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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

Chapter

Chapter

5

Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

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Chapter

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Main TopicsMain TopicsMain TopicsMain Topics

The Tree of Business Life: CommunicationCommunication: It Takes Two

Nonverbal Communication: Watch for ItCommunication through Appearance and the Handshake

Body Language Give You CluesBarriers to Communication

Master Persuasive Communication to Maintain Control

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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 boxWe cannot see into the buyer’s mind

Stimulus-response model

Exhibit 4-1: Stimulus-response model of buyer behavior

Stimulus Black box Response

Sales PresentationBuyer’s Hidden Mental Process Sale/No Sale

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Exhibit 5-2: The Basic Communication Model Has Eight Elements

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Concept of spaceTerritorial 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 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 angleFaceHandsArmsLegs

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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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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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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 presentationProbing – 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 inHearingListeningListen to words, feelings, and thoughtsThree levels of listening – Pages 164-165

Marginal listeningEvaluative listeningActive listening

Technology helps to remember

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Your Attitude Makes the Difference

EnthusiasmExcitementPositive 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