3 Ways to Close Sales with Non-Verbal Communication
Most sales pitches drill down on specific language that focuses on the value proposition of your product or your specific services. However, many insurance agents may be surprised to learn that, according to research in the book Silent Messages by Albert Mehrabian, 55% of communication is non-verbal; confirming that actions speak louder than words. Another 38% of communication comes down to down, which leaves only 7% for the substance of the words themselves.
No doubt your words matter to your beneficiaries, but the knowledge of what your body language is conveying gives insurance agents and opportunity to apply body language secrets to their next in-person meeting or presentation. Here are just a few ways to help your presentation:
- Evaluate your beneficiary’s body positioning.
When someone is interested in what you have to say, they naturally lean in or move closer to you. And if they’re closed off, the opposite is true. Your customer’s position their body away from yours or move further back in the chair. - Mimicry makes your beneficiary feel safe.
Mimicry happens naturally when two people have been in close proximity for a while, but becoming conscious of it is a great idea in syncing up with your clients. Duke University Marketing Professor, Tanya Chartrand, has written extensively about her belief that engaging mimicry with another person can boost someone’s sense that the other is persuasive and honest. So, if your beneficiary takes a pause before speaking, imitate the same. If they frequently pick up their pen, frequently pick up your own. This will make them feel safer with you subconsciously, and all of this is very subtle. - Smile genuinely, when appropriate.
Smiles have magical capabilities. They really are contagious! Smile with genuine joy whenever it’s appropriate to do so during your interaction, even if it’s just when you first shake your beneficiary’s hand. Appropriate timing is fundamental. An ill-timed smile can actually make you seem less cooperative. A prime example of ill-timing is right when your presentation is closing up and numbers have been decided upon. A smile, in this case, could indicate that you walked away from the presentation with more than you’d initially bargained for.
Not only will these non-verbal communication techniques boost your confidence but they’ll also help your beneficiary feel safe and secure in your products and services. For more information regarding verbal and non-verbal communication in your product presentations, contact a Regional Account Associate to learn more about individualized growth plans and agency building tools.
