2. Communication for Relationship Building: It’s Not All Talk5
Chapter
Communication for Relationship Building: It’s Not All Talk
McGraw-Hill/Irwin
Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved.

3. 5
5-3
Chapter

4. 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

5. 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

6. 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

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

8. 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

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

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

11. 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

12. Exhibit 5-3: Office Arrangements and Territorial Space

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

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

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

16. 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

17. 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

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

19. 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

20. 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?

21. 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?

22. 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

23. 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?

24. 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

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

26. 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

27. 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

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

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

30. 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

31. 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