It's Not What You Say, It's How You Say It

Welcome to Sales Skills For Founders, a weekly newsletter with one actionable skill for sellers who are tired of tips, tricks, and scripts. AI isn’t going to close deals for you so let’s master sales, one skill at a time.

Today’s Skill: Nonverbal Communication

Have you ever been in a conversation with someone who doesn't seem trustworthy?

They avoided eye contact, and their body movements were awkward. Even though their words made sense, something felt... off.

This isn’t random. There’s science behind it.

The 55-38-7 rule

You might not know the name Albert Mehrabian, but you’ve likely heard of the 55-38-7 rule. His research is about conversations on feelings and emotions. It's very relevant to sales and building new relationships.

Here’s what Mehrabian discovered:

• 55% of communication is nonverbal (body language).

• 38% is vocal (tone, pace, inflection).

• Only 7% come from words.

Yes, only 7% from words. Crazy, right?

So, what does this mean for sales?

Why Non-Verbal Communication Matters in Sales

Great salespeople know that the more they talk, the more they risk losing a potential client.

Why? If you talk, you can't listen. Listening uncovers your client's true needs and problems.

But there’s another layer: how you communicate. Words are a small piece of the puzzle. It’s your tone, body language, and presence that build trust and connection.

This was true in face-to-face conversations when Mehrabian conducted his research. In today’s virtual world, it’s even more pronounced. With most sales calls on video, your non-verbal cues matter more.

So how can you ensure your communication builds trust instead of creating doubt?

There are a lot of things we could do but let’s not overdue it at the beginning.

Let’s start with the basics and how you can get some quick wins with your communication.

5 Simple Ways to Improve

1. Turn on your camera

This is non-negotiable. A webcam is preferred or something that shows your face clearly. I would highly recommend to not be driving in a car with your camera on trying to have a sales call.

If you’re camera is off you lose a massive opportunity to connect on a more personal level. Even if your potential client doesn’t turn theirs on you should. Eventually, once they get comfortable you’ll notice they do the same.

2. Dress professionally

First impressions matter. "Professional" means different things in different industries so you need to know your audience. No need for a suit when you sell to blue-collar businesses, for example. But, make an effort: comb your hair, wear a clean shirt, and skip the hat.

You may not want to believe it but your cleanliness could convey how you approach the work that you do.

3. Tidy up your background

The cleanliness also matters with everything else that is in view on the camera. If your environment is messy or distracting, it takes the focus off you and could convey a poor message. Put some time into creating a consistent background for your calls or, at worst, blur your background.

But avoid fake virtual backgrounds; they can feel inauthentic.

4. Engage in active listening

Nod, use verbal cues, and summarize what your client says. Even though you may not say words, your body language shows you are present.

These small actions signal respect and attention.

5. Project confidence

Confidence is harder to convey on camera, but it’s crucial. Confidence comes in different colors. It shows through guiding the call, confirming timeframes, and setting clear next steps but it also shows up in how you sit in your chair, your eye contact, the tone of your voice and your voice inflection when responding to questions.

Clear leadership in the conversation reflects confidence in your product or service.

Back to Basics: Why This Matters

Improving non-verbal communication isn’t a flashy strategy. It is foundational to building clear communication with potential clients and focusing on what matters; long-term relationships and solving problems.

You must eliminate distractions from your environment as much as possible and be cognizant of active listening and showing up as a professional. When we become overly comfortable or complacent, especially with our remote environments, these can slip.

Clean up your nonverbal communication, and the words you say start to have a deeper impact.

Next week, we'll cover a key aspect of nonverbal communication: structuring your calls for maximum impact.

Your Action Item:

Record your next sales call (or review a recent one) and watch it back. Pay close attention to your nonverbal cues:

• What worked well?

• What might have sent the wrong message?

Building awareness is the first step to improving.

Reply to this email and let me know what you uncovered!

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