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Tuesday, February 19, 2013


Winning Body Language for Sales Professionals by Mark Bowden - Book review

Winning Body Language for Sales Professionals

Control the Conversation and Connect with Your Customer—without Saying a Word

By: Mark Bowden

Published: September 6, 2012
Format: Paperback, 256 pages
ISBN-10: 0071793003
ISBN-13: 978-0071793001
Publisher: McGraw-Hill

"Clients and customers have to trust before they can buy. It comes down to the sales professional to help build the trust and credibility that engages a client or customer", writes author, trainer, keynote speaker and the creator of TRUTHPLANE™, Mark Bowden, in his very hands on and results oriented book Winning Body Language for Sales Professionals: Control the Conversation and Connect with Your Customer—without Saying a Word. The author describes why the way a salesperson delivers their message is even more important than the words being spoken, and shares the the best techniques for establishing trust with clients through non-verbal communication.

Mark Bowden understands that non-verbal communication, in any sales presentation, is at least as important as the spoken words. The author even goes one step farther in offering evidence from the latest findings in neuroscience. The most recent discoveries in brain science provide powerful clues that people are more affected and motivated by non-verbal cues than by words. Mark Bowden points out that how the speaker positions their body, moves their body, and how they speak the words have more effect on the listener than the content of the presentation itself. Through deep processes within the brain, humans determine who to trust, based on the other person's body positioning, movements, facial expression, and voice tone. As a result, Nark Bowden offers advice on how to utilize body language and voice to establish trust with the prospective client.

Mark Bowden (photo left) recognizes the fundamental importance of non-verbal communication as crucial to establishment of trust between the sales representative and the potential customer. The author shares the concept that trust can be created through body language alone, and without any words being spoken by the sales person. Mark Bowden demonstrates how to create good feelings and trust that influence the behavior of the sales prospect.

Mark Bowden shares his GesturePlane™ System for dividing the body into horizontal sections to establish rapport with what he calls predictable feelings, judgements, and the elan. The author also offers his TRUTHPLANE™ for maintaining open and honest communication between the seller and the buyer. Mark Bowden also shares his concept of the PassionPlane™ to maintain high energy levels, and how to avoid what he calls the GrotesquePlane™ of low energy and a loss of interest. By following the GesturePlane™ concept, with gestures made at the appropriate horizontal level, the proper levels of emotion, attitude and energy will be maintained. The author presents evidence that this process will build trust and relationships with clients.

For me, the power of the book is how Mark Bowden combines a complete theoretical framework for utilizing body language effectively, with the practical techniques and exercises to put those guidelines into action. The author presents his proven strategies for improving the important non-verbal aspects of any sales presentation. With the application of the author's specific processes, any sales representative can become much more effective in establishing trust with clients.

To achieve proficiency in these methods, Mark Bowden offers the practices and skills necessary for peak sales performance. The author combines the latest discoveries in neuroscience, about how the brain really functions, with his proven techniques for creating a trusting environment with prospects. The author also adds the often overlooked elements of clothing selection and meeting room environment to augment the individual actions. The techniques are not manipulative but instead reflect the natural responses of the human brain when faced with an unfamiliar person.

I highly recommend the very practical and comprehensive book Winning Body Language for Sales Professionals: Control the Conversation and Connect with Your Customer—without Saying a Word by Mark Bowden to any sales representatives, sales managers and executives, entrepreneurs, and anyone making presentations to others, who are seeking a groundbreaking and readily applicable guide to understanding non-verbal communication. This book will improve the reception given to your presentations, boost your number of closed sales, and build your client list.


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