Relational sales communication is the sharing of meaning between buying and selling parties that results from the interactive process of exchanging information and ideas. It is important to note that the purpose of sales communication is not agreement but rather the maximization of common understanding among participants. With this emphasis on establishing understanding, communication is fundamental throughout each stage of the personal selling process. Effective communication skills are needed to identify buying needs and to demonstrate to buyers how a salesperson’s proposed solution can satisfy those needs better than competitors. The critical capabilities for effective selling include questioning, listening, giving information, nonverbal communication, and written communication skills. Although each of these skills is pervasive in everyday life, they are literally the heart and soul of the interpersonal exchange that characterizes relational selling.