Sales Tips From One of the the Top Sports Training and Consulting Companies- 
Altitude Premium Consulting

BennettTIPS
Weekly Sales Training Tips From Greg Bennett of Altitude Premium Consulting 
a Kroenke Sports Enterprises 
Partner Organization 

NonVerComm

Week 1
"Overview of Basic Non-Verbal Communication Strategies"

Week 2
"Using Non-Verbal Communication at the Beginning of a Call"

Week 3
"Non Verbal Ways of Becoming a Better Listener and Presenter"

Week 4
"NonVerComm at Closing"

Past Training Tips

Non-Verbal Communication

Negotiation Strategies That Win

Merged Selling

The Art of Renewing a Client 

Time Maximization Strategies

Non-Verbal Communication

The hidden language of sales...

Week 1:  Overview of Basic Non-Verbal Communication  

I'm going to focus on this topic of Non-Verbal communication for the next four weeks, partly because I get more requests from people to learn more about it than just about any other topic, but mainly because I still find it fascinating after all these years...and let's admit...it's all about what I like...what I want...(okay, a little therapy flashback myself there...)

If you've been through my training, you know how much I talk about the Psychological approach to selling...and about the Psychiatrist's mindset as he or she interacts with a patient.   When I was first developing my training philosophies and programs back in 1988 (yes I'm that freaking old),  I talked with mental health professionals and asked them to share with me not only the mindset of the doctor, but also some "tricks of the trade", or some strategies that are used  in order to better understand what people may be really feeling beneath the surface of the words they use.

Psychiatrists and other mental health professionals will tell you that much of what we are truly feeling and experiencing "down deep" is not expressed easily or quickly using just surface words. 
There are many possible reasons for this -- could be we're shy, defensive, angry, in denial, hurt, want our mommies, etc etc.  But whatever the reason, studies have shown that only about 10-15% of our communication (or what we're trying to communicate) comes from using words themselves. The rest, 85-90%, come from "non-verbal" communication -- using our body language (facial expressions, posture, movement, etc), along with how we say these words (our tone, pitch, inflection, etc.).

As I learned more and more about this "hidden language" the mental health guys were talking about, the more I could see how it applies directly to the sales process and in working with patients...uh, clients.  

So here are the topics we'll cover in the next 4 weeks:

This week, Week 1:  Non-Verbal Communication - Some Basics to Get Started 

Week 2:  Non-Verbal Communication at the Beginning of the Sales Call 

Week 3:  Non-Verbal Ways of Becoming a Better "Listener" (and not just to words)

Week 4: Non-Verbal Signs of Possible Deception at the Point of the Close 

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Week 1:  Non-Verbal Communication -- Some Basics to Get Started

There are a hundred different areas we could touch on within Non-Verbal Communication, but obviously I don't have the energy, you don't have the time and we need to be productive...so let's just focus on a few basic things I think you should know about NonVerComm (the new nickname I just made up):

• You'll have to do three things at once...listen, observe and process:  Why this is usually a study topic for experienced salespeople is because you have to be relaxed and savvy enough to be able to ask a question, listen to the answer, observe the non-verbal 'signs' AND process it all...at the same time.    It takes tremendous discipline and focus to be able to pull it off successfully.   I'd suggest you try to add a discipline...do it for a while...then add another.  For instance, for awhile you ask a question and listen carefully (feeding back with clarifying questions "meaning?" "can you tell me more?".etc)...after awhile you ask questions, listen and add observing to the mix...start by noticing how they move their hands when they talk (more on this as we move further into NonVerComm...

• Remember this point from our training -- People RARELY, especially in a sales call, say exactly what they really mean and express through words how they really feel:   So if you've been wondering, "Why are we focusing on this topic?"  it's because in sales, if we can't get to the real meanings and the beneath the surface feelings of the client to know what they like and they don't like, what they fear and they don't fear, what they're hoping for, their dreams, etc...it's very hard to sell them a product or service!  So it's very important to realize that much of what we hear in a sales call is "cover language" for what is really going on in the client's head. 

  So we end up have surface conversations like:

  • You:  "So...how's it going?"

  • Client:  "Pretty good..."

  • You:  "Hows business been?"

  • Client:  "Not bad..."

       So we must keep those Green Light Phrases in our minds at all times...(go into that...tell me more...interesting, what does that mean exactly, etc):

• Watch Their Posture and Movements and Match Them:  Upon arrival notice how they're sitting...then assume that position right away to start (try not to be too obvious...though client's rarely notice as they're distracted)...this works particularly well when you meet someone face to face and you are trying to establish rapport... 

  • How fast do they move?   Match the pace...

  • How often do they switch positions?  Switch at the same time with a different movement...
    
    

• Don't Miss Contradicting Facial Signs and Learn to Clarify:  In situations wrought with tension (as a sales call usually is) people often say things they really don't mean -- especially in sales when the prospects are trying to avoid conflict and use lots of deception.  We need to learn to watch their face as they speak

  • When they say, "Things are going pretty well"...then they sort of shrug, raise the eyebrows and glance sideways...they may be trying to say, "things AREN'T going so well, I'm just saying that..."

  • When you see what you think is a contradiction, we need to learn how to ask for clarification...mainly because we much more interested in the REAL feelings they have vs this surface stuff..here are a few ways to deal with it:.

    • Use a greenlight phrase to clarify..."When you say, "pretty good" what exactly does that mean?"

    • Suggest otherwise...."sounds like not everything is great...what are the major struggles you're facing?"

    • Address it head on (gingerly)..."Well Bob, that look tells me not everything is 'pretty good'..."  your comfort level in doing this depends on the extent of your relationship with the client..might be too aggressive on a first meeting...

Those are just a few basic points to get you started.  I'd strongly encourage you to do a google search for non-verbal communication material and you'll find a ton of free information and books you can read.  

It's GREAT stuff to learn and perhaps master.  

You do have to be careful however if you get TOO good, after studying it and practicing it for years (wouldn't say I've totally mastered it yet), I've found that I am often able to move beyond just observing behavior and can now actually CREATE behavior in others.  For instance, through observing and matching, I can often speed up behavior in someone I'm talking to...or I can make them talk longer, or shorter.  While it can be incredibly fun...it IS quite manipulating....

Exercises for the Week:

• Try adding a new discipline to your conversations...

• After a meeting, write down the physical traits you observed...

• Read at least one article on NonVerComm, or pick up a book...

• Have a blast trying it out...

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Greg Bennett, a partner in the innovative brand expansion and consulting organization, Altitude Premium Consulting,  LLC, has been one of the top sales and sales management trainers in professional sports and entertainment since 1988.  He has created and delivered training programs for over 80+ professional sports teams and leagues, along with several Fortune 500 companies.   Altitude Premium Consulting provides training as well as the creation of premium-branded goods for pro sports teams, entertainment companies and corporate sponsors, and is in a partnership relationship with Kroenke Sports Enterprises, owners of the Denver Nuggets, Colorado Avalanche, Pepsi Center, the Colorado Mammoth and several other sports and entertainment entities throughout the United States.  Bennett can be reached at (303) 405-6110, or you can email Greg directly at gbennett@pepsicenter.com .