Few things factor more importantly in your sales preparation than your appearance, because, of course, it’s the first impression you make with the prospect. It goes without saying that your appearance needs to be highly professional, but what characterizes a truly “professional” appearance?

While your clothes may be clean and pressed, what you wear and how you wear it and present yourself physically is another matter. I’m talking about body language — how you use your hands, your handshake, your sitting and standing position, your eye contact, etc. Then there are the items you bring to the meeting and are part of how you present yourself — your pens, note pad, business cards, etc. All of these things communicate your level of professionalism, confidence and attention to detail.

Altogether, there are 18 critical elements of nonverbal communication that each salesperson should check before every sales call, no matter how casual the encounter. In addition to the above, salespeople need to consider their fingernails (keep them trimmed, clean and away from your face), breath (think about what you ate and drank before the meeting), make-up (women, don’t overdo it; keep it natural), and shoes (keep them polished and well-soled). Salespeople also need to keep their hair out of their eyes and their hands away from their groin (no scratching!).

These nonverbal communication opportunities can become powerful tools in your selling arsenal. You want your prospects to focus on your selling messages, especially during those “Golden 120 Seconds.” If they are distracted by your mannerisms or turned off by your appearance, even your best efforts to present your product or service will be wasted.

The motivation for writing this book came from what I’ve seen and learned in my 25 years of working “in the trenches” in sales.  Sales people — and particularly those who are experiencing the challenges of selling products and services in this economy — are often finding themselves “stuck” and unable to make things happen with prospective customers.  They want to improve their sales performance and better manage the sales process.  As a result, they desperately seek out new approaches, techniques and ideas that will help them close more deals. 

What I touch on in “The Golden 120 Seconds of Every Sales Call” is a sales approach I developed using the knowledge I’ve acquired and the techniques I’ve honed, as well as what I’ve learned from my own sales call mistakes.  This approach focuses on common sense tactics that sales people actually already understand but for some reason fail to execute.  The good news is they can start applying these tactics immediately.

Most importantly, my approach looks at those critical junctures during a sales call or meeting — the 120 seconds — in which the sales person’s behavior with the prospect can most impact the outcome.  Until now, these junctures — and developing strategies for navigating them — have been virtually ignored. 

My book is loaded with examples of both sales successes and sales blunders.  I’ve used this approach to grow my company and shared it with my clients to help them increase their sales and revenue.  If you are looking for a way to turnaround declining sales or end a pattern of lost sales opportunities, my book provides a solution.  Check it out at the Barnes & Noble website or Amazon.com.

It’s a topic that’s easily forgotten in preparing for the sales presentation, sales meeting or networking interaction.  Almost everything we do in sales is about listening-and-talking and for example, providing needs analysis, making recommendations and then negotiating a price that’s fair for everyone.   (And if price is the first thing you’re talking about, you best forget about making the deal – but that’s a topic for a future blog.)

Quite simply I think the quality of a handshake is never a deal-maker, but I do think it can contribute to being a deal-breaker.   As a large portion of the buying decision invariable defaults to the buyer liking the seller (meaning that the buyer trusts the seller and feels confident about the potential transaction), not only our talking points and listening skills, but our mannerisms and physical presence, have a lot of influence on the buyer’s subconscious assessment of whether or not we are the person they want to do business with. 

The vice-grip handshake, the clammy handshake, the perspiration-soaked handshake and the limp handshake can distract the buyer just enough from the other elements of messaging you are conveying in your selling interaction.   Why take that chance?  So, I think the best approach to use when it comes to handshakes comes down to: firm (no vice-grip), confident, relaxed and deliberate.   And, if you’re prone to clammy hands, carry a cloth with you or wash your hands with warm water right before a meeting.

Shaking hands – as a sales professional it’s the only physical interaction you’re going to have with your prospect; you best get it right!