---
title: How to Read and Defuse The Fear in Selling With Dan Hill
description: Dan Hill describes the difference between a smile and a smirk is profitability. Learn how to read people to grow your sales on The Sales Podcast.
image: https://thesaleswhisperer.com/hubfs/_Podcast_Images/dan_hill_sales_532.png
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Jul 27, 2020
# How to Read and Defuse The Fear in Selling With Dan Hill
 [Wes Schaeffer](https://thesaleswhisperer.com/blog/author/wes-schaeffer)
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## Decode their faces to keep your sales on pace
**. **
---
---
***[\[ LISTEN NOW ON APPLE PODCASTS \]](https://itunes.apple.com/us/podcast/the-sales-whisperer-wes-schaeffer-hosts-the-sales-podcast/id655310847?mt=2)***
## [People-Reading Tips](https://thesaleswhisperer.com/daily) you'll learn today on [The Sales Podcast](https://www.thesaleswhisperer.com/podcast)...
- Ph.D. in English
- Lived in Italy and didn't know the language so he learned how to read people.
- 1998 he was at IBM and was sent an article on how emotional we are as decision-makers
- "What customers can't say" by David Wolf
- At least 95% of our mental activity is not fully conscious...lots of gut reactions
- We're all in sales
- Sales is a fear-filled environment
- The salesperson is afraid of losing the sale
- The prospect is afraid of being the prey
- Fear is not conducive to communication
- Develop affinity before/during the presentation
[](https://thesaleswhisperer.com/hs/cta/wi/redirect?encryptedPayload=AVxigLK%2FPVMirsbJS6MqVaDsXv8rRuW8g3D0D7KYK5G5niUi7kJ5gBfxh5C1uEtjXrpRZhh%2BkVT7ZR8QB%2FMfAq1JfMfrhcPxfxtc9kIxotZ65wvrSo0Ye36q65tBnDMBv7m8YhfA5Y9UYdp%2BFicx%2FVsi5bB8gyv8bI2Q4eGRJ8IeO6UaLioUphhg%2B6Q%3D&webInteractiveContentId=184981315418&portalId=443614)
- It's more than mirroring
> Sales is a fear-filled environment. You must read it and defuse it."
- Read their faces
- Are they looking at their watches?
- Look at the room. Look for photos. Inquire about them. If they're a striver they'll be happy to discuss.
- You're looking for context.
- We are only dimly aware of ourselves
- "By the age of 50 a man has the face he deserves."
- What's the give and take like?
- You're either flexible or you're roadkill
- Facial coding is reasonably simple yet powerful enough
- 7 core emotions
- Happiness
- Surprise
- Anger
- Fear
- Sadness
- Disgust
- Contempt
- 23 expressions that cover these seven emotions
- Striver or Hothead
- Natural skeptic (smirk, contempt)
- Ambiguous situations (UCLA study)
- 55% of the true communication comes from the face
- 7% from the words
- The average person tells 4-5 lies per day
- [Body language](https://thesaleswhisperer.com/blog/steven-sisler-2) can tell you something but it's not as detailed as facial expressions
- [Body language](https://thesaleswhisperer.com/blog/steven-sisler-behavioral-psychology-human-relations) can be faked more easily
- [Body language](https://thesaleswhisperer.com/blog/ian-rowland-mind-reading-sales) can be affected by gender and culture
- "Lie to Me" was pretty accurate
- Lots of fear in the Jacksons could be seen when they were young
- Bio-feedback looks at only two muscles and botox hinders
- Now he looks at 44 muscles on both sides of the face in symmetry
- He was out-numbered in negotiation with Toyota
- One was drifting off
- Your emotions turn on when you care
- He was doing work in 2012 in the Mexican Presidential debate
- He had a 100-person sample that watched the debate
- He realized who the strongest opponent was
- Happiness and anger are about 70% of a person's emotions
- 9 ways to show anger
- Eyebrows pinched together and lower
- Mouth pursing together (maybe they're confused)
- "Snake eyes" with the eyes going narrow
- If the mouth comes together so strongly that there's a bulge in the lower lip
- Voice is similar to body language so it's not quite as accurate
- The difference between a smile and a smirk is profitability
## Links Mentioned In [The Sales Podcast](https://www.thesaleswhisperer.com/podcast)
- Get Dan Hill's books at [Sensory Logic](https://www.sensorylogic.com/author)
- Faces of the Week blog
- "Famous Faces Decoded"
[The Sales Podcast](https://thesaleswhisperer.com/blog/topic/the-sales-podcast)
## Related posts
[](https://thesaleswhisperer.com/blog/jeff-smith-colorado-craft-beef)
[The Sales Podcast](https://thesaleswhisperer.com/blog/topic/the-sales-podcast)
## [5 Generations of Beef! Jeff & Kara Smith Launched Colorado Craft Beef](https://thesaleswhisperer.com/blog/jeff-smith-colorado-craft-beef)
 [Wes Schaeffer](https://thesaleswhisperer.com/blog/author/wes-schaeffer)
Sep 20, 2023
"Don't take no for an answer." \[ LISTEN NOW ON APPLE PODCASTS \]
[Read more](https://thesaleswhisperer.com/blog/jeff-smith-colorado-craft-beef)
[](https://thesaleswhisperer.com/blog/jason-loh-sales-enablement)
[The Sales Podcast](https://thesaleswhisperer.com/blog/topic/the-sales-podcast)
## [Apply Sales Enablement To Sell To Large and Small Companies, Jason Loh](https://thesaleswhisperer.com/blog/jason-loh-sales-enablement)
 [Wes Schaeffer](https://thesaleswhisperer.com/blog/author/wes-schaeffer)
Jun 13, 2025
Combine gut feel with data to make every sale \[ LISTEN NOW ON APPLE PODCASTS \]
[Read more](https://thesaleswhisperer.com/blog/jason-loh-sales-enablement)
[](https://thesaleswhisperer.com/blog/diane-helbig)
[The Sales Podcast](https://thesaleswhisperer.com/blog/topic/the-sales-podcast)
## [How To Succeed Without Selling, Meet Diane Helbig](https://thesaleswhisperer.com/blog/diane-helbig)
 [Wes Schaeffer](https://thesaleswhisperer.com/blog/author/wes-schaeffer)
Jul 31, 2020
Sales is a verb, but you must learn as you go.
[Read more](https://thesaleswhisperer.com/blog/diane-helbig)
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