Body language in sales talks: what intermediaries have to pay attention to

Mario Büsdorf is one of the few experts on microexpression in sales in Germany, and he trains his customers on how to use the knowledge about microexpression successfully for sales. For VW today he explains why the ability to correctly interpret non-verbal signals is a key competence in sales.

Of course we have all done seminars on body language. As early as the 1960s, the sales strategists of large insurers developed comprehensive concepts for how the representatives of their company “at the front” come across as competent and trustworthy – in order to then do well in conversation.

At the easy “tango step”

At Allianz, entire generations of insurance agents have worked their way through, other companies have focused on the way in which they present the sales documents to customers in such a way that the gaps in their supply are strikingly obvious. All of this is well thought out and it helps. But it can be done better.

Mimic resonance: Recognizing what cannot be controlled

Because what neither we nor your customers have under control are the so-called “micro-expressions”. This is understood to mean the facial expressions that arise reflexively, which are therefore not subject to conscious control: anger, joy, disgust, fear, surprise … to name just a few … flash for fractions of a second in a face without you looking Can influence. As unconscious as they arise, they can nonetheless be perceived by observant people. These are, for example, the moments when in a conversation we suddenly cannot get rid of the feeling that the other person is not being completely honest with us.

Conversely, if one recognizes the microexpressions, one can also see when it is time to initiate the final phase of the sales talk. Because we all know: If that happens too early, a carefully planned deal may be lost. Just as you should recognize that you can end your chain of argument because the customer has long been convinced and actually only needs the pen to sign.

With micro-expressions to profitable deals

Mario Büsdorf is one of the few experts on micro-expressions in sales in Germany, and he trains his customers on how to use the knowledge about micro-expressions successfully for sales: “As long as you have not seen a single signal of concern from customers in insurance sales, you have to Waiting for the final phase for a life or accident insurance policy. ”It is easier with insurance policies that you don’t have to explicitly convince your customers about: health insurance or car insurance, home or property insurance. Above all, sympathy for the seller is decisive here. So crucial that the price can still take a back seat today. “You can specifically train your own perception and an appreciative, empathic conversation,” says Mario Büsdorf.
“The recognition of unspoken objections is also possible through the use of non-verbal signals. A slightly raised eyebrow, a short physical withdrawal from the conversation … the smallest of gestures that can help us in sales, if we are only able to recognize them and interpret them correctly. “

Because: unspoken objections are more the rule than the exception in a sales pitch, but you can already reliably identify them after a very short training session. If you do it right, your customer will feel “picked up”, well advised and not run over. With this you collect sympathy points from him – and these in turn pay for your willingness to take out a contract and not with the cheaper online insurer.

Everyone can get better
“Anyone, really anyone, can learn to successfully use microexpression to sell. It’s like everything: practice makes us better and better. ” A first impetus can be the book “Body Language in Sales” by Mario Büsdorf. “Because the need to talk to customers is currently

no less than before Corona, ”says Mario Büsdorf, who is currently primarily helping his customers to compensate for the dips in sales due to Corona with correspondingly better completion rates. Regardless of whether in an on-site conversation or increasingly via video switching, customers want to be understood and well advised. Wearing a face mask is also not an obstacle, because the emotions that are important for sales, such as joy, anger, fear or surprise, can also be reliably recognized by mask wearers. More information can be found on the “Body language in sales” page or underwww.buesdorf-training.de

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The “tango step” is a small choreography that was developed for the first meeting at the front door: “Hello, my name is xxxx (one step forward, hand out, shake hands or take hand back), I’m from the XY- Insurance (step back) and wanted to introduce myself to you ”.You can read the full article in the current issue of the e-magazine

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-The mediator

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