The ROI of Body Language: How Trust Signals Drive Sales, Influence and Performance in the AI Age

As organisations navigate a more sceptical, digitally-overloaded world, one question is coming up time and again: how do we build trust when people are more suspicious than ever? With misinformation, deepfakes and AI-generated content everywhere, audiences enter conversations with their guard up — and that has real commercial impact.

Expert body language speaker Martin Brooks helps teams and leaders understand how trust is built (or lost) in seconds, and how small non-verbal behaviours deliver meaningful ROI across sales, leadership and client-facing settings.

Below, we’ve structured this guide around the questions your audiences are already asking. 

What is the ROI of body language training for businesses?

Body language shapes perception before a single word is spoken. When your team projects confidence, credibility and trustworthiness through their non-verbal behaviours, you see measurable commercial benefits:

• Higher sales conversion — buyers trust faster and move through cycles more efficiently.
  
• Improved client retention — strong rapport and consistent trust signals reduce churn.
  
• More effective leadership — employees respond better to leaders who communicate warmth and authority.
  
• Reduced internal conflict — clearer non-verbal communication leads to fewer misunderstandings.
  
• Stronger performance in pitches — teams present with greater presence, poise and clarity.
  

Companies who invest in body language training consistently report faster deal cycles, more cohesive teams and more persuasive communication.

Why does trust matter more in the AI age?

With deepfakes, misinformation and AI-generated content flooding our feeds, people have developed what Martin calls a “bias of disbelief.” This protective mechanism makes audiences:

• Assume less trust from the outset
  
• Look for cues that confirm their scepticism
  
• Filter out information that contradicts their existing view
  

The part of the brain responsible for this is the Reticular Activating System (RAS) — the mechanism that determines what information enters our conscious awareness. When someone is primed to distrust, the RAS will actively search for signals that justify that feeling.

That’s why non-verbal cues are now more important than ever. They break through scepticism and give the brain the proof points it needs to trust.

How does body language influence sales performance?

Sales is fundamentally about trust — and trust is built primarily through body language. Research shows that buyers make judgments about competence and credibility within seconds.

Martin teaches sales teams how to:

• Use consistent, confident posture to reinforce authority
  
• Deploy open, collaborative gestures that increase buyer comfort
  
• Align eye contact, tone and expression to signal authenticity
  
• Avoid micro-behaviours that unintentionally undermine trust
  
• Communicate certainty without appearing aggressive or closed
  

Teams who adopt these techniques win more pitches and build stronger client relationships faster.

Can body language help leaders be more persuasive?

Yes — in fact, it’s essential. Leaders are under unique pressure in a hybrid, fast-changing environment. Their body language has a disproportionate impact on:

• Team confidence
  
• Change adoption
  
• Psychological safety
  
• Decision-making
  
• Engagement and morale
  

Martin’s frameworks help leaders project calm authority, empathy and clarity, improving how messages land and how teams respond.

How does the brain interpret body language?

Our sight is our primary sense. Before we absorb words, we instinctively scan for:

• Threat
  
• Warmth
  
• Confidence
  
• Openness
  
• Congruence (do the words match the behaviour?)
  

The RAS filters this information and pushes it into conscious awareness. When your body language signals trustworthiness, the RAS essentially says: “Pay attention — this person is credible.”

When the signals are inconsistent, the RAS defaults to: “Be cautious.”

Martin helps audiences understand these mechanisms in a practical, actionable way that can be applied immediately.

How does better body language reduce internal conflict and improve team cohesion?

Misunderstandings are often non-verbal. Tone, expression and posture shape how people interpret intent. By becoming more conscious of these signals, teams:

• Communicate more clearly
  
• Resolve disagreements faster
  
• Build stronger rapport
  
• Reduce stress and emotional friction
  
• Create a more collaborative culture
  

For organisations navigating hybrid working, this is hugely valuable.

How quickly can organisations see results from body language training?

One of the biggest benefits is the immediate applicability. Martin’s sessions give teams practical techniques they can use the same day. Clients report:

• Fast improvements in meeting impact
  
• More confident presenting
  
• Stronger connections with stakeholders
  
• Noticeable boosts in sales performance
  
• Increased engagement in leadership interactions
  

Because non-verbal cues are used constantly, even small adjustments create significant returns.

What makes Martin Brooks a valuable speaker on this topic?

Martin brings deep expertise in decoding and applying body language in commercial settings. His speaking style is engaging, interactive and rooted in real-world business challenges.

He helps audiences understand:

• Why the trust landscape has changed
  
• How the RAS influences perception
  
• What trust-building behaviours look like
  
• How to apply body language strategically
  
• How to increase influence in any interaction

His sessions resonate with leaders, sales teams, client-facing professionals and internal teams alike.

Why should organisations invest in body language now?

Because the communication landscape has changed. In an era of digital noise, shrinking attention spans and rising scepticism, human signals carry more weight than ever. Organisations that help their people communicate trust, warmth and credibility will outperform in:

• Sales
  
• Leadership
  
• Talent retention
  
• Client relationships
  
• Organisational culture
  

Body language training delivers lasting, organisation-wide ROI — and Martin Brooks is one of the most effective speakers to deliver it.

If you’d like to bring Martin into your organisation or explore how his expertise could support your next event, our team would be delighted to help.

To book Martin Brooks, call The Speakers Agency on +44(0)1332 810481 or email enquiries@thespeakersagency.com