Regardless of industry or title, we're all salespeople. We have to be in order to put our talents to a good use, build strong relationships, and gain the recognition we deserve and the opportunities we expect.

I know, you're cringing on your side of the computer screen, thinking: "I don't sell, I communicate." The fact is that selling is a form of communication, and communicators must sell their services in order to have as comprehensive and positive an effect on the organization as is possible (and needed). Think of it this way: Your clients have legitimate communication needs which will either be 1) ignored, 2) met by someone else, or 3) met with help from you.

If we at IVC are going to help our clients, we have to sell our services. Step number one in selling your services (whether internally or externally): Rid yourself of any and all negative thoughts about the word 'sell'. When you think of selling, don't think about 'how' to sell, think about 'why' you sell. The answer? You can fulfill a true need and make a real difference in people's lives and your organization through good communication.

Below, we've highlighted key sales techniques used by successful, high-integrity salespeople. (You might be surprised by how much communicators can learn - or recognize - from sales methods.)

Know yourself, your products and your services -and know why they're of value. Effective salespeople sell from the heart; they are convinced that the client would benefit from the product or service. They know the product, themselves and (to a certain extent) the client, inside and out. This knowledge allows the salesperson to address questions and concerns while maintaining confidence about the ability to help someone else.

For communicators, if you can't effectively articulate your group's merits, persuade a client to believe in you, and energize someone else about the power of communication, how can you effectively serve the client and the organization's goals? A good salesperson knows she has to make the contact, build the relationship and gain her client's confidence before she can begin helping that client meet his goal.

Know your audience, and speak their language. Truly effective salespeople tailor the information they provide to their audience or prospective client. This sounds deceptively simple; the truth is, many communications are presented through the filters of their creators, not tailored to the interests and needs of their recipients.

Discover your prospect's primary issues, needs or goals. Through solid research (web, print, conversations or interviews, etc.) identify how your services can help the person(s) achieve the goals, meet the needs or resolve the issues. In doing so, you've shifted your mindset from the sender-focused "Must make the sale; must complete the tactic" to the user-focused "How can good communication truly help this group work better and meet its goals?"

Question and listen. You've probably heard the saying, "When you open your mouth, your ears slam shut." It's true, and good salespeople know it. Only when you understand the client's needs can you know how your services might benefit her. Selling does not equal talking. Two common mistakes: talking too much and describing how you can help before you gather adequate information.

Do you ever provide a boilerplate solution? (I hope you're shuddering at that thought.) No, you listen and question to find out what the client needs. This technique can also help you build a strong rapport with the client and increase their confidence in your expertise.

Focus on benefits, not just features. This is a biggie. Even sales and marketing professionals often focus more on what they've got to sell than how their products or services can legitimately benefit the client. If I'm buying a computer, I don't care how many bells, whistles and gadgets it has, unless those features help me do my work better, faster and more effectively (and, as my niece might say, "More funner.")

If you're going to help your client communicate more effectively, you'll need to show how you, the communication resource, can help them meet their goal or their deadline or the expectations of their superiors in the organization.

Know your purpose and your limits. This is pretty straight-forward, and often learned the hard way. Regardless of your good intentions, fabulous service ethic and great roster of services, if you aren't the best person (or firm, or department) to meet your prospective client's needs, for whatever reason, say so. Then build a team of people who can, or refer the client to another source.

Sound simple? It can be, with a little work. Maybe you're already applying these techniques, and just didn't equate them with selling. Selling well, like communicating well, is a finely honed skill - both art and science - that can generate tangible and intangible rewards for everyone involved.

As we at Ivy Sea hold as our sales mantra: If you're focused on genuinely meeting the client's needs with high-quality services, selling can (and should) be an altruistic, integrity-filled act. This is not to say that it's always easy, but it's a necessary part of our jobs.

This information is provided as food-for-thought, not customized counsel. The most effective leadership, interpersonal and communication plans are those that have been tailored to meet your unique needs and those of your organization. Have questions? Consult your own qualified and trusted adviser, or email us for ideas.

For more Ivy Sea skill-building resources

Ivy Sea's IntraPersonal and Mindset Mastery Portal

Ivy Sea's Organizational Communication CyberWorkshop

Ivy Sea's Inspired-Leadership Portal

or e-mail us at info@ivysea.com.

What are your ideas, challenges and concerns about gaining support and raising awareness for leadership and communication skillfulness? E-mail us at info@ivysea.com.