Oh the joys of technology.  We’ve become more accustomed to faceless communication: emails, phone calls, text messages, Facebook posts, and tweets (and retweets). These methods are great for quick conversations, but it’s far too easy to lapse on the quality of the message with these delivery methods.

When a potential buyer walks into your office or model home, you automatically perk up. You put on your sales face. You use your confident handshake and welcoming smile. You show how organized you are in this space. Details, details, details! All these factors contribute to the buyer’s perception of you.

Why is it then that so many sales professionals fail to put as much effort into their faceless communication? They rush through the writing of an email or text message without proofreading it. They scroll through emails while talking on the phone, not doing an effective job at either task. They ignore the importance of the personal aspect because they’re outside the “in person” communication mode.

We will continue to rely on phone, email, and text messaging to converse with our customers and prospects. So, we need to invest time and effort in fine-tuning our communication skills in these areas. Treat an email or phone conversation like a face-to-face meeting. Start and end with something personal, like “I hope your day is going well” and “Thanks for your time” or “Let’s talk again soon.”

When you’re on the phone, pay attention to your tone. Be enthusiastic and energized. Focus your listening skills. Don’t allow yourself to be distracted by the other bright, shiny objects in front of you at the moment. Confirm what you’ve offered and repeat back to your prospect what was said, to reinforce that you’re paying attention and tuned into that sales prospect’s needs.

Most of all, PROOFREAD! Don’t let any text message, email, or social media post slip into cyberspace with a typo. (I’m pointing the finger at myself on this one) One tiny error can make a big difference—in the message you’re trying to communicate and the way your prospect perceives you. And don’t be afraid to have someone else proofread your writing.

I hear it all the time. “I’m so much better face to face.” That won’t help you in today’s selling environment. Work on crafting your message, however it’s going to be delivered. Make it a priority to improve your faceless communication skill.