Communication in Personal Selling


The ability to communicate effectively is the core of being effectively able to conclude a sale. In sales, it is important to understand the nuances and difference between verbal and non-verbal communication Verbal communication is a skill that a good salesperson needs to cultivate. In this course we teach you about 15 key words that have been identified as more persuasive in sales communication. Other communication tactics such as tone, pattern, pitch, listening and asking questions are also explained. For example, tone could affect the outcome of the sale as an error in tone (like sounding flat) can lead to a failure in communication. The best way to make someone feel important is to listen to them intensely and asking questions is just as essential as it is the key to understanding what the customer’s needs and wants are.

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We also look at non-verbal communication which includes all forms of communication without words such as facial expressions, eyes, touching, and tone of voice. Salespeople need to be aware of what they may be communicating (non-verbally). A successful salesperson must also be able to communicate through formal written methods and that all written communication must be written according to the regulations of the organisation. Written communications include sales letters, postcards and emails.

Adaptive selling, which is the ability to change your sales behaviour based on the sales situation is an important element of sales communication. There are four adaptive communication styles; emotive, directive, reflective and supportive. Once you understand that the success of your sales efforts can be influenced by verbal and non – verbal communication, it’s imperative that you also understand the many barriers to effective communication. The three golden rules for successful communication which include: being genuinely interested in people, being a good listener and talking in terms of the other person’s interests.

To end off the course, we take you through the sequential steps of the communication model that involve the transferring of a message as well as receiving feedback. The steps of the communication model include: Encoding: translating the idea into a format that can be perceived, Developing the message: can be oral, written, verbal, non-verbal, Selecting the medium: the channel or means of transmitting the message, Transmission of message: actually, transmitting the message, Receiver receiving the message: can be heard, seen, felt etc, Decoding: the receiver’s interpretation of the sender’s message and Feedback: The receiver’s response to the message.