A landmark study, out of Cal State LA in 1967 and proved a bunch of times since then, it says 55 percent of human communication is based on our body language, how we stand or lean or look each other in the eye. Another 38 percent of our communication comes through our tone of voice, the speed we talk, and how loud. The surprise is, only 7 percent of our message comes through our words.
So a smart salesman, his big talent is knowing how to listen.
We call it "pacing" a customer: You match your breathing rate to his breathing. He taps his foot or drums his fingers, you do, too, and match his speed. If he scratches his ear or stretches his neck, you wait twenty seconds and do the same. Listen for his words and watch where his eyes roll as he talks. The majority of customers, they learn through vision, and most times their eyes are looking up - to the left if they're remembering information, but they'll look to their right if they're lying. The next group learns by hearing, and they'll look side to side. The smallest group learns by moving or touching, and they'll look down as they walk.
The visual people will say, "Look," or "I see what you mean." They'll say "I can't picture that," or "see you later."
Your audio customers will say, "Listen," or "That sounds good," or "Talk to you soon." If you talk fast, sound excited, he'll get worked up.
Your touche-based customers will tell you, "I can handle that." They'll say, "Got it," or "Catch you later." He's always tapping you, touching you with his fingers, to make sure you'll listen.
In really effective pacing, a salesman adopts the learning style of the customer - visual or hearing or touch - to the point of looking up or sideways or down at the ground while you talk. Your goal is to establish common ground. Not everybody enjoys baseball or even fishing, but every person is obsessed with themself.
You are your own favorite hobby. You're an expert on you.
All a good salesman does is make eye contact, mimic your body language, nod or laugh or grunt to prove he's spellbound - those noises or gestures, they're called "verbal attends." A salesman only has to prove that he's just as obessed with you as you are with yourself. After that, the two of you share a common passion: you.
