Transcript IPPTChap004 - WordPress.com

McGraw-Hill/Irwin
Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter
4
Communication for
Relationship Building: It’s
Not All Talk
4-2
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 4.1: What Did You Say?
What Did I Hear?
4-5
Salesperson-Buyer Communication
Process Requires Feedback

Major communication elements
 Source
 Encoding
process
 Message
 Medium
 Decoding
process
 Receiver
 Feedback
 Noise
4-6
Exhibit 4.2: The Basic Communication
Model Has Eight Elements
4-7
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 4.5: Office Arrangements
and Territorial Space
4-14
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
4-18
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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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?
 How would you respond nonverbally?
 Green (acceptance) nonverbal signal
 Yellow (caution) nonverbal 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)
nonverbal signal
 How would you respond nonverbally?
 Green (acceptance) 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?




How would you respond nonverbally?
Green (acceptance) nonverbal signal
Yellow (caution) nonverbal signal
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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)

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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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