You know that feeling when you’re explaining your product and can see the moment their eyes glaze over? Yeah, we’ve all been there. The truth is, great communication isn’t about fancy words – it’s about making a human connection. Here’s how the pros do it.
The Communication Trap Most People Fall Into
We’ve been taught communication is about:
- Delivering perfect pitches
- Remembering scripts
- Hitting all our talking points
But the best salespeople I know break every one of these rules.
What Actually Works
1. Shut up more
The #1 mistake? Talking when you should be listening. My buddy who sells commercial insurance closes 30% more deals by doing this:
- Asks “What’s keeping you up at night about your current policy?”
- Then stays silent for at least 7 seconds (try it – it’s painfully powerful)
2. Ditch the jargon
Nobody cares about your “synergistic solutions.” The contractor who gets all our referrals says things like:
*”This roof will last longer than your mortgage. My crew did one just like it for the school down the road – they’ve saved $12k in repairs already.”*
3. Watch their hands, not their words
A buyer might say “This looks great,” while their crossed arms scream “I’m not convinced.” The best communicators spot:
- Leaning in = interested
- Fidgeting = confused or skeptical
- Checking phone = you lost them
4. Tell messy stories
Perfect case studies are forgettable. Share the struggles:
“Our first client hated the prototype. We stayed up 3 nights fixing it. Now they’ve been with us 7 years.”
That’s real. That sticks.
The Magic Question That Reveals Everything
Instead of “Any questions?” try:
“What’s one thing about this that doesn’t quite make sense for you?”
You’ll get the real objections instead of polite nods.
Try This Tomorrow
- The 80/20 rule – Let the client talk 80% of the time
- Use “you” not “we” – “You’ll save time” beats “Our software is fast”
- Record yourself – Watch one sales call back (painful but transformative)
Within a week, you’ll notice:
- Fewer objections
- Shorter sales cycles
- More “How soon can we start?”
Because when you stop “communicating” and start connecting, everything changes.