Skip to the main content.
Contact Us Online Learning
Contact Us Online Learning

Communication and Sales

Customers buy emotionally and rationalize later. Sales leaders, presales engineers, and customer success professionals who connect emotionally will win more deals and improve the customer experience. 2Win is a global leader in teaching presentation methodologies to international organizations. The methods are backed by behavioral psychology and decades of experience training software as a service (SaaS) sales teams to present software product solutions. If we had to distill these sales teachings into a single pillar upon which the rest of our teaching stands, it would be communication.


Communication and Sales


This page outlines and links to resources we teach on communication techniques and how they work in the brain to stimulate emotional responses. Our teachings are rooted in how we relate to each other on an emotional level because decisions made in the limbic system are made 20% faster. It stands to reason that where decisions are made this much faster, your sales velocity increases similarly. Another area we like to explore, one that might pique your interest, are recent behavioral economics theories, sales methodologies, evolutionary science and yes, even ancient philosophy, as they relate to modern sales, presales, and customer success practices. 

Verbal Communication

We can communicate very little or a lot with our language. The act of speaking, overspeaking, speaking too loudly, or interrupting, can significantly interfere with our ability to connect with an audience and build relationships with customers. While many would argue that nonverbal communication is more important, using your words wisely and knowing when to pause between statements is incredibly impactful in presentations and client engagements. 

Pitch Volume Speed 

Your pitch, volume, and speed of speech are not just traits of your personality, they can be trained and learned for greater impact. One technique used in sales engagements is mirroring, where you mirror what you hear or see. It requires that you have a clear understanding of your audience in advance of the customer engagement, but can also be adjusted depending on ho the audience is comprised of. It is also important to own your individuality, if you have a southern drawl, a British accent, or other accent, if mirroring pitch, volume, and speed are too unnatural, communicate how you know best. 

Professional Empathy 

Professional empathy is meeting your audience or an audience member where they are and understanding their challenges. There are a number of ways to show professional empathy in verbal communication from storytelling to practicing active listening techniques during discovery. We utilize professional empathy to forge deeper relationships and give customers better sales experiences. 

Service Expertise 

Presales, sales, and customer success professionals must communicate their expertise. Often this expertise is complex, but there is an art to distilling complex ideas into simple language. We can do this through stories, analogies, or case studies that quickly show the audience how solutions apply to their challenges. 


Knowing when to speak and knowing when to pause for effect are equally important. When we speak, we want people to listen. The way we yield a pause has a lot of power over the effect of language in client engagements. 

Non Verbal Communication 

Professor Albert Mehrabian is a modern non verbal communication expert who is famously attributed for a finding that non verbal communication comprises 90% of how we communicate. He broke down components of a face-to-face conversation in his research finding that communication is 55% nonverbal, 38% vocal, and 7% words only. When we are looking for opportunities to make and deepen connections with our audience, understanding the role non verbal communication plays is significant in the customer experience. 


Use visuals and colors wisely. Colors and visuals can communicate many concepts and can evoke certain states in the brain. The use of color in presentation materials and the use of space is more than a function of design best practices, they deliver messages. In the best-case scenario, colors and visuals simplify complex ideas and work alongside storytelling and other verbal strategies to create uses for your products in a sales pitch. Your visuals tell a story that should align with the solution story you are communicating to your client. 

80% of all sensory impressions are registered through our sight.

Body Language 

Our body language speaks volumes. Sales is a communications career, and your body language, from a handshake to hand gestures, can communicate confidence or mistrust. From the moment you enter a room, your audience is naturally and subconsciously placing you into a more familiar context. 2Win discusses various approaches to improving communications through body language in each of our programs, depending on the response we are looking to elicit. 


Did you know our brains can’t process large numbers?  Evolutionarily, we cannot conceive of numbers larger than four or five. Instead of presenting in numbers, consider communicating comparative value instead. Use imagery that communicates a greater than or lesser than value. 

Communication in Sales 

Communication is not static. We are constantly bombarded with images and messages, and the transmission of information is nonstop. This makes it important to stay up to date on the latest communication techniques and learning how to command attention amidst the chaos of communications. 2Win is here to analyze and deliver the latest trends in verbal and non verbal communication for presales, sales, customer success, and sales leaders to employ. 

All else being equal, the buyer will buy from the person they feel like they trust most.

-Chad Wilson, VP of Operations | 2Win!


Storytelling Business Workshop