As discussed in previous articles, the effectiveness of communication of a message is dependant on the response it elicits from the other person. Good sales people know this, and now that since as little as 7% of face to face communication is via words, time must be spent exploring body language and voice tonality. They will have undertaken communication and sales training.

One key tool in a salesman building rapport is through non-verbal communication. The following are just three of twenty nine variations in definition of the word ‘like’ (source: http://dictionary.reference.com/browse/like):

1 - of the same form, appearance, kind, character, amount, etc.: I cannot remember a like instance.
2 - corresponding or agreeing in general or in some noticeable respect; similar; analogous: drawing, painting, and like arts.
3 - bearing resemblance.

It illustrates the point that if people behave ‘like’ us, we ‘like’ them. In British culture, we are accustomed to using eye contact to build rapport, but lag behind when it comes to body language. By mirroring another’s posture, gestures, physicality, voice tonality and even breathing, we can build rapport with them.

Beware though; it doesn’t have to be a question of mimicking. Subtle hand gestures can compliment the other’s flailing arm. Seated weight distribution can compliment the other’s foot on the table. This is known as ‘cross mirroring’ and be a subtle but powerful tool in the salesperson’s arsenal.

Once mirroring and cross mirroring has engaged the other person, the salesperson can then ‘mismatch’ when it’s approach to signal a shift in a different direction.

Put simply communication is a series of messages that are passed between one person and another. As a salesperson, how does one ensure the message you are sending, is the message being received? We’ve all had experience of making apparently insignificant remarks which have elicited seemingly out of proportion responses from people. This can happen in sales too.

A wise salesperson will invest time and money on a sales training course to become better communicators. If you’re a better communicator, you’ll be a better salesperson.

Let’s take a look at a seemingly straightforward phrase – ‘what a great day’. It could potential have many meanings depending on delivery; sarcastic, uplifting, threatening etc. In fact, it can mean anything!

It illustrates the point that we all should know as salespeople but tend to forget; in a presentation scenario, thirty-eight percent of the impact of our message is through voice tonality, fifty-five percent of the impact is through body language, and only seven percent of the message that gets through is the use of words. These figures can vary in different situations, but they have been scientifically proven (The Journal of Counselling Psychology, 1967, Vol. 31).

Actors can say ‘yes’ in ways to conveys hundreds of different messages. Presidents and Prime Ministers spend vast amount in media training to improve their vocal tonality and psychical communication skills (think of Margaret Thatcher).

Words may contain the message, but gestures, expression, posture and tone provide the context. The effectiveness of your communication can only be measured in the reaction it elicits in the other person.

A salesperson should spend time learning the art of communication, as the best techniques in the world won’t work if they’re not delivered properly.

The world is full of salespeople; good, bad and indifferent. It’s quite common for salespeople to invest in sales training to learn the latest techniques and methods that have been tried and tested by successful individuals.

However, to become a natural salesperson, one has to ensure they understand the basics of communication. Communication is a broad term, which covers just about every interaction; from casual chatting to rapport, to persuasion and negotiation.

Communication is a cycle, and it can only exist with the interaction of two or more people. When we communicate, we tend to perceive the other person’s response through our set of filters and belief structures and react with our own thoughts, feelings and perspectives.

‘Obvious’ you might say, but a fundamental flaw in poor communicators and weak salespeople is their inability to really pay attention to what the other party is ‘transmitting’. All too often a salesperson can be stuck in their own head, trying to pursue a certain strategy without dealing with the information that is being given to them.

An excellent salesperson invests their energies into studying the art of communication to use and interpret a wide variety of words, body language, and shifts in voice tonality.

In this world then we are all salespeople, we all want to better understand the signals we are receiving and the signals we are sending. Some do it more effectively than others.