Sales success is not only dependent on the quality of your product or service, but on how well you can communicate that quality to your clients. Whether you’re meeting with a builder, an architect or a developer, effective communication in sales and establishing rapport with your prospect, will ensure you position yourself as a trusted supplier.  

So, what does effective communication in sales look like? Below is a list of 10 tips that will help you communicate better with your clients, as well as some common misconceptions! 

10 Tips to Communicate Better in Sales & Common Misconceptions 

1. Prepare a concise overview of your company 

Going into minute detail about your company and its history isn’t necessary; you’re there to provide a solution for your client’s needs. So, prepare a concise summary of who you are, and focus on how your product or service is the right fit for your prospect’s business. 

2. Choose your samples wisely

It’s always good to bring samples along to a meeting to help your audience visualise your product. But only present samples that are relevant. You don’t want to confuse or distract the individuals you’re meeting with from what you’re saying. 

3. With PowerPoint presentations, less is more

If your PowerPoint contains all the information, then what value do you have to add? Use your PowerPoint to assist you with your presentation, not deliver. Don’t let it be a distraction! 

4. Avoid overly formal language or jargon

While it’s important to showcase your expertise in your product field, being able to translate product or industry specific jargon into everyday language will help highlight your ability to connect with your audience. Remember, not all architects and designers are experts in your product, which is why they need your help.

5. Be mindful of your pace and volume

Speaking loudly while presenting can feel as though you’re talking at your audience, rather than with them. Speak loud enough for everyone in the room to hear you with ease. If you’re a quick speaker, perhaps focus on slowing down your presentation; find a pace that feels natural to you and practice it.  

6. It’s okay to use your hands

If using hand gestures is part of your day-to-day speech, then don’t avoid it! Overthinking your movements is more likely to result in awkward gestures than just letting your hands move naturally.  

7. Maintaining eye contact isn’t a necessity

When we are conversing in a relaxed environment, we tend to look away from the person we are speaking to. Breaking eye contact allows us to both process and access information for the discussion at hand. So don’t start a staring contest in your next meeting! 

8. It’s okay to be nervous

Nerves aren’t a bad thing; they mean that you care about what you’re doing and the result of your presentation. Don’t be afraid to refer to your notes if they help you present with confidence. 

9. Pre-empt your client’s questions

Put yourself in your client’s shoes: what kind of questions are they likely to ask you about your product or service? Not only will this help guide your presentation, but it will also prepare you for when you open the floor for questions. Hopefully, there won’t be any questions that catch you off guard! 

10. Listen

At the end of the day, you’re trying to establish a relationship with your prospect. Actively listening to their questions and concerns will help strengthen your rapport and encourage more insightful discussions. 

Sales meetings can be daunting. But they are the best space to promote your product or service as the right solution for your client. So, when the time comes to apply these techniques for effective communication in sales, such as discussing the benefits of your business, make sure you take the time to prepare, to know who you are talking to, and even how you are going to talk to them. After all, your ability to match your sales pitch to your audience and speak their language will help set you apart from the crowd.  

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