Transcript document
Communication for Relationship
Building: It’s Not All Talk
McGraw-Hill/Irwin
Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter
4
4-3
Chapter
4
Main Topics
4-4
The Tree of Business Life: Communication
Communication: It Takes Two
Nonverbal Communication: Watch for It
Barriers to Communication
Master Persuasive Communication to Maintain
Control
Chapter
4
The Tree of Business Life: Communication
T
T T
T T TT
T T T T
Builds
Relationships
4-5
Guided by The Golden
Rule, effectively
communicate using:
Words
Body language
Visual Aids
Listening
Unselfishness to help a person make
the correct buying decision
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.
4-6
Exhibit 4-1: What Did You Say? What Did I
Hear?
BARRIER
Listener
BARRIER
Speaker
Psychological barrier or filter
Psychological barrier or filter
4-7
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 3-1: Stimulus-response model of buyer behavior
4-8
The Communication Process
Basic Model
The Communication Process
Basic Model
The Communication Process
Basic Model
1.
Sender
has idea
The Communication Process
Basic Model
1.
Sender
has idea
The Communication Process
Basic Model
1.
Sender
has idea
2.
Sender
encodes
idea in
message
The Communication Process
Basic Model
1.
Sender
has idea
2.
Sender
encodes
idea in
message
The Communication Process
Basic Model
1.
Sender
has idea
2.
Sender
encodes
idea in
message
3.
Message
travels
over
channel
The Communication Process
Basic Model
1.
Sender
has idea
2.
Sender
encodes
idea in
message
3.
Message
travels
over
channel
The Communication Process
Basic Model
1.
Sender
has idea
2.
Sender
encodes
idea in
message
3.
Message
travels
over
channel
4.
Receiver
decodes
message
The Communication Process
Basic Model
1.
Sender
has idea
2.
Sender
encodes
idea in
message
3.
Message
travels
over
channel
4.
Receiver
decodes
message
The Communication Process
Basic Model
5.
Feedback travels
to sender
1.
Sender
has idea
2.
Sender
encodes
idea in
message
3.
Message
travels
over
channel
4.
Receiver
decodes
message
The Communication Process
Basic Model
5.
Feedback travels
to sender
1.
Sender
has idea
2.
Sender
encodes
idea in
message
3.
Message
travels
over
channel
4.
Receiver
decodes
message
The Communication Process
Basic Model
5.
Feedback travels
to sender
1.
Sender
has idea
2.
Sender
encodes
idea in
message
3.
Message
travels
over
channel
4.
Receiver
decodes
message
The Communication Process
Basic Model
5.
Feedback travels
to sender
1.
Sender
has idea
2.
Sender
encodes
idea in
message
3.
Message
travels
over
channel
6.
Possible additional
feedback to receiver
4.
Receiver
decodes
message
The Communication Process
Basic Model
5.
Feedback travels
to sender
1.
Sender
has idea
2.
Sender
encodes
idea in
message
3.
Message
travels
over
channel
6.
Possible additional
feedback to receiver
4.
Receiver
decodes
message
Salesperson-Buyer Communication
Process Requires Feedback
Major communication elements:
Source
Encoding process
Message
Medium
Decoding process
Receiver
Feedback
Noise
4-23
Exhibit 4-2: The Basic Salesperson-Buyer
Communication Model Has Eight Elements
4-24
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 – “territorial imperative”
Space invasion – OK to be close
4-25
Exhibit 4-3: 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.
Strangers may be uncomfortable
shaking hands
4-27
Body Language Gives You Clues
Nonverbal signals come from:
Body angle
Face
Hands
Arms
Legs
4-28
A Light Signal for Vehicles has a Green,
Yellow, and Red Light
A person also sends three types of
messages using body
communication signals.
4-29
Green Light
Signals acceptance – a green light
gives the “go ahead”
It indicates that the buyer is willing
to listen
It indicates that the buyer may like
what is being said
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Body Language Gives You Clues
Acceptance Signals
Body angle – leaning forward or upright at attention
Face – smiling, pleasant, relaxed, good eye contact,
positive voice tones
Arms – relaxed and generally open
Hands – relaxed and generally open, doing
calculations, holding on to a sample as you try to
withdraw it, firm handshake
Legs – crossed and pointed toward you or
uncrossed
Yellow Light
Signals caution – 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
4-32
Body Language Gives You Clues
Caution Signals
Body angle – leaning away from you
Face – puzzled, little or no expression, little eye
contact, saying little, asking only a few questions
Arms – crossed and tense
Hands – moving, fidgeting with something,
clasped, weak handshake
Legs – moving, crossed away from you
Body Language Gives You Clues
How to Handle Caution Signals
Adjust to the situation by slowing up or departing
from your planned presentation
Use open ended questions to encourage buyers to
talk and express their attitudes and beliefs
Listen and respond to what buyers say
Project acceptance signals yourself
Red Light
Signals disagreement – a red light
indicates the person may not be
interested in your product
4-35
Body Language Gives You Clues
Disagreement Signals
Body angle – retracted shoulders, leaning away from
you, entire body is back – wants to move away
Face – tense, showing anger, wrinkled face and
brow, very little eye contact, negative voice tones,
may become suddenly silent
Arms – tensed, crossed over chest
Hands – tensed and clenched, weak handshake
Legs – crossed and away from you
Body Language Gives You Clues
How to Handle Disagreement Signals
Use open-ended questions
Project acceptance signals yourself
Stop your planned presentation
Reduce or eliminate pressure-to-buy talk
Let the buyer know that you are there to help, not to
sell at any cost
Use direct questions to determine attitudes and
beliefs
Recognizing Body Signals - Guidelines
Knowing body signal guidelines can improve
communication ability by allowing the
salesperson to:
Recognize nonverbal signals
Interpret them correctly
Be prepared to alter a selling strategy
Respond positively both nonverbally and verbally
to a buyer’s nonverbal signals
4-38
What Would You Do?
You arrive at an 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?
4-39
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
4-40
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
4-41
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?
4-42
Barriers To Communication
Differences in perception – buyer and seller
should share a common understanding of
information contained in presentation
Buyer does not recognize a need for product
Selling pressure – enthusiasm and some sales
pressure is necessary, high pressure techniques
erect communication barriers
Information overload – presenting too much
technical information may confuse or offend buyer
4-43
Barriers To Communication
Disorganized sales presentation can frustrate
buyer
Distractions – telephone calls and people entering
the office may sidetrack buyer’s thoughts
Poor listening – at times buyer may not listen to
you
How and what you say – controlled and caring
talk are positive; conniving and careless talk are
negative
Not adapting to buyer’s style – match your style
to your customer’s style
4-44
Exhibit 4-8: Barriers To Communication
Which May Kill a Sale
4-45
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.
4-46
Master Persuasive Communication To
Maintain Control, cont…
Listening clues you in.
Hearing
Listening
Listen to words, feelings, and thoughts
Three levels of listening
Marginal listening
Evaluative listening
Active listening
Technology helps to remember.
4-47
Your Attitude Makes the Difference
Enthusiasm:
Excitement
Positive view on:
Helping others
Yourself
Being a salesperson
4-48
Proof Statements Make You Believable
Credibility through:
Empathy
Listening
Enthusiasm
Proof statements
substantiate claims.
4-49
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
4-51
End of Chapter 4
McGraw-Hill/Irwin
Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter
4