Presentation on theme: "Using Communication Principles To Build Relationships"— Presentation transcript:
1 Using Communication Principles To Build Relationships Chapter 4Using Communication Principles To Build Relationships
2 Two-Way Communication BreakdownsChoice of wordsNo acronyms, phony words, slangAbstract/concrete/emotional/neutral, vary inflection,be aware of tone, tailor to customersVoice characteristicsLoudness, inflection, articulationStoriesWord pictures, analogies, helps to visualize points
3 Active Listening Listening – 2nd section of role play presentation Rate of speech – depends on you/audienceTalk/listen; talk/listen; talk/listenRepeat, restate, summarize, focus
4 Tolerating Silences “Bite your tongue” While a customer is thinking, times of silence occurExample: What day would you like me to call on you?Just a minute, let me think about that.(Silence)Okay, let’s make it on Monday, the 22nd.
5 Reading Nonverbal Messages From Customers Body Language – five channels:Body Angle, Face, Arms, Hands & LegsNon-verbal Communication – three forms:Body Language, Space & Appearance
6 Body Angle Positive Back and forth motions Movements directly toward a personChanges in position – customer wants to place orderNegativeSide to side motions – insecurity/doubtLeaning back – boredom/apprehension/angerChanges in position – disagreement
7 Face Eyes are the most important area of the face Enlarged pupils indicate interest/excitementBlink rate – BPM average; 50+ BPM - stressEye position can indicate a customer’s thought processLooking away can mean actively considering informationLooking left can mean an emotional considerationLooking right can mean considering facts/logicSignificant cultural differences dictate the appropriate level of eye contact between individuals –Japan, Korea, Muslim countries, BrazilSkin color (red) & skin tautness (jaw line) are facial cues
8 Arms Arms Key factor of interpreting arm movement is intensity More movement, they are conveying an opinionBroader and more vigorous movement indicates the customer is more empathetic about the pointDo NOT cross arms in Turkey – rude!
9 Hands Hand gestures are very expressive Positive: open and relaxed, palms facing upNegative: self-touching gesturesInvoluntary gestures: fist tightening (good indicator of true feelings)Hand gestures – various cultural differencesThumbs-up: offensive in the Middle East, rude in Australia, sign of o.k. in FranceCircled fingers in Japan – symbolizes money
10 LegsLegsCustomers with uncrossed legs in an open position send a message of cooperation, confidence, and friendly interestLegs crossed and away from the salesperson is usually negative
11 Body Language Patterns No single gesture or position defines a specific emotion or attitudeSalespeople must consider a number signals via a number of channelsSmiles can be real/fake – muscles around the eyes involved means the smile is realHiding true feelings: verbal mistakes, changing opinion, difference in verbal/non-verbal signals, small shrugs, self-touching, stiff body posture
12 Responding to Customers’ Hidden Emotions and Feelings Comments a salesperson makes to encourage forthright discussion:Perhaps there is some reason you cannot share the information with meAre you worried about how I might react to what you are telling me?
13 Sending Messages With Nonverbal Communication Using Body LanguageFaceFacial reactions are are often involuntary, especially under stressNothing creates rapport like a smileRemember – good thoughts = good body languageMost effective facial expression are natural onesEye ContactAppropriate eye contact varies from situation to situationDirect eye contact indicates sincerity, credibility, and trustworthiness
15 Hand Movements Have a dramatic impact - drives home a point Avoid pointing your finger & excessive gesturesShaking hands is the prospect’s choiceSocial handshakes are different for womenInternational differences – Chinese bow, Mexicans hug, Germans shake once only, Africans snap fingers after shaking hands
16 Posture & Body Movements Shuffling feet/slumping – lack of self-confidence & disciplineOverly rigid posture – shows rigidityUse the mirrorMatching The Customer’s Communication StyleBetter rapport is developed when matching verbal and nonverbal behaviorTry adapting to the a customer’s behavior
17 The Role Of Space and Physical Contact In Communication Distance During Interaction – Exhibit 4.6 – P. 110Intimate zone- reserved primarily for a person’s closest relationshipsPersonal zone- for closest friends and those who share special interestsSocial zone- business transactions and other impersonal relationshipsPublic zone- for speeches, teachers in classrooms, and passersbyCustomers may react negatively when they believe salespeople are invading their intimate or personal spaceBegin customer interactions at the far end of the social zone and do not move closer until an initial rapport has been established
18 Touching Touching Two touching groups: contact and noncontact Contact people usually see noncontact people as cold and unfriendlyNoncontact people view contact people as overly friendly and obtrusiveLimit touching to a hand shake
19 Professional Appearance Two priorities in dressing for business:Getting customers to notice you in a positive wayGetting customers to trust youBusiness clothes project an image of the salespersonMaking a presentation to customers or at your own company requires careful thought
20 The Return of the Business Suit Casual Dress Lesson - Read 5.1 – P. 137Many companies are returning to more professional dress codePay attention to clothing and don’t confuse the boundary between work and play – casual Fridays are fine, but presentations requiremore appropriate clothingHints For MenThe suit is the focal garment in business dressDarker suits (authoritative), lighter suits (friendly), natural fibers (favorable), solid white shirts (credibility)Ties are important indicators of status, credibility, and personalityAs for accessories, the fewer the better
21 Professional Dress Hints For Women In the past: women dressed conservatively to match male businesslike attireNow: use flair and style, while still maintaining a dignified, professional lookBlouses have more variety: generally, cotton and silkChoose shoes and hose to compliment the outfitAccessories such as ties, scarves, simple jewelry and plain watches can jazz up the suitHairstyle should share characteristics of the attire
22 5 Principles – Dress for Success P-111-112 Consider geographyTemperature & local normsConsider your customersTheir appearanceTheir expectations for your appearanceConsider your corporate cultureNorms for your industry
23 5 Principles – Dress for Success P. 111-112 Consider your aspirationsTop levels of your firm – executivesOne level above your positionConsider your own personal styleUse Halo effectBe reasonable
24 Communicating Via Technology See Exhibit 5.5 – P. 139 Accept the need to communicate through electronic mediaNot as flexible or effective as face-to-face, but less costlyLearn the customer’s preferences and find out which tools the customer uses and how she or he likes to communicateAvoid “techno overkill”Make the communication meaningful – smile as your speakCustomize your messagesBe very succinct when communicating – actively listenDon’t deliver bad news via or telephoneUse short, clear sentences when communicating
25 Communicating Via Technology Simple guidelines - Telephone Always begin with FULL name, company and title (there are a million Jims and Sues)Verify that there is time to talk brieflyState purpose/make your pointClose and confirm detailsShow appreciationEliminate endless, useless chatter
26 Communicating Via Technology Simple guidelines – E-mail Face to face is much more effective, if possible – 90% of buyers prefer itMake subject line correct/make first lines clearDo NOT keep using old reply lineUse heading/bullets for long s-short worksAnswer s within 24 hoursLearn to acknowledge s quicklyLearn customers’ preferencesSee 10 easy rules to follow – P. 116
27 Social-Networking Blogs, Linked-In, Twitter, Facebook…… Have fun, but be careful!Any bad stories here??
28 Adjusting To Cultural Differences See Page 117-118 Recognize business practices are different around the worldDifference in terms of a contract (price and delivery), verbal and nonverbal informationLow context cultures- culture which relies more on the verbal part of communication; sender’s values, position, and background are conveyed by the content of the messageHigh context cultures- Culture which relies more on the nonverbal part of communication; sender’s values, position, and background are conveyed by the way the message is expressed
29 Use Of LanguageCommunication in international selling often takes place in EnglishObserve the following rules when using English in international selling:Use common English words that would have been learned in the first two years of studying the languageUse words that do not have multiple meaningsAvoid slang expressions peculiar to American cultureUse rules of grammar more strictly than would be normalUse action-specific verbsNever use vulgar expressions, tell off-color jokes, or make religious references
30 Time and SchedulingInternational salespeople need to understand the varying perceptions of time in general and the time it takes for business activities to occur in different countriesExample: Lunch is at 3:00 p.m. in Spain…In Greece, no one makes phone calls between 2 p.m. and 5 p.m.
31 Film and Lecture on: “Body Language” Not in text