Salespeople face a multitude of obstacles in the process of getting buyers to understand a product's features, advantages and benefits.  All too often sales are lost when salespeople fail to recognize communication barriers.

For example, Bob Smith, a salesperson for AnyCompany, learns that Prospect is dissatisfied with its present supplier.  Bob does his homework and discovers that AnyCompany's products will save Prospect a significant amount of money.  Bob makes an appointment to see the buyer at Prospect.  While Bob tries to focus on the features, buyer asks Bob where he went to college and about the Cubs' chances of winning the pennant.  Bob was surprised when the buyer quickly terminated the sales call with no hint of a follow-up meeting.

The buyer was signaling Bob for more human interaction.  Bob's persistence with the product created barriers so that no effective communication occurred.  The sale was lost.

Charles Futrell's "ABCs of Relationship Selling" identifies eight common reasons for communication barriers in sales situations:

1. Differences in perception
   Buyers and sellers need to share a common understanding of information in the presentation.  The closer the perceptions, attitudes and beliefs about the product, the company and the people involved, the stronger the communication will be.
   
   
2. Buyers do not recognize a need for the product
   Communication barriers exist if and when buyers do not perceive a need and/or when the salespeople do not convince the buyer they represent the best supplier.  When buyers see no need, they tune out quickly and put an early end to the sales call.
   
   
3. Selling pressure
   There is a distinction between enthusiasm and excessive pressure.  A selling style that is perceived by buyers as pushy or arrogant causes prospects to rapidly erect communication barriers.  When confronted by pushy salespeople, buyers simply refuse to listen, or they become negative.  Neither of these options is good for the seller.
   
   
4. Information overload
   At times salespeople present so much information about the product that the prospects can't make sense of all the details.  Buyers overwhelmed by a mass of information at one time can be confused and perhaps even offended.  In any case, buyers stop listening.  Delivering the right information in the right amount is important to effective communication.
   
   
5. Not understanding the needs of the buyer
   Sales presentations that do not focus on the buyers' needs are tuned out.  Buyers expect salespeople to adapt presentations to their needs and individual situations.  In addition, not understanding the buyers' needs results in sales presentations that are confusing, and buyers usually become frustrated and angry.
   
   
6. Distraction
   Buyers easily lose their train of thought when a distraction occurs.  Distractions such as someone walking into the room or a telephone call, can lead to a more than momentary communication barrier.  Whatever the distraction source, buyers can lose their train of thought, and salespeople have a difficult job re-establishing the connections.
   
   
7. Poor listening
   Sometimes, buyers just do not listen to the salesperson.  This happens for many reasons, but buyers usually stop listening when the salesperson does all, or most, of the talking.  One-way communication, especially not allowing the buyers to participate in the conversation, is not effective communication.  Buyers will lose interest quickly.
   
   
8. Not adapting to the buyer's style
   It is critical for sales representatives to match the style of the particular prospect.  This was the main problem for Bob in the example.  Bob did not understand the buyer's amiable personality style, the need for a human connection, and Bob did not adapt.  Also, people have different learning styles.  Successful salespeople are able to match their style to each prospect's personality and learning style.

These communication barriers are not the only ones that can occur, but they are common.  As with the Bob Smith Example, the salesperson can be knowledgeable and the prospect may need the product, but communication barriers result in a lost sales opportunity.  To be effective, salespeople need to constantly see ways to recognize and overcome communication barriers.