Weekly Alluviance #94: Beyond Conventional Sales Wisdom
Your weekly dose of Alluviance!
The “7%, 38%, 55% Rule” has been around for years, and if you’re in sales, leadership, or any profession where influence matters, you’ve likely come across it. Here’s a quick refresher:
7% of communication is in the words you say – The actual language and words you choose.
38% is in your tone of voice – The emotion, emphasis, and vocal nuances.
55% is in your body language – Your posture, facial expressions, and physical energy.
These percentages came from a study by psychologist Albert Mehrabian in the 1960s, and while the research was context-specific (focused on the communication of feelings and attitudes), it’s often applied broadly as if it were a universal rule of communication.
But here’s the thing: it’s not quite as simple as always “7%, 38%, 55%” when it comes to influence and impact. If you’re looking to excel in sales and leadership, here’s what you really need to know about communicating with power and presence.
Moving Beyond Conventional Wisdom (and the 15 Modifications That Actually Work)
Context Is Everything
Mehrabian’s research focused on conveying emotions, not complex ideas. When you’re explaining a concept, the importance of words skyrockets. In sales, this means you need to be precise with your language, especially when discussing complex solutions. Don’t underestimate the impact of the words you choose.
Body Language Without Alignment Falls Flat
Body language alone doesn’t sell; aligned body language does. If your words, tone, and body posture aren’t working in harmony, it creates dissonance, and your audience picks up on it. True influence happens when everything aligns with a single, clear intention.
Words Matter More in High-Stakes Situations
When stakes are high, the importance of words often far exceeds 7%. If you’re negotiating a deal or navigating a difficult conversation, clarity in your language is crucial. Don’t let the “7% rule” make you complacent about the actual content of what you’re saying.
Trust Is a Vibe – But It’s Built on Consistency
Your energy and posture are vital, but consistency in your words, actions, and follow-through are what create long-term trust. Energy might spark interest, but trust closes deals. Make sure your actions consistently back up the energy you bring to the table.
Tonality Carries Emotional Intent
Think of tone as the emotional carrier of your message. Are you expressing excitement, empathy, urgency, or authority? Sales and leadership often require adaptability. Mastering your tone allows you to navigate emotional contexts and build rapport more effectively.
Listening Is Just as Important as Speaking
Mehrabian’s rule focuses on the “sending” part of communication, but receiving is equally important. Great salespeople and leaders know that the most influential posture is one of active listening. When you’re present and receptive, your body language shows it, and people feel heard.
Authenticity Beats Technique Every Time
You can master all the techniques in the world, but if your body language, tone, and words don’t feel authentic, people will see right through you. In sales and leadership, authenticity trumps technique. People trust those who are real and congruent in their message.
Adapt Your Energy to Your Audience
People respond differently depending on their own communication preferences. Some might respond better to a calm, authoritative presence, while others resonate with high energy. Great leaders and salespeople adapt their energy based on who they’re speaking to.
Digital Sales Requires a New Kind of Body Language
In virtual communication, “body language” becomes more about eye contact with the camera, tone variation, and facial expressions. If you’re on a video call, being mindful of these digital body language cues can make all the difference.
Presence Creates Influence
When we talk about body language and energy, what we’re really talking about is presence. When you’re fully present, not distracted by your own thoughts or fears, your influence skyrockets. Presence is your best tool for making people feel valued and understood.
Curiosity Outshines Charisma
Charisma is powerful, but genuine curiosity is what leads to lasting connections. Ask questions, lean in, and listen more than you speak. Your body language naturally aligns when you’re genuinely interested in the other person.
Mirror the Energy of Your Ideal Outcome
If you want someone to feel excited, show up with enthusiasm. If you’re aiming for calm agreement, show up grounded and composed. Your energy sets the tone. In sales and leadership, you’re not just mirroring the prospect -- you’re mirroring the ideal outcome.
Intention Drives Every Communication
It’s not just what you say or how you say it, but why you’re saying it. When you have a clear intention behind your words, tone, and body language, people feel the authenticity of your message.
Sales Is an Art Form, Not a Formula
Influence can’t be reduced to simple numbers. Yes, body language and tone matter, but influence is an art. The best salespeople know when to break the “rules” and follow their intuition instead.
Trust the "Rules" Less and Trust Yourself More
The 7/38/55 rule provides a helpful reminder about the role of tone and body language, but true influence starts from within. If you’re grounded, clear, and confident, your body language, tone, and words will follow suit.
The 7/38/55 rule is a helpful starting point, but influence is so much deeper than percentages. As sales professionals and leaders know, true influence is about alignment, adaptability, and authenticity. It’s about showing up as a whole person -- grounded, present, and deeply connected to your purpose.
So, next time you step into a high-stakes conversation, remember: it’s not just the numbers. It’s the energy you bring, the intention behind your words, and the presence you offer that make the real impact.
1. Featured LinkedIn Post:
"The Painful Moments in Life"
This weekend I had a realization that put everything into perspective. Every "painful moment" in my life has been a stepping stone towards becoming more authentically me. Here's 3 examples:
2. Quote to fuel your Alluviance:
"The most important thing in communication is hearing what isn’t said." – Peter Drucker
3. Who do you know that should be our next Guest on The Rising Leader Podcast?
"Maybe.. it's even you?"
I don't know if you saw, but The Rising Leader Podcast was officially named in the Top 100 Sales Podcasts for top performers. As we continue to gather amazing people to share their stories, insights, and experiences, we’re all ears for your recommendations or connections to those who you think would be a great fit. Just to clarify, being a guest with us isn’t about pitching your product or service—it’s about diving deep into the real stuff: success, failure, and everything in between. Who should we be chatting with? (And hey, maybe it’s even you?) Let us know by simply responding to this email.
With Alluviance & In Extreme Gratitude,
Alex Kremer
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