Selling merchant services—whether it’s payment processing solutions, point-of-sale systems, or financial tools to improve cash flow—requires building trust, credibility, and rapport quickly. Here’s how mastering body language can give you an edge in outside sales.

Why Body Language Matters in Merchant Services Sales

When selling merchant services, your prospects may have been pitched by several different providers already. They’ve heard the sales pitches, but what will make you stand out is how you connect with them on a human level. This is where body language can make or break the deal.

The right body language helps you:

• Build trust: People are more likely to buy from someone they trust, and body language plays a key role in establishing trust.
• Engage your audience: Non-verbal cues like eye contact and gestures make your pitch more dynamic and compelling.
• Handle objections: Being able to read your prospect’s body language can clue you in when they’re confused, skeptical, or disengaged, giving you a chance to address their concerns in real time.

For merchant services, where you’re often dealing with business owners who are cautious about signing contracts or switching providers, the ability to connect through body language can help you close the deal more effectively.

Key Body Language Tips for Outside Sales Success

1. Start with a Confident Entrance

First impressions are everything in outside sales. As you approach your prospect’s business or office, your body language is already making an impression. A confident walk, firm posture, and a genuine smile can set the stage for a positive interaction.

Tip: Before you enter, take a moment to relax and stand tall. Walk with purpose, keep your shoulders back, and approach your prospect with a friendly yet professional smile. This helps you project confidence and competence from the start.

2. The Handshake Still Matters

Even in the age of digital interactions, the handshake remains a crucial part of in-person sales. A firm, confident handshake conveys professionalism and trust. Avoid limp handshakes, which can signal disinterest, or overly strong handshakes, which can come across as aggressive.

Tip: Offer a firm but not overpowering handshake while maintaining eye contact. This demonstrates confidence and helps establish a solid foundation for the conversation.

3. Maintain Eye Contact Without Overdoing It

In merchant services sales, making strong eye contact can be the difference between a good conversation and one where the prospect tunes you out. It shows that you’re present, engaged, and confident in what you're offering. However, too much eye contact can feel invasive, especially when you're dealing with business owners who may already feel skeptical about switching service providers.

Tip: Aim for natural, intermittent eye contact—about 60-70% of the time. This balance makes you appear engaged without making the interaction uncomfortable. When discussing key points, maintain eye contact briefly to emphasize trust and sincerity.

4. Use Hand Gestures to Reinforce Your Pitch

When selling merchant services, you’re often explaining complex systems or processes like payment gateways, POS systems, or transaction fees. Hand gestures can help illustrate key points and make abstract concepts more relatable. However, too many gestures can be distracting.

Tip: Use hand gestures to emphasize important points. For example, when talking about savings or features, you can visually "measure" amounts with your hands to create a stronger mental picture for the prospect. Keep your gestures controlled and avoid fidgeting.

5. Mirroring for Building Rapport

Mirroring is a powerful technique in sales, especially when you’re meeting with a prospect face-to-face. Subtly mimicking your prospect’s body language helps create a sense of connection. If they are more relaxed, ease into a more casual posture. If they are more formal, match their tone and body language to appear in sync.

Tip: Pay attention to your prospect’s energy and body language, then adjust accordingly. If they lean forward when asking questions, mirror that interest by leaning forward slightly. This shows that you’re attuned to their needs and builds subconscious rapport.

6. Open Body Language Builds Trust

In merchant services, you may often face skepticism from business owners who are wary of contracts, fees, or service reliability. Open body language can help break down those barriers. Avoid crossing your arms, as it signals defensiveness or disinterest. Instead, use open, inviting gestures that indicate you’re approachable and honest.

Tip: Keep your arms relaxed at your sides or use them for natural gestures. When discussing potential concerns, remain open and approachable to show that you’re here to help, not just make a sale.

7. Respond to Non-Verbal Cues from the Prospect

In outside sales, your ability to read a prospect’s body language can provide valuable insight into their thoughts and objections. Are they leaning back with arms crossed? They might be skeptical. Are they nodding and leaning in? They’re likely engaged and interested.

Tip: Watch for cues like crossed arms, furrowed brows, or shifts in posture, which may indicate that the prospect has concerns. Address these non-verbal signals by asking open-ended questions to clarify their objections. For example, if a prospect suddenly crosses their arms, you could ask, “I noticed you had a question earlier about fees—can I clarify that for you?”

8. End with Confidence

The closing of the sale is crucial, and your body language during this phase can either seal the deal or leave the prospect hesitant. Stand confidently, maintain open body language, and avoid any signs of nervousness. Even if the sale doesn’t close immediately, leave with positive body language to keep the door open for future conversations.

Tip: As you summarize the benefits of your merchant services, stand or sit with an upright posture, maintain eye contact, and use deliberate hand gestures to reinforce your key points. When it’s time to leave, offer another firm handshake and exit with the same confidence with which you entered.

Conclusion

Mastering body language is a critical skill for outside salespeople, particularly in the competitive world of merchant services. By refining your non-verbal communication—whether it’s through confident entrances, effective use of hand gestures, or mirroring your prospect’s body language—you can build trust faster and close more deals.

Remember, selling merchant services isn’t just about the numbers or features you present; it’s about how you connect with business owners. Use your body language to create a stronger, more authentic connection, and watch your sales soar.