If you’re selling a car or a condo, a spiel that follows the classic formula of accurate information, clarity and brevity won’t work. It’s not what you say but what you don’t say that gets the message across.
Management consultant, facilitator and speaker Ben Ampil quotes studies as saying that in communication, words account for only seven percent; the tone of voice makes for 38 percent and the rest is body language. Hence, 93 percent of communication is non-verbal.
Likewise, it is also important to know the target consumer or individual’s communication style that is based on his dominant sensory perception if you want results.
If a person’s main communication style is verbal or sound or word-based, he is classified as “auditory,” and tends to be detail oriented. A “visual” person relates to images while a kinesthetic is more responsive to feelings or experiences.