Series Launch: Your Ultimate Sales Communication Handbook

A salesperson’s day revolves around conversations. 

From cold emails to follow up calls and contract negotiations, every step of your prospect’s journey through the funnel is facilitated by an ongoing conversation.

While that may seem simple, communications in sales is something that takes years (more likely decades) to master. 

But you can always improve your relationship management skills.

You just have to train and practice hard like you would with any other part of your career.

To help you wrap your head around the science of sales communications, our team of sales experts at Pipedrive have pooled their experience into the following handbook dedicated to helping you improve your sales soft skills.

Each guide covers an essential aspect of communicating with prospects, giving you the insights you need to focus on the activities that matter.

1. Start by Choosing Better Prospects

One of the biggest pitfalls in sales is wasting precious hours chasing prospects who don’t match your target profile.

Rather than forcing your sales pitch on unwilling ears, invest the time it takes to generate leads that will ultimately lead to sales. Lead qualification is a critical part of effective selling. You need a consistent process to refine your prospecting and learn to focus more of your time on the right people.

Keeping your top of the funnel super wide may keep your pipeline filled with new leads, but your win ratios, your average deal velocity, and your team morale will suffer as the rejections pile up.

The following guide narrows down the complex process of choosing the right prospects into 7 actionable steps to help you start your sales communications the right way, and ultimately save you and your team hours of effort.  

7 Steps to Help You Focus on the Right Prospects

7 Steps to Help You Focus on the Right Prospects

 

2. Stimulate a Need for Your Solution by leveraging Cognitive Biases

Even after extensively vetting the prospects you approach, there's such a long way to go before you close a deal. A sale is never guaranteed, but you can take advantage of certain psychological triggers to give yourself a better chance of converting.

That’s because the human mind is a lot less rational that we’d like to admit, and in the face of tough decisions it is even more difficult to make the logical choice. 

Understanding the way the mind works is essential to grasping consumer behavior. This guide will help you tiptoe around the common ways people raise objections and dismiss ideas.

Our brains are wired to rely on shortcuts and patterns to solve problems and make judgment calls quickly. These shortcuts are called cognitive biases, and this chapter of our series will show you how to wield these cognitive insights to your advantage.

Cognitive Bias: How to Make People Want What You’re Selling

Cognitive Bias: How to Make People Want What You’re Selling

 

3. Start the Conversation with Confidence

Even after years of experience, picking up the phone to make that initial sales call can be an anxiety-inducing experience for any salesperson.

The key to nailing your sales pitch is confidence and that can be a real challenge when your sales conversations come with a daily dose of rejections. 

Because you need all the help you can get, we put together an overview of some of the best sales conversation starters to employ the next time you draft an email or pick up the phone.

Don’t spend time over-analyzing introductions or worrying about cognitive biases - this guide can serve as your trusty conversation-starting companion. 

Focus instead on gathering the strength it takes to confidently make the first move.

Sales Conversation Starters: How to Use Cognitive Biases to Your Advantage

 

4. Bounce Back Stronger After Objections

In sales, no sometimes means yes.

Instead of viewing an objection as a roadblock, approach it as an opportunity to better explain your solution to the prospect’s problem. 

Hesitating prospects don’t always get won over, but even in this case rejections help you out by allowing you to weed out low-value leads early on.

The following steps will explain the benefits of objections, and how you can turn a seemingly negative response into an opportunity to hone in on a prospect's chief pain point.

Overcoming Sales Objections Like a Pro: A Step-by-Step Guide

 

5. Approach the Price Talk the Right Way

Money talk is always a sensitive subject, but it is an essential part of making a sale that simply can’t be avoided. You need to view a pricing conversation as an opportunity to communicate value.

Price talk is a crucial and necessary conversation and one that even the most seasoned salespeople find nerve-wracking. 

Until money comes into the picture, a good salesperson acts as an advisor and friend. Once the price talk kicks off, both parties are suddenly aware of the subtext of their communications, and the prospect becomes wary and cautious.

The key is staying calm and focused when the inevitable question pops up. This chapter of the series will give you the answers you need to get you through this challenging step in your sales process.

4 Ways to Banish Your Fear of Sales Pricing Questions


6. Team Up with Marketers for Better Leads

Sales and marketing are often at odds.

Despite having the same goal, marketing and sales have different approaches to boosting revenue. Tension ensues, and invaluable collaborations don’t happen as a result of budget or personality-related conflicts. While sales teams often blame marketing for poor leads, teaming up can allow for the exchange of information that will result in an improved lead generation process.

This is just one of the many benefits of teaming up with marketing teams, and you can find all 13 in the full guide to the revenue-booksting effects of sales and marketing partnerships.

13 Ways Sales and Marketing Can Combine to Close More Deals

Simplify Your Focus and Perfect Your Sales Conversations

You need to concentrate on making the pitch, closing the deal, and managing the relationship - not organizing emails or manually searching the web for info on the prospect you plan on dialing.

Pipedrive’s sales management software comes with a wide range of tools to facilitate your sales conversations. From hundreds of customizable email templates, automated data retrieval on your leads, and seamless integration between your inbox and CRM, it is a platform built to help you focus on making the sale.

See why over 75,000 sales teams use Pipedrive to manage their sales conversations with a 14-day free trial.


Series Launch: Your Ultimate Sales Communication Handbook | Pipedrive
Series Launch: Your Ultimate Sales Communication Handbook