FACULTY OF

COMMERCE

NAME

SURNAME
STUDENT NUMBER

MOYO CASIUS TINANI R191779J

DEPARTMENT : INSURANCE AND RISK MANAGEMENT

MODULE : BM132-BUSINESS COMMUNICATION

LECTURER : MRS MURAMBI.

DUE DATE : 9 OCTOBER 2020

Question:

Describe the forms of nonverbal communication highlight how each affects

business transactions (20) marks

Describe the forms of nonverbal communication highlighting how each affects business
transactions (20marks)
Introduction

Nonverbal communication is any form of communication that does not specifically use
words. This definition includes a speaker’s vocal tones and inflections, but excludes the
actual words used in the exchange. According to best known body language experts, non-
verbal communication is understood as the process of communication through sending and
receiving wordless messages (Hargie, 2006).
According to A. Barbour, author of the book: „Louder Than Words: Nonverbal
Communication” the total importance of a message is represented like this:
- 7 per cent verbal (words)
- 38 per cent vocal (volume, pitch, rhythm, etc.)
- 55 percent body movements and facial expressions.
More than voice or even words, non-verbal communication actually takes people in to what is
on other people’s minds. Sometimes although our voice and words are under control, our
body language, including the tiniest facial expressions, movements and gestures can give our
true thoughts and feelings about something.
Therefore, it is very important to control our non verbal gestures for carrying
out productive, fruitful business.
Non-verbal communication is the most powerful form of communication and in order to
explain this I will show the main parts of non-verbal communication and the messages they
represent and effects on business transactions with examples. Messages are represented by
our body posture, body gestures, facial expressions or pauses. In business meetings even
before a word is said, the receiver, the opposite side, observes the body gestures and facial
expressions of the speaker, with the purpose of trying to make sense of all these symbolic
messages.

Forms of nonverbal communication

Eye Contact:
Eye contact is an important channel of nonverbal communication for it helps regulate the
flow of communication and it signals interest in others. Eye contact with audience increases
your credibility, for example teachers or lecturers who make eye contact open the flow of
communication and convey interest, concern, warmth, and credibility to their students.
In a meeting, or business setting it goes without question that if there is more than one person
in the room, you want to connect eyes with everyone, casually, back and forth, making sure
everyone feels included and leaving a lasting impression.
People want to do business with people whom they like and trust, so sharing a glance with
everyone establishes the perfect energy to set you up for an amazing meeting or business
transaction. When someone notices a sparkle in your eye that indicates you genuinely find
something interesting, you create a connection that will carry into both topics that are related
to your work and topics that are not related to your work.
Thus for business transactions eye contact establishes trust and warmth from the other person.
But without adequate eye contact you will not feel comfortable to conclude a deal with
somebody who is intentionally avoiding looking you in the eyes to show his/her sincerity or
lack of it.
Eye contact is a type of body language that is extremely important during communication and
conversation. Sometimes, our eyes and body language speak even more than words. Keeping
eye contact with the person you are talking to shows that you are actively listening and
paying attention. When eye contact is maintained, it signifies control or power over a
situation and establishes dominance especially during a job interview or a sales presentation.
Our eyes also reflect our sincerity, integrity and comfort when communicating with another
person. Which is why having good eye contact while conversing is the indication that the
communication has gone on well.
Practicing good eye contact is an essential skill for effective communication, but most people
underestimate its ability to make a difference in business and beyond. Maintaining eye
contact with someone you are talking to displays interest and tells them “you are important
and I am actively listening.” 

Facial Expressions:
The face is an important communicator. It is commonly said that the face is the index of the
mind. It expresses the type of emotions or feelings such as joy, love, interest, sorrow, anger,
annoyance, confusion, enthusiasm, fear, hatred surprise, and uncertainty. Thus facial
expression is one common form of nonverbal communication that tells your story without
any words being said. Smiling is a powerful cue that transmits: happiness; friendliness;
warmth; liking; and affiliation.
People respond to facial clues. The emotions they observe on your face helps them
understand how you are feeling; what your words mean; and empathize with your situation.
Their reciprocal facial expression can tell you if they are getting the message you are trying
to portray or not. Sometimes misunderstandings occur from the misinterpretation of facial
expressions. Whether or not these misinterpretations and misunderstandings are resolved –
sometimes the fact that they occurred at all – can affect a person’s frame of mind and, in
some cases, have even ruined relationships.
In business transactions; for examples, a credit controller following up on an overdue
payment might show by the facial expression that he/she intends to be paid on the day a visit
is made to the client. Thus without any verbal communication from the facial expression a
business transaction can be a success or a failure.

Physical touch or Haptic

Physical touch or haptic communication is a form of nonverbal communication and the way
by which people and animals communicate via touching. Touch is the most effective means
to communicate feelings and emotions. The withholding of touch may communicate a variety
of negative feelings.
We communicate through touch on a daily basis, often without noticing it as it is such a
natural action. Touch is incredibly useful as a form of communication, as the messages are
generally clearly received without confusion. Physical touch or haptic communication can be
used to express a number of messages. They can be affectionate for examples a kiss;
professional touch, for example a handshake; congratulatory, for example a high-five, or
threatening, for example, a push or shove. There are many opportunities to express oneself
through touch, without requiring verbal explanation. Extra caution must be taken when
communicating through touch in different cultures, and there are definite boundaries
depending upon the cultural norm.
In business managers should know the effectiveness of using touch while communicating to
subordinates, but need to be cautious and understand how touch can be misunderstood. A
hand on the shoulder for one person may mean a supportive gesture, while it could mean a
sexual advance to another person. Thus nonverbal communication could cause a problem to
business transaction in that regard if the touch is misunderstood by the other person of
opposite sex as a sexual advance other than mere commendations.

Appearance
Physical or personal appearance is one of the most important nonverbal communication that
plays a vital role in communicating messages to others. Physical appearance includes
clothing, ornaments, cosmetics, hairstyle etc. that a person puts together before appearing in
public. The totality of physical appearance provides visual signals to a person’s interest, age,
personality, style, sex, attitude, social standing, and religious affiliation and so on. 
Physical appearance gives immediate clues about your level of professionalism in the
workplace. A certain level of neatness is expected in most businesses, even those with a very
casual dress code. Sloppy dressing and personal presentation implies that you don't care
about your job, even if that's not the case. The way you look can affect the way people
communicate with you and show you respect.
The way employees look impacts the overall feeling of a business, for example young, trendy
employees can give the impression of a fast-paced, edgy company; older, more formal
employees communicate a sense of steadiness and experience. The way you look also has an
impact on hiring decisions, especially when your appearance goes against the core values of a
business for example a fitness centre may be hesitant to hire an unhealthy or unfit person.
In business employee appearance is an important consideration when meeting potential
clients, especially if the employees look very different from what the client typically sees for
example very young employees who do not look professional may worry older clients who
will be entrusting the business with a great deal of responsibility; older, traditional employees
may not give off a cutting edge vibe to a client looking to move forward. Thus research new
clients before the first meeting to get a sense of their styles and personalities; if your
appearance is very different from theirs, go into the interview prepared to work harder to
convince them of your abilities and suitability. If not attended to appearances can be
detrimental to business transactions and can lead to loss of potential sales or revenue.

Gestures and movement

Gestures and movements are deliberate movements and signals are an important way to
communicate meaning without words. Common gestures include waving, pointing, and
using fingers to indicate numeric amounts, for example in a courtroom setting, lawyers have
been known to utilize different nonverbal signals to attempt to sway juror opinions. An
attorney might glance at his watch to suggest that the opposing lawyer's argument is tedious
or might even roll his eyes at the testimony offered by a witness in an attempt to undermine
his or her credibility.
Gestures and movement can affect business transaction for the good or bad, for example,
when you are selling a product or service to a new prospect or client, your sales pitch is
obviously essential, but it is not the only important part of the selling process. You can have
the greatest pitch in the world, but if you exhibit awkward or negative non-verbal gestures
during your meeting, it can leave a bad taste in the mouth of your prospect and negatively
impact your chances of making the sale. Thus, movements should used as a way to make a
great impression on your prospects and clients over time, this can have a strong positive
impact on your sales.
Gestures and accompanied movements can be versatile, especially to portray you as a
confident person, who is in control of himself/ herself. The right gestures used at the right
time can enhance the meaning of the spoken words and even add another layer to them. They,
thus, become the second line of communication, in addition to the spoken word, for example,
a firm handshake, for instance, reveals a person’s confidence level and self- belief and tells
the other person that you mean business; or a nod of the head during a conversation conveys
acknowledgement and shows that you are focussed on the conversation. 
Conversely, inappropriate gestures can reduce the import of the spoken word and create an
unfavourable impression, for instance, people who bite their nails, stare at the ground, sweat
due to anxiety, reveal their lack of confidence as well as nervousness, which works against
them and leaves a poor impression that may lead to loss of sale or a job in an interview.
Gestures have the power to act as effective tools of communication. Not only can they be
used to complement and support what is being spoken, sometimes, they can act as the
primary tool of communicating what you think, and do that more effectively than even words.
For example, who does not remember the cold stare of our parents in our childhood when we
committed some mistake? The stare was enough to send shiver down our spines and prevent
us from committing the same mistake again. While growing up, we remember our teachers
putting a finger on their lips, a signal for the students to keep quiet. Such is the power of
gestures.

Conclusion
Nonverbal communication is a process of generating meaning using behaviour other than
words. Nonverbal communication includes vocal elements, which is referred to as
paralanguage and includes pitch, volume, and rate, and non-vocal elements, which are usually
referred to as body language and includes gestures, facial expressions, and eye contact,
among other things.
Nonverbal communication operates on the following principles: nonverbal communication
typically conveys more meaning than verbal communication, nonverbal communication is
more involuntary than verbal communication, and nonverbal communication is often more
ambiguous than verbal communication and nonverbal communication is often more credible
than verbal communication.
Non-verbal communication is the most important form of communication and that theory has
been proved by the numerous studies and researches which have been analyzed over the last
couple of years. The importance of non verbal communication in business and demonstrated
how to get the best from it for successful negotiations, business meetings, and public
speaking and job interviews. Our body language represents the best weapon for winning a
sale, getting a contract or successfully dealing with clients in a business world

References

1- Gupta, N. (2013). Effective Body Language in Organizations. IUP Journal Of Soft

Skills, 7(1), 35-44.

2-Kurien, D.N. (2010). Bodl Language: Silent Communicator at the Workplace. IUP
Journal of Soft Skills, 4(1/2), 29-36.

3-Pease, Allan, 2004, The definite book of body language, London-Orion

4-Graham, Bill, 2009, Eye contact is one of the most important tools in business,
http://www.newjerseynewsroom.com/economy/eye-contact-is-one-of-the-mostimportant-
tools-in-business (accessed till May 1, 2011)

5- Maricchiolo, Fridana, Augusto Gnisci, Marino Bonaiuto, and Gianluca Ficca. "Effects of
Different Types of Hand Gestures in Persuasive Speech on Receivers'
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