Within four minutes of meeting you for the first time, a prospective client has decided whether he or she is going to do business with you. And that decision is based largely on non-verbal cues.
Body language accounts for 60%-80% of the impact of any message you deliver in face-to-face situations, says Allan Pease, president of Pease International in Queensland, Australia and author of The Definitive Book of Body Language.
“[Body language is] more important than what you say,” Pease says, “because it reveals your attitude.”
According to Pease, a prospect forms up to 90% of his or her overall impression of you within that crucial first four minutes. If they “buy” you, there’s a good chance they’ll also buy what you’re selling. If not, they won’t, even if it’s in their best interests to do so.
“Women are especially good at reading body language,” Pease says. “They’re two to three times better than men at spotting aggression, friendliness and deceit. So, never lie to them.”
Pease, who has a financial services background, says body language is particularly important to financial advisors and other financial services industry professionals because they’re selling a concept, rather than a hard product.
“People can’t test drive your product like they can a car,” he says. “You’re selling a promise, so you have to develop trust and build rapport with them.”
Pease offers the following advice on how to make a good first impression:
> Dress appropriately
It doesn’t matter what you know if you don’t look the part. Dress in a business-like way so your prospects feel you’re trustworthy and know what you’re talking about.
> Remember that you’re on display from the time you enter the parking lot
People often watch visitors’ arrival at their homes or offices.
So, be sure to act appropriately and in a dignified, businesslike manner from the moment you leave your car. That means no scratching or other embarrassing behaviour.
> Show your teeth when you smile
A broad, toothy smile is “your non-threatening play face,” according to Pease. “Also, raise your eyebrows slightly for a split second,” he says. “The eyebrow flash signals acknowledgement of the other person, something we all want.”
> Keep your palm vertical when offering to shake hands
Don’t present your hand palm downward—that’s dominant behaviour. And give the same pressure you receive when shaking hands. This is especially important for a man shaking hands with a woman.
> Maintain an open stance
Keep your legs and arms uncrossed, to give a signal of openness.
Don’t hold your hands together or lock your fingers or arms. Those gestures are designed to protect the body. Your hands should be at your sides, not in your pockets,.
> Find appropriate seating arrangements
The ideal place to sit with a client or prospect is at a round table.
If you must sit opposite a client, turn your chair to an angle of 45 degrees so your body faces slightly away from him or her.
“Conversations are shorter and less successful when you’re seated directly opposite the person you’re talking to,” Pease says.
With practice, you can retrain yourself to eliminate negative signals and add those that make a good impression. Once they become part of your standard repertoire, you can make that first four minutes a winning experience for everyone.
This is the first article in a two-part series on body language. Next: reading a client’s non-verbal signals.