Design and Evaluation of a Model for Nonverbal Selling Techniques
Seyed Mahmoud Hashemi
1
(
Associate Professor, Department of Business Administration, North Tehran Branch, Islamic Azad University, Tehran, Iran
)
Keywords: Nonverbal selling, nonverbal communication, grounded theory, customer interaction,
Abstract :
The present study aims to design and evaluate a model of nonverbal selling techniques and to explain their role in enhancing sales interactions. The research adopts a qualitative approach based on the grounded theory strategy. Data were collected through in-depth semi-structured interviews with academic experts, managers, and senior specialists involved in sales-related processes and decision-making. Purposive sampling was used, and theoretical saturation was achieved after conducting 15 in-depth interviews.Data analysis was carried out in three stages—open, axial, and selective coding—which ultimately led to the identification of 23 main categories within a paradigmatic model. This model encompasses causal conditions, contextual factors, intervening variables, core phenomena, strategies, and outcomes. The findings indicate that nonverbal selling techniques—such as body language, eye contact, posture, and facial expressions—play a significant role in enhancing communication effectiveness with customers, building trust, and strengthening sales interactions.Finally, a conceptual framework was developed to illustrate the position of nonverbal selling in the development of resilient sales approaches. This framework can serve as a decision-making tool for managers and as a means to improve sales quality in dynamic environments.
Keywords:
Nonverbal selling, nonverbal communication, grounded theory, customer interaction.
Abstract:
In the era of digital transformation, fundamental changes in consumer behavior, the emergence of new technologies, and intensified market competition have compelled organizations to rethink their customer engagement strategies. One often-overlooked dimension in sales training and execution is nonverbal communication or silent selling, which constitutes a significant portion of human interaction. This study aims to design and evaluate a model of nonverbal selling techniques and to explain their role in enhancing sales interactions. The central focus is on identifying the components, mechanisms, and outcomes of nonverbal selling in both face-to-face and digital contexts.
Methodology:
The research adopts a qualitative methodology based on the grounded theory approach developed by Strauss and Corbin (1998). Data were collected through semi-structured interviews with 15 experts, including university faculty, sales managers, marketing consultants, and customer interaction specialists. Purposeful sampling and snowball techniques were used until theoretical saturation was achieved. Data analysis followed a three-stage coding process—open, axial, and selective—and the validity of the findings was confirmed using Lincoln and Guba’s (1985) criteria and Cohen’s kappa coefficient (86.9%).
Research Tools:
The findings led to the identification of 23 core categories within a paradigmatic model comprising causal conditions, contextual factors, intervening variables, central phenomena, strategies, and outcomes. Causal conditions included shifts in buying behavior, expansion of nonverbal channels, and the growing importance of speed in customer decision-making. Contextual factors involved digital infrastructure transformation, customers’ psychological readiness, and brand policies aimed at optimizing the sales experience. Intervening variables included cultural barriers, technological limitations, and resistance from some sales personnel. The central phenomenon was defined as the effective application of nonverbal selling techniques to increase influence in the buying process. This included four main categories: visual techniques, body language, interactive technologies, and environmental cues. Proposed strategies involved training salespeople in nonverbal communication, designing sales environments based on visual cues, and leveraging smart technologies to analyze customer behavior. The identified outcomes included increased customer trust, reduced cognitive resistance, improved shopping experience, and enhanced conversion rates.
Discussion:
the study highlights that nonverbal techniques play a complementary and sometimes decisive role in sales success, especially in crisis situations, sensitive negotiations, and high-stress environments. With the rise of digital and video-based selling, the importance of nonverbal cues in virtual spaces has grown significantly, necessitating a redesign of organizational training and execution strategies. These techniques not only convey emotional and brand-related messages but also shape positive customer experiences and loyalty.
Conclusion:
the study presents a conceptual framework that positions nonverbal selling as a strategic tool for developing resilient sales approaches. This framework can guide managerial decision-making, inform sales training programs, and improve the quality of customer interactions in dynamic environments. The findings also offer a foundation for brand policy development, sales environment design, and the use of advanced technologies in customer behavior analysis. Future research is recommended to empirically test the effectiveness of this model across industries and digital platforms.
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