Picture this: a seasoned sales rep loses a near-certain deal in the final stage of the buying process. The product was perfect for the client’s needs and the price was right, but something went wrong in the communication process.
Maybe it was a poorly timed follow-up, an unclear value proposition or a mishandled objection. Start with a proven template, then make it your own. You’ll save hours of writing time while keeping things professional – and it’s easy to add your brand’s unique flavor to any message.
Minor communication missteps can derail even the most promising sales opportunities. Yet, when done right, strategic communication transforms skeptical prospects into confident buyers – often without changing anything about your product or pricing.
This guide outlines the sales communication skills you can use to move deals forward. You’ll learn how to craft resonant messages, handle tough conversations and build rapport that drives revenue.
What is sales communication?
Sales communication is the technique a salesperson uses to persuade a consumer to buy a product or service. This type of communication involves explaining product or service details, listening to customer opinions and addressing concerns. When done well, it helps sales reps nurture leads to a conversion.
There are three types of communication in sales:
Written sales communication | Emails, proposals, social media messages and chat interactions fall into this category |
Verbal sales communication | Face-to-face meetings, phone calls, video calls and presentations where sales reps interact directly with prospects or customers |
Non-verbal sales communication | Body language, facial expressions, tone of voice and response timing contribute to how well customers receive your sales messages |
Here’s an example of written sales communication. In this email, the sales rep is prospecting:
When sales communication goes wrong, you risk losing sales. Whether you miss nonverbal cues in a meeting or fail to address objections in an email, one wrong move can derail your entire sales process.
Fortunately, there are some best practices you can follow to ensure effective sales communication.
Note: Sales enablement communications are between reps and managers, such as email updates, meetings and calls. Effective internal communications align reps on crucial information, including lead status, priorities and sales strategy.
8 best practices for effective sales communication
Small businesses and startups need effective sales communication to boost sales success and grow their business. Use these best practices to build a solid foundation for good communication.
1. Create a broad sales communication strategy
A sales communication strategy is a structured plan that outlines how to deliver written, verbal and non-verbal communication throughout the buying journey. This approach ensures consistency in messaging and allows sales teams to adapt communication styles to different audiences and stages of the sales cycle.
Small business owners often have a lot on their plate and limited resources to make things happen. When the owners become too busy, tailoring communication to the buyer’s journey takes a back seat.
Yet, we know how vital tailored messaging is for closing deals and boosting customer retention. Figures show that 56% of consumers buy again after a personalized online buying experience.
Here’s how to develop a sales communication strategy:
1. Define your goals | Identify your goals for your sales communication. Do you want to increase lead conversion or improve customer retention? Having clear goals gives your communication direction and alignment. |
2. Understand your audience | Segment customers based on factors like industry, size or buying stage. Develop buyer personas to tailor your communication to their needs. |
3. Craft your key messaging | Highlight your product’s unique value proposition (UVP). Address common customer pain points and how your solution solves them. |
4. Choose communication channels | Select the right channels (like email, phone, social media or in-person) based on where your audience is most active. Use reputable sources like PEW Research and Statista to find the best communication methods for your audience. |
5. Create engagement tactics | Develop specific tactics for each stage of the sales funnel. For example, nurture emails for leads at the start of the funnel, provide personalized sales demos for prospects in the middle and deliver one-on-one calls to close deals. |
6. Set the right frequency and timing | Determine how and when to communicate. For example, send weekly, fortnightly or monthly follow-ups after an initial sales call. Find a balance between staying top-of-mind and avoiding overcommunication. |
2. Develop guidelines for communication
Communication guidelines are the rules, standards and best practices for communicating. They provide specific instructions on tone, language and messaging to ensure that every interaction reflects your brand image.
A consistent brand image builds trust with potential customers, leading to more sales.
One challenge with creating communication guidelines is ensuring they’re comprehensive yet flexible enough to accommodate different scenarios and audiences.
Rigid guidelines stifle creativity, while broad guidelines may lead to inconsistencies. Both can impact your ability to nurture leads.
Here’s how to create comprehensive yet flexible guidelines:
Tone of voice | To maintain consistency, define whether your tone is formal, conversational, friendly or authoritative. How to adapt this for different audiences: Encourage sales reps to adjust the tone depending on the audience and their stage of the buying journey. |
Key messaging | Highlight your value proposition, key product benefits and how to address common customer pain points. How to adapt this for different audiences: Explain that sales professionals can emphasize different product benefits or pain points based on the customer’s specific industry, needs and where they are in the sales funnel. |
Phrasing examples | Provide sample scripts or phrases for emails, calls and meetings to guide reps in communicating effectively. How to adapt this for different audiences: Let reps know they can modify scripts to reflect the customer’s understanding of the product or service. |
Dos and don’ts | Provide concrete examples of effective and ineffective communication techniques. Include specific phrases to use or avoid, body language tips for in-person meetings and written communication tone and structure guidelines. How to adapt this for different audiences: Provide scenario-based examples that show how they can modify these techniques for various customer types, such as startups vs. enterprise clients or technical vs. non-technical decision-makers. |
Offer guidance on responding to common customer objections or concerns. How to adapt this for different audiences: Provide flexible objection-handling frameworks that allow reps to reframe responses based on the specific objection. |
If you don’t have the time or resources to create guidelines, software can help:
Use AI tools like ChatGPT to generate guidelines. Add prompts to the software to create guidelines aligned with your communication best practices. Review and edit the guidelines before sharing them with your team.
Use technology with existing templates. Pipedrive’s CRM, for example, allows users to access ready-made email marketing templates and cold-calling scripts. Use the email builder to edit existing templates or use them as is to save time.
Here’s an example of an email template in Pipedrive:
Start with a proven template, then make it your own. You’ll save hours of writing time while keeping things professional – and it’s easy to add your brand’s unique style to any message.
Note: After writing the guidelines, share the information with reps. Deliver sales communication training to show reps how to use the guidelines and let them ask questions to clarify any uncertainty.
3. Master your product, service and industry
Mastering your product, service and industry means understanding your product’s features and benefits while staying up-to-date on industry trends and challenges. Showcase your knowledge by confidently addressing customer needs and positioning solutions to their unique challenges.
It also helps you build credibility and establish trust with customers. If a customer asks a specific question about your product and you don’t know the answer, they lose faith. As a result, you lose the sale.
Here are some ways to show expertise and build trust:
Know your product inside out | Understand every feature, benefit and limitation of your product or service to answer questions confidently. Example: A lead asks, “Does your service support multiple users?” Instead of a generic “Yes,” you could say, “Absolutely. Our platform allows up to 50 team members to collaborate in real time, with customizable permissions for added security”. |
Tailor your value proposition | Customize how you present your business to highlight the benefits relevant to each prospect’s needs. Example: If you’re selling software to a B2B marketing agency, highlight how your software can streamline their workflow and improve client communication. |
Stay updated on industry trends | Keep up with industry news and trends to understand the broader landscape and tailor your communications accordingly. Example: You sell project management tools and notice that remote work is rising. In a sales pitch, you could say, “With more teams working remotely, our platform’s real-time collaboration and mobile-friendly interface simplify staying connected and managing projects from anywhere”. |
4. Use clear and concise language
Using clear and concise language in sales communication means delivering a straightforward message that avoids unnecessary jargon. Clear and direct messaging builds rapport and keeps potential clients engaged, making it easier to guide them through the buying journey.
If your language is too complex and challenging to follow, you risk losing a prospect’s attention. This can lead to misunderstandings and lower interest in what you’re selling, ultimately impacting sales success.
Here are some tips to simplify language in written sales communication:
Use clear, everyday language | Explain industry-specific terms in simple language that anyone can understand. Example: Don’t say, “Our solution integrates with your current CRM system to streamline your workflow.” Say, “Our tool works with your existing system to save you time and make your work easier”. |
Break information into digestible chunks | Present information in short, digestible points rather than lengthy paragraphs so it’s easy to follow and understand. Example: Instead of saying, “Our software offers a wide range of tools, including data analytics, real-time reporting and customizable dashboards, all designed to improve efficiency and streamline operations”, say, “Our software improves efficiency with:
|
Avoid adding too many details | Don’t bombard prospects with too much technical detail at once. Focus on what matters most to them. If they express interest in a particular feature, you can dive into the specifics. Example: Instead of explaining your platform’s technical architecture, say, “Our solution integrates seamlessly with your existing tools, saving you time and reducing manual work. Let me know if you’d like a deeper look at how the integration works”. |
Using simple language in written sales communication is easier because you can review and edit before sending. This isn’t possible with in-person communication because you’re on the spot.
Here’s how to make your in-person communication just as clear:
Prepare key points ahead of time. Before the meeting or call, outline the main points you want to cover. This keeps you focused on communicating your message clearly without overcomplicating things.
Pause and think. If you’re unsure how to explain something, pause to gather your thoughts. This gives you time to simplify your explanation instead of rushing into complex terms.
Use everyday analogies. When discussing technical details, use relatable analogies. For example, if talking about a software solution, you might say, “It’s like upgrading from a regular car to a hybrid – it’s more efficient and saves you time and money in the long run.”
5. Practice active listening
Active listening involves fully focusing on a customer’s needs, concerns and emotions, rather than just preparing to respond. It shows the customer you value their perspective and allows you to tailor your response to their needs. This creates more meaningful connections and increases your chances of selling.
During a sales conversation, it’s easy to get lost thinking about what you want to say next. While preparing a response, you may miss key insights from the customer.
For example, if a customer mentions concerns about a product’s scalability, but you’re already considering pricing, you’ll miss an opportunity to address their real problems. In this situation, the prospect will feel unheard and you’ll lose your chance of closing the deal.
Here are ways to practice active listening in a sales situation:
Give your full attention | Focus entirely on the prospect without distractions. Put down your phone, close unrelated tabs or eliminate distractions to show you’re fully present. |
Acknowledge and reflect | Show that you’re listening by nodding or using verbal cues like “I see” or “That makes sense”. Then, reflect on what they’ve said by paraphrasing or summarizing their words. For example, “It sounds like you’re facing challenges managing your time effectively”. |
Ask clarifying questions | Dig deeper into their concerns to better understand customer needs. For example, “Can you tell me more about how this issue affects your daily workflow?” |
Don’t interrupt | Let people finish speaking before you respond. Interrupting can make them feel unheard and disrupt the flow of conversation. |
Confirm your understanding | After the conversation, confirm that you understand their needs. You can say, “Just to make sure I’m on the same page, you’re looking for a solution that helps streamline your team’s communication and saves you time, correct?” |
6. Personalize your messaging
Personalizing communication means customizing messaging to address the customer’s needs, preferences and pain points. It’s all about addressing the customer by name, referencing their unique challenges and offering solutions directly relevant to their situation.
It makes the customer feel understood and valued, leading to a more engaging and relevant conversation and more sales.
Here are ways to personalize your sales communication:
Understand the customer journey | Map the customer’s journey to understand the challenges they face at each stage and tailor your messages accordingly. For example, a prospect might need education about your product’s features in the early stages and reassurance about the return on investment (ROI) or pricing in later stages. |
Leverage behavioral data | Analyze customer interactions, such as website visits and content downloads. Use this data to address their interests and questions, like offering additional details on features they viewed most frequently. |
Use email automation | Create email automation sequences that send personalized follow-up emails based on triggers, such as a lead’s behavior, stage in the sales funnel or inactivity. For example, if a lead downloads a product brochure, an automated email could thank them and suggest related content. |
Real estate franchising network J’achète used Pipedrive’s email automation. With Pipedrive’s Zapier integration, the company created highly personalized email automation for prospects at specific stages in the sales pipeline. As a result, revenue grew 20% over six months.
7. Understand body language (and other subtle cues)
Observing non-verbal cues – such as facial expressions, posture and gestures – helps you gauge a prospect’s feelings and reactions. The way you respond to these gestures can impact whether you make a sale.
For example, if a customer asks, “How does this work?” while leaning back with crossed arms, their body language implies skepticism or doubt. Acknowledging the skepticism can help you diffuse their resistance and move towards a sale.
However, it’s not always easy to understand or respond to body language appropriately.
Here are tips to identify body language and respond effectively:
Know the positive signs of body language | Look for signs that people are engaged and interested in what you’re saying. Eye contact, posture and physical gestures can all indicate how a person feels. If there are signs they aren’t interested (like a lack of eye contact), you might change the way you lead the meeting. For instance, if they look distracted, you could pivot by asking more open-ended questions to bring them back into the conversation. |
Watch for subtle facial expressions | A raised eyebrow, a smile or a furrowed brow can provide important clues about a person’s thoughts or emotions. If you notice signs of confusion or concern, take a moment to check in. Ask, “Is there something specific you’d like me to clarify?” This question gives you the chance to address any doubts before they escalate. |
Listen to the tone of voice | Like body language, tone of voice can tell you a lot about what someone means. Pitch, volume, speed and word choice all contribute to the meaning behind what someone says. If you sense hesitation in their tone, ask clarifying questions or provide more details to alleviate their concerns and make a sale. |
Consider how your body language comes across to others. Positive body language (e.g., maintaining eye contact and sitting up straight) conveys confidence and trustworthiness. Both build a good rapport with customers.
Your tone of voice also influences how customers receive your message. Speak confidently and clearly, matching your tone to the prospect’s energy level.
If the prospect seems enthusiastic and upbeat, reflecting that energy can create a connection. A more measured and professional tone may make them feel at ease if they’re calm and reserved.
8. Implement AI solutions
AI sales tools use artificial intelligence to analyze customer data, track interactions and predict buying behavior. The software helps sales reps deliver highly targeted and personalized messages, increasing the likelihood of engaging customers at the right time with the right content.
For example, AI can automatically suggest the best times to contact leads based on their activity patterns. As a result, sales reps engage with leads when they’re most likely to respond, increasing their chances of closing the sale.
Here are ways to use AI to improve sales communication:
Providing quick responses | Use AI chatbots to handle basic inquiries and provide real-time assistance. Chatbots can guide prospects through initial questions, freeing up your sales team for more complex conversations. |
Analyzing sales conversations | Use conversation intelligence tools (like Gong) to analyze sales communication and identify areas of improvement. The software also pinpoints patterns in tone, language and topics that drive successful conversions. This information helps sales reps refine their communication techniques for the best results. |
Identifying customer sentiment | Use AI tools with natural language processing (NLP) to evaluate how customers feel in written or spoken communication. Tools like Cogito identify when prospects are hesitant, excited or disengaged. With these insights, you can adjust your communications accordingly. |
These are just a few examples of how AI can enhance sales communications. AI offers a range of tools and features, but not all are relevant to your sales process.
To determine which functionalities are most beneficial, start by:
Analyzing your current sales workflows
Identifying bottlenecks or opportunities for sales performance improvement
For example, do you struggle with responding to leads quickly? AI-powered chatbots or automated email replies could help. Are you looking to personalize customer interactions? AI-driven insights based on customer data can make that possible.
It’s also worth noting that while AI tools are incredibly efficient at generating text and automating communication, they may sometimes miss the subtle nuances of human language, such as cultural context.
A quick manual check can help you refine the tone, eliminate errors and ensure the communication conveys the intended meaning.
How to enhance your sales communication with Pipedrive
Pipedrive is a sales CRM that helps businesses manage their pipeline, track leads and automate various sales tasks. The software empowers sales teams to nurture leads, personalize interactions and have more successful sales.
Here’s how it takes your sales communication to the next level.
Access AI-powered features
Pipedrive’s AI-driven insights analyze past interactions and deal progress, helping salespeople refine their communication strategies.
For example, Pipedrive’s AI Sales Assistant sends notifications, insights and advice to streamline your sales process and help you win more deals. The Sales Assistant will also notify you if a follow-up with a lead is necessary to ensure you don’t miss anyone.
Here’s an example of how the AI Sales Assistant appears in Pipedrive’s mobile CRM:
The AI email writer also crafts personalized emails using lead details and deal history. This feature saves time and customizes emails to each recipient’s specific needs. As a result, you increase customer satisfaction and boost the chances of engagement and conversions.
Here’s an example of the email writer:
Head to the AI CRM overview for a full breakdown of Pipedrive’s AI features.
Turn Maybe Into Yes With These Killer Follow Up Email Templates
Track all customer interactions in a single location
Pipedrive consolidates all customer interactions – including emails, calls and messages – into a single platform. This complete engagement history ensures sales reps have the context needed to:
Personalize conversations based on past interactions
Maintain relationship continuity across the team
Avoid redundant or irrelevant outreach
Here’s an example of how to view customer interactions in Pipedrive’s Deal view:
Chicago Athletic Club, a health services company, uses Pipedrive to track all interactions with potential customers. Centralizing all customer interactions helps the company follow up with leads promptly at crucial stages of the sales process – which was difficult to do when using spreadsheets.
When Chicago Athletic Club switched from spreadsheets to Pipedrive, it could easily add and track activities related to deals and prospects. The sales team became more efficient, moving prospects through the pipeline faster and achieving higher conversion rates.
Automate follow-ups and reminders
Sales teams often juggle multiple leads and tasks at the same time. Throw managing and tracking follow-ups into the mix, and it becomes overwhelming.
With built-in automation, Pipedrive helps sales teams schedule follow-ups and set reminders, ensuring timely communication without missing opportunities. As a result, reps can nurture leads with the proper communication at the right time, increasing the chance of a sale.
Here’s an example of an email automation in Pipedrive’s interface:
Automation also frees time for sales reps to focus on critical tasks like closing deals.
Ari Motors GmbH is a B2B company that sells electrically powered commercial vehicles. The company uses Pipedrive’s automation features to handle routine tasks so that sales staff spend less time on administrative tasks and more on other work areas.
Integrate with different communication channels
Flicking between communication channels can quickly become a headache for sales reps. The constant back-and-forth wastes time and increases the risk of:
Miscommunication
Missed follow-ups
Losing track of critical details
For SMBs, these can considerably impact revenue and growth. Pipedrive’s integrations remove these inefficiencies by allowing reps to connect Gmail and Facebook Messenger to the CRM.
Here’s an example of how the Facebook Messenger integration appears in Pipedrive:
With these integrations, sales reps can easily:
Send and track emails directly within the CRM
Use read receipts and open tracking to optimize follow-up timing
Centralize all communication touchpoints for better engagement visibility
Head to Pipedrive’s Marketplace for a complete list of integrations.
Create custom sales pipelines
A custom sales pipeline lets you align your sales process with your business needs. By defining stages that match your sales cycle, your team has a clear roadmap of where each prospect is in their journey. As a result, you can easily track leads and prioritize follow-ups.
The result? More focused, engaging conversations that move deals forward faster.
This shows Pipedrive’s capabilities. The CRM provides a standard sales pipeline that you can customize to suit your sales process. You can rename, create, delete and reorder the pipeline stages and create multiple pipelines depending on your sales flow.
Find out more about how to create a custom sales pipeline in the video below:
Final thoughts
Every missed sale has a story – often one of unclear messages, delayed follow-ups or conversations that didn’t quite connect. Getting communication right means knowing what to say and when to say it.
The techniques in this guide help you craft clearer messages, ask better questions and respond effectively to customer concerns. However, keeping track of all these conversations as your business grows can be challenging.
That’s where Pipedrive helps. Our platform organizes your customer communications in one place and reminds you when to follow up so you never miss an opportunity to move a deal forward. Sign up for a free trial and start closing more deals.
