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From your prospecting email to closing the deal, effective communication plays a critical role at every step in the buyer’s journey. And not only between you and your prospect, but also within your sales team, and even with your marketing department.
In this article, you’ll find everything you need to be more effective in building and implementing a sales communication strategy. If you’re ready, let’s begin!
Let’s start with a definition. Sales communication is the process and messaging that keep sales teams informed, engaged, and productive while encouraging their feedback.
So, we’re not talking what communication skills your sales team should have, or how they can improve those skills. We’re talking about how to build a communication process within your sales organization. It’s all about editing and publishing all the messages that go to your sales reps.
Successful sales communication fits naturally into the workflow of your sales team to keep them well-prepared and informed without wasting their time.
In a larger organization, sales communication might be a separate function or a part of the sales enablement function, but typically in smaller organizations, it’s handled by the sales managers.
Your sales team’s success depends on their ability to communicate clearly, concisely, and openly, while maintaining positive client relationships. That means they have to improve their ability to engage in business conversations with customers at all levels, negotiating from a win-win stance, adapting their message to the needs of the customer, etc.
And that’s what sales communication does. It establishes guidelines to keep your sales reps informed of product changes, company news, or industry trends and saves them from wasting time sifting through internal resources or hunting down missing information.
An effective sales communication strategy should define owners for different channels and set processes in place to collect and disseminate information from different sources. Here are the most important components that every communication request should contain:
Your sales communication strategy should provide a guideline on the channels for delivering information. Here are the most common channels:
Today most sales organizations prefer to use a sales enablement software to implement their sales communication strategy more effectively. Because these tools:
If it is your first time building a sales communication strategy, you might find it complicated but never forget that it’s an ongoing process.It always evolves to meet the changing needs of your sales team and your customers. Be sure to regularly gather feedback from your sales reps, marketers, and other internal stakeholders. And continue improving it, leading to even better sales communications in the future.
Learn more about how GetAccept can strengthen your sales communication strategy and watch our demo video today.