Your sales reps can have all the product knowledge in the world, but if they’re not strong communicators, you’re leaving money on the table.
Great salespeople aren’t just experts on products — they’re experts on people. They listen carefully, ask insightful questions, and know when to guide versus when to pause. This emotional intelligence separates average reps from high performers.
In this episode of Endless Customers, I talked with sales and marketing coach Devon McCarty about why communication is the real sales superpower — and how managers can help their teams develop it.
According to Devon, underperforming reps tend to:
Pitch too hard
Talk over objections
Stick to their script instead of listening
As Devon puts it: “A lot of salespeople show up and close their ears and just get into the rhythm of what they wanted to talk about.”
The result? Prospects feel unheard and deals stall.
By contrast, reps who prioritize communication build trust faster and close more deals.
Communication is a skill that can be practiced, refined, and mastered. Devon recommends a shift in sales culture that prioritizes listening and questions.
To build stronger communicators, teams should:
Record and review calls to identify missed opportunities
Normalize feedback sessions so reps can learn from one another
Role-play key scenarios to practice handling objections and tough questions
Reflect on lost deals to understand what went wrong and how to improve
This isn’t about scripting perfect lines — it’s about creating salespeople who adapt and connect in real time.
If sales teams don’t actively improve communication, results will stagnate and decline over time. Prospects today expect empathetic, consultative conversations, not rehearsed pitches. Without upgrading these skills, your reps risk getting left behind.
If you’re asking, “How do I train my sales reps to listen better, ask smarter questions, and close more deals?” the answer starts with communication coaching. To take the next step, talk to our team at IMPACT.
Devon McCarty is a sales and marketing coach at IMPACT, working with clients from a number of industries including manufacturing and IT.
Learn more about Devon at his IMPACT bio page
Connect with Devon on LinkedIn
Why is listening more important than pitching?
Listening builds trust and ensures buyers feel heard. Buyers are more likely to open up and share real concerns when reps stop pushing and start asking.
How can role-playing help sales teams improve?
Role-playing allows reps to practice high-pressure scenarios in a safe environment, building confidence and sharpening responses.
Should all sales calls be recorded?
Yes. Recording sales calls creates powerful learning opportunities. By reviewing calls, reps can identify blind spots they might miss in the moment, uncover patterns in their communication, and continuously improve their approach.
How quickly can reps improve communication skills?
With consistent practice — feedback, role-play, and call reviews — reps can see measurable improvement in a few weeks.