The basic premise of sales is the communication between a seller and a buyer. One of the party is concerned with having his need met and the other is concerned with having his product as the best alternative to meet the need. The strength of sales is therefore when the salesperson is able to communicate in a way that will make it easier for a buyer to “lean into” the conversation, and desire the presented product quickly.
Communication which leads to sales is such that must satisfy the needs of both parties. Most salespeople make the mistake of only describing their products and services exclusively from the position they’re most familiar with. They communicate in a way that has instinctively made the most sense to them. This often portray the product as having no potency of meeting the buyer's need.
Mastering sales through communication requires an understanding of how to approach social situations while being smooth in conversations. This concerns "how to say" what the buyer needs to hear. As a salesperson, the message you deliver is not just about what you say, but, having to understand how the supposed buyer perceives what you say.
Understanding the role of communication in sales is what would help the salesperson to think of how to meet the buyer's need rather than say “I’m here to sell something.” This right communication strategy must be adopted for a persuasive sales.
In business communication, the salesperson is described in terms of the intentional creation of messages with particular influence outcomes in mind. This view suggests that if a salesperson intends to accomplish a particular goal or communicate a specific message, he or she creates and transmits the message and the process seemingly plays out in a very linear and predictable manner. Essentially, such a view reflects a one-way, cause-and effect–oriented characterization of the communication and influence process.
What is the importance of Communication in Sales?
Effective communication changes the mind of the prospective buyer. When we want to sell our product, especially when they are novel, all we have to do is to psyche the mind of the proposed buyer to think in the direction you're heading and this must start from the point of your understanding his (buyer) current state of mind regarding the product in question.
Always remember that sales win is obtained when the salesperson is able to get your prospects to talk to him and also listen to what he has to say. This strength in sales beats value proposition, pricing, and even product’s features.
Final Words
The root of sales success is the ability to gather and provide information in a way that makes your prospect change his mind and want to do business with you. Rework on your sales presentation and learn to communicate with your prospect rather than say your mind.