What simple technique can make a sales pitch 20% more effective?

Mimic the customer’s body language.

Via Honest Signals: How They Shape Our World:

Despite the rather obvious nature of the copycat animation, only eight of the sixty-nine subjects detected the mimicry (and those mostly because they made a strange movement and then saw the agent making the same unusual motion). The remaining students liked the mimicking agent more than the recorded agent, and rated the former as being friendlier as well as more interesting, honest, and persuasive. They also paid better attention to the copycat presenter and found the mimicker to be more persuasive. In the final analysis, just adding mimicry made the sales pitch 20 percent more effective.

There’s plenty of research on mimicry’s power:

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