communication for relationship building: it’s not all talk chapter 4 mcgraw-hill/irwin copyright...
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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
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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
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Chapter
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McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved.