Among all the sales skills, good communication skills are the most helpful for salespeople to convert prospects into buyers. In fact, effective communication goes even further. It can help you build relationships with potential customers that can get additional referrals to your business. 

However, being able to communicate well can also be difficult and challenging if it isn’t done correctly.

These strategies should be tailored to fit your specific customer’s needs, but 8 basic tips can help you maximize the effectiveness of your communication efforts.

1. Listen Well and Ask Questions: One of the most important aspects of sales is understanding your customer’s needs. Take the time to really listen to what they’re saying and ask appropriate questions to clarify their needs. When you listen well and ask questions, you show them that you care about their situation and are putting in the effort to understand it.

How to Ask the Right Questions in Sales

To be able to ask the right questions, you need to:

• understand the customer’s needs and priorities
• develop an understanding of their decision-making process
• listen actively and analyze the customers’ responses

2. Be Professional but Personable: It’s important to remember that you’re talking to a person, not a computer. Show empathy and be polite when you speak to them. Also follow basic etiquette such as being attentive, responding to their questions instantly, and looking into their eyes. For instance, if you interrupt while they’re speaking, apologize and be mindful to not interrupt again.

A few other examples of professional yet personable communication include:

• speak clearly
• make the conversation about them, not you
• smile
• give honest not phony compliments

3. Provide Useful Information: When you communicate with potential customers, provide information that is useful to them. Choose topics that are relevant and provide solutions or insights into their specific needs. Showing that you understand their challenges and have the plan to address them will make you stand out from your competition.

Some of the things that you can tell the prospect are:

• the current state of their problem and why they have it
• how your product or service can help them
• why they should choose you over the competition
• what advantages your company offers

4. Be Patient: Sales is all about relationship-building, so be patient and don’t try to rush the process. It may take some time before your customer is ready to make a decision, so be sure to stay in touch and nurture the relationship. 

When you are patient and understanding, it tells the customer that you are not just looking for a quick sale, but that you genuinely care about them and their needs. To build patience, try to:

• recognize the customer’s needs
• respect the pace at which they process
• remind yourself that a sale may take time and you are in it for the long haul

5. Use the Right Tone: When you’re communicating with potential customers, it’s important to choose the right tone. Be confident, respectful, and courteous in all your communications with customers, whether it’s over the phone, in an email, text or in person. For example, when talking on the phone, try to use an upbeat and positive tone that conveys your enthusiasm for helping them. To develop a positive tone:

• practice your communication skills until they become second nature
• practice being mindful of the tone you use
• listen to yourself

6. Use Technology Effectively: Technology can be a great tool to help you communicate with potential customers. Use email and social media to keep in touch and provide helpful information or set up automated messages to stay organized and on top of your sales efforts. With the right tools, you can create a more efficient and effective sales process. For instance, you can leverage tools such as:

• Customer relationship management (CRM) software to track and manage customer data
• Sales tracking tools to monitor performance
• Marketing automation platforms to nurture leads
• Tools to create stunning presentations
• Analytics tools to measure performance

7. Communicate the Benefits: When selling to potential customers, don’t just list features; be sure to emphasize the benefits they will receive by working with you. Explain how your product or service will help them solve their problems and make their lives easier. For instance, if you’re selling a software solution, explain how it can help them streamline their workflow. You can communicate the advantages instead of the features by:

• staying focused on the customer’s needs
• talk about how they would feel once they engage with you
• describing the short-term and long-term benefits
• highlighting the unique selling points of your product/service

8. Follow-Up: Make sure you follow up with customers after each communication. Studies have proven that people are more likely to make a purchase if they hear back from you in a timely manner. But many salespeople forget, fear rejection or don’t make enough time for follow-up. Make sure you have a system in place to ensure that all your customers get the attention they deserve.

Few quick rules for effective follow-up:

• Don’t always ask for the sale when following up. Follow up can be an opportunity to nurture the relationship
• start with a question or two to get the conversation going
• use multiple channels such as email, phone, and social media
• be timely and responsive

By following these 8 tips, you can ensure that your communication skills are effective and make a positive impression on potential and current customers. Take the time to practice these strategies and keep them in mind whenever you’re communicating. With a little effort, you can make sure you are communicating effectively and connecting.