Better Communication = More Sales.
Better Communication = More Sales.
All sales is communication.
One of the first lessons I try to impart to a new coaching client who is interested in improving sales is that all sales is communication. In other words, the better one gets at communicating information to a buyer, the more sales that he or she will close.
This is a fundamental principle that I teach in The Sales Academy. I always start out by explaining that there are two principles of human nature that drive all of us. They are the need to gain pleasure and the need to avoid pain. This is a simple lesson to understand; virtually everyone with whom I share it grasps this concept.
In The Sales Academy, I go on to say that, “Your ability to sell is in direct proportion to your ability to effectively communicate how what you sell will help your customers either gain pleasure or avoid pain.” There are two key words in this sentence that are crucial in order for it to be valid. For your convenience, I’ve underlined them in the statement above. They are in “direct” and “effectively.”
When I say direct proportion, it means that it is not a sometimes thing. It is guaranteed. If you are a poor communicator, then you will be a poor sales person. If you are a great communicator, you will be a great salesperson.
Similarly, when I say effectively communicate, I mean that you are getting your message across clearly to your prospect. Another way to say this is to communicate “in the language of the listener.” The best way to do this is to speak as if you are talking to an eight-year-old child. Avoid using jargon, technical terms, and unfamiliar acronyms. You don’t want to lose your prospects’ attention by having them drift off trying to understand what you just said. Don’t make your message longer. Just make it clearer.
Since prospects are, by nature, a bit skeptical of new salespeople, the more you hone your skills as a great communicator, the sooner you will be winning over new customers.
“Sellers who listen to buyers carefully and then give them the missing ingredients — those are the ones who stand out.” – Deb Calvert
(This excerpt is taken from my 5-part series entitled
The Sales Academy.) I encourage you to click here to register for my exclusive live Zoom
The Sales Academy program which will be held on five consecutive Friday mornings, on October 7, October 14, October 21, October 28, and November 4, 2022 from 9 AM to 12 noon Eastern Standard Time.
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