In sales, communication is an important skill to have. But have you considered the impact of being an assertive communicator?

Why does being an assertive communicator boost business?

Sellers have long been told that to be successful, they must be mindful of how they communicate.

As Sujan Patel explains, “Sales communication is about clearly sharing information about your product or service with potential clients."

“It involves listening to their needs, explaining benefits and building trust to help close sales.”

But communication is complex, and sellers must be thoughtful about what they say and how they say it.

One example is the balance of being a confident leader without coming across as aggressive or demanding. It’s important for reps to be assertive, but they must also be sensitive to buyers’ perceptions. Often, this leads to fears of coming across too strongly.

“Fear of being seen as bossy, rude, or confrontational holds a lot of us back from speaking up,” writes Jenna Ryu.

“Instead, we overexplain, apologize for our opinions or simply bite our tongues—all things that don’t exactly project confidence."

This can hurt, rather than help, you as a seller.

Sellers must strike a balance that fosters trust, establishes credibility and enhances communication.

Tips to nurture your assertive side

One way to be more assertive is to practice it. As Ryu explains, developing assertiveness doesn't require confrontational scenarios. Instead, cultivate it through everyday interactions, in both your professional and personal lives.

Experts suggest that practicing self-​advocacy in routine situations is highly effective. This could mean speaking up if the barista gets your coffee order wrong. Or a teammate misquotes you during a meeting.

“These small wins can build the foundation for a more confident, empowered and ultimately happier you,” she adds.

Avoid overexplaining

Another tip to becoming a more assertive communicator is to resist the urge to overexplain.

You may feel that you need to say a lot to justify what you’re requesting. But it likely will only overwhelm the other person.

Overexplaining can weaken your message, make you appear less assertive, and open the door for debate and pushback. Being concise, however, reinforces the firmness of your position.

And remember, you likely have already built trust with the prospect or client. Lean into this rather than overexplain, advises Ari Galper.  

“You’re not trying to convince them of something—they’re already convinced because they trust you.”

“And that trust doesn’t come from long-​winded explanations.”

Focus instead on keeping your message clear, short and direct.

Always be positive and respectful

Being an assertive communicator means you don’t always say what others want to hear. But that doesn’t mean you can’t deliver it with respect and a positive tone.

Consider how you can soften your statements; one way is to include an expression of gratitude. For example, you need to conclude a meeting but want to leave a positive impression. Consider saying, "​I need to leave soon, but thank you for discussing how our solutions can meet your needs."

This statement conveys your message firmly yet courteously, reinforcing your position without diminishing it. ​It also acknowledges the other person and shows you value them.

Mastering being an assertive communicator is essential for sales professionals. It’s important to clearly express your thoughts and needs while respecting your clients. Doing so builds trust and fosters mutual understanding.

This balance not only strengthens your professional rapport but also positions you as a confident and reliable partner. Embracing assertiveness leads to more effective negotiations and a more satisfying sales experience for everyone.

And for more guidance on how to improve your communication skill, consider these other pro tips courtesy of SalesFuel.

Photo by Andrea Piacquadio