$100 Million in 3 Years – The Advantage of Non-Verbal Communication with Christian Jack

Increasing Sales Revenue: The Advantage of Non-Verbal Communication

You aim to close more deals and build stronger connections in your online coaching, consulting, or agency business. You meticulously craft your words, refine your pitches, and hone your strategies. But are you overlooking a crucial element of communication that could significantly impact your success?

Understanding and leveraging the advantage of non-verbal communication can be the key differentiator that sets you apart and helps you connect with your audience on a deeper level. This often-underestimated skill can revolutionize your sales calls, webinars, and your overall ability to influence and build trust.

Understanding the Power of Non-Verbal Communication

Think about a simple scenario. Imagine you are walking down your street and you see someone in the distance wildly waving their arms and running frantically towards you. Your immediate reaction is likely concern or even alarm. Now picture that same person calmly approaching, offering a slight wave with a relaxed posture. Your perception shifts entirely, even before a single word is spoken. This stark contrast illustrates the profound impact of non-verbal communication.

While the exact figures are debated, studies suggest that a significant portion of communication, perhaps as high as 93%, is non-verbal, with only 7% attributed to the actual words used. Regardless of the precise percentages, the underlying message is clear: the advantage of non-verbal communication lies in its remarkable ability to convey a wealth of information and influence perceptions, often on a subconscious level.

Your brain is inherently wired to process these non-verbal cues, frequently even before you fully register the spoken language. This means your prospects are forming opinions about you – assessing your trustworthiness, knowledge, and comfort – based on your body language, tone of voice, and other non-verbal signals before they fully process your carefully chosen words.

The Evolutionary Origins of Non-Verbal Communication

This innate human ability to read and react to non-verbal cues isn't arbitrary; it is deeply rooted in our evolutionary history. Models like the triune brain theory suggest that your brain houses an ancient "reptilian" brain responsible for instinctual reactions like fight or flight, and a "limbic" or mammalian brain where emotions reside. Remarkably, fears and even phobias can be passed down genetically, residing in these older parts of your brain. Consequently, your brain possesses an exceptional aptitude for picking up non-verbal signals that might indicate safety or danger, trustworthiness or deceit.

Even without consciously realizing it, you possess a finely tuned ability to decipher body language. Have you ever experienced a gut feeling that something was amiss about a person, even if their words were perfectly reassuring? That is your ancient brain picking up on subtle non-verbal cues that don't align with the verbal message. This inherent ability underscores a crucial advantage of non-verbal communication: it often bypasses conscious filters and speaks directly to our deepest instincts and emotions. As Christian Jack notes, even if someone intends to be trustworthy, conflicting non-verbal cues can raise "red flags" for others.

Non-Verbal Communication in Sales and Webinars: A Tangible Advantage

For small business owners, coaches, and course creators engaging in sales calls and webinars, understanding and strategically employing non-verbal communication offers a significant competitive edge. Here are key areas where this advantage of non-verbal communication truly shines:

• Building Trust and Establishing Rapport: One of the primary hurdles in online business is establishing trust with individuals you've just met. Your non-verbal cues play a pivotal role in this process. Moving slowly, with deliberate and open gestures like open palms and uncrossed arms, projects confidence and comfort, making you appear more trustworthy. Conversely, fast, jittery movements can convey nervousness or uncertainty, triggering subconscious red flags in your prospect's mind. Christian Jack advises striving to move "like you're underwater" to project calmness and confidence.
• Projecting Authority and Expertise: Similar to building trust, your non-verbal communication significantly influences how your audience perceives your authority. Slow, controlled movements signal a higher sense of self-worth and confidence, naturally positioning you as an expert. Think of the analogy of a confident Great Dane versus a nervous Chihuahua; the slower, more deliberate movements of the former exude a sense of calm authority. On your calls and webinars, consciously slowing down your movements, your speech cadence, and even your blink rate can substantially enhance your perceived authority.
• Connecting Emotionally Through Gestures: Gestures can be powerful tools for forging emotional connections. When sharing a testimonial about someone overcoming a struggle, gesturing towards your audience can help them place themselves in that person's shoes and empathize with their emotions. Similarly, when you discuss how you can help, gesturing towards yourself can subtly align your solution with their needs. Utilizing open gestures generally fosters a feeling of connection and authenticity.
• Navigating Price Conversations with Confidence: The moment of discussing price can often be a critical juncture in a sales conversation. If you feel uncomfortable with your pricing, your non-verbal cues will likely betray you – perhaps a shift in posture, avoiding eye contact, or a rushed explanation. By consciously maintaining slow, confident movements and a steady tone, even when discussing a higher price point, you can convey your belief in the value you offer. A strategic pause after a price objection, rather than an immediate, hurried response, also signals consideration and comfort.
• Maintaining Engagement Without Overwhelming: While high energy is often encouraged in videos, it's crucial to differentiate between energy and the speed of your movements. You can convey high energy while still moving deliberately, as exemplified by figures like Tony Robbins. For platforms like TikTok with short attention spans, breaking the expected "script" with something novel can quickly grab attention. However, the rapid-fire pace of some TikTok content isn't necessarily conducive to building deep trust on a sales call or webinar. Christian Jack emphasizes that the approach for short-form content differs significantly from that of webinars or sales calls.
• Optimizing Your Video Presence: On Zoom calls, being mindful of your eye contact is crucial. Looking directly at the camera, or positioning the other person's image close to it, creates the impression of direct engagement. Avoiding eye contact can signal disinterest or discomfort, even if you are simply looking at notes on a second screen. Similarly, the framing of your camera can impact how your gestures are perceived. Ideally, having your waist area visible allows for more impactful gesturing. However, even if you are zoomed in, the subtle cues of your hand movements can still be perceived. Christian Jack suggests that gesturing around your waist area generally conveys more confidence and authority.

Honing Your Non-Verbal Skills and Body Language

If consciously focusing on your non-verbal communication is new to you, do not be discouraged. The key is to cultivate awareness of your existing habits. Consider these practical steps to harness the advantage of non-verbal communication:

• Record and Review: Record your sales calls and webinars, and then watch them back without sound. Pay close attention to your movements, posture, eye contact, and facial expressions. What do they convey? Are you moving too quickly? Do you appear confident and comfortable?
• Practice Mindful Movement: Consciously try to slow down your movements in your daily interactions. This will help you become more aware of your natural pace and enable deliberate adjustments when you are in a sales or presentation setting.
• Focus on Open Gestures: Make a conscious effort to keep your arms uncrossed, your shoulders relaxed and open, and your hand gestures open rather than closed or fidgety.
• Be Authentic: Ultimately, the most effective non-verbal communication stems from a genuine belief in what you are offering. When you are truly comfortable with your product, service, and pricing, your body language will naturally align with that confidence. As Christian Jack aptly states, "who you are speaks so loudly I can't hear what you're saying".

Speak Volumes Without Saying a Word

The advantage of non-verbal communication is undeniable, particularly in the dynamic world of sales and online business. By understanding how these subtle cues impact perception, build trust, and convey confidence, you can significantly enhance your ability to connect with your audience and ultimately achieve greater success.

It is a skill well worth cultivating, as who you are truly speaks volumes, often more powerfully than the words you choose. By consciously focusing on your non-verbal signals, you unlock a powerful tool that can propel your business to new heights.