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Sales is all about building—and managing—relationships. And just like the relationships you have with your spouse, children, or friends, the relationships you form with customers and clients require ongoing and active communication.

There are a few particular communication skills that I’d encourage anyone to master if they want to see their sales skyrocket. Here are some of the fundamentals.

Communication Skills to Skyrocket Sales

Active listening

Here’s a rule of thumb: When talking with a potential customer or client, you should listen more than you talk—a tough thing for extroverted sales reps to do, but critical for making sure you gather all the information you need and don’t miss any key details. Make sure you’re always listening to understand—not thinking about what your reply is going to be, but actively absorbing everything you’re being told.

Body language and non-verbal communication

Here’s something that may be controversial: I honestly think that most clients will make up their mind about you based not on what you say, but on your posture and your eye contact. Indeed, direct eye contact is critical, and so is keeping your body language open; don’t cross your arms or turn your body away from the client.

Knowing your audience

I always like to say that you can’t deliver an elevator pitch unless you know the people in the elevator. Before meeting with a client, do any research you can to get to know them better; and after meeting with them, write down any salient points that might help you to customize future pitches and presentations.


By showmanship, I don’t mean gimmicks—but rather putting together a polished and professional presentation. This can really make a big difference. Again, I stress that restraint is key—just do something to build an identity and to capture attention.

Asking for feedback

One of the key aspects of sales is earning trust—and one of the best ways to do that is to take time to answer questions, offer clarification, or accept feedback on your presentation. Show that you’re not just there to give your spiel; you’re there to connect and to offer value.