Mastering Communication in Sales: The First of 9 Essential Sales Skills from The Sales Sanskar

Namaste, friends!

This post marks the beginning of a special 9-part series on essential sales skills, inspired by my real-life experience and learnings documented in my book The Sales Sanskar. Over the years, I have worked with, learned from, trained, and mentored thousands of sales professionals, from B-school students to top-performing executives, advisors, and franchise owners. One thing I have learned is that sales success is never about just one thing. It is a combination of skills, attitude, and values. Mastering these sales skills is vital for anyone in the field.

And the first skill is the base of everything in sales, and that is communication.

But let me be very honest. The word “communication” is overused and under-understood. In our world of sales, we confuse it with something else entirely.

The Big Myth: Smooth Talk = Good Communication

Raise your hand if you have heard this in your office or from a senior:

“Usko sales mein daal do. Bada smooth talker hai!”

I have heard this dozens of times. Somehow, in Indian sales culture, talking too much and using English fluently are mistaken for communication skills. That is a myth we must crush.

Let me ask you a question here. How many times have you come across a client who has nodded through your entire pitch, then said, “I’ll think about it,” and never picked up your call again?

Why does this happen?

Because we were talking to impress, not to understand. We were performing, not connecting.

The truth is this:

Developing sales skills can be a transformative journey for professionals.

The best salespeople are not the best talkers. They are the best listeners.

This one lesson can change your sales forever.

Developing Essential Sales Skills

In The Sales Sanskar, I have defined effective sales communication with one simple philosophy:

Let’s break this down.

Sales communication is not about using jargon or fancy terms like CAGR, Alpha, or Asset Allocation in front of clients who have never even opened a Demat account.

It is about

• Explaining things in a relatable way
  
• Listening to what the customer really wants
  
• Asking the right questions at the right time
  
• Creating clarity, not confusion
  

Imagine an LIC agent goes to sell an endowment plan. He starts by saying,

“This is a non-linked, non-participating plan with guaranteed benefits and risk cover with bonus accrual.”

Now, imagine another agent saying:

“Sir, this plan will give your family financial security and also help you build a fixed amount of savings for future goals like your daughter’s marriage or retirement.”

Who do you think gets the client’s attention?

Good communication is not about proving how smart you are. It is about making the client feel smart, confident, and understood.

Why Communication Skills Matter in Sales

Let’s back this up with facts.

According to a Salesforce report, 78% of buyers say they are more likely to buy from someone who understands their needs. The keyword here is “understands.”

And how do we understand someone?

Simple:

• Ask relevant questions
  
• Give them space to express
  
• Listen without interrupting
  
• Clarify without being pushy
  

Practicing key sales skills can significantly boost your effectiveness in closing deals.

These foundational sales skills are essential for building a successful career in sales.

When communication fails:

• Prospects feel overwhelmed or confused
  
• Misunderstandings increase
  
• Trust goes down
  
• Conversions drop
  

When communication is effective:

• Prospects feel heard
  
• They see you as a problem solver
  
• Their confidence in your recommendation increases
  

They say yes and even refer you to more clients.

The Indian Buyer: Emotional, Informed, and Careful

Let’s not forget we operate in India, and here buying decisions are emotionally influenced and often involve the whole family. Whether you are selling a SIP, a home loan, or a franchise opportunity, the decision is not made only by logic.

A 35-year-old salaried professional in Lucknow may ask his father to talk to you. A housewife from Nagpur investing in gold bonds may still ask for her son’s opinion.

Which means your communication must be

• Emotionally intelligent
  
• Adapted to different personalities
  
• Rooted in trust, not just facts
  

You don’t just sell to an individual in India. You sell to a family ecosystem. That’s where your communication needs to be culturally sensitive and empathetic.

How to Improve Communication Skills in Sales

Now comes the most important part, and that is ‘how to actually improve.’ Based on my workshops and mentorship programs, here are proven techniques that work:

1. Practice Active Listening

Most salespeople listen to reply, not to understand.

Instead, try this:

• Ask a question
  
• Stay silent
  
• Let the prospect talk
  
• Summarise what they said: “So if I understood you correctly…”
  

This builds trust instantly. The prospect feels heard, and this is something very few salespeople offer.

2. Use Simple, Everyday Language

Don’t try to sound like a Harvard MBA. Speak like your customer’s favorite neighbor. Whether it is a 60-year-old uncle in Patna or a 28-year-old IT guy in Bangalore, speak their language.

Examples:

Instead of “Risk appetite,” use “Kitna utar-chadhav bardaasht kar sakte ho?”
Instead of “Retirement corpus,” use “Budhape ka paisa jama karna.”

3. Master the Art of Questioning

Sales is not about making statements. It is about asking the right questions. Like:

• “What do you want your investments to do for you?”
  
• “What worries you most about your financial future?”
  
• “What kind of returns would make you happy?”
  

A great question opens up 10 minutes of conversation. A great pitch closes it in 30 seconds.

4. Observe Body Language and Energy

Salespeople are often so focused on their own words that they miss the signals from the client.

Watch for:

• Crossed arms mean resistance.
  
• Nodding means agreement.
  
• Looking at the phone means boredom.
  
• Eye contact means engagement.
  

Adapt your pace and tone based on what you observe.

5. Review Your Own Communication

One of the most effective tools is to record your own client meetings (with permission) and review them.

Ask yourself:

• Did I talk too much?
  
• Did I interrupt?
  
• Did I answer with empathy or just logic?
  

You will notice patterns and fix them faster than you think.

Sales Sanskar: Communication Is a Value, Not Just a Skill

In The Sales Sanskar, communication is not treated like a soft skill. It is treated like a Sanskar, meaning a deep-rooted value system.

Because when you treat your customer like family, you:

• Speak with honesty
  
• Listen with patience
  
• Recommend with responsibility
  

Communication is not a trick to get the deal. It is a bridge to build a relationship.

A Personal Plea to Sales Professionals

Dear fellow sales warriors,

I have been in your shoes. I have handled objections, made cold calls, faced rejections, and celebrated closings. And through all this, one truth stood firm:

People don’t buy your product. They buy your understanding.

That’s what communication is about. So the next time you meet a prospect, don’t think:

“How can I sell?”

Instead, think:

“How can I serve?”

That shift in mindset changes everything, from your body language to your conversion rate.

In the Spirit of The Sales Sanskar…

Let’s end with the biggest takeaway from this post:

Speak less
Listen more
Focus on understanding, not impressing.

Because when you understand your customer, the sale happens without pressure. It feels natural, right, and valuable for both of you.

What’s Next?

This was Skill #1 in our 9-part series on essential sales skills.

Up next in the series: Problem-Solving Skills

Until then, observe your own communication style in your next 5 meetings. Try pausing more, asking better questions, and simplifying your words. You will be amazed at the response.

Keep selling with heart.
Keep selling with Sanskar.

For more insights on sales, marketing, and professional growth, visit AsPerVikas.

As per Vikas

Hi, I’m Vikas Taware. After years of hands-on experience in sales and marketing, I felt a strong pull to share the strategies I’ve mastered, the setbacks I’ve overcome, and the wins that shaped my journey. That led to AsPerVikas—a blog where I cut through the noise and share real, field-tested insights to help you sell smarter, market better, and grow faster.