Body Language

Teaching the right strut

Captains of industry have it. So do great generals and successful politicians. People with executive presence exhibit a purposeful style and confident mannerisms that give the impression of control. When they walk into a crowded room, they naturally command the respect and attention of those around them. That intangible quality is in demand by business people who want every advantage in climbing the ladder to success.

Teaching executives to exude the right stuff is the business of Denver's Benton Management Resources, which has seen its sales double in the past year, from $100,000 to $200,000, without a word of advertising. Debra Benton, 30, a tall (5 ft. 9 in.) former Colorado beauty queen who drives around town in a red Porsche convertible, founded her firm eight years ago after working with her husband, an executive recruiter. She charges men $100 an hour and women $60 an hour, and $1,500 for eight-hour courses.

Many of Benton's clients are from large corporations, and about 75% are men. Executives from such blue-chip firms as Xerox, Union Carbide and Citicorp have signed up without informing their bosses. Almost everyone praises Benton. "She's fabulous," says Pam Crowson-Brash, an account executive at the Foote, Cone & Belding ad agency in Chicago. "I feel I have an advantage over anyone who hasn't taken her course."

To achieve control and charisma, executives must develop "a physical game plan," according to Benton. Says she: "Walk slowly and purposefully. Plant some pauses along the way." Good posture is also important. "A modified West Point cadet look is critical for business," says Benton. Copying gestures is a fine idea: "When talking to Mr. Big, try to copy whatever he does. It's instant rapport." Use hand gestures: "You will appear more charismatic." When walking downstairs, look not down but straight ahead to project the image of being levelheaded. Of course, this could also be an instruction for falling down.

Benton also teaches executives to express themselves more effectively and to develop better attitudes toward themselves. Prior to making a presentation, Benton advises, "find out what others expect or what they want to avoid before you spill your guts." Executives must be able to see themselves as successes. Says Benton: "It may sound corny, but if you think you are getting better, you will get better."

Even sitting down in a chair requires careful planning. The chair should be moved one inch to establish territory and slid into from front to back. The savvy executive can then strike the ultimate power pose by turning slightly and planting an elbow on the armrest.