Is Your Sales Team Communicating Properly?

Successful B2B sales rely upon effective communication between your representatives and your clients. Effective communication allows your reps to identify your clients’ points of pain and demonstrate how your company’s products and services can solve those problems. However, poor communication can shut down a sale before it even has a chance to begin. If your team’s performance isn’t where you’d like it to be, start by making sure that they’re communicating properly.

Effective Communication Begins With Listening 
Your clients are happy to tell your reps how to sell to them if your reps are willing to listen. Your customers don’t want to listen to pitches; they want to find solutions to the challenges that their businesses face. Listening to the customer as he or she speaks about their business and their daily pain points can help your reps learn more about their clients and offer products that are a better fit. In addition, listening demonstrates respect and fosters improved understanding.

Don’t Pitch Products – Provide Solutions 
A well-rehearsed pitch may be a thing of beauty, but it’s rarely an effective sales tool on its own. Your customers don’t need to know about every single feature of your products, nor do they care about most of the features. They want to know if your product solves their problems.

If you’re selling your calling platform to another sales team, for example, they might not care about your platform’s instant messaging tools or its ability to dial a number from software. They may, however, be in need of a platform that would allow them to listen in on phone calls or link an incoming call to a customer’s account. By identifying their needs through active listening, and responding with a presentation that addresses those needs, your reps can improve their success rates.

Word Choice and Delivery Matter 
Your reps need to understand that the way that they speak to your customers is just as important as the actual information that they communicate. Tone, speaking speed, word choice and body language are all critical to effective communication with customers. Speaking confidently reflects on your company, and customers are more likely to trust someone who acts like they believe in their products. Rushing speech may communicate passion, but it also indicates nervousness, and fast speech is more difficult to understand.

The words that your reps use are important as well, but word choice isn’t a one-size-fits-all equation, even in the B2B world. Proper and polite language is appreciated in many business settings, but it can come across as inauthentic in some industries. Teach your reps to listen to their customers and tailor their word choices appropriately.

Use the Communication Method Your Customers Prefer 
Each customer has their own preference for communication methods. Some prefer in-person visits, others enjoy working on the phone, and others prefer email contacts. Give your reps a variety of different communication methods so that they can respect the wishes of each of your customers.

Communication is the backbone of any selling strategy. Teaching your reps effective communication skills, beginning with active listening, is the best way to improve your team’s performance.

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