Print This Post Print This Post

Better Communication Drives Better Sales

Body language can speak louder than English Language in Sales

Because you are reading this article, I’m assuming you speak and understand English – and perchance you will be adroit in articulating a treatise with virtuosity (what?) – maybe you can talk and read good!

But no matter how well you can string words together, the true impact of the message comes not from the words you use, but from these 2 other factors

  1. Voice quality
  2. Body language

And before I steal his thunder, here are the fundamental findings of Albert Mehrabian’s famous communication study. When it comes to the effectiveness and interpretation of spoken messages, the breakdown of the 3 communication elements are

  1. The actual words we say                                7%
  2. The voice tone & quality while saying it          38%
  3. What our body is saying while saying it          55%

Try these examples. For a voice quality test, say the line ‘I didn’t say she stole the money and repeat it 5 times, each time emphasising only one of the underlined words. Does it take on a different context each time? For a test on the impact of body language, say to a member of staff ‘I think you’ve done a great job’ and roll your eyes while saying it… Positive words that would instantly smack of insincerity.

Many business operators will coach their teams on what to say to customers (important), but the right message delivered ineffectively or with unintended meaning, will render the message somewhere between uninspiring through to inflammatory!

Whether you are in retail sales, Business to Business sales, or Business to consumer Sales, by focusing on what your body is saying and the quality of the voice you use, you’ll spend less time worrying about what to say, with more attention to the message being interpreted as ‘Warm – Welcoming –  Interested – Helpful – Passionate etc.

Furthermore, this means you don’t need a Doctorate in Wordology to be an effective communicator.

Yours in prosperity and fun

Jeff Austin

Bunbury Business Coach

Be Sociable, Share!
Jeff Austin - Business Coach Bunbury

2 Responses to “Better Communication Drives Better Sales”

  • Christine Demmy says:

    Dear Jeff: Might I suggest that Prof. Mehrabian’s research had little to nothing to do with giving speeches as it was based on the information that could be conveyed in a single word. We now consider the information you present above as the consequence of a erroneous interpretation of his research and NOT what he intended. We do agree wholeheartedly that body language and voice quality are exceptionally useful in getting any type of message across. We do hope, however, that you will join us in debunking the 7%, 38%, 55% RULE that we trainers and consultants have been spreading for years. Thank you! Christine

  • admin says:

    Hi Christine

    I’ll accept gladly that my interpretation of Mehrabian’s research may have been misunderstood and/or misrepresented – however it doesn’t take away the point of the article – which may have been missed on you – and that is, focus less on the words you choose and more on the way you say those words and what signals your body is giving off. The research was highlighted as an interesting anecdote, not as the core message itself.

    In saying that, I’m happy to help with the ‘de-bunking’!

    Cheers!

Leave a Reply