on how to accomplish the above in practice:
Eye Contact = Trust
Sustained eye contact shows attentiveness and builds rapport and consumer confidence. As a leader, using eye contact to engage both clients and team members demonstrates that you're present and actively listening, and most importantly, that you care. Also, there is a difference between firm eye contact and staring (please don’t stare).
Posture = Confidence
Your posture speaks volumes before you open your mouth. Standing or sitting upright with shoulders relaxed projects confidence and authority.
Using Passive and Active Gestures = Reinforcement
Intentional hand gestures can help emphasize key points, guide attention, and make your delivery more dynamic. Remember, too much of a good thing does exist, so excessive or erratic movements can become a distraction if overused.
Facial Expressions = Emotional Interest
Sales is about emotion, and your face should reflect empathy, excitement, or concern at the right times. Build connections - a warm, authentic smile can defuse tension and invite connection.
Tone of Voice = Subtext
Even the right words can land wrong if your tone lacks alignment. A monotone delivery might suggest disinterest, while a high-pitched or rushed tone can signal anxiety. Practice pacing, volume, and inflection to match your message’s emotional intent.
How can Pinnacle help?
Pinnacle Performance Company calls this understanding Face, Base and Pace. Engage a methodology that is rooted in psychological principles that actors have used for centuries to influence emotion and motivate action. This approach ensures that communication is not just about conveying information, but also about engaging and inspiring your intended audience.
Want to learn more about Face, Base and Pace and better understand The Pinnacle Method ™ ?
Contact our team today: info@pinper.com