Transcript Fundamentals of Selling

5-1
Communication for Relationship
Building: It’s Not All Talk
McGraw-Hill/Irwin
Chapter
5
Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter
5
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Main Topics
The Tree of Business Life: Communication
Communication: It Takes Two
Nonverbal Communication: Watch for It
Communication through Appearance and the Handshake
Body Language Give You Clues
Barriers to Communication
Master Persuasive Communication to Maintain Control
Chapter
5
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Communication: It Takes Two
 In a sales context, communication is the act of
transmitting verbal and nonverbal information
and understanding between the seller and
buyer
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Exhibit 5-1: What Did You Say?
What Did I Hear?
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Why People Buy–The Black Box Approach
 Internalization process is referred to as a
black box
 We cannot see into the buyer’s mind
 Stimulus-response model
Sales Presentation
Buyer’s Hidden
Mental Process
Sale/No Sale
Stimulus
Black box
Response
Exhibit 4-1: Stimulus-response model of buyer behavior
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Exhibit 5-2: The Basic Communication
Model Has Eight Elements
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Nonverbal Communication: Watch For It
 Concept of space
 Territorial space
 Intimate space – 2 feet
 Personal space – 2 to 4 feet
 Social space – 4 to 6 feet
 Public space – + 12 feet
 Space threats – too close
 Space invasion – OK to be close
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Exhibit 5-3: Office Arrangements and
Territorial Space
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Communication Through Appearance and
the Handshake
 Style hair carefully
 Dress as a professional
 Shake hands firmly and look people in the eye
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Body Language Gives You Clues
 Nonverbal signals come from:
 Body angle
 Face
 Hands
 Arms
 Legs
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A Light Signal for Vehicles has a Green,
Yellow, and Red Light
 A person also sends three types of
messages using body
communication signals
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You Have the Green Light
 Acceptance signals – a green light
gives the “go ahead.”
 It indicates the buyer is willing to
listen, and
 The buyer may like what is being
said
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You Have the Yellow Light
 Caution signals - a yellow light
gives a neutral or skeptical sign
indicating the buyer maybe
uncertain about what you are
saying
 Handle the signal properly, or it
may change from yellow to red
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You Have the Red Light
 Disagreement signals – a red light
indicates the person may not be
interested in your product
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Recognizing Body Signals
 Knowing body signal guidelines can improve
your communication ability by allowing the
salesperson to:
 Be able to recognize nonverbal signals
 Be able to interpret them correctly
 Be prepared to alter a selling strategy
 Respond positively both nonverbally and verbally
to a buyer’s nonverbal signals
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In Class Exercise
 Knowing how to communicate and
understand verbal and non-verbal
communication is critical to all sales people
 Verbal and non-verbal communication skills
exercise
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What Would You Do?
 You arrive at the industrial purchasing agent’s office

on time. This is your first meeting. After you have
waited five minutes, the agent’s secretary says, “She
will see you.” After the initial greeting, she asks you
to sit down.
For each of the following three situations determine:
 What nonverbal signals is she communicating?
 How would you respond nonverbally?
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What Would You Do? Situation #1
 She sits down behind her desk. She sits up
straight in her chair. She clasps her hands
together and with little expression on her face
says,
“What can I do for you?”
 What nonverbal signal is she communicating?
 Green
How
Yellow
would
(acceptance)
(caution)
you respond
nonverbal
nonverbal
nonverbally?
signal
signal
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What Would You Do? Situation #2
 As you begin the main part of your
presentation, the buyer reaches for the
telephone and says, “Keep going; I need to
tell my secretary something.”
 What nonverbal signal is she communicating?
Yellow
(caution)
or red
(disagreement)
 Green
How
would
(acceptance)
you respond
nonverbal
nonverbally?
signal
nonverbal signal
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What Would You Do? Situation #3
 In the middle of your presentation, you notice
the buyer slowly lean back in her chair. As
you continue to talk, a puzzled looks comes
over her face.
 What nonverbal signal is she communicating?
 Green
Yellow
(acceptance)
(caution)
nonverbal
nonverbal
signal
signal
How
would
you respond
nonverbally?
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Exhibit 5-8: Barriers To Communication
Which May Kill a Sale
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Master Persuasive Communication To
Maintain Control
 Persuasion is the ability to change a person’s
belief, position, or course of action
 Feedback guides your presentation
 Probing – asking questions
 Remember to use trial closes
 Empathy puts you in your customer’s shoes
 Keep it Simple Salesperson (KISS)
 Creating mutual trust develops friendship
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Master Persuasive Communication To
Maintain Control, cont…
 Listening clues you in
 Hearing
 Listening
 Listen to words, feelings, and thoughts
 Three levels of listening – Pages 164-165
 Marginal listening
 Evaluative listening
 Active listening
 Technology helps to remember
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Your Attitude Makes the Difference
 Enthusiasm
 Excitement
 Positive view on:
 Helping others
 Yourself
 Being a salesperson
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Proof Statements Make You Believable
 Credibility through:
 Empathy
 Listening
 enthusiasm
 Proof statements
substantiate claims
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Summary of Major Selling Issues
 Communication is the transmission of verbal
and nonverbal information and understanding
between a salesperson and prospect
 Modes of communication – words, gestures,
visual aids
 Communication process model
 Barriers may hinder or prevent constructive
communication during a sales presentation
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Summary of Major Selling Issues, cont…
 Barriers must be recognized and overcome or


eliminated
Nonverbal communication is a critical component of
the overall communication process
 Territorial space, handshake, eye contact, body language
Enhancing overall persuasive power through
development of several key characteristics
 Empathy, more listening and less talking, positive attitude,
enthusiastic manner
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