AN ANALYSIS OF THE EFFECTS OF BODY LANGUAGE IN US

AND INTERNATIONAL BUSINESS

A Research Report Authorized by

Max Smith

Board of Directors

Nike

By Benson Ehlert

April 20, 2019

To: Max Smith, Board of Directors

From: Benson Ehlert, Sales Manager

Date: April 20, 2019

Subject: Presentation of Research Report on the Effects of Body Language in US and

International Business

I am thrilled to deliver my research report that was requested by you on the effects of body
language. In the research done, a lot of valuable information was found on what employees can
do in terms of body language to have more influence, how to read the body language of others,
and the difference in body language in US or international relationships. The information found
will help Nike have better relationships with clients and be more persuasive.

The research was conducted from one primary source and a plethora of secondary sources. The
primary source is an interview with a high ranking executive from another company who deals
with both national and international clients. He provided very interesting information based on
his experience for why body language is important during interactions with clients. I also
reviewed many online articles, peer reviewed journals, and other periodicals to gather as much
information as possible about the effects body language has in the business world.

According to this report, Nike should begin to train regional managers on how their body
language affects their interactions and how to read the body language of those they interact with
to strengthen relationships with clients.

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 TABLE OF CONTENTS

EXECUTIVE SUMMARY...........................................................................................iv
INTRODUCTION...............................................................................................................1
Authorization for the report.....................................................................................................1
Purpose and procedures...........................................................................................................1
HOW BODY LANGUAGE POSITIVELY AND NEGATIVELY
AFFECT INTERACTIONS.........................................................................................1
Impacts facial expressions have...............................................................................................2
Having good posture................................................................................................................2
The importance of a good handshake......................................................................................3
HOW READING THE BODY LANGUAGE OF OTHERS GIVES
AN ADVANTAGE IN BUSINESS RELATIONSHIPS..............................3
Reading body language with different cultures.......................................................................3
Interpreting body language......................................................................................................3
WHY BODY LANGUAGE IMPORTANT IN BUSINESS
RELATIONSHIPS.............................................................................................................4
The first impression.................................................................................................................4
Portraying confidence..............................................................................................................4
CONCLUSIONS..................................................................................................................4
RECOMMENDATIONS................................................................................................4
REFERENCES.....................................................................................................................6
APPENDIX..............................................................................................................................7

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 EXECUTIVE SUMMARY

A businesses’ success can, in large part, fall upon its abilities to have strong relationships
with customers and/or business partners. To have the best chance of success in these interactions,
the ability to read body language and have correct body language is an invaluable skill to have.
To learn more about the effects body language has on business in the US and internationally,
Max Smith, board member of Nike, authorized this research report.

The purpose of this report is to evaluate the extent body language affects international
and national relationships. Particularly, the following questions will be answered:

1. How can body language positively or negatively affect interactions?

2. How can reading body language give an advantage in business relationships?
3. Why is body language important in business relationships?

The discoveries that come from this report will be from secondary sources—online articles—
and from primary research—an interview with an executive who does international business.

Based on the discoveries of the report, the following conclusions can be made:

1. Body language makes up 70 percent of communication (tone of voice is 23 percent and

verbal is only 7 percent).
2. The first impression happens within seven seconds and will last for years.
3. Body language can be portrayed and interpreted despite changes in culture.
4. Improved body language will change interactions into relationships.

Based on the conclusions of the report, the following recommendations are made in regards
the affect body language has on business relationships and interactions:

1. If companies are not training their employees to portray and read body language, they
should begin as soon possible.
2. Learn how to portray positive body language to convey confidence, which will result in
building relationships instead of having interactions.
3. Focus on making the best first impression possible in every interaction with customers or
partners by making eye contact, smiling, and having a firm handshake.
4. Pay attention to the body language being expressed by others regardless of cultural
differences to adapt the dialog.

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Introduction

To have positive interactions with customers or business partners, it is imperative to have

skills and knowledge of body language. Anyone can try to have a positive relationship with a
customer or business partner, but to have a greater chance of making a great and lasting
impression, having proper body language and being able to read the body language of those that
are being spoken to will give an advantage that most do not have. These skills are what make
good companies great and great companies the best.

How a person’s body language influence interactions, how reading the body language of
others can give advantages in interactions, and how to apply those skills to business relationships
can help a company excel to new heights. Building awareness to the impact nonverbal
communication has will play an imperative part in the future success of a company.

Authorization for the report—Nike is a business that designs, manufactures, and sells
footwear, apparel, and sports equipment across the world. Nike was founded in 1964 and is
having difficulties making new relationships nationally and internationally. The Board of
Directors at Nike has requested this report to gather more information about the most relevant
body language skills to improve business relationships. The collected results will be used as they
speak with national and international regional managers to improve relationships with customers
and partners.

Purpose and procedures— The purpose of this report is to evaluate the extent body language
affects international and national relationships. Particularly, the following questions will be
answered:

1. How can body language positively or negatively affect interactions?

2. How can reading body language give an advantage in business relationships?
3. Why is body language important in business relationships?

The results that come of this report will be from secondary sources—online articles—and
from primary research—an interview with a regional manager of a company who does
international business. A copy of the results of the interview is included in the appendix.

How Body Language Positively and Negatively affect Interactions

In a study done by Dr. Mehrabian he explains a commonly known statistic that is now
known as the 7 percent rule (1981). This rule is where only 7 percent of communications with
other people is the words spoken and the other 93 percent is body language and tone of voice.
This proves that nonverbal communication, or body language, is imperative to communications.

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Figure 1: Body Language Break Down

Impacts facial expressions have—Faces are very expressive and have the ability to
portray emotions without ever saying anything. Most people can clearly see if a person is mad,
happy, surprised, sad, scared, disgusted, or contempt and this is because those are the seven basic
emotions that come with universal expressions based on a study by Matsumoto and Hwang
(2011). It is very important to be happy when having interactions because if a person is not
happy, it will be harder for the other person or people in the interaction to feel happy. Having a
facial expression, whether it be voluntary or involuntary, that conveys being mad, disgusted, or
sad will carry negative implications throughout the entire interaction.

Having good posture—Simply by sitting, walking, and standing, perceptions can be

made of people. If a person is slouching or folding their arms, they are conveying that they are
vulnerable or insecure, and then they will generally not be trusted. When a person sits straight
up, walks with their shoulders square, has their head held high, and stands confidently, others
will naturally be drawn to them and trust them. For most people, masking emotions with good
posture is not possible because the body will give off other signals of not having confidence or
asserting dominance (Smith, 2019). If a person tries to fake it, they will seem even more unsure
and untrustworthy.

The importance of a good handshake—The majority of times when two people meet,
especially in the business world, they greet with a handshake. The handshake will not only have

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an affect on the initial impression but also for the entire interaction and beyond. Having a firm
handshake while making eye contact will make a person look confident. Lmunoz explains,
“Many of our social interactions may go wrong for a reason or another, and a simple handshake
preceding them can give us a boost and attenuate the negative impact of possible
misunderstandings" (2015). The biggest factors that play into having a good handshake are not
having a limp hand and making sure both hands are vertical. If someone were to twist their hand
to be on top, that is an expression of dominance that can be taken the wrong way.

All of the things mentioned about how body language positively or negatively affects
interactions usually happen within the first seven seconds of meeting someone. Assumptions are
made that can affect the rest of the relationship. If a negative facial expression is portrayed, the
posture is slouched and conserved, and a limp handshake is offered, it would be significantly
harder to have a positive interaction result from both parties. On the other hand, having a happy
facial expression while having good posture (whether a person is walking, sitting, or standing)
and giving a good handshake will result in the confidence of others.

How Reading the Body Language of Others Gives an Advantage in Business

Relationships

Even if a person has great body language during an interaction, reading the body
language of the other person will help the interaction turn into a relationship. Many people in the
business world are starting to learn the effects their own body language can have on a
conversation, but few are looking at reading the body language of the one they are talking to.
This can be equally important because it will give clues as to how the other person is feeling.

Reading body language with different cultures—Body language is a universal

language, so no matter the difference in cultures, nonverbal communication will help discern
how people are really feeling. It is important to make the other party feel confident in what is
being presented. By reading the body language of those that are being presented to, it can help
direct where the conversation should go. In an interview with Jared Bentley, who is in charge of
relationships between his company and customers in Japan explained, “Even though the customs
in Japan are far different than the customs we are used to here in the United States, I can always
tell when someone does not feel confident in what we are explaining to them. When this is the
case we can change directions until it is noticeable that both parties are confident in what the
plan is.” (Bentley, 2019).

Interpreting body language—There are a few key elements to look at when interpreting
body language. The first is to pay attention to eye contact being made or avoided. Signs to look
for that show negative responses include the following: avoiding eye contact, shaking their head
involuntarily, crossing arms, or fiddling with their hands. These are all signs of disinterest,
insecurity, or disapproval, so when a person can see the other party showing these signs, they can
know what they are talking about needs to change or that it will need more work to convince
them. On the other hand if someone notices the other party showing signs such as making eye
contact, relaxed posture, and other signs, they are paying attention, then the interaction is
becoming a relationship.

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Why Body Language Important in Business Relationships

The difference between an interaction and a relationship in the business world is the
difference between success and failure. Reading the body language of others and portraying the
correct body language will make the difference needed from turning basic interactions with
customers or partners into lasting relationships.

The first impression—First impressions are most commonly made in seven seconds and
the first impression will have lasting positive or negative consequences on the relationship.
Seven seconds is such a short amount of time to affect a relationship that could last years into the
future. It is important to have the proper body language mentioned earlier to have the best
opportunity of having a long-lasting, good impression.

Portraying confidence—After the first impression has been made, whether it be good or
bad, confidence is the next step in changing a business interaction into a relationship. If someone
is not confident, it will be hard to convince others to be confident in that person. Confidence will
be portrayed by conveying positive body language such as maintaining good posture.

Conclusions

Based on the discoveries of the report, the following conclusions can be made:

1. Body language makes up 55 percent of communication (tone of voice is 38 percent and

verbal is only 7 percent).

2. The first impression happens within seven seconds and will last for years.

3. Body language can be portrayed and interpreted despite changes in culture.

4. Improved body language will change interactions into relationships.

Recommendations

Based on the conclusions of the report, the following recommendations are made in
regards to the affect body language has on business relationships and interactions:

1. If companies are not training their employees on portraying and reading body language,
they should begin as soon possible.

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 2. Learn how to portray positive body language to convey confidence, which will result in
building relationships instead of having interactions.

3. Focus on making the best first impression possible in every interaction with customers or
partners by making eye contact, smiling, and having a firm handshake.

4. Pay attention to the body language being expressed by others regardless of cultural
differences to adapt the dialogue.

5
 REFERENCES

Bentely, J. (2019, March 20). Personal interview.

Lmunoz. (2015, August 21). Do Not Skip that Handshake: How Body Language Shapes Our
Judgments. Retrieved from https://www.cogneurosociety.org/handshake/

Matsumoto, D., & Hwang, H. (2011, May). Reading facial expressions of emotion. Retrieved
from https://www.apa.org/science/about/psa/2011/05/facial-expressions

Mehrabian, A. (1981). Silent messages: Implicit communication of emotions and attitudes.

Segal, J., Smith, M., Robinson, L., & Boose, G. (2019, March 26). Nonverbal Communication.
Retrieved from https://www.helpguide.org/articles/relationships-
communication/nonverbal-communication.htm/

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 APPENDIX

Personal Interview

The interview that was conducted with Jared Bentley was done on March 20, 2019. The
summarized response are as follows:

Q: How often do you have business in Japan?

A: Every month I am assigned to go to Japan to meet with the managers there. We go over
reports, make goals, and then make plans to follow through with the goals that have been set.

Q: How important is the body language that you portray in your meetings?
A: It is extremely important for a number of reasons. First, I am the manager so if I shrink up and
look like I am not confident in what we are discussing then I wouldn’t be able to encourage those
I am managing to be excited about it.

Q: Is body language different in Japan?

A: From all of my experience, I do not see a difference in body language. I can tell when people
are happy to see me, when they are happy with an idea, or on the other hand when they are not
happy to see me, or even scared because they know that they have not been performing the way
they should. In other words, even though the customs in Japan are far different than the customs
we are used to here in the United States, I can always tell when someone does not feel confident
in what we are explaining to them. When this is the case we can change directions until it is
noticeable that both parties are confident in what the plan is.

Q: Do you think having training on body language would be beneficial?

A: I 100% agree that it would be worth it to have trainings for a company to know how to have
better body language and to be able to read the body language of the people they are talking to.

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