BY Jessica Helinski
Are you alienating or annoying your prospects? Sellers may be pushing away prospects without even realizing it by not tapping into smart communication in sales.
Smart communication isn’t just about saying the “right” things; it also involves how you say it. Nearly 40% of B2B buyers say a pushy salesperson is a deal-breaker for them. Thirty-three percent say the same for sellers who talk too much. And 28% cite arrogance as a reason to not do business with a seller.
Conversely, buyers rate the following as the top attributes they seek in a sales rep:
- Likeability/Respectfulness (45% seek this in a vendor)
- Respect for the buyer and their time (55%)
- Knowledge about the buyer and their business (47%)
Unfortunately, not all sellers deliver what buyers want. And there are some that even turn off buyers despite providing a quality solution.
How does communication in sales impact success?
“Well-meaning professionals mistake quantity for quality, frequency for value, and availability for service excellence,” explains Jeb Blount, sales professional and Manage Smarter podcast guest.
He explains that in his experience, even those with the best intentions can sabotage their success due to poor communication.
Blount adds that a common misstep in sales is assuming that what works for you or one prospect works for everyone. It doesn’t. Strong communication isn’t one-size-fits-all. Instead, it requires paying attention, adjusting your approach and meeting each prospect where they are.
What are signs of poor communication in sales?
Shifts in the following are common indicators that your style may be pushing away prospects:
Response time
When someone who once replied right away suddenly goes quiet or sends clipped responses, pay attention. It may be a sign you’re coming on too strong or reaching out too often.
Touchpoint frequency
If meetings keep getting pushed back or reduced in frequency, that’s rarely random. It often signals that the cadence or format isn’t working for them anymore.
When a prospect only answers every few emails instead of all of them, there’s a message in that pattern. Your outreach may feel repetitive, low-value or just too frequent.
Energy
A noticeable drop in enthusiasm is one of the clearest warning signs. When the tone cools off, it’s time to pause and rethink your approach.
How can sellers improve their communication?
“I’ve learned that refining communication isn’t optional,” explains SalesFuel’s Tim Londergan.
“It’s a competitive advantage because the ability to listen, adapt tone and timing, and deliver clarity at the right moment in the right way is often what separates stalled deals from closed ones."
Blakely Roth, Force Management, points out that sellers do have the power to improve how they communicate. Simple shifts in approaches can have a big impact on how they’re perceived by prospects.
To get started, embrace these healthy, buyer-focused communication techniques:
- Let the buyer do most of the talking and focus on active listening.
- Do your research and use your knowledge of the prospect to drive conversations.
- Align every talking point to the customer’s priorities and desired outcomes.
- Be mindful of the tone and body language that you use; they matter.
- Align every engagement with the buyer’s preferences, such as outreach method and time of day.
- Deliver value each time you communicate.
- Always be clear about next steps and establish expectations.
Don’t forget to adapt
And again, to be effective, it’s essential that you personalize your communication in sales. Each buyer you encounter will be different.
To get started, consider using digital tools to audit and manage your communication process. The more aware of your current style you are, the better your ability to adjust it. And for even more tips on effective communication in sales, take a look at these insights.
Photo by Vitaly Gariev on Unsplash
