Why communication is the foundation of successful sales

By Henrik Troselius - August 31, 2018

There tend to be many different approaches to modern sales today. Depending on your industry, or the products and services you offer, the way you go about getting and keeping customers can vary greatly. But there are some tried and true methodologies for ensuring that your sales performance is optimized and you have the best sales process for your business. The key to securing successful sales? Good communication.

Communication and the sales process

When we talk about communication in the sales process, it should come as no surprise that open dialogue between sales representatives and prospective customers is a no brainer. Transparency and availability are increasingly the hallmark of successful business in just about every sector. But internal communication within a sales organisation can be just as, if not more, important.

We've discussed before how crucial leadership is to successful sales performance, and how accountability amongst all staff is what breeds trust and follow-through. These things aren't possible without the foundation of good communication. As a leader, especially of a distributed team, frequent, open, communication is what creates the environment for accountability and trust to happen. When sales teams feel that communication is an important element of sales, even when it's not customer facing, then they can be more comfortable in relaying issues or expressing concerns that can then be addressed swiftly.

Communication is a crucial part of the sales process, especially in the performance statements and review meetings stages. Without the foundation to communicate clearly, these steps will simply not work.

Communication and leadership

Communication is so important for leaders to exemplify, because it sets the tone for your staff. We're advocates of leading by doing, and communication is a major aspect of that. It's important to articulate changes in policy, instructions, new products or services, or organisational changes. Without communication, staff can feel misled, left out, or just plain confused.

When leaders show how clear communication operates, staff are more likely to feel comfortable in reciprocating. Instead of feeling ashamed over a problem or mistake, they will probably know that if they communicate with you quickly, a minor problem can be prevented from turning into a major one. Again, communication and accountability in all levels of an organisation is what creates the environment for trust.

Communication and progress

Progress in sales performance just isn't possible without communication. In order to avoid repeating mistakes, or to find new solutions to problems, we have to talk about it. When sales staff are struggling with part of the sales process, or they are stuck in a particular aspect of negotiating with a customer, communication before, during, and after the process can allow for them to work through it and do better next time.

If sales organisations were to avoid discussing the sales process and each step along the way, it is unlikely that teams would be able to grow. Communication becomes an integral part of improving skills and methodologies in order to be more successful in sales overall.

When we think about the steps of the sales process, you begin to understand how communication is really the foundation that holds it all together. Creating opportunities for both leaders and sales staff to be open and transparent establishes an organisational environment where progress and improvement can thrive.

As a sales leader, do you know if you're doing the right things to ensure the success of your team? Get our Sales Leader Checklist to find out if you're making the foundation that can promote great performance and happy employees.

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