Hand Gestures Boost Sales Pitch Success, Wharton Study Finds

Salespeople and executives pitching products may want to pay closer attention to their hand movements. New research from Wharton marketing professor Jonah Berger shows that specific hand gestures can measurably increase audience engagement and willingness to purchase—findings that could reshape how CFOs and their teams approach investor presentations, board meetings, and vendor negotiations.

The study, published this month, represents Berger's latest work in persuasive communication, a field where he's built a reputation through dozens of papers and four books examining how language and context drive human behavior. But this research marks a departure from his typical focus on words alone, exploring instead what Berger calls "another component of communication that's more subtle than words but just as mighty."

For finance leaders, the implications extend beyond the sales floor. CFOs routinely find themselves in high-stakes communication scenarios—defending budget proposals to boards, explaining quarterly results to analysts, or negotiating terms with banking partners. The research suggests that nonverbal communication elements, long dismissed as secondary to content and data, may carry more weight than previously understood in these critical moments.

The timing is notable. As finance organizations increasingly adopt AI tools for data analysis and reporting, the human elements of persuasion—the ability to read a room, adjust tone, and yes, use physical gestures effectively—become differentiating factors. A CFO who can pair rigorous financial analysis with compelling physical presence may find more success securing resources or buy-in for strategic initiatives.

Berger's work typically focuses on behavioral science applications in marketing contexts, but the persuasive communication principles he studies apply broadly across business functions. His previous research has examined how word choice influences consumer behavior and how social dynamics affect decision-making—topics that resonate with finance leaders managing stakeholder relationships and organizational change.

The study arrives as corporate communication practices face scrutiny. With more meetings conducted via video conference since the pandemic, executives have had to recalibrate their presentation styles for cameras and screens. Understanding which gestures translate effectively—and which don't—in both physical and virtual settings could prove valuable as hybrid work arrangements persist.

What remains unclear is whether the gesture effects vary by audience type or cultural context, factors that could significantly impact how finance leaders should apply these findings in practice. A gesture that enhances credibility with a U.S. investment committee might read differently to international partners or board members from different cultural backgrounds.

The research adds to a growing body of work suggesting that finance leaders need communication skills that extend well beyond spreadsheet fluency. As AI handles more routine analysis, the premium on human persuasion—including its physical dimensions—may only increase.