Body language in negotiations: influence, strategies and limitations of non-verbal communication

Negotiations are not just about words. The way we stand, look, gesticulate or use our voice often influences our counterpart more than the actual content of what we say. But which signals have the greatest influence? Which ones can we control deliberately, and which ones are unconscious? And are there situations in which body language alone is not enough to improve the outcome of a negotiation?

Why body language is a tool in negotiations

Studies show that over 55% of the impact of our communication can be attributed to non-verbal signals (Mehrabian, 1971). However, Mehrabian’s study is often misunderstood: it primarily refers to situations in which emotional messages are conveyed, not to all communication contexts. In negotiations, arguments and persuasive content also play a decisive role. An upright posture, open gestures and appropriate eye contact can build trust, while crossed arms or an evasive gaze signal uncertainty or rejection.

However, not all non-verbal signals can be controlled. While gestures, posture and eye contact can be consciously used and trained, involuntary signals such as micro-expressions or sudden changes in tone of voice are difficult to control. A brief twitch of the eyebrows when surprised or an unconscious change in pitch when uncertain often reveal more than intended. While facial expressions, gestures, voice and posture can be used consciously, so-called micro-expressions – extremely brief involuntary facial expressions – are difficult to control (Ekman & Friesen, 1975). These often reveal genuine emotions such as uncertainty, surprise or anger. Those who can read them gain valuable insights into the thoughts of their counterpart.

The 5 most important non-verbal influencing factors in negotiations

1. Body posture: dominance or subordination?

Our body posture sends unconscious status signals. An open, upright posture appears confident and dominant, while a stooped posture or crossed arms signal insecurity or defensiveness.

Study by Amy Cuddy (2010): People who struck a so-called ‘power pose’ (standing upright with their hands on their hips) for two minutes not only felt more confident, but were also perceived as more assertive. However, there has been criticism of this study: later investigations (e.g. Ranehill et al., 2015) were unable to confirm the effect of the power pose on behaviour and success in real-life situations. The psychological effect on one’s own perception remains controversial, however.

2. Eye contact: The key to trust and control

Eye contact is one of the most powerful signals in negotiations. However, cultural perceptions vary considerably: while in Western cultures direct eye contact is often seen as a sign of self-confidence and honesty, in some Asian or Arab cultures it is perceived as disrespectful or challenging. Direct eye contact conveys interest and self-confidence, while avoiding eye contact can be interpreted as insecurity or insincerity.

Communication researcher Ben Decker recommends maintaining eye contact for 7-10 seconds to convey dominance without being perceived as threatening.

3. Gestures: Confidence through deliberate hand movements

Gestures emphasise your words and help to increase your persuasiveness. People who speak with open hand movements appear more trustworthy than those with tense or hidden hands.

Study by Beattie & Shovelton (1999): Speakers who used meaningful hand gestures were perceived as more competent and persuasive. Examples of such gestures include deliberately emphasising arguments with open palms, moving your hands rhythmically to emphasise important points, or pointing to relevant information to draw your conversation partner’s attention.

4. Voice: How your tone of voice influences the outcome

It is not only what we say, but how we say it that influences the course of a negotiation. Factors such as pitch, speaking speed, emphasis and pauses play a decisive role in whether a message comes across as convincing or uncertain. A calm and deep voice can radiate confidence and authority, while fast or halting speech signals nervousness.

Study by Klofstad et al. (2012): Deep voices were perceived as more trustworthy and dominant. Further research, including studies by Apple, Streeter & Krauss (1979), shows that varying pitch and emphasised intonation are more persuasive than monotonous speech. Jiang & Pell (2015) found that volume and pitch not only convey emotion, but also influence the level of attention and willingness to cooperate in conversations. Schroeder & Epley (2015) investigated how voice pitch and modulation influence the perception of competence and showed that a consciously lower voice pitch is perceived as more assertive in professional contexts. These findings are particularly relevant for negotiations, as the right voice control not only strengthens the confidence of the other party, but also increases the likelihood that proposals and arguments will be accepted.

5. Clothing: The underestimated power of outward appearance

Clothing sends subconscious status signals and influences the perception of our competence by communicating social hierarchies and roles. Studies show that formal clothing is often associated with higher authority, seriousness and decision-making ability, while informal clothing can signal closeness and belonging. In negotiation situations, the choice of clothing can be crucial in gaining respect or establishing a strategic connection with the other party.

Study by Kraus & Mendes (2014): Their research findings show that people in formal clothing were perceived as more competent, confident and trustworthy. One reason for this is that formal clothing is associated with authority and status. At the same time, they found that informal clothing can signal belonging and approachability, which can be advantageous in certain negotiation situations, especially when it comes to building trust or less hierarchical communication.

When the tool fails

Many powerful figures in politics and business consciously and successfully use body language as a tool in negotiations. Vladimir Putin is known for his aloof, controlled negotiating style, in which he deliberately uses his body language to signal dominance. He often uses long pauses, minimal facial expressions and a forward-leaning, immobile posture to put pressure on his counterpart. It is also reported that he deliberately breaks or delays eye contact in order to create uncertainty. These strategies make him a difficult conversation partner to assess, using non-verbal communication to maintain control over the course of negotiations.

However, body language also has its limits. Hollywood producer Brian Grazer, known for his so-called ‘Curiosity Conversations,’ learned this the hard way when he tried to strike up a conversation with Putin. Grazer regularly talks to people from all walks of life to gain new perspectives, including politicians, scientists and artists.

Through his contacts, he managed to arrange a meeting with Putin’s spokesman Dmitry Peskov. But Grazer did not know that the invitation had come about as a result of misinformation: the Kremlin believed that Grazer wanted to make a positive film about Putin.

Grazer tried to build trust in his conversation with Peskov and overcome the gatekeeper to Putin.

During the meeting, Grazer therefore employed techniques that had proven successful in many conversations:

• Open body language
• Eye contact
• Active listening

But Peskov remained distant. As soon as Grazer revealed that he was not planning a film about Putin, Peskov’s body language changed abruptly:

• He broke eye contact.
• His posture became even more closed off.
• A few minutes later, the meeting was abruptly ended.

This example shows that body language cannot bridge fundamental conflicts of interest. If there is no overlap in terms of content, even the best non-verbal communication will not help.

Body language is a powerful but limited tool

Body language influences negotiations on many levels: it determines whether we are perceived as dominant or submissive, whether we build trust or generate rejection. Scientific studies show that we can consciously control the effect we have on others through our posture, gestures, voice and clothing.

But it has clear limits. One example of this is the case of former Greek Finance Minister Yanis Varoufakis during negotiations with the EU in the 2015 financial crisis. Despite his confident body language and charismatic charisma, he was unable to bridge fundamental political and economic differences. His demeanour was perceived by some as confrontational, which made the negotiation process even more difficult. This shows that even a strong non-verbal presence is powerless if the structural and substantive differences remain insurmountable.

If there is no common ground, body language alone is not enough to make a negotiation successful.

Successful negotiation is always a combination of:

• Non-verbal competence
• Structured preparation
• Substantive content
• Tactical and strategic knowledge
• Analytical listening and observation
• Continuous information gathering
• Controlled approach
• Rhetorical flexibility
• Psychological knowledge

Use body language as a tool – but don’t rely on it alone.

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• Beattie, G., & Shovelton, H. (1999). Mapping the range of information contained in spontaneous hand gestures. Journal of Language and Social Psychology, 18(4), 438-462.
• Cuddy, A. J. C., Wilmuth, C. A., & Carney, D. R. (2010). The benefit of power posing before a high-stakes social evaluation. Psychological Science, 26(5), 657-663.
• Ekman, P., & Friesen, W. V. (1975). Unmasking the Face: A Guide to Recognizing Emotions from Facial Expressions. Prentice-Hall.
• Jiang, X., & Pell, M. D. (2015). The sound of confidence and doubt. Journal of Nonverbal Behavior, 39(4), 355-369.
• Klofstad, C. A., Anderson, R. C., & Nowicki, S. (2012). Perceptions of competence, strength, and age influence voters to select leaders with lower-pitched voices. PLoS One, 7(10), e48234.
• Mehrabian, A. (1971). Silent Messages. Wadsworth Publishing.
• Ranehill, E., Dreber, A., Johannesson, M., Leiberg, S., Sul, S., & Weber, R. A. (2015). Assessing the robustness of power posing. Psychological Science, 26(5), 653-656.
• Schroeder, J., & Epley, N. (2015). The sound of intellect. Journal of Experimental Psychology, 144(1), 95-100.