Failure to communicate is equal to failure to negotiate. Interpersonal skills are those social communications and interactions that are done to reach certain results. As a marketer, interpersonal skills are vital because you want the customer to feel comfortable enough to purchase what you are selling. You can have a great product but lack the needed skills to sell it. In some cases, your product may not be what the consumer needs, but because of your interpersonal skills you are able to sell the product. It''s good to know some sales techniques, even if you don''t work in a formal sales role. Whether you''re trying to convince a new person to join your organization, or describing a new product to a client over a catch-up call, knowing how to sell is a great ability to have, and it''s one that''s sure to be respected strongly within your organisation. This is one book the presents the findings of research work on communication skills. This book presents results of research work on communication skills and performance among marketers.