the root of sales success is the ability to gather and provide information in a way that makes your prospect want to do business with you. so, before you immerse yourself in buyer personas, case studies, and marketing collateral, work on these skills to ensure that when you’re talking to a prospect, you’re sending the right message. and if you’re in inside sales, the only thing you have to make an impression is your voice. they’re able to convince people because they can point to specific examples or anecdotes that support the point they’re trying to make — and in the case of salespeople, because they can demonstrate exactly how a product or feature will help their buyer.
you should know enough to sketch out the outlines of their situation on your own, but you’ll always have to rely on your prospects to fill in the little details. jumping to conclusions about your prospect’s intent will color the rest of your interactions in a negative light. unless you have independently verified a piece of information or your prospect has said the words to you, never make an assumption about their situation. instead of forwarding the same email to your prospect, start fresh with a new headline and an easier call to action.
it’s as if your know-how is the theoretical part of being a salesperson, and communication is the practical part of it ‒ and you can’t have one without the other. while you might be both speaking the same literal language, the way you phrase your message might not be the most effective way of doing it. you want to be certain you’re not being too confusing, and that you’re both on the same level of closeness. playing with the hair too much, on the other hand, is a sign of nervousness or insecurity. listening is part of communicating, and not just so you’ll know what to answer, but how to answer, too. this is closely related to the first tip about speaking the same language.
you may also keep a checklist or script handy for everything you need to address as you go, ensuring you cover the necessary details with each communication. it is one of the best ways to be prepared every step of the way. being up to date on every trend, technique, and everything else related to sales should be one of your main goals, as it can be quite a differential between you and the competition. as we have established, communicating is not just about what to say, it’s how you say it. always consider this when deciding how to talk to a prospect or a client, and this might also help with your reputation in the market. previously he was the director of marketing at closeriq.
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