Presentation on theme: "Chapter 4 Using Communication Principles To Build Relationships."— Presentation transcript:
Chapter 4 Using Communication Principles To Build Relationships
Two-Way Communication Breakdowns Choice of words No acronyms, phony words, slang Abstract/concrete/emotional/neutral, vary inflection, be aware of tone, tailor to customers Voice characteristics Loudness, inflection, articulation Stories Word pictures, analogies, helps to visualize points
Active Listening Listening – 2 nd section of role play presentation Rate of speech – depends on you/audience Talk/listen; talk/listen; talk/listen Repeat, restate, summarize, focus
Tolerating Silences “Bite your tongue” While a customer is thinking, times of silence occur Example: 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 22 nd.
Reading Nonverbal Messages From Customers Body Language – five channels: Body Angle, Face, Arms, Hands & Legs Non-verbal Communication – three forms: Body Language, Space & Appearance
Body Angle Positive Back and forth motions Movements directly toward a person Changes in position – customer wants to place order Negative Side to side motions – insecurity/doubt Leaning back – boredom/apprehension/anger Changes in position – disagreement
Face Eyes are the most important area of the face Enlarged pupils indicate interest/excitement Blink rate – BPM average; 50+ BPM - stress Eye position can indicate a customer’s thought process – Looking away can mean actively considering information – Looking left can mean an emotional consideration – Looking right can mean considering facts/logic Significant cultural differences dictate the appropriate level of eye contact between individuals – Japan, Korea, Muslim countries, Brazil Skin color (red) & skin tautness (jaw line) are facial cues
Arms Arms Key factor of interpreting arm movement is intensity More movement, they are conveying an opinion Broader and more vigorous movement indicates the customer is more empathetic about the point Do NOT cross arms in Turkey – rude!
Hands Hand gestures are very expressive Positive: open and relaxed, palms facing up Negative: self-touching gestures Involuntary gestures: fist tightening (good indicator of true feelings) Hand gestures – various cultural differences Thumbs-up: offensive in the Middle East, rude in Australia, sign of o.k. in France Circled fingers in Japan – symbolizes money
Legs Legs Customers with uncrossed legs in an open position send a message of cooperation, confidence, and friendly interest Legs crossed and away from the salesperson is usually negative
Body Language Patterns No single gesture or position defines a specific emotion or attitude Salespeople must consider a number signals via a number of channels Smiles can be real/fake – muscles around the eyes involved means the smile is real Hiding true feelings: verbal mistakes, changing opinion, difference in verbal/non-verbal signals, small shrugs, self-touching, stiff body posture
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 me Are you worried about how I might react to what you are telling me?
Sending Messages With Nonverbal Communication Using Body Language Face Facial reactions are are often involuntary, especially under stress Nothing creates rapport like a smile Remember – good thoughts = good body language Most effective facial expression are natural ones Eye Contact Appropriate eye contact varies from situation to situation Direct eye contact indicates sincerity, credibility, and trustworthiness
Hand Movements Have a dramatic impact - drives home a point Avoid pointing your finger & excessive gestures Shaking hands is the prospect’s choice Social handshakes are different for women International differences – Chinese bow, Mexicans hug, Germans shake once only, Africans snap fingers after shaking hands
Posture & Body Movements Shuffling feet/slumping – lack of self-confidence & discipline Overly rigid posture – shows rigidity Use the mirror Matching The Customer’s Communication Style Better rapport is developed when matching verbal and nonverbal behavior Try adapting to the a customer’s behavior
The Role Of Space and Physical Contact In Communication Distance During Interaction – Exhibit 4.6 – P. 110 Intimate zone- reserved primarily for a person’s closest relationships Personal zone- for closest friends and those who share special interests Social zone- business transactions and other impersonal relationships Public zone- for speeches, teachers in classrooms, and passersby Customers may react negatively when they believe salespeople are invading their intimate or personal space Begin customer interactions at the far end of the social zone and do not move closer until an initial rapport has been established
Touching Touching Two touching groups: contact and noncontact Contact people usually see noncontact people as cold and unfriendly Noncontact people view contact people as overly friendly and obtrusive Limit touching to a hand shake
Professional Appearance Two priorities in dressing for business: Getting customers to notice you in a positive way Getting customers to trust you Business clothes project an image of the salesperson Making a presentation to customers or at your own company requires careful thought
The Return of the Business Suit Casual Dress Lesson - Read 5.1 – P. 137 Many companies are returning to more professional dress code Pay attention to clothing and don’t confuse the boundary between work and play – casual Fridays are fine, but presentations require more appropriate clothing Hints For Men The suit is the focal garment in business dress Darker suits (authoritative), lighter suits (friendly), natural fibers (favorable), solid white shirts (credibility) Ties are important indicators of status, credibility, and personality As for accessories, the fewer the better
Professional Dress Hints For Women In the past: women dressed conservatively to match male businesslike attire Now: use flair and style, while still maintaining a dignified, professional look Blouses have more variety: generally, cotton and silk Choose shoes and hose to compliment the outfit Accessories such as ties, scarves, simple jewelry and plain watches can jazz up the suit Hairstyle should share characteristics of the attire
5 Principles – Dress for Success P Consider geography Temperature & local norms Consider your customers Their appearance Their expectations for your appearance Consider your corporate culture Norms for your industry
5 Principles – Dress for Success P Consider your aspirations Top levels of your firm – executives One level above your position Consider your own personal style Use Halo effect Be reasonable
Communicating Via Technology See Exhibit 5.5 – P. 139 Accept the need to communicate through electronic media Not as flexible or effective as face-to-face, but less costly Learn the customer’s preferences and find out which tools the customer uses and how she or he likes to communicate Avoid “techno overkill” Make the communication meaningful – smile as your speak Customize your messages Be very succinct when communicating – actively listen Don’t deliver bad news via or telephone Use short, clear sentences when communicating
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 briefly State purpose/make your point Close and confirm details Show appreciation Eliminate endless, useless chatter
Communicating Via Technology Simple guidelines – Face to face is much more effective, if possible – 90% of buyers prefer it Make subject line correct/make first lines clear Do NOT keep using old reply line Use heading/bullets for long s-short works Answer s within 24 hours Learn to acknowledge s quickly Learn customers’ preferences See 10 easy rules to follow – P. 116
Social-Networking Blogs, Linked-In, Twitter, Facebook…… – Have fun, but be careful! – Any bad stories here??
Adjusting To Cultural Differences See Page Recognize business practices are different around the world Difference in terms of a contract (price and delivery), verbal and nonverbal information Low 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 message High 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
Use Of Language Communication in international selling often takes place in English Observe 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 language Use words that do not have multiple meanings Avoid slang expressions peculiar to American culture Use rules of grammar more strictly than would be normal Use action-specific verbs Never use vulgar expressions, tell off-color jokes, or make religious references
Time and Scheduling International salespeople need to understand the varying perceptions of time in general and the time it takes for business activities to occur in different countries Example: Lunch is at 3:00 p.m. in Spain…In Greece, no one makes phone calls between 2 p.m. and 5 p.m.
Film and Lecture on: “Body Language” Not in text