'Body Language' Tips Salesmen Off SALT LAKE CITY (UPI) —[successful ones. They video- The average salesman listens to what his potential customer (says but the successful one taped a simulated dialogue between a prospective customer and a salesman. Sales personnel with varying reads "body language" to help success records were shown the film and asked to note what they observed, how they felt the sale was going and what they proposed to do next. While all the salesmen the same him land a sale. According' to research by two marketing educators, the customer's customer's physical or non-verbal reactions often say more than his' 'speech. The successful salesman notices facial expressions, expressions, posture, position of arms and leg and uses 'the information information to plan or change his sales, strategy. He becomes both strategist and tactician, planning planning his moves and refining his plan as the circumstances dictate. BODY MOVEMENTS Dr. Gary Grikscheit of the University of Utah and Dr. William Crissy of Michigan State studied a group of salesmen and found the better ones were more aware of body movements than, the less doodling, nodding his head, information available. looking at his watch frequently, leaning forward, among many other non-verbal cues," the educators said. "There was little difference on the verbal things alone," said Grikscheit. "But the better The techniques are teachable, said Grikscheit, an associate professor of marketing at Utah. ! Based on their study, the two educators said salesmen should prepare well for each call,, attend to non-verbal as well as salesman 'understood' more j verbal cues, try to evolve a about his prospect and was able to use the information to decide on a strategy," Griskcheit said. perceived about the same on a strategy," Griskcheit said. "The cues which allow a number of verbal cues, "the He said 40-60 per cent of human salesman to maintain subtle effective salesmen ob- communication is probably non-j control in the face-to-face strategy and exert control without using coercion. "The cues more tained more non-verbal cues verbal and a salesman who I situation are the ones the than the less effective ones.ireads the "body language" of a (prospect is not aware fce They observed the customer customer has that much more [provided," said Grikscheit.