Chapter 4

Nonverbal Communication
Skills

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 Learning Outcomes
4-1 Define nonverbal communication.
4-2 Recognize various nonverbal cues and their effect on
customers.
4-3 Explain the effect that gender has on communication.
4-4 Describe the effect of culture on nonverbal
communication.
4-5 Identify unproductive behaviors.
4-6 Use a variety of nonverbal communication strategies.
4-7 Demonstrate specific customer-focused nonverbal
behavior.

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 LO 4-1 What is Nonverbal Communication?
Constantly sending nonverbal messages
Impossible not to communicate
Nonverbal messages can contradict or override
words
Receivers tend to believe the nonverbal message
Easy to misinterpret

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 LO 4-2 The Scope of Nonverbal Behavior 1
Body Language
• Nonverbal communication cues that send powerful
messages
• Eye contact – pupilometrics
• Facial expressions
• Posture
• Nodding of the head – paralanguage
• Gestures

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 Nonverbal Cues Send Messages
Nonverbal cues
such as eye
contact, proximity,
smiling, and
gesturing send
powerful
messages.
What cues do you
regularly send that
impact the way
customers
perceive you and
your organization?

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 Figure 4.1 Positive and Negative Nonverbal
Communication Behaviors
Positive
Brief eye contact (3 to 5 seconds)
Eyes wide open
Smiling
Facing the customer
Nodding affirmatively
Expressive hand gestures
Open body stance
Listening actively
Remaining silent as customer speaks
Gesturing with open hand
Maintaining professional appearance
Clean, organized work area
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Negative
Yawning
Frowning or sneering
Attending to matters other than the customer
Manipulating items impatiently
Leaning away from the customer as he or she speaks
Subdued or minimal hand gestures
Crossed arms
Staring blankly or coolly at customer
Interrupting
Pointing finger or object at customer
Casual unkempt appearance
Disorganized, cluttered work space
 LO 4-2 The Scope of Nonverbal Behavior 2
Vocal Cues
• Pitch or inflection
• Volume
• Rate of speech
• Voice quality
• Articulation, enunciation, or pronunciation
• Pauses
• Silence
• Semantics – malapropism

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 Smiling
Simple nonverbal
cues like smiling at a
customer send
powerful messages
that a service
provider is customer-
focused.
How do you feel
when a service
provider smiles at
you?

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 LO 4-2 The Scope of Nonverbal Behavior 3

Appearance and grooming

• Sends a message of professionalism or indifference
• Hygiene -- healthy maintenance of the body
• Clothing and accessories
• Some employees take concept of “casual” to the
extreme

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 LO 4-2 The Scope of Nonverbal Behavior 4
Spatial Cues
• Also called proxemics
• Nonverbal messages sent on the basis of how close
or far someone stands from another person
• Intimate distance 0 to 18 inches
• Personal distance 18 inches to 4 feet
• Social and work distance 4 to 12 feet
• Public distance 12 or more feet

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 Figure 4.2 Typical Spatial Distances in
Western Cultures

Jump to long description in appendix

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 LO 4-2 The Scope of Nonverbal Behavior 5
Environmental Cues
• Any aspect of the workplace with which a customer
comes into contact
• Contributes to the perception of an environment

Miscellaneous Cues
• Personal habits
• Time allocation and attention
• Follow-through
• Proper etiquette and manners
• Color

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 Figure 4.3 The Emotional Messages of Color
Emotion or Message in Western Cultures
Red Stimulates and evokes excitement, passion, power, energy, anger, intensity. Can also indicate “stop,”
negativity, financial trouble, or shortage.
Yellow Indicates caution, warmth, mellowness, positive meaning, optimism, and cheerfulness. Yellow can
also stimulate thinking and visualizing.
Dark blue Depending on shade, can relax, soothe, indicate maturity, and evoke trust
and tranquility or peace.

Light blue Projects a cool, youthful, or masculine image.

Purple Projects assertiveness or boldness and youthfulness. Has a contemporary “feel.” Often used as a
sign of royalty, richness, spirituality, or power.
Orange Can indicate high energy or enthusiasm. Is an emotional color and sometimes stimulates positive
thinking.
Brown An earth tone that creates a feeling of security, wholesomeness, strength, support, and lack of
pretentiousness.
Green Can bring to mind nature, productivity, positive image, moving forward or “go,” comforting,
growth, or financial success or prosperity. Also, can give a feeling of balance.

Gold and Silver Prestige, status, wealth, elegance, or conservatism.

Pink Projects a youthful, feminine, or warm image.

White Contains all the colors of the color spectrum. Typically used to indicate purity, cleanliness, honesty,
and wholesomeness. Is visually relaxing.
Black Lack of color. Creates sense of independence, completeness, and solidarity. Often used to indicate
financial success, death, or seriousness of situation.

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 LO 4-3 The Role of Gender in Nonverbal
Communication
Gender communication
• Females learn nurturing and relationship skills early
• Males use an aggressive, competitive stance
• Differing rate of brain development
• Behavioral preferences

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 Figure 4.4 General Behavioral Differences between
Men and Women in North America 1
Females
Body • Claim small areas of personal
space
• Cross arms and legs
frequently
• Sit or stand close to same sex
• Use subdued gestures
• Touch more
• Nod frequently to indicate
receptiveness
• Glance casually at watch
• Hug and possibly kiss both
sexes upon greeting
• Use high inflection at end of
statements
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Males
• Claim large areas of personal space
• Use relaxed arm and leg posture
• Sit or stand away from same sex but
closer to females
• Use dramatic gestures
• Touch males less, females more
• Nod occasionally to indicate
agreement
• Glance dramatically at watch
• Hug and possibly kiss females upon
greeting
• Use subdued vocal inflection
 Figure 4.4 General Behavioral Differences between
Men and Women in North America 2
Females
Vocal Speak at faster rate.
Express more emotion.
Use more polite “requesting”
language (e.g., “Would you
please?”)
Focus on relationship messages.
Use vocal variety.
Interrupt less; more tolerant of
interruptions.
Maintain eye contact.
Smile frequently.
Facial Use expressive facial movements.
Focus more on details.
Are more emotional in problem
solving.
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Males
Speak at slower rate.
Express less emotion.
Use more “command” language (e.g.,
“Get me the . . .).
Focus on business messages.
Often use monotone.
Interrupt more, but tolerate
interruptions less.
Glance away frequently.
Smile infrequently (with strangers).
Show little variation in facial
expression.
Focus less on details.
Are analytical in problem solving (e.g.,
try to find cause and fix
problem).
 Figure 4.4 General Behavioral Differences between
Men and Women in North America 3
Females
Behavior View verbal rejection as
personal.
Apologize after
disagreements.
Hold grudges longer.
Commonly display personal
objects in the workplace.
Use bright colors in clothing
and decorations.
Environmental Use patterns in clothing and
decoration.
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Males
Do not dwell on verbal
rejection. Apologize less
after disagreements.
Do not hold grudges.
Commonly display items
symbolizing achievement.
Use more subdued colors in
clothing and decorations.
Use few patterns in clothing.
 LO 4-4 The Impact of Culture on Nonverbal
Communication
Impact of culture refers to the outcome of people
from various countries or backgrounds coming into
contact with one another
Need to learn about behaviors, habits, values, and
beliefs from around the world

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 LO 4-5 Negative Nonverbal Behaviors
Unprofessional handshake
Fidgeting
Pointing a finger or other object
Raising an eyebrow
Peering over top of eyeglasses
Crossing arms or putting hands on hips
Holding hands near mouth

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 The Handshake
Traditional palm-to-palm
handshakes are used and
expected in most Western
business environments
and in Westernized
business environments
around the world.
Have you ever been caught
off guard when someone
tried a different handshake
version (other than
traditional palm-to-palm)
when you first met? How
did that feel?

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 LO 4-6 Strategies for Improving Nonverbal
Communication
Seek out nonverbal cues
• Clusters

Confirm your perceptions

• Perception checking

Seek clarifying feedback

Analyze your interpretations of nonverbal cues

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 LO 4-7 Customer-Focused Behavior
Stand up, if appropriate
Act promptly
Guide rather than direct
Be patient with customers
Offer assistance
Reduce customer wait times
Allow customers to go first
Offer refreshments, if appropriate
Be professional

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 Being Courteous
Courteous behaviors foster positive interactions.
What does this photo depict?

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 Figure 4.5 Courtesy Pays
Image is enhanced
Employee-customer communication improves
Word-of-mouth advertising increases
Employee morale and esteem increase
Complaints are reduced
Financial losses decrease
Customer loyalty increases

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 Appendix of Image Long Descriptions

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 Appendix 1 Figure 4.2 Typical Spatial Distances in Western
Cultures

Intimate distance (0–18 inches)

Personal distance (18 inches–4 feet)
Social and work distance (4–12 feet)
Public distance (12 feet or more)

Return to original slide

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