Communication in Sales: Are You Actually Connecting?

Communication in sales is one of the most essential skills to master for success. But sellers may not fully understand what makes communication effective. Too often, they mistake it for simply delivering a message, overlooking the importance of awareness, presence and adapting to the person and situation in front of them.

Buyers don’t want to just be sold to; they want to be engaged with and heard. And this desire impacts who they work with when it comes to vendors.

SalesFuel’s B2B BuyerSCAN found that 44% of buyers say they are more willing to work with a salesperson who engages in a two-​way dialogue instead of just pitching them.

Additionally, 33% say it’s an instant deal-​breaker when a seller talks too much about how great their products are instead of what they can do for the buyer.

“Buyers are clearly telling us that they don’t just want to be sold to,” says Denise Gibson, Director of AdMall Sales.

“Sellers need to step up their communication, focusing on understanding the buyer instead of just making a pitch.”

How can you improve your own communication in sales?

Julien C. Mirivel explains that “Communication is more than transmission; it’s also creation.”

“It creates experiences and builds relationships… when you communicate, you are doing the work of relationship.”

He shares professional tips for being a more effective communicator. These small but powerful shifts to your methods can boost your messaging and help connect with buyers.

Ask to learn and connect

One way to do this is to consistently ask thoughtful questions. Sellers can use questions to not only help gather insight to learn more about prospects but also deepen relationships.

Buyers will feel like they are more than just a potential deal to a seller. They’ll feel like the seller actually cares and wants to learn about them and their business. It also helps the buyer take an active role in the conversation and its direction.

“When we ask questions, we are going on a quest,” he writes.

“We are putting ourselves in a position to discover more, to learn from a position of humility and curiosity.”

Take a look at this expert guidance for asking quality questions that will allow you to communicate more deeply with buyers and strengthen your connection.

Be open

Communication in sales isn’t just about taking in information. As the saying goes, communication should be a “two-​way street.” Mirivel encourages sellers to disclose as well. Again, this simple act can do so much for establishing trust with a buyer.

The key, though, is to be authentic.

“It has to reflect this congruency between what you feel on the inside, and what’s happening on the outside,” he adds.

“It has to be communication that’s truthful, honest and personal, that reflects what you think and what you value.”

Don’t shy away from sharing; doing so, as long as it’s authentic, can turn communication from a transaction into a meaningful exchange. It also encourages the buyer to exhibit that same openness with you.

Avoid bad habits

Writing for Inc., Kat Boogaard notes that avoiding common poor communication habits is just as important as adopting effective ones. She encourages sellers to avoid the following:

• Multitasking. In a world where everyone is so busy and on-​the-​go constantly, it’s tough to break the habit of multitasking. You may think that a quick glance at your phone during a conversation is harmless. But it's showing the other person that you aren't fully invested in what they're saying.
• Floundering. Some people ramble and ramble…ramble. Even if they do it to fill up moments of silence, people may not realize that floundering does not contribute anything to a conversation. Always speak with a purpose, and it’s perfectly acceptable to pause before speaking to gather your thoughts.
• Avoiding direct contact. It’s easy to avoid speaking with someone these days, thanks to available technology. But sometimes, a text or email simply won’t cut it. So, the next time you go to hit “send” on a message, stop and think about whether this message would be better delivered over the phone or in person.

For even more tips to improve your communication in sales, consider these other best practices. By focusing on how you deliver messaging and engage with buyers, you’ll build stronger relationships, inspire trust and increase your chances of meaningful, successful outcomes.

Photo by Vitaly Gariev on Unsplash