any times when we aren't sure what to believe, we trust what we feel, rather than what we hear. That's because the clich‚ rings true: Actions do speak louder than words. Often our intuition is correct because we subconsciously interpret unspoken cues, such as body language, and compare them to the words we hear. In fact, it's estimated that we communicate 60 - 80% of a message with body language.

For example, when you have a productive meeting with a prospective client you know it; no one has to tell you. Conversely, you might leave a presentation feeling things didn't go well, even though all the comments were positive. This is because time and again, it's the actions, not the words, communicating true feelings.

Listen to What You See

Decoding body language can provide insight into the minds of your prospects, clients, associates...even your boss. This glimpse into someone else's mind can help you get what you need, whether it's a sale, help with a project or a vacation day.

For example, a peek into your prospect's thinking can help you tailor your presentation to him. For example, by leaning toward you or sitting still and nodding, he indicates that he is listening and actively involved in the conversation. A relaxed expression or smile is also a good sign.

On the other hand, if you are presenting your boss with reasons why you deserve a raise or company car and he fidgets, avoids eye contact or taps his foot, it could indicate that he has lost interest or disagrees with you.

If you pitch an idea to a colleague and he touches his lip he might need you to explain further, or he might have a thought or opinion that he hasn't voiced. It would be wise to stop speaking and give him an opportunity to either ask his question or voice his opinion. Then you can determine if you need to amend your talking points to address his concerns.

Project What You Want Heard

Now that you can decode body language, it's time to look at your body language and what it conveys to peers, superiors, clients and prospects. What are you saying to them, and more importantly, what do you want to say?

As sales professionals, it's important that those we work with and work for know that we are capable, professional, trustworthy and understanding. We can use body language to convey confidence, communicate professionalism, exude trustworthiness and demonstrate understanding.

Convey Confidence

You want to convey confidence so that your prospects and superiors will have confidence in you as well. If you are hunched over, they might feel you are timid or intimidated. If you overcorrect and lift your head up too much, you could appear arrogant or superior. Instead, stand up straight and keep you head up and level. If you are required to lead, place your hands on your hips to show that you're ready to take action.

Communicate Professionalism

You want to communicate peace and relaxation so that your clients and prospects will be relaxed. If you touch your face or hair repeatedly, you might convey nervousness. Keep your hands away from your face and refrain from fidgeting.

Exude Trustworthiness

You want to communicate honesty so clients and colleagues know they can rely on you. They need to know you are sincere so they can feel safe. Look them in the eye. Practice having your palms up, to communicate a feeling of teamwork.

Demonstrate Understanding

You want your prospects to know that what is important to them is important to you. The best way to do this is to let them talk. Then, lean in or tilt your head to let them know you are engaged and actively listening.

You can also practice mirroring with body language. If the prospect is sitting with his head rested on his hand, you might lean forward and do the same. This sends a message that you are on the same team and open and friendly.

(A note about mirroring: It's usually a good idea but, if you meet with someone from a culture different from your own, you will want to be mindful of cultural differences. For example, the "thumbs up" sign that is positive in the United States is offensive in some countries.)

Understanding body language and non-verbal communication can help you improve your speaking and listening skills, which makes you a better sales professional. Listen to what people say with words and their bodies. Trust your intuition. And remember, a picture really is worth 1,000 words. Make sure the picture you paint says what you want it to say.