Tuning in to your customers to identify their needs, gauge their reactions to merchandise and gather the subtle clues you'll need to chart your course to the cash register requires more than good listening skills. You must also maintain good eye contact with the customer to demonstrate that you are self-assured, honest and sincerely interested in what the customer has to say. But that's only the beginning.

Non-verbal communication is just as influential as verbal communication. As a matter of fact, body language (i.e., movement, posture, facial expressions) and the volume, pitch and rhythm of the voice have the greatest influence on how one individual perceives another.

It's a good idea to maintain an awareness of the non-verbal messages you are sending to your customers, as well as the non-verbal signals they may be sending to you. Here are a few guidelines for using body language that works with you, not against you, throughout the selling process:

" Avoid slouching. Poor posture indicates that you are feeling down, are tired or have low self-esteem. Good posture, on the other hand, shows eagerness, high spirit and confidence.

" If you are seated across from a customer at a sales desk, counter or consultation table, keep your back straight, but lean forward slightly. This shows that you are interested in the customer and eager to work with them. Leaning back or away from the customer shows a lack of interest or even defensiveness. " Avoid fidgeting, shifting your posture frequently or making quick, abrupt movements. You will appear nervous and insecure " Maintain direct eye contact. If you find it difficult or distracting to look directly into a customer's eyes, look at their nose instead! The customer will not be able to tell that you are not looking directly into their eyes. " Avoid squinting, rolling your eyes or glancing around. You will appear to be nervous or even untrustworthy " Smile at every natural opportunity. Smiles reflect warmth, confidence and sincerity

Here's a list of non-verbal behaviors and some general interpretations:

Behavior Possible Interpretation open palm sincerity, openness hands clasped behind the back frustration, anxiety hand on cheek contemplation, thought hands on hips readiness, aggression patting, twirling or fondling hair lack of confidence, simple-mindedness touching, slightly rubbing nose rejection, doubt, dishonesty brisk, erect walk confidence arms crossed on chest defensiveness head or face resting in hand, eyes downcast boredom tapping or drumming fingers, fidgeting impatience, unrest walking with hands in pockets, shoulders slumped dejection rubbing the eye doubt, disbelief steepling fingers authority, control biting nails insecurity, nervousness pulling or tugging at ear indecision, uncertainty locked ankles apprehension stroking chin contemplation rubbing hands boredom sitting with hands clasped behind head, legs crossed confidence, superiority, arrogance pinching bridge of nose, eyes closed negative evaluation, distaste slightly tilted head interest, curiosity

Remember that these actions should not always be interpreted as the hidden messages listed here. This is simply something to take into consideration as you're building your skills as an effective communicator, a great listener, a perceptive observer and a superior salesperson.