Listen to What ISN’T Being Said

In the realm of business, where every interaction holds the potential for growth, the words of Peter Drucker are powerful: “The most important thing in communication is to hear what isn’t being said.”

This is true and extremely important because the quality of our relationships depends on the quality of our communications. When it comes to sales for your business, and growing your business through referrals, understanding this concept is a cornerstone for success.

Notably, not all sales transactions require relationships or extensive communication. Consider online shopping, where the transaction is swift and often devoid of personal interactions. However, even retail giants like Wal-Mart, not typically associated with warm customer relations, emphasize the value of communication and relationships. Their employment of a visitor host to greet customers at store entrances underlines a strategic approach to fostering connections, albeit in a mass retail environment.

My friend, Sara Minnis, is a seasoned coach dedicated to helping sales professionals navigate the intricacies of rejection. She has dealt with a phobia many salespeople face within the sales process by coaching those who are afraid of being rejected by a prospect or customer. She says, “Sales ‘phobics’ might have an unrealistic fear of being rejected during cold calling, during the closing phase, or during a phone conversation.”

This, she suggests, is because the phobic salesperson tends to focus their communication on the emotional fit between themselves and the customer. She explains, “The real business of selling can’t begin until the sales phobic feels that the prospect likes him or her.” To avoid this, she says, “The professional seller directs their communication toward finding a fit between their product and the buyer’s need. Focusing on “being liked” only enhances fears of personal rejection, while attending to the customer’s needs drives the transaction toward a closed deal.”

Communication Builds Connections

Establishing strong relationships with clients gives sellers a competitive advantage, because clients who feel connected or bonded to the seller are more likely to engage in repeated transactions. Communication emerges as the single most important tool for forging this connection. The quality of communication becomes the linchpin upon which a strong, bonded relationship is built.

The art and science of communication extend beyond the mere exchange of words; it is more than simply talking and hearing. It encompasses a myriad of strategies and techniques aimed at earning the right to have your message heard, and to have it understood. A pivotal aspect of this is the ability to align your communication with the customer’s style rather than imposing your own. This strategic alignment sets the stage for masterful sales conversations, where the rapport is cultivated through an understanding of the customer’s preferences and communication patterns.

In the contemporary landscape, sales mastery has shifted towards a more consultative perspective. Many box retail stores have embraced this evolution by adopting the term “sales consultant” to describe roles that were once associated with traditional store clerks. Master sales consultants recognize that their ability to communicate effectively is critical to selling client solutions. Rapport and trust, the foundational elements of successful selling, are intricately woven into the fabric of communication. The successful sales professional understands that building and sustaining client relationships are contingent upon a consultative, communication-centric approach.

The profound wisdom in Peter Drucker’s words reverberates through the evolving tapestry of business networking and sales. The ability to decipher unspoken cues and recognize body language messages, coupled with a strategic and adaptable approach to communication, is the key to navigating successful salesmanship in today’s business landscape. As we move forward, the role of a sales consultant becomes more than a title; it reflects the evolving dynamics, where effective communication is the cornerstone of lasting success.




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