The Power of Communication in Sales: Why Relatability Wins Deals

pero ositelu
Mar 7
3 min read

Sales isn’t just about having the best product or the most competitive price—it’s about communication. From the first outreach to the cold call, the follow-up, the proposal, the negotiation, the close, and even client retention, how you communicate determines whether you win or lose the deal.

Some people think that successful salespeople must sound overly polished, corporate, or like they just walked out of an Ivy League school, but the truth is, sales is about people. And people buy from people—not robots, not scripts, and certainly not businesses that feel cold and disconnected.

Sales is Just a Conversation

Think about it: social media has exploded because of relatability. We follow, like, and engage with content that feels real, not scripted. The same applies to sales. Whether you’re selling to a C-suite executive, a startup founder, or an everyday consumer, people feel more confident buying from someone who is real, relatable, and human.

Let’s break down where communication matters most in the sales cycle and how to get it right at every stage.

1. The Initial Outreach – Make it Personal

Whether it’s an email, a LinkedIn message, or a cold call, the worst thing you can do is sound like you copied and pasted a script. Instead:

Personalize your approach. Mention something specific about their company or industry.
Be human. Nobody wants to read another robotic sales email.
Keep it short and direct. Respect their time.

2. The Cold Call – Be Confident, Not Pushy

Cold calling isn’t dead, but bad cold calls should be. Your goal? To start a conversation, not to sell immediately.

Sound like yourself. If you’re stiff and overly formal, they’ll tune out.
Acknowledge the interruption. “Hey [Name], I know you weren’t expecting my call, but I’ll be quick.”
Ask good questions. Instead of pushing your pitch, engage them in a dialogue.

3. The Follow-Up – Stay Present, Not Annoying

The key to great follow-ups? Value, not just persistence.

Don’t just “check in.” Instead, send a useful resource, share industry insights, or offer a fresh perspective.
Timing is everything. Follow up within a few days, not weeks.
Use different channels. If they ignored your email, try LinkedIn or a quick call.

4. The Proposal – Make It Easy to Say Yes

Your proposal isn’t just a document—it’s a conversation in written form.

Keep it clear and concise. No one wants to read 10 pages of fluff.
Frame it around their needs. Show them you understand their pain points.
Make the next steps obvious. Remove friction from the decision-making process.

5. The Negotiation – Confidence is Key

Negotiation isn’t about winning—it’s about finding a solution that works for both sides.

Don’t undervalue yourself. Be firm in your pricing and the value you bring.
Ask the right questions. Instead of justifying your price, ask them: “What’s holding you back from moving forward?”
Be flexible, but not desperate. Offer options, not unnecessary discounts.

6. The Close – Make It Exciting

Closing a deal shouldn’t feel transactional—it should feel like the beginning of a strong business relationship.

Express excitement. If you’re just sending an invoice, you’re missing a chance to strengthen trust.
Set expectations. Outline what happens next so there’s no uncertainty.
Reinforce their decision. Remind them why they made the right choice.

7. Retention – The Real Money Maker

The best salespeople know the sale doesn’t end at the close. Retaining clients and getting referrals is where the real long-term revenue comes in.

Stay in touch. A simple check-in or value-driven follow-up keeps you top of mind.
Offer continuous value. Share insights, invite them to events, or provide exclusive content.
Turn clients into advocates. Happy customers bring in more business than any cold outreach ever will.

Sellobees Helps You Sell with Confidence

At Sellobees, we train sales teams to master communication at every stage of the sales cycle. Whether you need to refine your pitch, improve cold calling, sharpen negotiation skills, or develop a strong follow-up strategy, we help you and your team sell with confidence.

It’s not about sounding perfect—it’s about being real, relatable, and ready to close deals. Let’s make your sales conversations work for you. Are you ready?