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Selling to Win, 4th Edition by Richard Denny

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Chapter Fifteen

Body language

There are about 700,000 body language signals, 15,000 from the face alone. Obviously one cannot control all those signals, so whenever the spoken word is in conflict with the body language signal, the latter is invariably correct.

The professional salesperson, being a master of communication and a specialist at understanding people, must be able to interpret other people’s body language. The professional realizes that every person he or she speaks to is different. But there are certain body language movements and signals that we all have in common.

The purpose of this chapter is to make you, the professional, more aware of people, more aware of what they say and how they say it. There are, of course, many specialist ...

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