Perfect Your Sales Process With What Your Intention Shows

Posted: February, 11, 2013 | Categories: Sales and Customer Service

Listening is one of the most important factors in the sales process, as well as one of the most commonly overlooked. Listening is not only hearing what is being said, but also includes your response to the message. The way you move and react as you listen to a potential buyer reveals your true intentions. In short, your actions speak louder than words.


Examining the Sales Process

According to a UCLA study, 93 percent of communication is expressed through nonverbal cues. Of all the nonverbal cues you can exude in sales, appearance, body movement and facial expressions send the strongest messages about your level of interest in a potential buyer. Critically, body movement and facial expressions reveal acceptance, caution or disagreement between salesperson and potential buyer.

Think for a moment about how you listen and respond to potential buyers '“ and how your potential buyers listen and respond to you. In which category do your actions fall?


Successful salespeople recognize that selling homes is a process to help improve people's lives. An accepting sales person takes a genuine interest in the potential buyer and is open, patient and sympathetic to his/her needs and concerns.

The accepting demeanor of the potential buyer is relaxed, patient and calm. If you want potential buyers to be accepting of your message, keep your intentions focused on them and pay attention to how they are responding. Are their facial expressions warm and engaging? Do they maintain strong eye contact? If so, you are on the right track. If not, don't be afraid to change your approach. Small adjustments like facing toward the buyer, smiling or softening use of hand gestures, may be all that's needed to get you back on the path of acceptance.

Caution/ Disagreement

The cautious or disagreeing sales person is more focused on him or herself and less sensitive to what others need. This salesperson's lack of sympathy comes off as disinterest, and maybe even judgment.

You will know a potential buyer has questions or disagrees with you if they move around a lot and constantly look away. They may have a puzzled or blank look on their face or fidget with their clothes or hair.

To avoid this type of response, make sure you leave your personal opinions out of the sales process. It doesn't really matter if you think a formal living room is a wasted space or a large yard requires too much maintenance. If that's what the buyer wants, is should be your priority to help meet those needs.

What does your intention show?  Whether good or bad, your intentions will be revealed by how well you listen and nonverbally respond.

By JoAnne Williams
Founder, President and CEO

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