I met with a friend of mine who is an absolute genius. You know the type, a kindof Bill Gates clone that has peculiar habits but is as smart as they come. What struck me as surprising is that he is an avid reader of cold reading books. Surprising because I would have thought that he would think body language books are a bit beneath his 'genius'. Obviously not.

Actually, he reads cold reading and body language books in the dozens. The other week, he bought a whole host of new body language books and has no doubt already read them from start to finish. Sitting with him for a chat is extraordinary because he is so bright, but also because he is absolutely fascinating with his passion for knowing more about why people do what they do. He likes the idea that he can read people which no doubt has made him a lot of money over time. Important if you are in the business of dealing with people and you need to know what they are thinking to make better decisions yourself.
Body language and marketing go hand in hand - just ask your customers

Not long ago, I also met an economist who is one of the best in the business. He is an expert in astrology. He read me like a book, which was quite eerie. His passion for astrology is handy because when he meets people and is interviewed by media around the world, he quickly works out how to best communicate with them to get the result he needs for his business.

Both of these people got me thinking.

They say psychology degrees helps marketers better understand target audiences - however, every psychologist I have ever met is a bit on the nuts side, so I have shyed away from learning too much in that direction relying more on research techniques to help fine tune marketing campaigns. Many of my marketing counterparts do the same.

However, when it comes to business to business marketing, it's another thing. When you meet with a prospect, being able to understand them better can only help the sales process.

Alan and Barbara Pease write great books on Body Language and a great book to read of theirs is "The Difinitive Book of Body Language".

Understanding body language means holding the key to clear communication. For instance, knowing that arms can act as the doorway to the body and self, and when someone has them crossed, they form a closed defensive shield, blocking out the outside world - can help a sales person change their course of communication so that they can perhaps recover from a situation which may be going downhill fast.

Cold reading books are equally as beneficial. Psychics, fortune tellers and mentalists use this technique to determine or express details about another person, often in order to convince them that the reader knows much more about a subject than they actually do. Perhaps this isn't such a bad way for sales people to conduct their business? Something to consider, perhaps.

By using body language as a guage to see how receptive a customer is to your key messaging on your product or service, you are able to identify what in fact they are looking for and how best to sell your product or service to them.

The more we know about our customer, the more we are able to make sure our sales and marketing messages resonate with their needs and wants.

So why not go out and buy some body language books for your sales and marketing teams. You never know what result you will end up with!



Mellissah Smith is a serial entrepreneur and business leader with more than 20 years' experience in marketing.
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Mellissah Smith

Mellissah Smith is a marketing expert, author, writer, public speaker and technology innovator. Having worked with more than 300 companies across technology, medical device, professional services, manufacturing, logistics, finance and health industries, Mellissah has a well-established reputation as an experienced marketing professional with more than 20 years experience. As the founder and managing director of Marketing Eye, she has taken the company from startup to a multi-million dollar enterprise with offices in Australia and the US. Mellissah is also the Editor in Chief of Marketing Eye Magazine, a quarterly magazine that cover marketing, entrepreneurship, travel, health and wellbeing. #mellissah #marketingeye

4 comments

  • official site
    02/05/14

    Wohh exactly what I was searching for, thankyou for posting . "The only way of knowing a person is to love them without hope." by Walter Benjamin.

  • Cloudflare partner
    Cloudflare partner
    08/01/14

    When I initially commented I clicked the "Notify me when new comments are added"
    checkbox aand now each tike a comment is added I get several emails with the same comment.

    Is there any way you ccan remove people from that service?
    Bless you!

  • David
    David
    29/05/12

    Having good body language is extremely important as it can be understood by many cultures. Good body language can make the people you talk to feel more relaxed and you can become so much more persuasive when using good body language.
    In marketing, it is just as important and body language will sell itself

  • kirsty
    kirsty
    28/03/12

    Understanding body language is a large part of being an effective communicator, whereas what is actually said is probably the least important.

    Having the intuitive ability to read the situation and a person would be a great skill fundamental skill for a sales team. With marketing evolving into the the digital space it is interesting to see how customer interaction will develop and how best to discover their true consumer needs through online channels

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