International Journal of Social and Education (INJOSEDU) e-ISSN: 3047-6151

Vol. 1 No. 1 April 2024, hal., 84-95

BODY LANGUAGE IN BUSINESS NEGOTIATIONS: STRENGTHS AND WEAKNESSES

Melyana R Pugu *1
Universitas Cenderawasih
[email protected]

Nyi Dewi Puspitasari

Institut Teknologi dan Bisnis Bina Sarana Global
[email protected]

Shafirah Fitri
Institut Teknologi dan Bisnis Bina Sarana Global
[email protected]

Abstract
This research discusses the influence of body language in business negotiations,
with an emphasis on analyzing the strengths and weaknesses of using body
language as a non-verbal communication tool. The research was conducted
through a literature review method, which involved collecting data from various
relevant journal articles, books and other publications on the subject. The results
show that body language consistently plays a vital role in supporting the
effectiveness of business negotiations, where non-verbal cues such as eye
contact, gestures, and facial expressions can reinforce verbal messages and foster
trusting relationships. However, the study also revealed that cultural differences
and potential misunderstandings can be a drawback in the application of body
language, often leading to conflict and inaccurate perceptions of prosperity. The
recommendations from this study conclude that training and awareness on multi-
cultural body language is an important aspect that needs to be integrated in
business negotiation practices in order to maximize the strengths and mitigate the
weaknesses of body language.
Keywords: Body Language, Business Negotiation, Non-Verbal Communication, Body
Language Strengths, Body Language Weaknesses.

Introduction
In the business world, negotiation is a fundamental component that often
affects the success or failure of a commercial deal. In the negotiation process, it is not
only the words expressed that play an important role, but also the way the message is
conveyed. This is where the role of body language becomes crucial (Alfaisal et al., 2024).
Body language, as a form of non-verbal communication, includes various
elements such as facial expressions, hand gestures, posture, and eye contact. Studies
show that non-verbal communication plays a large role in the interpretation and

1
Correspondence author

84
reception of messages during interactions (Walker, 2020). In the context of business
negotiations, body language can provide additional power to convey confidence,
determination, and honesty, or conversely, it can reveal uncertainty, lies, or anxiety
(Kaukab, 2021).
Misunderstanding or misinterpreting body language can have serious
consequences in business negotiations. For example, a gesture that is perceived as
inappropriate or intimidating can damage the relationship between the parties
involved, or can even destroy the chances of reaching an agreement (ÇAKMAK &
KAZAN, 2023). In addition, excessive or inappropriate use of body language can send
the wrong signals or confuse the other party, thus affecting the overall outcome of the
negotiation (Sansone, 2020).
Understanding the strengths and weaknesses of body language in the context
of business negotiations is an important issue that is often overlooked by many
professionals. In today's era of globalization and multicultural interactions, the ability
to communicate effectively is not only limited to the proper use of verbal language but
also depends on sensitivity and mastery of body language (Delamain & Spring, 2021).
This knowledge is all the more important given that negotiations often involve major
decisions that can determine the direction and continuity of relationships between
companies. The power of body language, if properly utilized, can help in building trust,
demonstrating power, and even influencing the decisions of the interlocutor.
Conversely, a lack of awareness of body language weaknesses can send inconsistent
signals or create unwanted negative impressions (Nair, 2022).
Furthermore, in often tense and stressful negotiation situations, the tendency to
overlook non-verbal aspects of communication increases, even though these moments
require maximum mastery of all aspects of communication (Ruben & Seemiller, 2021).
Aspects such as incorrect eye contact, postures that show distrust or dissatisfaction,
and hand gestures that can be misinterpreted, can all undermine the dynamics of an
ongoing negotiation. Therefore, the urgency to know and understand this aspect is
critical. Understanding the strengths and weaknesses of body language will not only aid
in more effective communication strategies but also in preventing misunderstandings
that can stand in the way of valuable business deals (Sollmann & Mayer, 2021).
Given the important role and impact of body language in business negotiations,
there is an urgent need to understand more about how body language can be utilized
and what the potential weaknesses might be. This research aims to uncover the
strengths and weaknesses of body language in the scope of business negotiations,
providing practical as well as theoretical insights for professionals and negotiators in
preparing and executing more effective negotiation strategies.

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Research Methods
The study in this research uses literature. The literature research method is an
approach used in researching and analyzing existing documents to gain an in-depth
understanding of a topic or research proposal. This research involves collecting data
from various reliable literature sources such as scientific journals, books and articles.
The literature research process usually involves searching for keywords to find relevant
material, then compiling and analyzing the collected data to develop a new scientific or
theoretical conclusion (Nguyen et al., 2024); (Kim et al., 2024).

Results and Discussion

Basic Concepts of Body Language
Body language is a form of nonverbal communication consisting of various
gestures and expressions used to convey messages or information without words. The
main components of body language include facial expressions, eye movements,
posture, hand gestures, and eye contact (Thseen, 2020). Facial expressions can reveal
emotions such as happiness, sadness, anger, or surprise. Eye movements, such as rolling
the eyes or maintaining steady eye contact, have specific meanings in social contexts.
Posture, such as an upright stance or slouching, can indicate confidence or insecurity.
Hand movements, such as gestures or sign language, can be used as aids in
communication. Eye contact is an important aspect in showing attention, honesty, or
sometimes aggression (Sansone, 2020).
A good understanding of body language has great relevance in various contexts,
especially in professional settings such as business negotiations, job interviews,
presentations, and interpersonal interactions in general. If one can read and use body
language effectively, one can more easily build rapport, understand the other person,
and avoid misunderstandings (Coelho, 2021). On a deeper level, appropriate body
language can be a reflection of cultural values, prudence in diplomacy, or even strategy
in political lobbying (Özkayacan, 2021). Therefore, gaining the skills to interpret and
express body language is a significant advantage when it comes to interpersonal
communication and can determine success in a variety of social or professional
situations.
One of the main theories regarding body language is the “Emotion Expression
Theory” developed by Charles Darwin in the 19th century. In his theory, Darwin
proposed that facial expressions and body reactions are undergone physiological
responses to the environment that are the same for all humans, no matter their culture
or origin. This indicated the universal nature of the expression of emotions through
body language - such as a smile for happiness or a frown for dissatisfaction. Darwin's
work laid the foundation for our current understanding of how body language relates
to emotions (Kelly, 2024).

86
 Since then, there has been more specific research in the field of body language
studies, such as Paul Ekman's famous “Facial Action Coding System (FACS)” which
allows people to identify and classify the movements made by facial muscles. Ekman
also made important contributions to the discussion of universal facial expressions that
are associated with six basic emotions: anger, surprise, fear, disgust, happiness, and
sadness. These facial displays are, according to Ekman, an extension of complex
emotional processes and one of the most accurate nonverbal languages (Musolff, 2022).
Research in this field has also increasingly shown how factors such as culture, social
situations and even individual manipulation can influence and alter facial expressions
and other body language interpretations.
As such, body language is a fundamental aspect of human communication,
playing a major role in conveying emotions and intentions without the use of words.
Charles Darwin's theory of emotional expression as a universal response confirms that
facial expressions and body language are cross-cultural phenomena that have roots in
human biology. On the other hand, research by Paul Ekman with his Facial Action Coding
System reflects the ability to identify and understand facial expressions in greater detail,
showing that they can be consistent across cultures but can also be influenced by social
and individual contexts. This shows that body language is a learnable and masterable
communication tool, which is extremely useful in clarifying communication, building
interpersonal relationships, and being effective in a variety of situations, from business
negotiations to everyday interactions.

Basic Concepts of Business Negotiation

Business negotiation is an interactive discussion process conducted between
two or more parties with the aim of reaching a mutually beneficial agreement relating
to a specific business transaction. In negotiations, each party attempts to convince the
other with arguments, offers, and counter-offers to obtain an outcome that is closest to
their own interests (Ensel, 2022). It involves the exchange of information, the setting of
terms, the determination of prices, or the discussion of contracts, often relying on
certain tactics and strategies to strengthen negotiating positions or seek mutually
acceptable compromise solutions. The success of business negotiations is often
measured by the negotiators' ability to create mutual added value and maintain good
working relationships between the parties involved (Wulansari & Agustina, 2021).
Basic principles in business negotiations include thorough preparation, a deep
understanding of one's own and the other party's interests, and an emphasis on
building long-term relationships. Preparation before entering a negotiation session
involves gathering relevant information, setting realistic goals, and developing
strategies to achieve those goals (Agianto et al., 2021). Understanding the needs and
constraints of the other party and clearly communicating one's own needs can help in
creating solutions that satisfy both parties. It is also important to keep the focus on win-

87
win outcomes rather than pursuing personal victories, as this helps in maintaining good
relations and opens the door for future cooperation (Andriani & Sicily, 2020).
Techniques in business negotiations include the use of tactics such as
“anchoring” or setting an initial figure that serves as a reference point, “framing” or
how to present a proposal in a framework that makes the proposal appear more
attractive, and the use of calculated “concessions”, where concessions are made
strategically to gain something more valuable in exchange (Srikandi et al., 2023). The
technique of “batna” (best alternative to a negotiated agreement) or identifying the
best alternative if the negotiation fails is also very important, as it provides a definite
limit to how far one is willing to compromise. In addition, active listening and
communicating clearly are key skills that support successful negotiation, allowing all
parties to better understand each other's perspectives and come closer to a desired
solution (Sugiono, 2022).
Non-verbal communication plays an essential role in business negotiations, often
providing nuance and deep context to what is communicated verbally. Body language,
eye contact, facial expressions, and tone of voice not only help in conveying trust and
credibility, but also in reading the emotions and responses of the other party (Rakhma,
2022). For example, an open posture and steady eye contact can indicate confidence
and openness, while facial expressions can express approval or doubt without saying a
single word. The ability to appropriately interpret and strategically respond to these
non-verbal cues can greatly enhance the effectiveness of a negotiation strategy,
allowing a negotiator to adjust their approach based on immediate feedback obtained
from the other party (Widodo & Fahrizal, 2022).
Furthermore, non-verbal communication can be used strategically to influence
the course of a negotiation. For example, using pauses, displaying calmness through
voice control, or showing seriousness through gestures can provide psychological
pressure or suggest firmness in position without the need for verbal confrontation
(Walker, 2020). On the other hand, displaying empathy through a supportive facial
expression or a small nod can strengthen interpersonal bonds and build trust. Success
in using effective generation non-verbal communication in negotiations depends not
only on how well one can send the right signals, but also on the ability to understand
and interpret the other party's body language, thus creating effective two-way
communication (Ensel, 2022).

The Power of Body Language in Business Negotiations

Urgent and strategic body language in negotiations can play an important role in
helping to reach an agreement. A negotiator who is adept at using his or her body
language effectively can broadcast messages of confidence, openness to collaboration,
and strength without having to speak up (Sansone, 2020). For example, maintaining an
upright posture, a light smile, and steady eye contact can communicate a positive

88
attitude and readiness to cooperate. Open gestures, such as showing palms or pulling a
chair closer to the table, can signal a desire to reach an agreement and increase the
comfort level between negotiators. In a negotiation context, body language
submissions such as these can often be more influential than the words themselves, as
they provide non-verbal expressions of sincerity and interest that are difficult to ignore
or deny (Oggiano, 2023).
In addition, the ability to read and interpret the other person's body language
provides a strategic advantage. Paying attention to signs of stress, discomfort, or
hesitation-such as crossing arms, avoiding eye contact, or playing with objects-can
provide important insights into the other party's negotiating position or their limits
(Kostoula et al., 2022). A negotiator who is sensitive to such cues can adjust his or her
approach in real-time, perhaps by offering additional assurances or changing tactics to
calm concerns and move the conversation forward towards an agreement. Thus,
mastery over body language-both in one's own expression and in the interpretation of
the other's gestures-provides a powerful tool in facilitating successful negotiations and
reaching mutually beneficial agreements (Lubienetzki & Schüler-Lubienetzki, 2022).
Body language is a powerful transmitter of confidence and self-assurance, often
more impactful than the words we choose to express. A firm posture, steady stride, and
direct eye contact are the hallmarks of a confident person. When someone stands tall
with their shoulders squared, they not only show physical readiness but also send a
psychological message about their stability and credibility (Touijer, 2023). Likewise, a
genuine smile and a focused gaze can enhance an aura of positivity and make others
feel valued. By utilizing this body language, individuals can demonstrate their internal
certainty and ability to control situations, making them more convincing and persuasive
in social and professional interactions (Oliveira, 2020).
On the other hand, the ability to project confidence through body language not
only strengthens one's position in the eyes of others but can also increase internal
confidence psychologically. There is a phenomenon often referred to as a “feedback
loop” between body language and mental state: positioning the body in a way that
shows confidence can, in fact, increase one's internal feelings of confidence. For
example, taking a “power stance” before starting a presentation can trigger an increase
in hormones associated with authority and stress reduction (Oggiano, 2023). Therefore,
getting into the habit of using positive and confident body language not only affects
how others see us, but also how we see ourselves, helping in building a cycle that
continuously improves our personal confidence and performance.
The effective use of body language in negotiations can have a significant positive
impact on the outcome achieved. Open and positive body language, such as steady eye
contact, calm facial expressions, and gestures designed to show openness, can make
the atmosphere of negotiations more comfortable and cooperative (Huwa, 2023). This
opens the door to effective communication, allowing both parties to feel more at ease

89
expressing their views and needs without fear or hesitation. Along with that, confident
body language - such as the maintenance of a straight posture and controlled
movements - sends signals of authority and expertise, enhancing the speaker's
credibility. This can dramatically affect how seriously the arguments and offers
presented are taken by the opposing party, increasing the likelihood of a favorable
outcome (Hieu et al., 2022).
In addition, the ability to read and respond to the body language of the
negotiation opponent can provide a strategic advantage. Identifying signs of
discomfort or readiness to compromise through non-verbal cues allows real-time
adjustment of negotiation tactics to address their needs and concerns. For example, if
someone appears closed off or defensive, it can be an indication to slow down the
discussion and offer more explanation or reassurance. Similarly, recognizing signs of
readiness to end a discussion or reach an agreement can guide negotiators to push for
closure at the right time, maximizing the benefits gained. It is the effective use of body
language in this context that often makes the difference between reaching a mutually
beneficial agreement or leaving the negotiation table fruitless.

Body Language Weaknesses in Business Negotiations

Although body language is a powerful tool in business negotiations, there are
some drawbacks that are important to consider. Incorrect interpretation of body
language is one of the main factors that can lead to misunderstandings (Wulansari &
Agustina, 2021). Every individual has different cultural backgrounds, personal
experiences, and prejudices, so the same non-verbal signs can be interpreted differently
by different people. For example, in some cultures, direct eye contact is interpreted as
a sign of confidence and honesty, while in others, it can be perceived as disrespectful or
challenging. The inability to recognize and adapt non-verbal signs according to the
cultural context can trigger tension, or even conflict, reducing the likelihood of reaching
a mutually beneficial agreement in negotiations (T, 2021).
Moreover, over-reliance on body language as a communication tool in business
negotiations can also lead to the neglect of important verbal cues. In a negotiation
context, what is said-the content of the conversation-is often just as important, if not
more so, than how it is conveyed through physical gestures or facial expressions (Lufini,
2021). An excessive focus on the interlocutor's body language can distract from
important verbal nuances or critical information being conveyed, which may provide
important insights into the opponent's negotiating position or open up opportunities
to reach a compromise. Thus, a balance between paying attention to verbal and non-
verbal cues is key to successful negotiations, by avoiding erroneous judgments or
decision-making based on incomplete or incorrect interpretations of body language
(Dewanthi, 2020).

90
Addressing Weaknesses and Enhancing Strengths
To overcome weaknesses in the interpretation and application of body language
in business negotiations, one key step is to increase cross-cultural awareness. Training
on culture-specific body language can prepare individuals to recognize and interpret
non-verbal cues more accurately in various cultural contexts. This includes
understanding how gestures, posture, and eye contact are perceived by negotiation
opponents from different backgrounds (Nengah, 2020). This increased awareness not
only helps in preventing misunderstandings, but also enables the strategic use of body
language to build bridges of communication and trust. In addition, developing active
listening skills and verbal validation of received cues can reduce the risk of
misinterpretation and support a deeper understanding of the other person's
perspective and needs (Purwanti, 2020).
Enhancing the power of body language in business negotiations can also be
achieved with practice and self-reflection. Conducting negotiation simulations and
receiving feedback from others on one's own use of body language can provide
valuable insights into how non-verbal cues are interpreted by others (Tjahjono &
Vidiyanti, 2021). This practice helps in refining the ability to send the right signals through
facial expressions, postures, and gestures, all of which can enhance communication
effectiveness and credibility in negotiations. In addition, learning to notice and respond
sensitively to the body language of the negotiation opponent-while still focusing on
verbal cues and the content of the conversation-can create a strong balance. As such,
individuals can be more effective in using body language to support, rather than distract
from, the desired negotiation objectives (Pradani et al., 2024).
Furthermore, mastering a combination of verbal and non-verbal communication
skills is a key aspect of optimizing negotiation outcomes. Negotiators must not only
develop the ability to read and use body language effectively, but also improve their
verbal communication skills. This includes choosing words carefully, building strong
arguments, and demonstrating good listening skills (Kaukab, 2021). Both - verbal and
non-verbal communication - must work synergistically to create a convincing and
compelling narrative that can influence and direct the flow of negotiations towards the
desired outcome (The & Novianty, 2022).
In conclusion, while body language plays an important role in business
negotiations, its effectiveness relies on a deep understanding of cross-cultural nuances,
thoughtful integration with verbal communication skills, and adaptability to the specific
context of each negotiation. Recognizing these weaknesses and leveraging these
strengths through training, practice, and awareness, can enable negotiators to navigate
the complexities of interpersonal communication more deftly, and ultimately reach an
agreement that is beneficial to all parties involved.

91
Conclusion
The main power of body language in business negotiations lies in its ability to
convey trust, assertiveness and empathy without using words. Non-verbal cues such as
steady eye contact, open posture and responsive facial expressions can establish an
atmosphere of trust and willingness to collaborate. Effective body language serves as a
support tool for verbal communication, emphasizing the message conveyed and
strengthening the personal connection between negotiators. Through the proper
application of body language, a negotiator can more effectively transmit the desired
message, influence the other person, and detect dissatisfaction or interest without
having to rely entirely on words.
However, body language also has its downsides in the context of business
negotiations, especially with regards to the risk of misinterpretation and cultural
influences. Non-verbal cues are often subjective and can be interpreted differently by
individuals from different cultural backgrounds, potentially leading to
misunderstandings and communication barriers. Over-reliance on body language
without regard to cultural context and appropriate verbal cues can weaken one's
negotiating position, leading to misinterpretations of intentions and emotions. Cross-
cultural insight and awareness, along with a balance between verbal and non-verbal
communication, are therefore key to overcoming these weaknesses and fully utilizing
the power of body language in business negotiations.
Awareness of body language in business interactions is an important aspect that
should not be overlooked as it significantly affects the dynamics and outcome of
negotiations. Being able to interpret and use non-verbal cues appropriately can support
verbal messages, increase trust and credibility, and assist in detecting emotional
nuances that may not be expressed through words alone. Well-mastered body language
allows negotiators to convey assertiveness, read uncertainty or agreement, and adjust
negotiation strategies according to the non-verbal feedback gained from the other
person, making it a vital instrument in facilitating effective communication, problem-
solving, and decision-making in the business sphere.

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