It's What We Do, Not What We Say | radioinfo

It's What We Do, Not What We Say

Wednesday 02 September, 2015
Image: Shutterstock

Pat Bryson selling radio direct

Much of what we communicate to our clients is not what we SAY.  Albert Mehrabian, who was a research pioneer in body language, found that the total impact of a message is about 7% verbal (words only), 38% vocal (tone, inflection) and 55% nonverbal.  Many times, our bodies tell completely different stories than do our words.

Ray Birdwhistell studied non-verbal communication and noted that the average person actually speaks words for a total of about 10 or 11 minutes a day. The average sentence takes only about 2.5 seconds.  He also estimated that we can make and recognize around 250,000 facial expressions.

Research by Allan Pease shows that, in business encounters, body language accounts for between 60% and 80% of the impact we make around a negotiating table.  Also, people form 60-80% of their initial opinion about a new person in less than 4 minutes.  Making a good first impression can mean the difference between getting an appointment or not.

Learning to read other people's body language can be crucial to our success as sales people and managers.  And, learning to control our own can be just as critical.  It's not just what we say, it's how we say it and how we look when we are saying it. 


About The Author 

Pat Bryson is the founder of Bryson Broadcasting International, a consulting firm that works with radio stations around the world to increase revenue by raising the skill level of their sales staffs. Her client list spans from the United States to Canada, Europe and Central Asia.

Pat has spent her entire career creating a culture of over-achievement for her stations. She began her career in radio sales, becoming one of the highest billing sales people in her market. Her career advanced to General Sales Manager, and then to Market Manager. Since starting BBI 7 years ago, she has helped hundreds of radio stations to find, train and grow great quality sales people and managers.

Pat was the recipient of two prestigious educational fellowships from the Educational Foundation of the National Association of Broadcasters: a fellowship to the Executive Development Program and a fellowship to the Broadcast Leadership Training Program.

She publishes the Bryson Broadcasting International Newsletter twice monthly and is a contributor to Valerie Geller's latest book, Beyond Powerful Radio: A Communicator's Guide To The Internet Age.

You may contact Pat at [email protected] or visit her website at

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