The Solopreneur’s Guide to Persuasive Sales Communication

You can have wonderful products or provide topnotch services but if your sales communication is ineffective, then you’re going to miss out on closing the deal. Persuasive sales communication is vital when it comes to attracting new customers or clients, and it requires a ninja way of thinking.

Great communication is not just about what is said but how that information is conveyed. This can include things like body language, tone of voice, timing, composure, and the words used in particular circumstances. When combined together effectively, with the swiftness of a ninja, selling your products or services becomes a whole lot easier.

For solopreneurs and freelancers, sales communication can take place across a variety of mediums, including via video meetings or phone calls. Good communication is imperative, whatever the setting, when you’re sharing decision-inspiring information with a prospective customer or client.

What is persuasive sales communication?

Strong sales communication is all about conveying value, cultivating trust, and making persuasive points that guide the prospect into making a purchase. Anything that distracts from this process is something that needs to be modified or removed.

Persuasion requires you to be a great overall communicator and these skills can be learned, practiced and perfected. So what are these skills that you need in order to be more persuasive when engaging in sales communication?

(1) Relaxation techniques

If you’re nervous and you show it, then all persuasive power will go out of the window. It’s essential prior to any sales communication that you learn to relax and developed a balanced composure. This can be difficult when you’re new or naturally highly-strung but spending some time practicing and mastering relaxation techniques can go a long way to building a public aura of confidence and expertise.

The unfortunate truth is, you can be the most talented professional in your field but if you come across as nervous and unsure, then you’re more likely to lose the sale.

(2) Know your subject

When you know your subject matter inside and out, you’ll have an increased ability to sell prospects on a particular product or service. Communication is free-flowing and when every potential problem a prospect brings up can be answered immediately, with knowledgeable confidence, the sale is yours.

Nothing can floor you when you have the knowledge to roll with every possible question thrown at you.

(3) Prepare for the meeting

People are diverse and have differing needs. When you meet with a customer or client, they will likely have unique requirements that are different to the last person you spoke with. Before every new meeting, it’s vital to spend a little time preparing for that particular person and their particular situation.

Consider beforehand some of the challenges they are facing and potential solutions you can deliver. When the call or meeting then takes place, you’ll be in a better position to move closer to the sale.

(4) Active listening

Nearly everyone can give the appearance of listening but surprisingly few people actually actively listen. Most sales people are waiting for their turn to talk and thinking about what they’ll say, which means they fail to pick up little tidbits of vital information. Clients will then sense this.

Actively listening means placing your full concentration on what the other person is saying and showing you have heard what they have said. You can do this by repeating some of their most salient points back to them and then asking directly relevant questions that show you really care.

This will not only ensure you pick up important information but also increase the level of trust and likeability the other person feels when in your company. They’ll begin to believe you really will deliver exceptional services or products.

(5) Empathize

Active listening is not just about tactical listening for better information intake. It’s also about genuinely caring about the wellbeing and success of the other person. When it comes to sales, empathy is about placing yourself in the prospect’s shoes and seeing things from their point of view.

It’s about discovering what their everyday reality is, the primary problems they are facing, or dreams they are wanting to nurture. When you see things from their angle, you’re in a better position to nudge them towards the sale.

Tell stories

One of the most persuasive types of communication is storytelling. When you can connect the value of your product or service with an interesting story, then people will better remember the points you make. They will also be more likely to associate themselves with the message. Find or develop stories that are relevant, entertaining, and that will appeal to your target audience.

(6) Body language

The majority of communication – when you can see the other person – is actually non-verbal. There are hundreds of little movements we make with our faces and hands that can support or detract from the verbal messages we want to convey. For example, if you’re trying to persuade a client to trust you while folding your arms defensively, then your body language is letting you down.

We can’t control every aspect of our body language but it’s important to remember the most important aspects such as remaining open, smiling, engaging in friendly eye contact, and using calm and measured hand movements.

(7) Voice tone

Just as body language is critical to persuasive sales communication, so is your voice tone. If you’re speak in a dull monotone, then people will be left uninspired by your sales message. They’ll also worry about the effectiveness and authenticity of what it is you are selling.

Vary your tone to match the content of what you are talking about at any given moment. Show playful surprise and enthusiasm where appropriate and gentle vocal reassurance or calm understanding when needed. Match the tone of the person you are speaking with.

(8) Start and finish with equal sincerity

It’s easy to start a meeting in a friendly and happy manner, especially when you can sense a potential new customer or client on the horizon. The key to successful selling is to not only start well but also finish strongly, whether you achieve the result you need or not.

If you have a new client, then it’s vital to maintain a caring attitude throughout the rest of your time together. If you don’t close the deal, then show exactly the same amount of politeness and warmth as you would a new client. This benefits your image and brand as a whole.

People, even if they don’t choose to work with you, will be more likely to recommend you to others who they think might benefit more from what you offer.

(9) Persuasive sales communication in a nutshell

Persuasive sales communication is vital to the success of your business, whether you’re a solopreneur, freelancer, or small business owner. Strong communicating skills can give you an advantage over your competition, especially if they are more established or larger.

Good sales communication is about engaging in a mutually beneficial conversation, rather than giving a speech or a lecture. It’s two-way and friendly, and when done well forms a bond of trust and a sense of likeability which provides an excellent foundation for a long-term and successful working relationship.