Master These Three Keys to Close Deals Faster Through Resonant Communication

In sales, there's a golden rule: adjust your perspective based on who you're talking to, tailor your approach to different situations, and address objections from multiple angles. For sales professionals, achieving resonant communication with prospects is the cornerstone of building relationships and closing deals. When both parties connect on intellectual, emotional, and strategic levels, trust naturally follows.

This article shares three proven communication techniques verified by top-performing sales professionals that will help you establish resonant communication with B2B clients and lay the groundwork for successful deals.

01 Align Your Topics with Their Role

A great conversation topic meets three criteria: at least one person is knowledgeable about it; both parties find it interesting; and there's room for meaningful discussion. Sales professionals can use Futern to identify common ground with prospect companies, establishing shared topics and emotional connections. Based on different corporate roles, you can approach conversations from these two dimensions.

1. Discuss Strategy with CEOs

When communicating with strategic-minded executives, focus conversations on the long-term development of their business. Before your meeting, conduct thorough research using LinkedIn, company websites, and recent press releases to understand the CEO's strategic interests and recent business developments.

For example, a printing equipment supplier's sales rep discovered through LinkedIn that the prospect's CEO had been actively posting about digital transformation in the printing industry. The rep correctly assessed the CEO's interest in technological innovation and prioritized a digital inkjet printing solution for the meeting. When meeting face-to-face, the rep initiated a conversation about digital transformation trends and their impact on future business, noting how changing consumer habits were accelerating digitization in the printing industry and making rapid fulfillment increasingly important.

2. Discuss Tactics with Executives

While strategy typically spans a 10-year horizon, tactics are the specific paths to achieving goals within a one-year timeframe. From a management perspective, all opportunities must translate into operational results with replicable frameworks. When communicating with executives, sales professionals should focus on identifying existing problems and exploring key initiatives that can help reach objectives.

A supply chain system sales representative working with a food manufacturing client learned about their high logistics costs and various bottlenecks, including abnormal raw material delivery, production delays, and data breaches. Beyond explaining how their tools could provide data to optimize goods circulation and reduce costs, the rep also suggested including upstream and downstream suppliers in management processes to coordinate business workflows among supply chain members and optimize responsiveness. The rep referenced how industry leaders had achieved this using their solution. Since the food company was still in the early stages of external supply chain management, the executives strongly endorsed this management approach and quickly signed a cooperation agreement.

From strategy to tactics, from ideas to thinking patterns, adapting your topics according to different roles helps establish communication based on aligned values, which helps you project an image of depth, logic, and practicality in front of clients.

02 Align with Their Interests

1. Uncover Their Interests

B2B clients' interests are the starting point for resonant communication. Given the vast differences in perspectives and positions, you need to gradually discover their thoughts, company scale, and interactions with other suppliers through conversation. Step by step, layer by layer, understand what they'll gain from closing the deal, what they might lose, and where their risks lie. From these angles, understand where their interests lie and adjust your thinking and decision-making approach accordingly.

For instance, during a factory floor assessment, a machinery equipment sales rep heard the quality manager complain that floor workers had poor qualifications. The standard production cycle for a single item was 30 seconds, but workers often adjusted it to 25 seconds to finish early and leave, resulting in defective products. The existing equipment supplier claimed they were helpless because operators weren't following production requirements and were changing parameters on their own. The sales rep quickly identified this as an opportunity and suggested that suppliers should proactively prevent worker errors at the source. Their equipment could lock the control panel with process parameters managed by specialists, preventing workers from making changes. This measure won approval from the floor management team and naturally led to replacing the original supplier.

2. Guide the Conversation

Once you've established rapport, skillfully guide the conversation toward your product. For example, if discussing how much raw material a client purchases annually, you might say: "Mr. Johnson, that's exactly what I wanted to discuss with you. If you partner with us, these challenges will significantly decrease, and there's substantial room for improvement!" followed by "How much of this material does your company typically use annually? What's your expense ratio?"

Then, introduce questions to understand their problems, concerns, or needs, and provide multiple solutions. For each step of cooperation, logically provide path planning and feasibility analysis that the company can implement immediately, reducing trial-and-error costs. This approach is more effective at addressing client interests than simply promoting raw materials.

3. Demonstrate Expertise

To address client concerns, demonstrate your professional achievements. For example, proactively share industry materials: "Let me send you my research report on your industry." Reference your service experience: "I've been in this field for 15 years, helping 150 clients achieve business growth." Ideally, mention some representative clients you've served. Additionally, highlight professional honors: "I've received the company's 'Gold Service' honorary award and Annual Customer Service Star recognition, and I'm committed to providing you with efficient service." A few words sketch the image of a trusted professional service provider, laying the foundation for future cooperation.

03 Align with Their Decision Process

Since B2B enterprises have long decision chains, a single visit typically can't close a deal, and sales professionals often can't participate when clients compare competitors. How can you maintain resonant communication throughout the purchasing cycle to enhance client trust? This requires sales professionals to maintain intellectual alignment with clients, building trust step by step and converting at the right moment.

1. Note Preferences, Reduce Distance

Sales professionals can assess client personal preferences through their social media posts or pay attention to official account interactions to gather talking points for the next visit. Additionally, appropriately liking, commenting, and sending holiday greetings can improve client goodwill and reduce distance. For numerous clients, use smart notes—here's how a champion salesperson created basic client information notes:

"Mr. Johnson, born 1989, from Chicago, likes spicy food, started business in San Francisco in 2011, married, has a second-grade child needing math tutoring, works in the education sector, interested in employee empowerment solutions, enjoys golf and swimming."

This sales rep would share good elementary school teaching resources with the client and stay informed about their industry developments, continuously reducing distance, ultimately outperforming larger competitors and closing the deal.

2. Address Objections, Share Content

During procurement, clients inevitably compare options and raise objections. When clients question brand reputation and product quality, sales professionals can proactively address these concerns by:

• Sharing comprehensive case studies that highlight successful client outcomes
• Providing detailed white papers demonstrating industry expertise
• Creating and sharing targeted content that addresses common client challenges
• Leveraging social proof through testimonials and client success stories

Service-oriented sales reps can build credibility by consistently sharing valuable content on professional networks like LinkedIn. For example, posting insights about internal training, industry trends, or innovative service approaches can demonstrate your company's commitment to excellence and continuous improvement.

The goal is to position yourself as a trusted advisor, not just a vendor. By creating and sharing content that provides genuine value, you can:

• Establish thought leadership in your industry
• Build trust with potential clients
• Demonstrate deep understanding of client challenges
• Differentiate yourself from competitors

When potential clients see you as a knowledgeable resource who understands their specific business needs, they're more likely to engage and ultimately choose your solution. Focus on creating content that speaks directly to your target audience's pain points and shows how your product or service can solve their most pressing business challenges.

3. Seize Opportunities, Price Appropriately

Many sales professionals use CRM tools to track client engagement and identify potential closing opportunities. By monitoring client interactions—such as email opens, document views, or website visits—you can time your follow-up precisely. If you notice a prospect has repeatedly viewed your company materials or case studies, it might indicate they're in a comparison phase.

For instance, a sales professional noticed that a prospect they had initially contacted six months ago was showing renewed interest by reviewing previously sent company materials. Recognizing this as a potential buying signal, the rep reached out with a strategically timed offer that included an anniversary discount. Due to the well-timed approach and understanding of the client's current evaluation stage, both parties quickly reached cooperation.

The key is to leverage your sales intelligence tools to understand client intentions, send relevant case studies, and approach with a value-driven proposal at the right moment. This approach can significantly improve your successful closing rates.

Final Thoughts

"When conversation doesn't flow, even half a sentence is too much" illustrates that non-resonant communication is difficult to continue, let alone advance toward closing deals. The key lies in finding the client's "frequency" before making your move. Sales professionals can refine the formulas, viewpoints, and methods in this article into various techniques, serving as a "master key" to solve "resonant communication" problems with clients, and develop their own sales style through practical verification.

Futern helps sales professionals identify client interests and monitor engagement with shared content. With our AI-powered prospecting tools, you can gather crucial insights about potential clients before your first meeting. Unlike Apollo.io and other competitors, Futern combines data from 10+ premium vendors and maintains rigorous validation to keep information fresh and accurate. Try our free plan with 50 Email Credits and 5 Phone Credits, or upgrade to our Basic plan starting at just $9.90 for your first month. Visit Futern today to elevate your sales communication strategy.