- A frequent barrier to sales communication is one that arises from
differences in situations. - The seller doesn't understand the prospect's business and problems or fails
to provide assurance of the vendor's capacity to help solve these problems. - Resolve this by cultivating sensitivity to the situations of prospective
customers—their circumstances, problems, needs, level of knowledge and
understanding. - Indicate your awareness of the situation as well as interest and ability to
help. - Personality differences between the seller and the prospect often create a
communication gap. - Resolve by developing empathy for and rapport with each individual as a
person. Learn to speak the buyer's language. - Many words and phrases have multiple definitions and often mean different
things to different people depending on their situations, locale, and the
context in which the expressions are used and the emphasis employed. - Maintain vigilant awareness of the risk of being misunderstood because of
semantic differences. Select words and phrases carefully and use simple
language.
Failure to hear and understand what your prospects are trying to tell you
can create a communication block.
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