Those wondering how to master sales communication must look beyond a basic checklist. The key to effective communication with others has a lot to do with personal characteristics. And thankfully, sellers develop these, even if they don’t come naturally.

“People tend to think of good communication as a natural trait,” explains David Grossman.

“And yet I’m a big believer that great communication can be developed and honed.”

He also points out that communication is most effective when it drives action. The traits of exceptional communicators reflect this ability to motivate and influence others.

Not sure how to master sales communication?

Grossman identifies specific characteristics and traits of salespeople who communicate well. And yes, many of the traits do come naturally for some people. But for many, these must be learned and developed. Or they need to hone them for better success.

For example, one essential characteristic is empathy.

Empathy, as SalesFuel explains, “is the ability to understand what another person is feeling and respond appropriately.”

This ability helps sellers connect with others, build trust, demonstrate care, and form stronger relationships. And it’s a skill that can be developed if needed. Empathy is not fixed. And there’s no need for formal training.

Consider these tips for building and nurturing empathy. By applying them to your sales practices, you’ll find that your communications are more effective. You’re able to create a connection with others that allows your messages to resonate.

Consistency

Sellers wondering how to master sales communication should also embrace consistency. Being consistent is a trait that will help reps keep connections going strong. To do this, reframe communication as an ongoing to-​do rather than something to be checked off.

“Consistent communication establishes a reliable flow of information, allowing for effective and smooth interactions,” The BRIEF Lab explains.

A regular communication schedule builds trust and relationships. And consistent style and tone strengthen your brand and support key decisions.

 Take a look at your outreaches: Are they consistent for both prospects and clients? What about your team and manager?

If not, consider establishing a schedule. Ellie Wilkinson, writing for Highspot, encourages readers to set up a regular communication schedule. And ensure it all matches urgency and uses the right channels.

She explains that typically, sellers break communications down by annual, quarterly and monthly.

Reach out to clients monthly with easy-​to-​digest updates—videos, quick check-​ins, or mobile-​friendly messages work well. Plan quarterly touchpoints around key events or milestones, using personalized content like recorded demos or insights.

Once a year, schedule a deeper conversation to review goals, renewals or changes in plans. These communications, she adds, “are best delivered through a cascade of messaging that ensures consistency but still allows for dialogue.”

This is a time when a digital tool can be beneficial. Consider adding one to your sales stack to help keep your communications consistent. For guidance, check out this advice.

Be patient

If you find these two characteristics aren’t a strong point for you, don’t hesitate to work on them. And keep in mind that mastering sales communication takes time, practice and intention. Start small. Focus on developing empathy by really listening and responding with care.

Then, build consistency by creating a simple schedule and sticking to it. These two traits—empathy and consistency—can change the way your messages are received. They help you connect, build trust and stay top of mind with clients.

And for more tips on improving how you communicate with others, take time to read over this guidance. You’ll find that soon, these efforts will come more naturally. And your prospects, clients and teammates will take notice.