Buying Signals
(Part One: On The Secrets of Customer Body Language)
By Chris Croner, Ph.D., Clinical Psychology

Article Date: August 14, 2006

We have all had the frustrating experience of dealing with a customer we just can't read.  During our meetings, he may seem agreeable.  Then, at the moment of truth, he seems to change his mind, asking for more time to "think about it," or giving us an outright "no."  Chances are, he was giving us clues about his reluctance all along -- we just didn't know how to pick them up.

Research has shown that over 90% of our communication happens without words -- using our gestures and tone of voice.  Our statements themselves only account for about 7% of the equation.  So, if we rely on our customer's words alone, we are setting ourselves up for disappointment.

The most successful salespeople have learned to tune in to their customers' buying signals -- the little gestures that indicate whether they are really interested in what we have to offer.

Warning Signals
Some gestures are warning signals that the customer is not interested, or the sale is slipping away.  Learn to watch out for these three:

1. Crossed Arms: This is the classic signal of defensiveness.  The customer is putting up a barrier between you and himself.  He is closed to your words, or skeptical of your ability.  If his legs are also crossed, he is putting up a double barrier.  Here's a trick to bring the customer back around -- mirror him! Cross your arms as well.  After you build rapport, and get him nodding, uncross your arms.  If you have done a good job of connecting, he will uncross his arms as well.
2. Hand to Mouth: This is known as the "Speak No Evil" gesture, after the three wise monkeys.  When the customer puts her hand over her mouth during your pitch, she is indicating that she doubts your truthfulness.  Respond by gently probing to uncover her concerns.
3. Tapping Fingers:  If the customer is tapping his fingers on the table, he is signaling his impatience or boredom. This often happens during a dry sales pitch or presentation.  It can be a sign that you need to focus more on the customer and his needs, rather than your product.  If your customer is fidgeting, take a break, and check in with him to find out what he's thinking.  Say something like, "Bill, I want to stop for a second and make sure we are focused on your needs.  What concerns do you have at this point?

Return to archive