From eye contact to engagement: Effective non-verbal communication

Do you want to make connections at your next trade show and generate real leads too? Non-verbal communication can be the difference between a brief chat and a lasting business relationship. In this blog, Carla Luten, an expert in the field, reveals how to make every interaction more impactful by leveraging these signals.

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Small gestures, big impact

Let’s see how powerful non-verbal signals can be. Imagine being on the trade show floor, where small gestures make all the difference.

On day 1: The floor is buzzing with activity. People are talking, products are being showcased, and connections are being made everywhere you look. You’re at your booth, watching a potential client walk by. A smile, a subtle nod, and eye contact – these small gestures grab their attention and turn a passerby into a valuable lead.

But not every day goes as smoothly. While small gestures may work on day 1, a moment of distraction on day 2 could cost you a key lead.

On day 2: You start the day full of energy. As your colleague talks excitedly about a new lead, you spot another potential client out of the corner of your eye. But instead of acting, you’re caught up in conversation, sipping your coffee, and the opportunity slips away. Missed it! Sound familiar? It happens to all of us, no matter how well-prepared we are.

These scenarios highlight just how important it is to be mindful of non-verbal communication. Now, let’s see how to put this into practice.

Source: Coca-Cola Europacific Partners (Royal Bliss)

How to make real connections

In the first example, you start a conversation with a trade show visitor. How do you create the right atmosphere? “It’s all about balance,” says Carla. “Engage, but keep the right distance. Tune into what makes the other person comfortable.” Here are three tips:

• Take your time: Introduce yourself and your intentions. Stay calm and keep the connection.
• Listen without judgment: Focus on understanding the other person, not just achieving your goals.
• Don’t be afraid of silence: Silences create space, help ease tension, and make conversations flow better.

When the visitor feels at ease, trust builds, increasing the chances of a successful partnership.

Ask questions!

In addition to using non-verbal signals, there’s another powerful tool: asking the right questions. Ask targeted questions that build trust and help you understand their needs. Combining thoughtful questions with non-verbal communication makes you not only a better conversationalist but also leads to more successful deals.

Research shows that only 30% of people ask questions. David Brooks calls these individuals “enlighteners” in his book The Art of Knowing People. Enlighteners ask the right questions and make their conversation partners feel truly seen. The other 70%, or “diminishers,” focus on themselves and often miss out on connections. Want to build strong relationships? Ask lots of questions and avoid this common pitfall.

Know your visitor: The 4 types

Each visitor has their own way of communicating and reacting. Recognizing these signals can make the difference between a missed opportunity and a new client. Here are four main types defined by INSA (Institute for Non-Verbal Strategy Analysis) in collaboration with the University of Amsterdam.

Type 1: The adapter

Traits: Usually more reserved, they adapt to the other person. They like to feel out the situation before acting.

Facial expressions:

• White under the iris
• Drooping upper eyelids
• Eyes don’t fully close when blinking

How to respond: These visitors are more likely to become clients if you give them time to adjust. Patience and an open attitude can lead to valuable partnerships. Don’t push – reassure them with a smile and welcoming body language.

Source: ‘Ik heb jou wel door’ Herman Ilgen. Haystack 2023

Type 2: The doer

Traits: Loves to take initiative and is always “on”. They act fast and enjoy being in control.

Facial expressions:

• Raised eyebrows
• Open upper eyelids

How to respond: These action-oriented visitors prefer a fast, direct approach. Get straight to the point and keep things moving. The quicker you meet their need for results, the faster you’ll turn them into a client.

Source: ‘Ik heb jou wel door’ Herman Ilgen. Haystack 2023

Type 3: The analyzer

Traits: They want to quickly grasp information and analyze everything that’s being said. They look for clarity in both content and intent.

Facial expressions:

• Tense lower eyelids
• Frequent frowning
• Sometimes lips pressed together with eyebrows raised in the middle

How to respond: With these visitors, it’s all about facts and logic. Give them clear, concrete information and be ready to answer questions. The more detailed and well-supported your answers, the more trust you’ll earn. This type of client values data and substance, leading to long-term relationships.

Source: ‘Ik heb jou wel door’ Herman Ilgen. Haystack 2023

Type 4: The connector

Traits: Strong need for connection, actively seeks contact. They feel comfortable when the other person is open to communication.

Facial expressions:

• Mouth corners turned upward
• Cheeks lifted

How to respond: Connection is key for these visitors. The more you cater to their need for personal contact, the more loyal they’ll become. Create a warm, inviting atmosphere and build a relationship that could lead to long-term partnerships or referrals.

Source: ‘Ik heb jou wel door’ Herman Ilgen. Haystack 2023

“Understanding what the other person needs and responding accordingly creates a real connection,” says Carla.

Carla’s tips

Now that you know the different types of visitors and how to approach them, Carla offers 3 practical tips to improve your non-verbal communication:

• Self-reflection: Think about your behavior and reactions in different situations. Pay attention to your body language and figure out which type (mentioned above) you fit into. How do you come across, and what do you want to communicate?
• Ask for feedback: Ask people around you how they perceive your non-verbal communication. This can help you identify habits you might not notice yourself. For example, ask, “What do you often see me doing in interactions, and what do you notice on my face?” Now, you know what it means.
• Never judge someone based solely on non-verbal cues: Context is everything: they may have had a bad night’s sleep, be dealing with psychological factors, or taking medication. Without that information, you might draw the wrong conclusion.

Apply these techniques, and you’ll notice smoother conversations, stronger visitor engagement, and more leads.

Want to master non-verbal communication even more?

Get in touch with Carla to boost your success. Enjoyed this blog? Check out our blog about The most engaging booth interactions.