This module addresses the need to better understand and master the art of collaborative, two-wey communication by firsh examining the basic nature of relational sales communication. Building on this understanding, the text breaks relational sales communication down into its component and subcomponent parts to facilitate the study and application of relational communication. The verbal dimension of communication is examined first with an emphasis on three communication subcomponents: (1)developing effective questioning methods for use in uncovering buyers’ needs and expectation, (2)using active listening skills to facilitate the interchange of ideas and information, and (3)maximizing the responsive dissemination of information to verbal dimension of communication is examined with an emphasis on its application and meaningful interpretation in selling.