Communication is defined as transmission of verbal and nonverbal information and understanding between salesperson and prospect. Modes of communication commonly used in a sales presentation are words, gestures, visual aids, and nonverbal communication. A model of the communication process is composed of a sender (encoder) who transmits a specific message via some medium to a receiver (decoder) who responds to that message. The effectiveness of this communication process can be hampered by noise that distorts the message as it travels to the receiver. A sender (encoder) can judge the effectiveness of a message and media choice by monitoring the feedback from the receiver.

Barriers, which hinder or prevent constructive communication during a sales presentation, may develop or already exist. These barriers may relate to the perceptional differences between the sender and receiver, cultural differences, outside distractions, or how sales information is conveyed. Regardless of their source, these barriers must be recognized and either overcome or eliminated if communication is to succeed.

Nonverbal communication has emerged as a critical component of the overall communication process within the past 10 or 15 years. Recognition of nonverbal communication is essential for sales success in today's business environment. Awareness of the prospect's territorial space, a firm and confident handshake, and accurate interpretation of body language are of tremendous aid to a salesperson's success.

Overall persuasive power is enhanced through development of several key characteristics. The salesperson who creates a relationship based on mutual trust with a customer by displaying true empathy (desire to understand the customer's situation and environment), a willing ear (more listening, less talking), and a positive attitude of enthusiastic pursuit of lasting solutions for the customer's needs and problems increases the likelihood of making the sale.