“A picture is worth a thousand words.” It’s an old adage, yet for today’s small business owners, it holds critical new realities. In today’s guest post, Cara Hale Alter, author of The Credibility Code: How to Project Confidence and Competence When It Matters Most (Meritus, 2012), shares her tips to project confidence to clients, prospects, investors or anyone who matters to your business.

Business moves at lightning speed, and people make their minds up about you in seconds. Your credentials may get you in the door, but you still have to embody your credibility in the moment. What does credibility look like, really? Drawing on two decades of research, I have identified 25 specific visual and auditory cues—explicit “codes of conduct” for posture, gestures, vocal skills, and eye contact—that affect the perception of credibility. And unlike countless other cues, such as gender, age, or physical features, these 25 cues are within your active control.

To get started, try these five:

1. Keep your head level. In the dog world, renowned trainer Cesar Millan has exceptional “executive presence.” Dogs recognize his alpha status by
the way he carries himself. In the business world, one of the best ways to project such presence is to keep your head level when speaking—no raising or dropping your chin, which can appear aggressive or submissive. The power of this one skill—literally being levelheaded—can be transformative.

Practice Tip: Lengthen your spine and level your head. Now, moving only your head, like a camera on a tripod, scan your environment while keeping your torso still. Stillness is an authoritative behavior, so try not to let your shoulders twist with the movement of your head.

2. Keep your hands in the gesture box. In poker parlance, a “tell” is a subtle signal revealing the strength or weakness of a player’s hand. Similarly, in meetings or presentations, your gestures alone can be telling to others. The most effective hand gestures happen inside the “gesture box”—no higher than your sternum, no lower than your hips, and no wider than your shoulders. The sweet spot is your navel, where gestures tend to look the most natural.

Practice Tip: A common tell of self-consciousness is when your mouth is engaged but your body language isn’t. To appear comfortable, get your hands involved immediately, reaching out to your listeners with interactive gestures. In short, if your mouth is moving … so are your gestures.

3. Speak with optimal volume. If you’re a Seinfeld fan, you surely remember the infamous “low talker.” Likewise, in business settings a common problem with volume is speaking too softly or dropping volume at the end of sentences. The good news is that volume is the easiest vocal skill to adjust. First, however, you must know the difference between adequate volume and optimal volume. Most people err on the side of merely adequate. If you want to be a powerful voice, speak with a powerful voice.

Practice Tip: Your diaphragm, the small muscle separating your chest and abdominal cavity, is your engine for volume. Strengthen this muscle with five minutes of isolated exercises a day. One such exercise: Say the days
of the week in a single breath, drawing out the vowels to prevent your diaphragm from resting between words. Later, move on to the months of the year.

4. Hold eye contact for three to five seconds. “Eye contact is the best accessory,” says writer Takayuki Ikkaku. It is also a key indicator of confidence and credibility. Still, there is a difference between making eye contact and holding eye contact. Duration is critical, and in the Western world, holding eye contact for three to five seconds is considered optimal.

Practice Tip: As you converse with coworkers, try speaking one phrase to one person. Then, when you reach a natural pause, speak the next phrase to someone else. Continue in this way, letting the structure of your sentences guide your rhythm. You may look away momentarily, but keep your eyes on the horizon—no looking up or down—and each time you come back, hold eye contact for three to five seconds.

5. Listen actively. Your credibility can be won or lost when you’re simply listening. Do you look bored or disconnected—or respectfully engaged? Attentive listening means you’re an active partner. It’s not enough to pay attention; you have to look like you’re paying attention. Keep your posture open, your head up, and your navel pointing toward the speaker.

Practice Tip: At your next meeting, imagine that a coworker is taking notes about your behavior. What cues are you displaying? Are you following the conversation with your eyes and nose aimed at the speaker? Is your body language open and energized? And are you reacting to others with non- verbal signals that say you’re listening?

Cara Hale Alter is author of The Credibility Code: How to Project Confidence and Competence When It Matters Most (Meritus, 2012).

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