Radio Sales Today

RAB Sales Tips

Can you read people?

Intuition, gut instinct, whatever the label, having the ability to read people is a critical component to building empathy and understanding in the sales process. At RAB, we teach that high-performance sellers have three common traits:



Problem-Solving Skills

Our success in sales, and likely in life, depends on our ability to understand people. People buy from us because we understand them, not because we make them understand us. Having the ability to read people and read the room are skills you can develop. True, some are naturally better at this than others. In my experience, women, in particular, are naturally gifted in this area, so they tend to connect on deeper levels with clients. Men must work harder at developing the skill, but it is a skill that anyone can develop.

In a recent blog by sales and leadership trainer Steve Keating, he shares several ways to enhance your ability to read people: Observe body language. Pay attention to gestures, facial expressions, posture and eye movements.

Listen actively. Focus not only on what someone says but also on how they say it. Tone of voice, speed of speech and emphasis can convey underlying emotions and attitudes.

Notice patterns. Look for consistent behaviors or reactions across different situations. These patterns can reveal someone's habitual responses and personality traits. Consider context. Understand the context in which the person is communicating. Cultural norms, environment and past experiences can influence behavior and communication style.

Pay attention to nonverbal cues. In addition to body language, consider other nonverbal cues such as breathing rate, sweating and fidgeting. Empathize. Try to put yourself in the other person's shoes and imagine how they might be feeling or thinking. Empathy can help you better understand their perspective and motivations.

Ask open-ended questions. Encourage the person to share more about themselves and their experiences. Open-ended questions prompt deeper reflection and reveal more about their thoughts and feelings.

Trust your instincts. Intuition can be a powerful tool in reading people. If something feels off or inconsistent, don't ignore it.

Be mindful of biases. Be aware of your own biases and preconceptions, which can influence how you interpret someone's behavior. Try to approach each interaction with an open mind and without judgment.

Seek clarification. If you're unsure about someone's intentions or emotions, don't hesitate to ask for clarification. Direct communication can help resolve misunderstandings and deepen your understanding of the other person. The more you can empathize and understand your clients' challenges, the better you will be able to provide solutions that not only solve their challenges but also present them in a way that resonates with them and builds trust and confidence. is filled with tools that can help you with research into categories and the kind of information you need to ask intelligent and thoughtful questions on your quest for greater understanding.

Happy Monday!

Jeff Schmidt is the SVP of Professional Development. You can reach him at You can all so connect with him on X and LinkedIn.

Source: Jeff Schmidt, SVP of Professional Development