An article on Social Intelligence – Observing Nonverbal Behavior and Understanding Emotions – by Dr. Sandeep Atre

Selling was never meant to be pushy or persuasive.

It is always about: a) introducing people to something that can be of utility b) helping them understand how it can satisfy their needs, wants or desires c) supporting them in resolving tangible or intangible constraints regarding purchase d) making sure that the purchase is facilitated and cherished.

And it is a scientific fact that ‘emotions’ overpower ‘reason’ as input to decision making. So sales/marketing professionals need to understand customers’ emotions. However, there are buyers who find it difficult to express their emotions through words, some others who don’t even like to do so, and then some who are not even aware of how they are really feeling.

This is what puts even greater responsibility on sales/marketing professionals. They need to prepare people’s emotional profiles, and that too real-time (often called ‘emotion analytics’). Only by getting attuned to customers can they spot when the price of product elicits contempt, a return-policy evokes disgust, or a scheme draws out disbelief.

These subtle nonverbal signals have the potential to make or break a lead/deal. Yes! Customer continuously tells something…


…and again, all that is needed is a set of socially-intelligent eyes to listen.


Dr. Sandeep Atre, Founder Director, Socialigence – Developing Social Intelligence – Specialized Online Courses and Customized workshops on Observing Nonverbal Behavior and Understanding Emotions
PS: All inputs on observing nonverbal behavior should be applied after establishing the baseline behavior.