Almost everything that we do in sales and in marketing is based around communication. Whether we need to give a presentation or perform a cold sales call, clear communication is essential. Indeed, the basic job of a salesman is to communicate to others why they should buy a particular good or service.

Good communication often comes naturally to some, while others are often less gifted in this area. If you fall in that latter bracket, it can often seem like there is no way to improve. But this is a myth. I was recently reading a post by Nido Qubein on "How To Be An Effective Communicator". In the post Nido lists five areas, which he believes is essential for effective communication. All of the skills that he mentions are of note, but the one that particularly caught my attention was the "Understanding the Process" section in which he writes:

"Reduced to basics, communication consists of sending and receiving messages. Language is the primary conveyer of thoughts and ideas. It turns abstract concepts into words that symbolize those thoughts. Those words take the form of spoken sounds or written symbols. If the mind can immediately translate the sounds and symbols into mental pictures, communication becomes much more vivid and much more meaningful."

Nido uses the following example to demonstrate what he means:

"If I say "I want a desk for my office," my listener has only a vague and general idea of what I want. If I say "I want a brown walnut desk," the listener has a more vivid mental picture."

This is good advice for everyone in sales and marketing, especially for those involved in a business like construction marketing. This is because construction marketers rarely sell physical products. Instead they sell projects and branding strategies, rather than desks and chairs. These products are more abstract, less easy to define. This makes the need for effective communication ever more essential. Understanding the 'abstract concepts' in their entirety will go a long way towards communicating effectively.

Steve Martin also picks up this train of thought in a post on a "Neurolinguistic Sales Lesson". The point that Martin makes most clearly is that self-awareness in communication is very important. He identifies different modes of communication, or word catalogues, that differentiate the ways that people interpret and talk about different events. He says:

"The most important goal of every salesperson is to create a friendship with a complete stranger. Obviously, language is at the foundation of establishing rapport. Therefore, it is imperative you understand your own primary word catalogue and . . . equally important, you must be able to identify the primary word catalogue of the person to whom you are speaking."

In other words, being self-aware and knowing what you are talking about will enable to you communicate with others clearly and on a personal level. Communication is not entirely straightforward. Only practice will make perfect. But bearing these pieces of advice in mind will set you well on the path towards being able to communicate more clearly.