Communication in sales is essential. But to truly be successful, a seller must excel in communication. The better their skills, the more valuable they will be to others, Justin Zappula writes for Selling Power.

“Great sales reps understand the value of clear communication as well as the debilitating power of unclear communication.”

Why Does Communication in Sales Matter?

Gathering and sharing information, engaging in conversations, creating quality relationships–these are all vital parts of a sales strategy. And communication is necessary for each one. 

The more skilled at communication a rep is, the more successful they will be, according to Indeed.

“Successful communicators often experience an increase in sales-​related achievements, more credibility among their customers and heightened productivity.”

Excellent communication, thankfully, is a skill that can be practiced and improved. Understanding effective techniques and how to put them into action will be worth the time and effort. 

Quick tips for better communication

One of the best ways to improve how you communicate with others is to give them your full attention. You may think you’re already doing that, but chances are, you aren’t. 

Even if you aren’t multitasking, you may still have wandering thoughts or thinking of how you want to respond. You’re disengaged and likely the prospect or client notices. They need to know they have your full attention, Indeed advises. 

“…Your client feels valued and important, [and it can] improve your ability to listen to their requests, concerns or questions.”

Prevent multitasking by putting your phone away and silencing any incoming calls or messages. Shut your laptop (unless you are taking notes) or need to reference something on-​screen. Keep your focus on the other person, and use your body language to convey your engagement. 

This means maintaining eye contact, nodding when appropriate and keeping your body facing the speaker. These nonverbal cues show the other person that you are engaged and care about what they are saying.

Be clear and concise 

Another key to improve communication in sales is consistently being concise in what you say. The most successful sellers are not only able to discuss their offerings. They can also explain their value in a clear manner, explains FairPlay’s Lilli Parks.

“Give them all the information necessary in a straightforward manner; there’s no need to use flowery language.”

And avoid using jargon or corporate-​speak; stick to language and terms that the other person will understand. If they don’t “get” what you’re saying, they’re less likely to buy in. It also prevents misunderstandings or confusion.

“Refine your pitch to make it as simple as possible…limit your use of technical terms and concepts,” Indeed suggests.

Tap into curiosity

Excellent communicators are curious. They want to learn as much as they can about a prospect. This includes their business, their industry, and anything else that impacts them. Curiosity drives them to seek out information and to understand how their solution fits. 

They satiate their curiosity by asking high-​quality questions–and lots of them. If you’re struggling to tap into curiosity, consider adding more question-​asking to your strategy. Then, use the responses to inspire the next set of questions. 

For some inspiration, take a look at these impactful questions. Ask questions that can trigger your own curiosity while also revealing valuable insights. 

Be OK with silence

Communication in sales doesn’t mean nonstop dialogue. Sometimes, a pause in the conversation is OK. It may seem counterproductive, but silence can invite thought, encourage understanding and inspire deeper thinking. When it happens, wait.

“Don’t try to fill the silence by asking follow-​up questions or giving further details about what you’re selling,” Parks writes.

This allows the other person time to think, and it demonstrates that you aren’t being pushy or impatient. If it continues and they stay silent, then you can speak up. But don’t be afraid to invite silence to the conversation and use it as an ally.

Use these best practices to improve your communication skills. You’ll find your interactions are improved, your relationships stronger and your sales improved. 

And for more advice, consider these other tips.

Photo by Christina Morillo