The Body Language of Success

The term “body language” is interesting because it is so true, and so unrecognized: our bodies speak their own language. So, founders, whether you use Javascript for coding and English for speaking or any combination of other languages, keep in mind that your body’s signals are sending a message as well. You want that message to sync with whatever you and your company are saying.

I grew up on stage for ballet performances, and this was paramount. While I was spinning on one toe, I’d better still be smiling. Turning to the side couldn’t ever be actually 90 degrees to the side, because then I’d be cutting off half the audience. The physical presentation was about much more than the steps. I had to show, with my facial expressions, my stance, and my direction, that the audience was invited to hear my story.

Pitching your company and interacting with potential investors or customers is the same. You can get all the words right, but without the right body language, or “stage presence” as I used to call it, no one is going to believe in your story — in this case, your company. And, trust me, it goes beyond a firm handshake.

Here are 5 tips to get your body’s message in sync with your sales pitch, and 5 body language mistakes you’ll want to avoid.

Tips for Positive Body Language

Note that these tips spell MUSTS — a handy acronym to help you remember!

1. Make eye contact. Even if you’re shy or introverted, do your best to make eye contact. If you don’t, people may think you lack confidence, interest, or worse, that you’re guilty of something. Convey confidence by keeping your eyes level, particularly when making an important point. Don’t stare though — no one wants to come off as creepy!
2. Use your hands. The part of our brain active in producing speech is also active when we’re waving our hands. This doesn’t mean that you need to flail around, but it does mean that using your hands can help you think and speak better. Practice using open gestures (palms facing out) with your hands at hip-height. This will ensure your gestures are welcoming and authoritative rather than wild or threatening.
3. Strike a pose. Before you enter a meeting or get on a phone call, try what’s called a power pose. You can sit in your chair, with your hands behind your head and your feet on your desk, or you can stand with your feet wide and arms outstretched. Think Superman! I know it sounds crazy, but assuming one of these poses for 2 minutes actually works. Take it from Amy Cuddy.
4. Take a stand. Your mom probably told you to stand up straight when you were growing up, and she’s right: stand tall, with your shoulders back and head high. It’s a classic display of confidence and authority. Slouching diminishes the space you occupy physically and in the conversation. This point is especially important for women — take up space, and it will make you feel and appear more powerful.
5. Smile! As cliche as it sounds, smiles are important neurological triggers that tell someone you’re trustworthy and amiable. When someone smiles at you, you smile back, right? Smiling actually changes your emotional state, so you’re creating better headspace for yourself and whomever you’re greeting with that one simple act. And the more warm-and-fuzzies, the better for your sales pitch.

Body Language Mistakes to Avoid

1. Crossing your arms. Crossed arms and/or clenched fists, even crossed legs to an extent, send the message that you are shut off to another person’s perspective. Keep your arms by your sides to appear more open-minded.
2. Inconsistent words and expressions. Let’s say you’re firing someone. Please don’t smile — it’s confusing, possibly mean, and completely inconsistent with the message you’re trying to deliver. Make sure your facial expressions are consistent with the words you’re speaking. This is true for firing someone, hiring someone, or pitching to an investor.
3. Turning away. Turning or leaning away from the person you’re speaking to can convey disinterest. Try leaning in slightly and tilting your head (again, very slightly) to show that you’re all ears. Just make sure not to get too close…see below.
4. Getting too close. Respect others’ personal space. Leaning into a conversation is a good thing; spitting on someone’s face is not.
5. Watching the clock. This is a clear sign of disrespect and an inflated ego. You wouldn’t want an investor to tell you that they have better things to do than speak to you, so don’t do that to someone else, whether it’s a customer with a complaint you don’t want to hear, or a potential investor in your startup.