John Klich’s experience with the potency of collaborative, relational sales communication illustrated in this module’s opening vignette is not uncommon. In reality, it is quickly becoming the norm for norm for effective selling. On the one hand, selling is basically communication. The skill and effectiveness of a salesperson’s interpersonal communication are fundamental determinants of selling performance. However, at the same time, communication continues to be one of the least understood and studied skills for successful selling.