About this episode
You think you're being helpful. Your clients think you're being annoying. Early in his career, Justin Goldstein learned this lesson the hard way. He admits, "I thought that picking up the phone and calling a client to talk about almost everything was the right way to go. I personally hate communicating over email. I'd rather just talk to you and figure it out." The reality hit hard: clients viewed his frequent outreach as a burden rather than a benefit. Weekly update calls meant to show dedication became time-wasters in clients' minds. Daily email updates intended to demonstrate thoroughness turned into inbox clutter. This scenario plays out in sales organizations everywhere. Well-meaning professionals mistake quantity for quality, frequency for value, and availability for service excellence. Why Your Communication Style is Pushing Prospects Away The key to avoiding this trap isn't about reading minds; it's about understanding communication preferences. As Justin puts it, "You really have to understand what makes your clients tick, and you have to understand the nuances of how they work." This means recognizing that being understanding matters more than simply being helpful. Your client might prefer monthly check-ins over weekly ones, or end-of-week summaries instead of daily updates. They might prefer text over calls, or structured emails over casual conversations. The biggest mistake most sales professionals make is assuming their communication style is universal. It isn't. Effective communication emphasizes understanding and adapting to individual client needs. Reading the Room (and the Inbox) Here are the warning signs your communication style might be pushing prospects away: Response Time Changes: If a prospect who used to respond quickly starts taking longer or giving shorter replies, you might be overwhelming them. Meeting Resistance: Clients rescheduling frequently or suggesting less frequent meetings signal communication fatigue. Email Behavior: Prospects responding to every third email instead of each one indicates your messages lack sufficient value or arrive too frequently. Energy Shifts: Noticeably decreased enthusiasm in client responses means it's time to reassess your approach immediately. The Professional Sales Communication Framework Instead of guessing what works, use this framework to optimize your communication: Ask Direct Questions Early During your initial meetings, ask prospects about their preferred communication style: "What's the best way to keep you updated on progress?" "How often would you like to connect during this process?" "Do you prefer calls, emails, or something else for routine updates?" Start Conservative, Then Adjust It's easier to increase communication frequency than to dial it back after you've been labeled "high maintenance." Begin with less frequent touchpoints and let the client guide you toward more contact if they want it. Make Every Interaction Count When you reach out, ensure it delivers value. Random check-ins and meaningless updates train clients to ignore your communications. Each email, call, or message should serve a clear purpose and advance the relationship or project. Focus on quality over quantity. One valuable update weekly beats five pointless check-ins that add no value to the client relationship. Establish Communication Boundaries Be explicit about when you'll reach out proactively versus when they should contact you. For example: "I'll send you a brief update every Friday afternoon, but please reach out immediately if any urgent questions come up." Clear boundaries create mutual respect and prevent communication chaos that frustrates both parties. The Business Impact of Getting It Right Getting client communication right builds trust. When clients see that you respect their time and communication preferences, they're more likely to: Respond quickly when you do reach out because they know it matters. Refer you to other prospects. Renew or expand their relationship with you. Give you honest feedback when issues arise. These outcomes directly impact your bottom line and long-term career success. Adapting to Different Client Types Successful sales professionals recognize that communication preferences vary dramatically across client types: Busy Executives managing multiple initiatives don't want weekly strategy calls. They prefer concise summaries and action-oriented updates that respect their limited time. Detail-Oriented Managers might appreciate more frequent updates but want structured, organized information that helps them track progress systematically. Entrepreneurs often prefer everything condensed into single weekly summaries that cover all relevant points without requiring multiple interactions. The key is matching your communication style to their working style, not your personal preferences. Building Long-Term Sales Success Through Smart Communication As Justin learned, dialing back communication frequency doesn't mean caring less about clients. It means caring enough to communicate in ways that work best for them, not you. Start by auditing your current communication patterns. Are you adding value with each interaction, or just maintaining visibility? Master this balance, and you'll discover that less truly can be more—more trust, more engagement, and ultimately, more closed deals. Download this FREE A.C.E.D. Buyer Style Playbook to help you build deeper emotional connections when you interact with buyers and stakeholders based on who they are–not who you are.