Whether it’s marketing, sales, or customer support, effective communication is necessary for success at every level of your business.
As a business owner or sales manager, the last thing you want is dwindling sales figures due to poor communication. Communication problems ruin sales in more ways than one can imagine. They can drive away potential clients while weakening relations with existing clients and partners who might take their business elsewhere.
So if you are wondering why your sales team has been underperforming recently, maybe they need to improve communication.
Today, we list down the top 4 communication problems that can ruin even the most promising sales prospects.
1. Lack Of Knowledge
To begin with, proper knowledge of the company’s product or service is essential for effectively communicating with customers. Salespeople who are not up to speed with the relevant information will lose prospects mid-conversation.
Lack of knowledge makes your salespeople come across as hesitant and poorly trained. Conversely, no amount of confidence and enthusiasm helps if you fail to answer your prospects’ questions.
To overcome this challenge, your sales team needs extensive training and access to technical knowledge and resources from other departments.
2. Technical Jargon
This follows from the previous point. While having knowledge of the product helps, remember that customers don’t speak or understand the technical language that often accompanies product descriptions.
Jargon confuses people and makes it difficult for them to understand how your product or service will actually benefit them. That’s why your sales team needs to communicate in a way that people understand. When it comes to written communication, support the text with charts, images, infographics, etc., to keep readers on the page.
This brings us to the next point.
While typos are inevitable and easy to ignore, they can still leave a wrong impression on prospects and diminish your chances of closing the deal. Sales involve more than just smooth-talking; one also needs to have basic writing skills.
This ensures that any typos, grammatical errors, and incorrect information don’t reach the customers even if the marketing team makes a slip-up. It also ensures proper communication via text and email. So, when hiring new sales executives, provide a basic writing test as well.
4. Non-Verbal Communication
Finally, effective communication is a combination of verbal and non-verbal cues. Sales professionals need to balance the tone, pace, and volume of their voice with the right body language. This is especially true when you’re meeting prospects in-person or giving a presentation.
People keenly note things like facial gestures, posture, hand movements, etc. That’s why your sales team needs training in non-verbal communication as well. The basics of non-verbal communication include maintaining eye contact, expressing enthusiasm, and smiling.
This wraps our overview of communication problems that negatively affect sales. Companies in San Diego, CA, can always reach out to Professional Success South for sales and communication training. Click here to schedule a free coaching session.