Selling is over-simplistically described as “finding a need and offering a solution.” This is all well and good, but the one skill that will assure that the message is getting across is a skill that may be developed. This skill is responsible for many successes in nearly every endeavor, not just in sales. The lack of this one skill is also the underlying reason for most failures in business, politics, education and personal relationships. Many problems can be traced directly to the lack of this skill. When made aware of this skill, or the lack thereof, most people are able to correct their shortcomings and get back on the path to success. 

 

The name of this important element is “communication skills.” The ability to communicate is the principal element in nearly everything; sales and marketing, advertising, politics, religion, business, personal relationships . . . you get the idea. The lack of communication skills is responsible for nearly everything wrong in the world; wars, divorce (these two are closely related), misunderstandings, loss of faith, business failures, the outcomes of the political process (some people get elected because of good communication skills and no other talent), break-ups, break-downs, ad infinitum. 

 

Communication between people is accomplished on two levels; consciously and subconsciously. On the conscious level a good communicator carefully selects words, gestures and body language to convey their idea. Subconscious communication is via subliminal messages; body language, tone of voice, attitude. When one is confident, knowledgeable and in command of a situation, this is expressed in both conscious and subliminal ways and that message is transmitted to the audience. The reverse is also true.

 

All of the skills necessary to be a good communicator are acquired. Communication is a two-way street, so being a good listener is an important element. Consider this; do you interrupt or finish other people’s sentences? Do you loose your concentration or get impatient while another speaks. If this is the case, you need to work on your listening skills. Staying focused on what others are saying and giving them good feedback (verbally and subliminally) is part of being a good listener. Listening can be difficult for most people because they have to keep from interrupting, they have to focus on the speaker and block distractions . . . and they have to listen all the way to the end. Feedback should be pertinent and not involve inflammatory or challenging language. Choose your words carefully so as not to incite an argument. Don’t be negative or overbearing.

 

Words are important to communication, but they are not the most powerful means to get a message across. According to communication experts; words used are seven percent of the communication, vocal tone is thirty-eight percent, while facial expressions and gestures are fifty-five percent. In short, we are more aware of how things are said than we are of what is said. Positive thoughts uttered in a dry, monotonous tone will not make a positive impression.

 

Body language is important when we are communicating, both in understanding the impact of our words on our audience from their body language and in our gestures and expressions while emoting. Speakers must refrain from putting up barriers; folded arms, hiding behind a desk or folders or inappropriate facial expressions. Aggressive actions should be avoided; finger pointing, posturing, or assuming a domineering stance. Boredom is shown by wandering eyes, impatient actions and clock watching. A speaker should be relaxed and use friendly gestures and expressions. A positive style of communications makes for a calm situation.

 

Telephone communication skills are particularly difficult because a caller relies on words and voice tones without any gestures and facial expressions. Professional callers are trained to smile while talking on the phone. This gesture is transmitted through vocal tones and the words used, much more than we realize. Give a lot of vocal feedback when listening to the other party, it shows that you are interested in what they are saying. Professional call center personnel are carefully trained in techniques that are effective with those they talk to on the phone.

 

One way in which a small or medium sized business can be assured that their prospects and clients are receiving effective telephone calls is to outsource the calling to a specialized telesales outsourcing company. Telesales professionals are trained in call techniques and they can go a long way towards assuring the business owner/manager that his message is getting transmitted in the best possible manner.