As the Director of Business Development for HCA, Inc., Anthony Sinisgalli understands the importance of effective communication for sales success. Sinisgalli emphasizes listening before speaking. Sales professionals often feel as if they need to deliver a pitch to convince the client to close the deal. Instead, these individuals should listen to the needs of the client and truly understand them before speaking about the services they offer. Then, they can customize their pitch according to what the client actually seeks.
Sales professionals should also ask for clarification when they do not understand what a client is saying. This sort of active listening demonstrates to the client that the sales person actually cares and provides the sales person with more insight about the client. The best sales professionals ask their clients intelligent questions that lead to an expressed need of the product being sold.