Nonverbal Communication And Sales Performance: Do High and Low-Performing Sales Students Gesture in the Same Way?

ABSTRACT

Nonverbal communication impacts a broad range of human interactions and bears significant influence on understanding and perceptions. One of the most influential categories of nonverbal communication is kinesics, which includes physical gestures and other body movements. The current study develops a foundation for future kinesics education in sales by examining the use of four types of gestures (illustrators, beats, adaptors, and regulators) and coinciding measures of sales performance within the context of a national student sales competition. Results include the finding that highly rated sales students use one specific kind of gesture – illustrators - more frequently than low performing sales students. No significant relationships were uncovered between beats, adaptors, or regulators and performance. Educational implications and recommendations for sales courses are provided.

KEYWORDS:

• professional selling
• sales communication
• nonverbal behavior
• sales competition

Disclosure statement

No potential conflict of interest was reported by the authors.