In today’s complex sales environment, gimmicks and cliche tactics are obsolete; customers are just too savvy.
By Iliana Berezovsky, LMFT
Armed with pricing and another key information that is available on your website and the internet and brimming with word-of-mouth recommendations from colleagues and friends, your potential customers may have completed 70% of the buying process before your part of the sales effort has even begun.
Because of this, you must maximize the impact of your resources in order to attract, win and most importantly, retain your customers. That’s where communication plays a crucial role. Effective communication is essential to building, sustaining and improving personal and professional relationships.
Interesting enough, examples of effective communication usually are very similar regardless of whether a person is dealing with corporations, groups, or families. In my experience, the common denominator is delivering the right message in the right way at the right time to maximize results.
It’s also important to remember that communication is a two-way street between the sender and the receiver. An effective message has to take into account not only the content of what you want to transmit but also who is at the receiving end. Only when your message is clearly understood and processed in the way that you intended can it be considered a successful exchange of information.
How do you achieve this, keeping in mind that effective communication is not only about words?
It requires an understanding of your audience, including context, emotions, timing, as well as body language and nonverbal cues. Without this knowledge, a misunderstanding can arise that often leads to frustration and negative feelings that can sour a relationship.
The good news is that it is possible to greatly improve communication skills through practice and learning. Clearly, making the effort to improve your communication is a worthwhile investment of your time and energy that will lead to positive results in your business, career, and personal life.