People can communicate in various ways, communication is not based solely on words, than body language also plays an important role. It is estimated that 93% of the message is conveyed through body language and plays an important role in sales. The way a person stands, holds his head, the position of his arms and legs, what facial expressions he has, reveal his thoughts, feelings and emotions more clearly than any words. Body language is often more important than verbal communication. It is difficult to control because it takes place reflexively and without thinking, so body language is more honest and reliable than verbal communication that can be easily acted out. Most of the messages received from the environment are visual, and because of that, more important is what you seen, than what you heard. The first sign is that a person is not telling the truth if his body is not in tune with what he is saying. Body language is very important in service industries because the way you communicate with people ultimately determines success. Every good salesperson knows how to match body language with what he wants to convey to the customer. Based on research in the dm store in Valpovo, it is evident how important body language is for sales. The research was conducted by surveying customer surveys and interviewing the saleswoman. The results of the interviews show that insufficient education of salespeople about nonverbal communication is not conducted despite its importance for this business. Through experience, workers begin to become acquainted with body language and thus improve their work results. Due to constant contact with people, it is necessary to know how to communicate and lead to a positive outcome, and for that it is necessary to know verbal and non-verbal communication, ie body language. The survey results show that although not all customers are familiar with the concept of body language, it greatly influences the decision to buy them, whether they are aware of it or not.