How you deliver a sales pitch is just as important as the words you intend to say. Using the wrong body language, such as failing to make eye contact or acting shifty when you speak, can accidentally inspire mistrust or skepticism in your potential client. Emma Brudner recommends incorporating the following forms of body language from her article, “10 Body Language Tips to Nail Your Next Sales Presentation,” to make sure your message is received in the best possible way. Here's how to use body language to increase sales.

How to Use Body Language to Increase Sales

• Openness

This tactic does not only include using honest words in your sales pitch. How to use body language to increase sales, in this case openness, includes body language such as open arms and good posture. These forms of body language communicate to prospects that you intend to be open and honest with your clients, all without you having to say so outright and verbally. You should also avoid crossing your arms and making yourself smaller. These gestures make it seem as if you have something to be nervous about or hide from the prospective client.

• Eye Contact

Your eyes are often focused on what you view as the most important or interesting thing in the room in that moment in time. If you look your potential clients in the eye, you convey a sense of focus and confidence. Then, when you turn your gaze to your presentation screen, the client will be more inclined to follow suit. Focus on what’s important, not the ground or your own little world off in the distance. Gazing off into the distance is not how to use body language to increase sales.

• Mirroring

Occasionally mirroring your potential client can convey a sense of likeness between the two of you. It can also communicate that you are both thinking and feeling similarly in that moment. So, you should mirror subtle positive gestures that your prospective client is making. If the prospect smiles, smile back. When they begin nodding, throw in a nod or two of your own. And, if you are sitting, you can subtly make your posture reflect that of the client’s. However, do not blatantly copy them action for action though. That is obviously weird and can be mistaken as you attempting to mock them.

• Gesturing

Gesturing with your hands and arms animates what you are saying. it also gives your focus a more three-​dimensional air than words or slides can do all on their own. Gesturing shows that you are comfortable enough to be loose and move around. That is how to use body language to increase sales. On the other hand, standing stiff and still will make it seem as if you are forcing out a speech instead of initiating a conversation. However, do not be too animated or busy with your hands. That may be distracting to the client or be overdramatic to the point of annoying them. Obviously, you don't want either of those to be the case.