Because nonverbal cues are sent primarily from the “emotional brain” rather than the neo cortex they create more honest and revealing messages. Nonverbal cues can help business people determine others’ motivations and analyze business interactions with much more richness; depth and insight than can come from simply relying on spoken or printed words.
Professionals who understand nonverbal cues can evaluate what their clients, customers and co-workers are really telling them in order to know how to better meet their needs—to give a better price, offer more (or fewer) details, or wrap it up and go for the close.