Each week, you spend so much time in training sessions discussing just the right words to handle a tough objection, but how often do you harp on another critical component to securing business: your technicians’ and/or salespeople’s body language? If you’re like most contractors, you may not discuss it at all. If not, you should make a vow to change that in this new year.
Research tells us that as much as 90 percent of our communication is nonverbal. That might sound like a lot until you really think about its importance. For example, you may have the smoothest-speaking technician in town, but if he can’t look a customer in the eye—or he can’t help but shove his hands in his pockets or slouch—what does that communicate? I don’t need to tell you—you’ve answered that question yourself. You wouldn’t trust that tech.
Body posturing, hand gestures, facial quirks, and other physical cues we use in every day conversations are being read constantly. They’re sending tons of messages. Here’s the toughest thing for your field employees: They may not even realize what nonverbal cues they are sending while in clients’ homes. That’s why you must make them aware of their body language and how it can impact their success.
To help you talk with your team about nonverbal cues in your next training meeting, here are some body-language strategies to mention and practice:
- Stand Up & Sit Up Straight
Your techs and salespeople should always be cognizant of how they’re posturing their bodies. They should never slouch. It’s always best to stand up straight, lean slightly forward, and have your shoulders back a bit and relaxed. You don’t want to appear tense just as much as you don’t want to give off the vibe that you’re a slob. Give the appearance you’re in complete control.
- Mirror Language
One of the first lessons in sales is to listen more than you talk. It begins the moment you meet the customer. Immediately pay attention to their speech patterns. If they’re slow-paced, you don’t want to speak too quickly. It can come across as intimidating. Equally, if you have someone who is fast-paced, you can frustrate them by being overly paced. Also, when listening to the customer, be sure to nod occasionally to demonstrate you understand what they’re saying.
- Know What Your Hands Are Doing
Nothing can be more distracting than a person’s flailing hands. It can be absolutely distracting when holding a conversation, and as a result, a homeowner may not completely understand the options being presented. Furthermore, your techs or salespeople never want to bury their hands in their pockets. It makes them appear disinterested or sheepish. If you’re speaking a solid pace, you’ll find your hands will mirror your speech. Take a deep breath, speak at a solid pace, and do your best to get comfortable. Your hands will match.
- Just the Right Squeeze
Not all homeowners will want to shake hands. So, don’t shove your hand in a person’s face. Instead, if the homeowner offers his/her hand, then you can reciprocate. When you squeeze hands, match their pressure. Too much, you look like you’re trying to be forceful and dominant. Too little, you come across as weak.
- Don’t Touch Your Face
If you want to immediately divert a customer’s attention, the best thing to do is rub your nose or scratch your head. Avoid rubbing eyes, wiping your mouth, or anything that means putting five digits on your head. I know you may have a really bad itch, but you won’t die by not scratching it. Fight through it.
- Arms Say So Much
When you talk with someone who stands with their arms crossed, what does that communicate? It feels awkward, as if the person doesn’t want to connect with you. If that’s how you feel having a basic conversation, how do you think crossed arms would make a homeowner feel about considering spending big bucks with you? Your field team should always be sure to have their hands at their sides, never crossed.
- Eyes Tell It All
If you take nothing from this column, take this: Eye contact is everything. Eyes send such incredible messages. Eye contact with customers means your techs or salespeople are absolutely paying attention. Not making eye contact can make homeowners feel like your field team doesn’t give the slightest care about what they’re saying. Eye contact is the number-one way they can create connections. Connections create trust. Trust creates sales.
People ask me all the time: Bill, how much should I role-play? My answer is always the same: You can never role-play too much. You’re forcing your people to get uncomfortable and work through it. Once the laughing and awkwardness subsides, and everyone takes it seriously, you’ll see precisely its value: Everyone perfects their scripting, they learn how to handle objections, and they discover nonverbal cues they’re giving. Once they’re aware of their body language, they can control it.
Here’s my promise to you: If you train on body language with your team by role-play every single week—I’d recommend even recording everyone’s presentation with a video camera or just an iPhone—you will see its benefits. Your field team will flip more leads and close more jobs, and you’ll see your topline sales grow faster than ever before.