Do you know how to communicate with your clients or are you losing them to a communication gap?  Not everyone responds the same way to certain gestures, colors, and word choices.  Did you know that the color green actually psychologically stimulates "yuppies" to want to purchase? 

In general there are 3 types of people: visual, auditory, and kinesthetics (people who respond most by touch.)  Now everyone will have some of each characteristic inherent in themselves, but there is always a dominate trait that will prevail!  Get to know which one trait dominates you most and how to read your clients, that way you will be able to speak with them in ways that us easier for them to understand and no longer lose a sale because of frustrating miscommunications.

 Visual  people tend to talk with their hands, point often, and when speaking may have a strained tonality as their pitch goes up and their voice gets excited.  Visual people take shallow breaths and use words like see, show, clear, mind's eye, transparent, plain as day, brilliant. 

The best way to handle a visual person is to show or demonstrate everything.  Let the clients see everything, inside the box or out (open up cabinets, doors, SHOW them everything.)  Visual people will study a spec sheet if its in color and love visual tricks.  Build a quick rapport because visual people tend to have a short attention span; they are fast moving thinkers and love action stories with vision phrases.  

While talking to a visual person you may notice their eyes go up and to the left or right, or even sometimes they are defocused as if they are staring off into space, DO NOT INTERUPRT them!  They are thinking.  Interrupting them may cause them stop the thought process and never continue again, you may have cost yourself a sale!

A buying signal that will show they are very interested in your product would be if they said "May I see that again."  Here you have their interest, run with it!

Auditory people are verbal communicators.  These people are usually eager to listen to another's story, could spend hours on the phone, and will often enjoy animals and the sounds of nature.  Auditory people will take mid-chest breaths, often place their hand on their face (the vibrations enhance their hearing,) and are typically sentimentalists.  They make loyal friends and respond well to smooth non-manipulative presentations.  Auditory people tend to shake their heads as they listen while looking down and to the left.

Auditories will tend to use words like: hear, listen, tone, state, word for word, sounds good to me, loud and clear; and will move their eyes to the side or down and to the left when listening or thinking.

Their body activities are usually verbal communicators and prefer you to communicate with them verbally.  Contact should be made on the phone rather than e-mail with these clients.  You should list, summarize, or tell the benefits with these clients.  Do not use too much eye contact with auditory people and use their name frequently.  A person's name is a hot button with every type of person, However, Auditory people especially like to hear it, and have it pronounced correctly, they will usually correct you if you say it wrong.  

A deal must "sound" good to them for them to purchase, a buying signal would be if they said "Say that again."

Kinesthetic people respond most to the things they can feel.  Kinesthetic people tend to be athletes or in fields that requires precision use of their hands.  Fierce when it comes to defending reputations and honor, they breathe deep and often touch the center of their chest when deeply moved.  They are a hands on, gut feeling, type of person and can become moody quickly.  They will use words like "feel, touch, get a handle, grasp, touch base with, make contact, come to grips with, angry, moved by, safe, and cozy. 

When dealing with a kinesthetic person it is best to let them test drive the product.  Let them feel how hot or cold, large or small the product is.  Let them feel the quality and help them  feel good about buying it.  You will know they are interested when you hear them say things like "Can I try that?"  Kinethetics will tend to move their eyes down and to the right while they are thinking. 

Well guys, that's some of the basics in neuro-linguistics, but remember most purchases are based on emotions how the client Feels about what he/she is buying.  Very little is what we actually say, but more how we say it and our body language.  Be honest, be caring, but most of all make your clients feel good about themselves and the transaction! 

I hope this was helpful in better understanding your client, good luck selling!