I am always amazed at how some companies and sales people communicate. We live in a world that lack of communication is in excusable. We can call, text, email, snail mail, instant message, Facebook, Twitter, etc. a client to always keep them informed. Yet some companies and sales people seem to think that communication is as hard as sending smoke signals. How hard can it really be to communicate the process of your paying client’s products and services?
Not only is the lack of communication a problem, also understanding how to communicate to your client. Not all clients like the same communication mode. Understanding how the client wants to receive your information is equally important. Not everyone likes a phone call. Some prefer text while others want an email and another wants snail mail. Companies and sales people must ask questions during the sales process to understand how to communicate with this specific unique client.
It is no different than face to face communication. One of the most important skills a salesperson must learn is good communication skills. A successful sales person must be a good listener and learn to read body language. If you communicate effectively, the client will always tell you or show you their hot buttons.
One of the quickest and easiest skills to learn is the art of mirroring and matching. This is one of the key skills in neuro-linguistic programming or NLP. Some people may refer to this as Jedi mind tricks. Obviously, just by the name there is a lot involved with learning the skill. But, mastering mirroring and matching is a huge first step to being effective in the sales process.
Pay close attention to how the prospect is communicating. Are they speaking loud and fast, using their hands to gesture? Or are they speaking softly and slowly, carefully keeping their space between you open? When someone communicates to you in their modality, what they are saying is, this is how I like to communicate. Pay attention, your sale is riding on it.
“Take advantage of every opportunity to practice your communication skills so that when important occasions arise, you will have the gift, the style, the sharpness, the clarity, and the emotions to affect other people.”—Jim Rohn
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Tim Wilhoit is owner/principal of Your Friend 4 Life Insurance Agency in Nashville, TN. He is a family man, father of 3, grandfather of 2, entrepreneur, insurance agent, life insurance broker, employee benefit specialist, salesman, sales trainer, recruiter, public speaker, blogger, author and team leader with over 31 years of experience in sales and marketing in the insurance and beverage industries.