Which gestures are more effective in your sales presentation?

Everyone knows that gestures matter, but do they really make a difference after all in a sales presentation?

Well, gestures are more important than we assume. We tend to unconsciously give more attention to people who appropriately use gestures, even if we don’t realize it. We read gestures as signs of authority and confidence. In ancestral times, tribe leaders used gestures to assert their authority in front of followers even before language was developed. Our brains learned to code gestures as signals of confidence from ancient times, and we still give them importance today.

What’s essential is to combine gestures and words. Too many gestures are distracting, so you must use them parsimoniously. Use them whenever you are saying the most important parts of your sales presentation. Avoid gestures anytime you say something unimportant. Without even realizing it, your buyers will learn to associate your use of gestures with the importance of what you say and give you more attention when you need it most.

Dynamic hand gestures earn buyers’ attention. You are the maestro of your sales presentation, and your audience is the orchestra. Gestures provide visual stimuli that facilitate attentional focus. Verbal communication is not weakened but rather enriched by visual movement. Unless you do it too much, becoming distracting, people tend to respond positively to communication stimuli that appeal to multiple senses.

Palms open and down signal authority, confidence, and trustworthiness. Open palms are generally interpreted as the key sign of non-aggression and lack of threat. They have been used historically by many leaders to convey speeches to the crowd, and we have now learned to associate them with power and authority. Several cultures associate open palms with signs of respect. Palms down show assertiveness and control of the situation.

Open arms show openness. They signal that you welcome the audience. They also convey a sense of honesty as you show you have nothing to hide. When we lie, we tend to have more rigid movements and avoid facing our audience frontally.

Animated gestures and upward movements signal enthusiasm. Remember that in sales presentations, enthusiasm is always better conveyed with the tone of your voice and with your gestures rather than scripted words such as “I am so thrilled to offer this opportunity” or “It’s so exciting to be here.” Enthusiasm is always better shown than told.

Posture is also more important than we generally assume. Stand tall, shoulders back, head high. It signals confidence and openness. Closed body language with hunched shoulders signals defensiveness. Besides being good for the buyers’ perceptions, posture helps breathing and voice projection while lowering sensations of fatigue.

I shouldn’t even say you must look at people in the eye, and yet I must. Because it’s actually much easier not to look at people in the eye when you present. When you look at people, you must process visual information, which can distract your thoughts. You can better focus on your presentation if you don’t look at others. It’s more relaxing. It lowers anxiety. So, it’s quite tempting. But then, you don’t show confidence, you don’t get engagement, and you have a harder time establishing trustworthiness. So, resist the temptation. Look.

Practice is fundamental because your gestures must come naturally. You cannot think about which gestures to make while doing the presentation. It will distract you. The focus of your mind shall be entirely on what you say.

Conclusion: Yes, gestures matter more than we tend to believe. So do them well, practice, and you will notice tangible improvements in your sales presentations.