Great sales communication is an art. It requires not only listening to your prospects and explaining promo’s many benefits but also addressing objections, building trust and so much more.

To get it right, you also need to work in an element of psychology. Being a great salesperson requires understanding where the other person is coming from. This can help you choose the best sales approach.

Sujan Patel, the founder of Mailshake, says effective sales communication can make or break your ability to close deals.

In this issue of PromoPro Daily, we share his guidance on five ways you can improve your sales communication. Read on to learn how to enhance your interactions and boost your conversions.

  • Get better at active listening. Speaking less and letting the other person talk is one of the best things you can do in a meeting, Patel says. When you practice active listening, you’re fully focused on what the prospect is saying. You’re not waiting for your turn to jump in or formulating a response. Instead, you’re asking thoughtful questions, paraphrasing and showing empathy with your body language, like nodding your head.
  • Learn how to speak concisely. Your sales communication should always be easy to understand. Don’t use industry terms or buzzwords. Patel says regardless of the medium, you should have a clear objective of what you want to convey and why. You should also get to the point quickly and avoid details that could confuse the main message.
  • Don’t neglect your non-verbal communication. According to Patel, mirroring is a great way to ensure you’re paying attention to the other person’s emotions and unspoken messages. Mastering this skill can give you an edge, he says, and make you appear more likable and persuasive. Make sure you stay mindful of other non-verbal communication, like your facial expressions and eye contact.
  • Become a better storyteller. Try to use a three-act structure in your sales communication. Patel says this structure involves a strong beginning to hook your audience, a middle to develop your solution and a satisfying conclusion to wrap up your story. He recommends studying comedians to learn how they get and keep their audience’s attention.
  • Always follow up. It takes time to convert a prospect into a client — sometimes months or years. By following up, you can stay top of mind and address any questions or concerns the prospect may have. Patel says when you reach out proactively, you can also clarify any doubts and provide additional information.


Practice the sales communication strategies above, from embracing storytelling to following up. They can help you build rapport and trust, which can ultimately help you close more deals.

Compiled by Audrey Sellers
Source: Sujan Patel is the founder of Mailshake, a sales engagement software.