Non-Verbal Communication

Research consistently shows that 55% to 80% of all interpersonal communication is nonverbal, meaning that what you do often speaks louder than what you say. For financial planners, mastering nonverbal communication is essential for building trust, reading client emotions, and ensuring your intended message is received. Understanding both how to read client cues and manage your own nonverbal signals can significantly improve client relationships and outcomes.

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Body Language Often Reveals More Than Words

Clients may say they're comfortable with a recommendation while their body language tells a different story. According to communication experts, nonverbal cues including body language, facial expressions, and tone of voice reveal a client's true comfort level, doubts, or hesitations that words may mask.

Why Nonverbal Communication Matters in Financial Planning

• Trust building - Clients unconsciously assess trustworthiness through nonverbal signals
• Detecting discomfort - Identifying when clients are uneasy about recommendations
• Gauging understanding - Seeing whether explanations are landing or causing confusion
• Emotional awareness - Recognizing emotional states that affect decision-making
• Rapport development - Creating connection and psychological safety

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Key Nonverbal Cues to Observe

Facial Expressions and Micro-Expressions

The face is the primary channel for emotional communication, even in video calls with lower quality connections. Key observations include:

Micro-expressions are brief, involuntary facial expressions that reveal genuine emotions before a person can consciously manage their expression. Learning to spot these split-second signals provides valuable insight into client feelings.

Eye Contact

Eye contact norms vary significantly, but general patterns include:

• Steady, comfortable eye contact - Engagement, trust, confidence
• Avoiding eye contact - Discomfort, shame, hiding something, or cultural norm
• Excessive staring - Aggression, intimidation (or cultural norm)
• Looking away when answering - Processing, recalling, or potentially being evasive

Research indicates that most adults only make eye contact 30-60% of the time. As a financial advisor, appropriate eye contact can help you appear more confident, approachable, and trustworthy.

Posture and Body Positioning

Body positioning reveals engagement and openness:

• Leaning forward - Interest, engagement, agreement
• Leaning back - Contemplation, or possibly disengagement
• Open posture (uncrossed arms/legs) - Receptivity, comfort
• Closed posture (crossed arms, hunched shoulders) - Defensiveness, discomfort
• Stiff neck - Tension, discomfort with topic
• Legs apart, rigid stance - Defensiveness or aggression

Gestures and Hand Movements

Hand movements communicate openness, emphasis, and emotion:

• Open palms - Honesty, openness, welcoming
• Pointing - Aggression, blame (use with caution)
• Steepled fingers - Confidence, authority
• Covering mouth - Uncertainty, hiding reaction
• Fidgeting - Nervousness, impatience, or discomfort
• Natural, relaxed gestures - Confidence and comfort

Tone of Voice, Pace, and Volume

Voice characteristics convey significant meaning beyond words:

• Faster pace - Excitement, nervousness, or desire to end conversation
• Slower pace - Thoughtfulness, emphasis, or uncertainty
• Higher pitch - Stress, anxiety, or excitement
• Lower pitch - Authority, calmness, seriousness
• Increased volume - Emphasis, frustration, or passion
• Decreased volume - Uncertainty, shame, or fear

Physical Distance (Proxemics)

Anthropologist Edward T. Hall identified four zones of personal space:

For financial planning meetings, the social zone (4-12 feet) is typically appropriate. Respecting personal space builds trust, while invading it creates discomfort. Meeting configurations that respect personal space positively influence participation and engagement.

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Reading Client Nonverbal Cues

Signs of Discomfort, Anxiety, or Disagreement

Watch for these warning signals that suggest a client may be struggling:

• Crossed arms or legs (sudden shift to closed posture)
• Stiff neck or rigid body positioning
• Looking away or breaking eye contact
• Pursed lips or tightened jaw
• Fidgeting, tapping, or restless movement
• Leaning away from you
• Short, clipped verbal responses
• Sighing or audible breathing changes

When you observe these cues, pause and check in: "I want to make sure I'm explaining this clearly. How are you feeling about what we've discussed?"

Signs of Engagement and Understanding

Positive signals that indicate connection and comprehension:

• Leaning forward
• Nodding (genuine, not perfunctory)
• Open body posture
• Comfortable eye contact
• Relaxed facial expression
• Verbal affirmations ("I see," "That makes sense")
• Asking clarifying questions
• Taking notes

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Managing Your Own Nonverbal Communication

Your nonverbal signals significantly impact how clients perceive you. According to body language expert Mark Bowden, advisors can use body language to stand out, win trust, and gain credibility.

Best Practices for Advisors

• Sit up tall with shoulders back to project confidence
• Keep your chin level (not up, which appears arrogant, nor down, which appears defeated)
• Maintain an open chest position to appear approachable
• Use natural, confident gestures within the frame of your video or sightline
• Smile genuinely when appropriate---neutral expressions can read as disinterest
• Mirror client energy subtly to build rapport
• Make comfortable eye contact (about 60-70% of the time)

What to Avoid

• Slouching, which conveys lack of competence or engagement
• Crossing your arms, which appears defensive or closed off
• Touching your face excessively, which suggests nervousness
• Making excessive movements, which is distracting
• Staring without breaks, which feels aggressive
• Looking at your phone or computer while client is speaking

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Cultural Differences in Nonverbal Norms

Nonverbal communication varies significantly across cultures:

Best practice: When working with clients from different cultural backgrounds, observe their patterns, ask about preferences when appropriate, and avoid assuming your cultural norms are universal.

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Virtual Meeting Nonverbal Challenges

With the increase in video meetings, advisors face unique nonverbal communication challenges:

Key Differences in Virtual Settings

• Limited field of view - Only face and upper body visible
• Eye contact complexity - Looking at camera vs. screen creates disconnect
• Delayed audio/video - Can disrupt natural conversational rhythm
• Reduced cue visibility - Cannot see full body posture or fidgeting
• Screen fatigue - Extended focus on screen affects natural expression

Best Practices for Video Meetings

1. Position camera at eye level to simulate natural eye contact
2. Look at camera (not screen) when speaking to create connection
3. Use more expressive facial reactions since subtle cues are harder to read
4. Keep hand gestures within frame and visible
5. Ensure good lighting on your face so expressions are visible
6. Speak somewhat slower and more expressively than in person
7. Nod and provide visible acknowledgment since verbal "mm-hmm" may not transmit well
8. Check in verbally more often to compensate for lost nonverbal feedback

According to research from Nationwide Financial, trust and rapport can still be built online with the right strategies, and mastering virtual communication sets advisors apart.

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Incongruence Between Verbal and Nonverbal

When words and body language don't match, people typically believe the nonverbal message. This incongruence can undermine trust and communication:

Examples of Incongruence

• Client says "I'm fine with that" while crossing arms and leaning back
• Advisor says "I'm confident in this strategy" with a wavering voice
• Client says "We have no money concerns" while avoiding eye contact
• Advisor says "I understand" while looking distracted or checking phone

Responding to Client Incongruence

When you notice a mismatch:

1. Note the discrepancy internally
2. Create space for authentic expression: "I want to make sure you're truly comfortable with this approach. Is there anything you'd like to discuss further?"
3. Avoid calling out directly: Don't say "Your body language tells me you disagree"
4. Follow up later if needed

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Quiz Questions

Question 1: During a retirement planning discussion, a client says "That sounds like a good plan" but simultaneously crosses their arms, leans back in their chair, and breaks eye contact. What should the financial planner do?

A) Accept the verbal agreement and move forward with implementation B) Point out that their body language suggests they actually disagree C) Create space for further discussion by asking "Is there anything about this plan you'd like to explore further?" D) Ignore the nonverbal cues since the client verbally agreed

Correct Answer: C) Create space for further discussion by asking "Is there anything about this plan you'd like to explore further?"

Explanation: When verbal and nonverbal messages are incongruent, the nonverbal signals often reveal true feelings. The crossed arms, leaning back, and broken eye contact suggest discomfort despite verbal agreement. The planner should create a safe space for authentic expression without directly calling out the incongruence (which can feel confrontational). Option A ignores important signals. Option B is too direct and may embarrass the client. Option D disregards valuable information.

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Question 2: A financial planner is meeting with a client from a culture where direct eye contact with authority figures is considered disrespectful. The client rarely makes eye contact during discussions. How should the planner interpret this behavior?

A) The client is being dishonest or evasive B) The client is disengaged from the conversation C) The client is showing cultural respect, and the planner should not assume negative intent D) The client lacks confidence in the planner's recommendations

Correct Answer: C) The client is showing cultural respect, and the planner should not assume negative intent

Explanation: Nonverbal communication norms vary significantly across cultures. In some Asian, African, and Latin American cultures, avoiding direct eye contact with authority figures or elders is a sign of respect, not evasion or disengagement. Planners should be aware of cultural differences and avoid interpreting all behavior through their own cultural lens. Options A, B, and D all incorrectly apply Western eye contact norms to judge the client's behavior.

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Question 3: During a video call, what is the MOST effective way for a financial planner to create the impression of eye contact with the client?

A) Look at the client's image on the screen while speaking B) Look directly at the camera lens when speaking C) Alternate between looking at the screen and the camera D) Focus on your notes to ensure accuracy of information

Correct Answer: B) Look directly at the camera lens when speaking

Explanation: In video meetings, looking at the camera lens (not the screen showing the client's face) creates the appearance of direct eye contact for the person viewing you. When you look at the screen, your eyes appear to be looking down or away from the viewer. While it feels counterintuitive since you can't see the client's face while looking at the camera, this technique significantly improves the sense of connection and engagement in virtual meetings.