communication for relationship building: it’s not all talk chapter 4 mcgraw-hill/irwin copyright...

Communication for Relationship Communication for Relationship Building: It’s Not All TalkBuilding: It’s Not All Talk

Communication for Relationship Communication for Relationship Building: It’s Not All TalkBuilding: It’s Not All Talk

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McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved.

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Chapter

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Main TopicsMain TopicsMain TopicsMain Topics

The Tree of Business Life: Communication Communication: It Takes Two Nonverbal Communication: Watch for It Barriers to Communication Master Persuasive Communication to Maintain

Control

4C

hapterC

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The Tree of Business Life: Communication

Guided by The Golden The Golden RuleRule, effectively communicate using: Words Body language Visual Aids Listening Unselfishness to help a person make

the correct buying decision

IT C

Ethi

cal Service

Builds

T r

u e

Relationships

TT T

T T T TT T T T

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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 4-1: What Did You Say? What Did I Hear?

BA

RR

IER

BA

RR

IER

Speaker Listener

Psychological barrier or filter Psychological barrier or filter

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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

Exhibit 3-1: Stimulus-response model of buyer behavior

Stimulus Black box Response

Sales PresentationBuyer’s Hidden Mental Process Sale/No Sale

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Salesperson-Buyer Communication Process Requires Feedback

Major communication elements:SourceEncoding processMessageMediumDecoding processReceiverFeedbackNoise

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Exhibit 4-2: The Basic Communication Model Has Eight Elements

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Concept of space:Territorial space

Intimate space – 2 feet

Personal space – 2 to 4 feet

Social space – 4 to 6 feetPublic space – 12+ feet

Space threats – too closeSpace invasion – OK to be close

Nonverbal Communication: Watch For It

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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.

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Nonverbal signals come from:Body angleFaceHandsArms Legs

Body Language Gives You Clues

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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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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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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

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Red Light

Signals disagreement – 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 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

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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?

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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

What Would You Do? Situation #1

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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

What Would You Do? Situation #2

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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

What Would You Do? Situation #3

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Barriers To Communication Differences in perception Buyer does not recognize a need for product Selling pressure Information overload Distractions Poor listening How and what you say Not adapting to buyer’s style

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Exhibit 4-8: Barriers To Communication Which May Kill a Sale

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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.

Master Persuasive Communication To Maintain Control

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Master Persuasive Communication To Maintain Control, cont…

Listening clues you in.HearingListeningListen to words, feelings, and thoughtsThree levels of listening

Marginal listeningEvaluative listeningActive listening

Technology helps to remember.

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Your Attitude Makes the Difference

Enthusiasm:ExcitementPositive view on:

Helping othersYourselfBeing a salesperson

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Proof Statements Make You Believable

Credibility through:EmpathyListeningEnthusiasm

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

End of Chapter 4End of Chapter 4End of Chapter 4End of Chapter 4

Chapter

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McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved.