6 Communication Skills Needed To Be A Successful Sales Marketer

In sales, it is one thing to know everything about the product and another thing to try and persuade others to buy it. However, one cannot exist without the other. Think about it this way – the knowledge about the specific product or services is the ‘theoretical’ aspect of selling while selling them is the practical part of it.

Knowing everything about the product or service you are selling does not guarantee success. when you try to sell it. There are certain approaches that you can use  to sell products. Excellent communication skills are vital if you want your product knowledge to translate into a closed deal. Knowing how to say things is just as more important than knowing what you are saying.

Below are six crucial elements to excellent communication to ensure that your message is well-received and will result in a sale.

Product knowledge

Great salespeople will often go the extra mile in making sure they know every nook and cranny of their product or/ service. A thorough understanding of your offering will let you provide solutions to every client’s needs.

Extensive product knowledge will give you the confidence and the flexibility to respond to all queries appropriately. Thorough product knowledge lets you tailor-fit your offerings to meet your customer’s needs. The ability to upsell is what differentiates average salespeople from those that make it to higher sales executive positions.


Confidence comes easily when you go into the field fully equipped. Product knowledge and constant practice will give you the confidence to sell anything. Confidence is vital, especially when presenting your offer and structuring your sales pitch. Confidence also helps you overcome objections and offer clear solutions to the problems affecting your target market.

Nerves can sour even the sweetest deals. Inappropriate gestures, such as fidgeting, convey insecurity. Sound knowledge and sales techniques will ensure that you exude confidence in your sales meetings.

Listening skills

You need to know when to talk and when to listen. This prevents miscommunication. Communication is a two-way street. Listen attentively to learn about your customer’s needs and wants.

Active listening lets you tailor-fit your offer to the customers’ needs, and opens you up to new selling opportunities.

Interpersonal skills

Interpersonal skills compliment communication skills. Interpersonal skills allow you to look beyond the spoken or written and read between the lines. This is especially useful when reading body language and will allow you to react appropriately. Strong interpersonal skills mean that you will better be able to control your own body language.

Included in interpersonal skills is the ability to read and empathise with what your prospect is feeling during a conversation. This means you will be able to say more than, ‘yes, I understand.’ A genuine connection allows you to properly address your client’s needs. When a need is being addressed, all the other objections are going to be blown away.

Match your client’s pace and language

You and your client may be speaking the same language, but this does not guarantee better reception. Subtle nuances like tone of voice, body language, the speed with which they talk all convey more than the actual words being said. Many potential clients are lost simply because one person is talking way faster or slower than the other.

Everything will become clear as you and the client sync, emphasisingzing words spoken and unspoken. Sure the prospect might like you, but do they like you enough to make a purchase?

Update your knowledge constantly

Keep abreast of competitors and market trends. Continuously learning about what is going on in your specific field separates the mediocre from the truly successful.

Wrapping these up

Heeding any of the above advice will make a significant impact on your efficacy as a salesperson. With constant application and practice, these skills will become second nature to you. In the end, being genuinely helpful toward others as you try to convince them about purchasing a product will go a long way.

by BizCover