Communication Skills

CONTENTS

1. Introduction to communication

2. Sending verbal message

3. Listening to verbal message

4. Sending non-verbal message

5. Reading non-verbal message

INTRODUCTION TO COMMUNICATION

INTRODUCTION TO COMMUNICATION

DefinitionCommunication processCommunication barriersCommunication method

DEFINITION

COMMUNICATION

Is a process whereby information is transferred and understood between two or more people.

EFFECTIVE COMMUNICATION

Transferring

The right information

To

The right person

At

The right time

In

A cost-effective manner

EFFECTIVE COMMUNICATION

50%

Said Heard

Heard Listened

Listened Understood

Understood Believed

Believed Remembered

Is

SaidRemembered 1/32

COMMUNICATION PROCESS


Message

Feedback

Encoding

EncodingDecoding

Decoding

Environment

SENDER RECIEVER

COMMUNICATION BARRIERS


Message

Feedback

Encoding

EncodingDecoding

Decoding

Environment

SENDER RECIEVER

COMMUNICATION BARRIERS

Communication breakdowns can be caused by:-

1. Encoding

2. Decoding

3. Environment

COMMUNICATION BARRIERS1- ENCODING & DECODING

What a person want to say

“We have an entire line of copiers.

But I think the model 900 is ideally suited for your needs because it provides the basic copying function at a low price”

COMMUNICATION BARRIERS1- ENCODING & DECODING

What the person says

“The model 900 is our best selling copier.

It is designed to economically meet the copying needs of small businesses like yours”

COMMUNICATION BREAKDOWNS1- ENCODING & DECODING

What the customer hears:

“The model 900 is a low price copier for small businesses”

COMMUNICATION BREAKDOWNS1- ENCODING & DECODING

What the customer thinks:

“this company makes low price copiers with limited features.

They are designed for businesses that don’t have much money to spend for a copier.

We need copier with more features. We should invest in a better copier that will meet our future needs”


Message

Feedback

Encoding

EncodingDecoding

Decoding

Environment

SENDER RECIEVER

COMMUNICATION BREAKDOWNS2- ENVIRONMENT

Communication may be affected by the environment in which the communication process occurs, such as:


Noise

They are sounds unrelated to message being exchanged by the salesperson and the customer.

such as: Ringing phones Other conversations nearby


Physical

People communicate more effectively when they are physically comfortable.

COMMUNICATION METHODS


People communicate with each other through:

1. Face to face interaction

2. Phone

3. E-mails

4. Letters.


Interactivity: is a function of the time between sending message and getting a response to it.

Verbal communication: is the transmission of ideas or thoughts through words.

Non-verbal communication: is the expressions (body language, space and appearance) that communicate thoughts and emotions without using words.


Face to face Telephones E-mail Letter

High High Low Lowest

Yes Yes Yes Yes

Yes Limited No No

Highest Low Lowest Moderate

Interactivity

Verbal channel

Non-verbal channel

Quantity of information

Body Lan-

guage55%

Voice Quality38%

Words7%

FACE TO FACE COMMUNICATION

SENDINGVERBALMESSAGE

SENDING VERBAL MESSAGE

In order to properly send a verbal message, we should consider:

A. Effective use of words

1. Characteristics of words

2. Using effective words

3. Painting word pictures

B. Voice characteristics

1. Speech rate

2. Loudness

3. Inflection

4. ArticulationC. Asking questions

EFFECTIVE USE OF WORDS

SENDING VERBAL MESSAGEA- EFFECTIVE USE OF WORDS

Each industry has its own trade jargons.

Use simple words that could be easily understood by the other party.


A.1. CHARACTERISTICS OF WORDS

There are two types of words:

1. Concrete

2. Abstract


ConcreteThey are fact oriented words and expressions which

convey more information and less likely to be misinterpreted than abstract.

“The mineral content of this water is one part per million”


Abstract “This water is pure”


Concrete

It was extremely hot today

It will be a long meeting

Come early tomorrow

Abstract


A.2. USING EFFECTIVE WORDS

Word artist have the ability to soft and appealing or strong and powerful.


Cheaper More economical

Prospect Future client

Objection Area of concern

Sign Approve

Sell Get involved

Contract Agreement

Cost / Price Investment

DON’T SAY SAY


Appointment Visit

Commission Fee of service

Customer People we serve

Problem Challenge

Deal Opportunity

Buy Own

Down payment Initial investment

DON’T SAY SAY


A.3. PAINTING WORD PICTURES Salesperson can use word pictures to help customers

understand the benefits of a product. A word picture is a story designed to help the customer

visualize a point.








1. Speech rate

2. Loudness

3. Inflection


VOICE CHARACTERISTICS

SENDING VERBAL MESSAGEB- VOICE CHARACTERISTICS

A salesperson delivery of words affects how the customer will understand and evaluate his/her presentation.

poor voice and speech habits make it difficult for other party to understand the message.


B.1. SPEECH RATE The average normal speech rate is 140 words per

minute. People who talk faster or slower than the normal rate

should consciously try to slow down or speed up.


Salespeople should vary their rate of speech, depending on the nature of the message and the environment in which the communication takes place.

Simple message should be delivered at faster rate, and more difficult concepts should be presented at slower rate.


Telephone calls should be conducted at a low speech rate.

In noisy environment, the salespeople should speak at lower speech rate.

TELEPHONE COMMUNICATION

Voic

e Quality

84%

Words16%


B.2. LOUDNESS Speech loudness should be tailored to the

communication situation . Generally, salespeople have to avoid monotony and

learn to emphasize certain points of the presentation to indicate the customer that these parts are more important.


B.3. INFLECTION Inflection is the tone of speech. At the end of a sentence, the tone should decrease

indicating completion of a thought. When the tone goes up at the end of a sentence,

listeners often sense uncertainty in the speaker.


B.4. ARTICULATION Articulation is the production of recognizable sounds. Poor articulation has three main causes:

1- Locked jaw

2- Lazy lips

3- Lazy tongue








1. Speech rate

2. Loudness

3. Inflection


ASKING QUESTIONS

SENDING VERBAL MESSAGEC- ASKING QUESTIONS

Objective:

1. To gets the other party to participate actively in the interview rather than just listening to the presentation.

2. To get the other party’s attention and ends up learning and remembering more about the idea you want to communicate.


Recommendations before questioning:

1. Space out your questions

2. Ask short simple questions

3. Avoid leading questions

4. Use questions to collect information

5. Use questions to maintain the flow of information


SPACE OUT YOUR QUESTIONS When salespeople ask several questions, one right after

another, customers may feel threatened.


Some customers react by disclosing less rather than giving more information.

Questions should be spaced out so the customer has time to answer each question in a relaxed atmosphere.

If several questions are really necessary, the salesperson might ask a permission question first.


ASK SHORT SIMPLE QUESTIONS Questions that have two or more parts should be

avoided.

Why? Customer will not know which part to answer and the

salesperson will not know which part has been answered.


AVOID LEADING QUESTIONS Questions should not suggest an appropriate answer. Such questions may put a word in the customer’s mouth

rather than drawing out what the customer actually think.


e.g.

Salesperson “ why do you think this product is a good one”

Customer “ well, you said it has a low price and reliable”


QUESTIONS TO COLLECT INFORMATION Questions used to collect information usually starts with

4W and 1H. The response for these questions gives the salesperson

a better understanding of the customer problems.


QUESTION TO MAINTAIN FLOW OF INFORMATION

A good way to maintain the flow of information is to offer verbal and non-verbal encouragement, such as:

1. Really

2. Uh-huh

3. That’s interesting

4. Is that so


Another approach for maintaining the flow of information is to make a positive requests for additional information such as:

Can you give me an example of what you mean?Please tell me more about that?


A third type of approach for maintaining flow of information is to make neutral statement that reaffirm or repeat the customer’s comment.

This allows the salesperson to dig deeper, and stimulate customers to continue their thoughts in a logical manner.


By reaffirming a customer’s statement, the salesperson can respond to the customer without agreeing or disagreeing with him/her.

LISTENING TO VERBAL MESSAGE


Many people believe that effective communication is achieved by talking a lot.


Inexperienced people think that they have to outtalk the other party.

However, people who monopolize the discussion will not find out what the other party wants.


120-160 words per minute.

800 words per minute.


Hearing Listening Active listening

LISTENING TO VERBAL MESSAGEACTIVE LISTENING

Active listening is not a passive activity.

Good listeners project themselves into the mind of the speaker and attempt to feel what the speaker feels.


If a customer says that he needs a small Microphone, the salespersons should listen carefully to know:

1. What the term small microphone means to the customer?

2. How small it has to be?

3. What the customer is willing to sacrifice to get this small microphone.


Suggestions for active listening include:

1. Repeating information

2. Restating or rephrasing information

3. Clarifying information

4. Summarizing the conversation

5. Tolerating the silence

6. Concentrating the ideas being communicated


1- REPEATING INFORMATION It means : repeat what the other party has just said. Objectives :

1. To verify the information taken from the other party.

2.To minimize the chance of misunderstanding


e.g. customer “ I will take 15 pack of X and 10 packs of Y” salesperson “sure, dr….. That will be 15 X and 10 Y” Customer “ wait a minute, I got that back. I want 10 X

and 10 Y” Salesperson “ fine, 10 X and 10 Y” Customer “ yes, that is what I want”


2- RESTATING INFORMATION It means: to restate the other party comment using his

own words. Objective:

1. Ensure that both parties understand each other.


e.g. Customer “ X efficacy is not as I expected” Salesperson “ I see, you are dissatisfied with the results

of X” Customer “ oh, no I didn’t say that, I mean that X results

are more than expected”


3- CLARIFYING INFORMATION It means: to ask questions designed to obtain additional

information. This may give a complete understanding of the other

party concern.


E.g Customer “ I tried X and it is not effective” Salesperson “ in which indication you had used it?” Customer “ chronic prostatitis” Salesperson “ what concentration did you prescribed?” Customer “ 750 mg”


Salesperson “ what dose?” Customer “ twice daily”Salesperson “ are you used to prescribe multivitamins

with X?”Customer “ does that make any difference?


4- SUMMARIZING THE CONVERSATION It means: summarizing points that have been discussed

earlier in the presentation.This will give both parties a quick review of the

presentation.


5- TOLERATING SILENCE This technique is better to be called “bite your tongue” During the sales presentation, the customer may need

time to think. While the customer is thinking, a period of silence

occurs.


You may feel uncomfortable during this period and think that they have to say something.

But the other party can't think while you are talking. So you have to tolerate this silence in order to give the

other party a chance to think


6- CONCENTRATING ON THE IDEAS BEING COMMUNICATED

Sometimes, words that customers say and how they say can distract salespeople from the idea the customer are actually trying to communicate .


e.gsalespeople may react strongly when customers use

emotion-laden phrases such as:

1. Bad service

2. Lousy product.

Instead of getting angry, the salespeople should try to know what upset the customer so much.


The good listener knows when to talk and when to listen.

SENDINGNONVERBALMESSAGE

SENDING NON VERBAL MESSAGE

The channels a person can send nonverbal messages to a other party are:

1.Body language2.Space3.Appearance

1- BODY LANGUGAE

SENDING NON VERBAL MESSAGE1- BODY LANGUGAE

People should strive to use positive body signals.


Cooperative cues indicate to customers that the salesperson sincerely wants to help them satisfy their needs.


On the other hand, salespeople should avoid using negative cues since it will intimidate customers and make them uncomfortable.


Body language includes;1. Face.2. Eye contact.3. Hand movement.4. Posture and body movements.5. Matching customer’s communication style.

SENDING NON VERBAL MESSAGE1- BODY LANGUGAE / 1- Face

Facial expressions are often involuntary, therefore, it is very difficult to manage.

SENDING NON VERBAL MESSAGE1- BODY LANGUGAE / 1- Face

Nothing creates rapport like a smile

99% when you give a smile, you receive a smile.

The smile should be natural and comfortable, not a smirk or an exaggerated.

SENDING NON VERBAL MESSAGE1- BODY LANGUGAE / 2- Eyes

Appropriate eye contact varies from situation to another. People should use eye contact when talking to show

sincerity, credibility and trustworthiness. Staring has an opposite effect and makes the customers

uncomfortable.

SENDING NON VERBAL MESSAGE1- BODY LANGUGAE / 3- Hands

Hands movements can have a dramatic impact.

Exposing palm of the hand Openness and receptivity

Slicing hand movement and pointing a finger

Very strong signal used to reinforce only the most important point

SENDING NON VERBAL MESSAGE1- BODY LANGUGAE / 3- Hands

Pointing a finger must be avoided unless highlighting an important point.

Over gesturing using hand movements will make the customer watch the hands and miss the words.


1.4. POSTURE AND BODY MOVEMENTSSalespeople should make comfort is their guide when

searching for the right posture.Practice in front of a mirror, straight your back and pull

your shoulders back to elevate your head.


1.5. MACHING THE CUSTOMER'S COMMUNICATION STYLESalespeople develop better rapport when they match both the verbal and the non verbal behavior of their customer.


If you speak loud and fast to a customer who is soft-spoken and slow, you are in a real mismatch.

You are communicating: "I am not like you""I don't like you"

We all tend to like people who are like us.

2- SPACE AND PHYSICAL CONTACT

SENDING NON VERBAL MESSAGE2- SPACE AND PHYSICAL CONTACT

Intimate Zone

"Closest relation"

Personal Zone

"Close friends"

Social Zone

"Business"

Public Zone

"Teachers, class rooms…"


The physical space between a customer and a salesperson can affect the customer's reaction to a sales operation.


Distance and spacing during interaction The size of the intimate and personal zones

depends on age, gender, culture and race.


The social zone for Latin American is much closer than that of North American.


Customers may react negatively when they believe that the salespeople are invading their intimate or personal zones.

This negative reaction may be expressed by moving back away or folding their arms.


On the other hand, standing too far away can create an image of aloofness, conceit or unsociability.


In general, salespeople should begin the customer interaction at the far end of the social zone and avoid moving on until the initial approach has been established.

If the customer showed a friendlier relationship, the salesperson should move closer.


TOUCHING People fall into two touch groups: contact and non

contact. Contact people see non contact as: cold and unfriendly. Non contact people see contact as: over friendly and

obtrusive.


Although, some customers may accept a hand on their backs or a touch on their shoulders, the salesperson should limit their touching on handshake as touching clearly enters the customer intimate zone and this may be considered as rude, threatening or an invasion.

3- APPEARNACE

SENDING NON VERBAL MESSAGE3- APPEARNACE

Physical appearance, especially dress style, is an aspect of non-verbal communication that affects the customer evaluation of the salesperson.


Two priorities in dressing for business are:

1. Getting the customer to notice you in a positive way.

2. Getting the customer to trust you.


If salespeople overdress, their clothing may distract from their sales presentation.


MATCH THE CUSTOMER DRESS

The appropriate style of dress depends on the salesperson's occupation, social status, age, physical size and geographic location.


Salespeople can get some clues about appropriate styles by observing their customers.

Salespeople should attempt to match the styles of their customers and avoid dressing more stylishly or expensively.

READINGNONVERBALMESSAGE

READING NON VERBAL MESSAGE

In addition to asking question and listening, you can learn a lot from observing the other party’s nonverbal behaviors.

READING NON VERBAL MESSAGE

The five elements of body language are:

1. Body angels.

2. Facial expressions.

3. Arms.

4. Hands.

5. Legs.

READING NON VERBAL MESSAGE1. BODY ANGLES

1. Side-to-side movement

2. Body movement toward a person

3. Leaning back or away

4. Back-and-forth movement

Leaning back or away

Boredom,Anger Apprehension

Back-and-forth emotions

Positive outlook

Body movement toward a person

Positive regard

READING NON VERBAL MESSAGE2. FACIAL EXPRESSIONS

2- FACIAL EXPRESSIONS

A. Facial muscles

B. Eyes

READING NON VERBAL MESSAGE2. FACIAL EXPRESSIONS

FACIAL MUSCLES The face has many small muscles capable of

communicating innumerable messages.

Disgusted Bored Tired

Happy

Cold

Scared Irritated Shocked

Sad

Scared

Angry

Confused

Laugh

Embarrassed

Curious

Excited

READING NON VERBAL MESSAGE2. FACIAL EXPRESSION

EYES Eyes are the most important

area of the face. The pupil of interested or

excited people tend to enlarge. Eye position indicate a

customer’s thought process.


In USA, salespeople look directly into their customer’s eyes when speaking or listening to them, is a sign of interest in what the customer is saying.


In Japan, looking directly at a subordinate indicates that the subordinate has done something wrong.

When a subordinate looks directly into the eyes of his direct boss, that the subordinate is displaying hostility.

Eyes focused straight a head

Customer is passively receiving information but devoting little effort to analyze the meaning and not really concentrating on the presentation.

Intense eye for more than 3 seconds

Customer displeasure



Staring eye Coldness, anger or dislike

Eyes are positioned right and leftCustomer involved in the presentation

A gaze to the leftIntense concentration based on emotion consideration

A gaze to the rightCustomer consider logic and facts in the presentation

look way for long period Wants to end the meeting


READING NON VERBAL MESSAGE3. ARMS

3- ARMS A key factor in interpreting arm movement is intensity. Customer will use more arm movement when they are

conveying an opinion. Broader and more vigorous movement indicates the

customer is more emphatic about the point being communicated verbally.

READING NON VERBAL MESSAGE4. HANDS

4- HANDS Hand gestures are very expressive.

Open and relaxed hands especially with palm facing up

Positive sign

Self-touching gesture Tension

Involuntary gesture as tightening of fist

True feeling


The meaning of hand gesture differs from one culture.

For example, in USA the thumbs-up expression means that everything is alright.


In Japan, the OK sign “ holding the thumb and forefinger in a circle”

READING NON VERBAL MESSAGE5. LEGS

5-LEGS

Uncrossed legs in an open position

Cooperation, confidence and friendly nature

Crossed legs away from the salesperson

The presentation is not going well

READING NON VERBAL MESSAGEBODY LANGUAGE

NEGATIVE SIGNALS POSITIVE SIGNALS

Crossed arms or legs Uncrossed legs and arms

Leaning backward or away from the salesperson Leaning forward

Shaking heads Nodding

No eye contact Eye contact

Little change in expression “lifeless”

Animated and excited reactions

DRESSINGHINTS FOR MEN

HINTS FOR MEN

SUIT Dark suit gives more authoritative

image. Lighter suits create a friendlier

image.

HINTS FOR MEN

SHIRTSSolid white shirts, blue and pale

are the most common.Shirts should be lighter than the

suit and the tie should be darker than the shirt.

HINTS FOR MEN

Shirt stripes should always be too close together, clearly defined and of one coordinating color on white background.

HINTS FOR MEN

TIEA good rule is to wear suits and

shirts in basic color and let the tie provide the accent color.

The tie tip should come just to the belt buckle and its width should harmonize with the width of the suit lapels.

HINTS FOR MEN

BELTS Most belts are acceptable. Buckles should be small, clean and

traditional.

SHOES Shoes should be black or brown. Never wear shoes of multiple colors or of

high heels.

HINTS FOR MEN

ACCESSORIESFor accessories, the less the better.Stay away from bracelets and pins.

DRESSINGHINTS FOR WOMEN

HINTS FOR WOMEN

SUITS A good business wardrobe contains navy,

black or gray suits worn with light colored blouse. Also suits with more cheerful colors may be added.

The suit should be stylish but not so trendy. Women have a little more variety in colors

than men.

HINTS FOR WOMEN

BLOUSE The blouse should be

1. Businesslike but feminine

2. Soft but not seen through

3. Plain or with small prints

HINTS FOR WOMEN

SHOESBlack, brown or navy colors are all acceptedThe heel should not be higher than 3-4 cm

HINTS FOR WOMEN

ACCESSORIESAccessories such as ties, scarves, simple pins, gold

chains and plain watches can make even a plain dark suit look dressy and businesslike.

Chunky jewelry and clanking bracelets are out.

HINTS FOR WOMEN

HAIRHair length is not an issue, but it must be managed

effectively.

THANK YOU

Date post:	12-Sep-2014
Category:	Education
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Communication Skills

Education