Communication for Relationship Building: It’s Not All Talk 5 Chapter Communication for Relationship Building: It’s Not All Talk McGraw-Hill/Irwin Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved.

5 5-3 Chapter

5 Main Topics Chapter The Tree of Business Life: Communication 5-4 Chapter Main Topics The Tree of Business Life: Communication Communication: It Takes Two Nonverbal Communication: Watch for It Communication through Appearance and the Handshake Body Language Give You Clues Barriers to Communication Master Persuasive Communication to Maintain Control

The Tree of Business Life: Communication Guided by The Golden Rule, effectively communicate using: Words Body language Visual Aids Listening Unselfishness to help a person make the correct buying decision T T Ethical Service T T T T T T T T Builds T r u e Relationships T C I

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

Exhibit 5-1: What Did You Say? What Did I Hear?

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 Buyer’s Hidden Mental Process Sales Presentation Sale/No Sale Exhibit 4-1: Stimulus-response model of buyer behavior Stimulus Black box Response

Salesperson-Buyer Communication Process Requires Feedback Major communication elements Source Encoding process Message Medium Decoding process Receiver Feedback Noise

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

Nonverbal Communication: Watch For It Concept of space Territorial space Intimate space – 2 feet Personal space – 2 to 4 feet Social space – 4 to 6 feet Public space – + 12 feet Space threats – too close Space invasion – OK to be close

Exhibit 5-3: Office Arrangements and Territorial Space

Communication Through Appearance and the Handshake Style hair carefully Dress as a professional Shake hands firmly and look people in the eye

Body Language Gives You Clues Nonverbal signals come from: Body angle Face Hands Arms Legs

A Light Signal for Vehicles has a Green, Yellow, and Red Light A person also sends three types of messages using body communication signals

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

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

You Have the Red Light Disagreement signals – a red light indicates the person may not be interested in your product

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

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?

What Would You Do? Situation #1 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? Yellow (caution) nonverbal signal Green (acceptance) nonverbal signal How would you respond nonverbally?

What Would You Do? Situation #2 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? Green (acceptance) nonverbal signal How would you respond nonverbally? Yellow (caution) or red (disagreement) nonverbal signal

What Would You Do? Situation #3 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? Yellow (caution) nonverbal signal Green (acceptance) nonverbal signal How would you respond nonverbally?

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

Exhibit 5-8: Barriers To Communication Which May Kill a Sale

Master Persuasive Communication To Maintain Control 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, cont… Listening clues you in Hearing Listening Listen to words, feelings, and thoughts Three levels of listening Marginal listening Evaluative listening Active listening Technology helps to remember

Your Attitude Makes the Difference Enthusiasm Excitement Positive view on: Helping others Yourself Being a salesperson

Proof Statements Make You Believable Credibility through: Empathy Listening enthusiasm Proof statements substantiate claims

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

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