How can you tell if your client likes what you are saying?

How do you know what a client is thinking during a sales presentation? Have you ever had the feeling that your client is losing interest or that they’re uncomfortable?

You don’t need to rely on your hunch. Instead, read the client’s body language. That’s one of the lessons from body language expert Christian Chua, who presented at the 2019 MDRT Annual Meeting. 

“If the client finds your presentation interesting or intriguing, you will see his body leaning forward as if he wants to come closer to hear you better and not miss anything,” Chua said. This is the best body posture the client can have during a meeting.

I have questions

If you see the client move their hands and put their fingers on their face, they are beginning to evaluate your proposal. This body language shows some negativity, and it signals an opportunity for you to explain what you said that caused the change in posture.

That’s the key to using body language. When you observe a change in the client’s body language, don’t plow ahead with your presentation, Chua explained. The client has unanswered questions. Ask them if they have any reservations with that part of the proposal. This is your opportunity to probe and resolve the client’s concerns, Chua said.

I am done listening to you

If you see your client leaning back in the chair and placing both arms behind their head, this means they’ve stopped listening to you. It is highly unlikely they will close the deal with you, Chua said. At this point, you need to change your tactics and get them back into the conversation. Ask how you can make the proposal more attractive to them.

Watch for red flags

There are several elements of body language that can be signs that your listener is uncomfortable with what you’re saying. Below is a list from Chua about what to notice. The more of these you observe, the more likely it is that your client is having a problem with your presentation. 

•       Not maintaining eye contact
•       Contracted pupils
•       Fewer body movements or more body movements
•       More self-touching
•       Perspiration
•       Flushed cheeks (when the conversation doesn’t warrant it)
•       Increased blinking
•       Hands to mouth, covering it or wiping/rubbing it
•       Fingernail biting
•       Fake cough
•       Nose rub
•       Eye rubbing or pretending something is in the eye
•       Increased swallowing
•       Unnecessary facial touching

When the client gives one or more of these signals during a conversation, remember what subject was being discussed. The client’s body language is your cue to get them to discuss the subject in more depth so you can provide facts where there is uncertainty and explain reasons where there is doubt.

For more information

• Read more in the 2019 Annual Meeting presentation “Body language for sales.” [MDRT members only] 
• To learn more about reading body language, go to “Why you shouldn’t put your hands behind your back.”