The Relative Importance of Verbal and Nonverbal Communication in a Sales Situation: An Exploratory Study

The importance of nonverbal communication in sales has been widely acknowledged over the years. However, very little empirical research on the topic has been conducted to date. One reason for the paucity of scientific studies is the inherent methodological obstacles encountered when conducting nonverbal communication research. In the present study, a research paradigm is employed, whereby salespeople with records of different levels of sales productivity are videotaped making an actual sales presentation to a potential client. Verbal and nonverbal communication are assessed using a persuasiveness inventory. Findings suggest that a “discrepancy” between the ratings of the two communication channels, rather than absolute levels of each channel, may reflect performance differences. Implications for the selection of salespeople and the content of sales training programs are explored.