The present sales managers were once salespersons themselves, so they need to be empathetic towards other members of their team. They need to take steps that allay their fears and insecurities and help them in identifying directions and purposes. They realize that, just like their staff, they too are not perfect. In fact, nobody in this world is perfect but thankfully, the world of sales does not need someone to be perfect. There have been numerous instances where two people sharing the same imperfections have developed the kind of trust that people take years to develop with their clients.
It is this unique imperfection ingested in each and every one of us that defines us and builds our personality. Demanding excess perfection ruins the person’s individual identity, however in some situations, a manager needs to intervene, so that he can further improve a person’s abilities and performances. The key in such cases is to have an effective mode of communication.
Sales Managers know that their company runs on the foundational principle of relationship building. A company’s brand image, its reach, its popularity might all contribute towards getting a customer interested in their products, but when a customer goes for a purchase, he needs a person to interact with him. If this person does not behave cordially and professionally with him, then the entire objective behind the sales is lost. That is the reason successful managers give a near-autonomy to all their salespeople because they realize that they are the face of the company and all progress depends on them.
In their capacity as a Sales Manager, they need to give their teams timely updates on any changes in the products, services or processes they are offering their clients. They are also expected to review the working of their sales team and keep sharing constructive feedback with those members of their team, who need to undergo corrective measures in their working style and approach.
Empathetic Communication can be defined as, “The art of having a frank discussion, while keeping care of the listeners’ emotions, personal experiences, and respecting a different point of view”. It is one of the first styles that a Sales Manager must implement in his professional life, as it is really helpful in jobs where one has to confidently transmit his ideas to his clients or teammates.
A good example of a Sales Manager having some empathetic communication with his team under a high-pressure sales scenario is – “I understand that it is tough to get customers interested in dental insurance, particularly at this time of the year, however, we need to identify people who are looking for our services. I don’t think it is possible that there is no one who won’t benefit from the insurance”.
When Sales Managers become too strict and demanding in their communication, there are chances they will end up either losing or spoiling a potentially good performer. The skill lies in being an empathetic communicator. Empathetic communicators practice a high level of transparency and authenticity. They can strongly convey their messages with simplicity and clarity and that is the reason people immediately connect with them.
Great communicators have the skills and capability to communicate with a whole range of verbal and nonverbal messages. Nonverbal mode of communication helps in creating a positive gutfeeling in a person when words are not getting the message as clearly and strongly as they should. A person can use body language to send a positive impression.