• Laura Hall

The Secret To Effective Communication

In sales teams where communication is at its best, we see the achievement of great results;

we make fewer mistakes, we have happier clients and a more engaged and productive team.

But where teams experience a breakdown in communication, it’s quite the opposite. It can take a huge toll on the workload and eat up precious time and resources whilst you battle to bring everyone back onto the same page.

Now, while most of us are born with the ability to freely communicate through speech and actions, this doesn’t necessarily mean that all of us get this right and as with most skills in life, we get better and better the more we practice.

Communication is the essence of sales management.

The basic functions of your role cannot be performed well without having effective communication processes in place.

And so your ability to communicate effectively and ensure your whole team is singing off the same hymn sheet, is incredibly important to ensuring a consistent outcome of high performance.

Your team’s success will be hugely impacted by your ability to convey the important information, whether that be through meetings, one on ones and internal communication channels, as well as the goals and vision that you have established for each sales team member.

By having a well implemented process and structure set up around this, you will find yourself working within a harmonious and well informed business unit that can adapt to new information quickly and effectively.

So what are the key objectives for effective communication in your team?

1. Make sure that communication is clear, concise and consistent.

You want it to be clear so you must make sure you know exactly what the message is and know your objective for what you want your team to take from it.

You need to keep it concise. Aim for short, direct sentences. Saying less forces you to focus on the key message and gives a higher chance of getting your message across.

And it must be consistent. Use the same delivery methods for continuity and keep up the frequency to maintain a healthy flow of information.

2. Make sure the message is not just delivered, but understood

Communication is a two-way process.  You may know what you intend to communicate, but how can you be sure that what you communicate is understood by the receiver?

Whatever your message might be, your duty isn’t to simply ensure everyone just receives the information, your duty is to make sure any message delivered, is clearly understood.

Remember, a message is only considered successfully communicated when both the sender and the receiver perceive and understand it in the same way.

Being a great communicator takes work. But keeping these objectives in mind, each time you craft or deliver your communications, will put you in a position of strength every time.

As Nat Turner rightly said:

‘Good communication is the bridge between confusion and clarity.’

Take a look at your current communication structure and delivery today and ask yourself is it working. If you find that miscommunication happens more often then you’d like then take a step back and assess it against these two objectives and one simple tweak in your language or approach may be all it takes to improve this for the better.

For further actionable Sales Management tips, grab your free checklist and guide here: 10 Sales Management Tips To Grow A Winning Team

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