Why is it important to maintain eye contact during a sales conversation?

Maintaining eye contact during a sales conversation is crucial because it builds trust and demonstrates engagement with the buyer. Eye contact signals to the customer that the salesperson is attentive and genuinely interested in what they are saying, which fosters a connection between both parties. This trust can enhance the likelihood of a successful sale, as customers are more inclined to engage and share their needs when they feel valued and heard.

Additionally, eye contact can help the salesperson gauge the buyer's reactions and adjust their approach accordingly, ensuring the conversation is both relevant and responsive. By establishing a rapport through consistent eye contact, the salesperson is more likely to create a positive and memorable experience for the buyer, leading to stronger relationships and ultimately increasing the chances of closing a sale.

The other options do not align with effective sales practices. Avoiding answering questions would not contribute positively to the conversation. While making a presentation authoritative is important, it is not solely reliant on eye contact. Also, eye contact is typically viewed as a sign of confidence, not nervousness.