Transcript Chapter 5
Chapter 5 Developing communication skills Copyright 2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix Slides prepared by Mark Vincent 5−1 Communication Communication model Sender – The creator of the message who decides on the message and the most appropriate way to communicate it to the receiver Encoding – The process of converting a message into a form the can be transmitted (e.g. words, text, colours, sounds, language) Decoding – The receiver’s ability to accept the transmitted communication and convert it back into a message that resembles the original Receiver – The recipient of the message Copyright 2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix Slides prepared by Mark Vincent 5−2 Communication cont. Communication model Noise – The ambient distractions that exist between the sender and the receiver, reducing the effectiveness of the communication. This can include sounds in the background, other people in the room, traffic or machine noise or even other thoughts or distractions that are on the receiver’s mind at the time of the communication. Feedback – The signals of acknowledgement that are sent back to the sender as an indication that the message has been received and understood. Copyright 2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix Slides prepared by Mark Vincent 5−3 Communication model Copyright 2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix Slides prepared by Mark Vincent 5−4 Communication cont. Communication Model Fill in the missing aspects of this communication model application: Element Sales presentation Sender Salesperson Encoding Verbal presentation Decoding Point of sale display Television commercial Internet website Web master Written and graphical display TV broadcast transmission Wefab coding Listening Comprehension TV receiver Web browser Receiver Customer TV viewer Noise In store distractions Feedback (html, java, php etc) Retail sales Copyright 2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix Slides prepared by Mark Vincent 5−5 Communication Communication model (summary) From the exercise on the previous slide you can see that the simple communication model can have applications to a variety of different marketing communications. In some cases, the encoding and decoding elements are handled by machines to send the message over long distances through the medium. The mind of the receiver can also be the location of noise where they have: something else on their mind prejudices or suspicions about the sender a variety of other thoughts that relate to the purchase Copyright 2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix Slides prepared by Mark Vincent 5−6 Communication cont. Uses of communication model Communication can be verbal and non verbal. Salespeople are senders of messages. Salespeople encode messages through their sales presentations. Fields of experience affect the success of communication. Noise exists during a sales presentation. This requires the sales person to understand that their message will not always be 100% received and understood for the entire duration of the discussion. The decoding and comprehension skills of the receiver are often unknown to the sales person because of different life experience. Copyright 2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix Slides prepared by Mark Vincent 5−7 Communication cont. Questioning techniques the correct question at the correct time open-ended questions questioning techniques – traps and pitfalls Voice control loudness tone inflection – a drop at end of statements makes you sound unsure and lacking in confidence articulation speech rate Copyright 2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix Slides prepared by Mark Vincent 5−8 Communication cont. Active listening clarifying what you have heard allowing silence to provide the customer opportunity to think and observe summarising the conversation to clarify the main points with the customer encouraging the customer to continue Copyright 2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix Slides prepared by Mark Vincent 5−9 Communication cont. Non verbal communication international cultural sensitivity handshakes, introductions and passing of business cards facial expressions body position and movements body signals Copyright 2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix Slides prepared by Mark Vincent 5−10 Communication cont. Territorial space the intimate zone the personal zone the social zone the public zone Copyright 2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix Slides prepared by Mark Vincent 5−11 Communication cont. The role of persuasion lack of knowledge or decisiveness equal choices appealing to the mind appealing to the heart empathy Copyright 2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix Slides prepared by Mark Vincent 5−12