2. Communication for Relationship Building: It’s Not All Talk Chapter 4 McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved.

3. 4-3 Chapter 4

4. 4-4 Main Topics  The Tree of Business Life: Communication  Communication: It Takes Two  Nonverbal Communication: Watch for It  Barriers to Communication  Master Persuasive Communication to Maintain Control 4 Chapter

5. 4-5 The Tree of Business Life: Communication The Golden Rule Guided by The Golden Rule, effectively communicate using:  Words  Body language  Visual Aids  Listening  Unselfishness to help a person make the correct buying decision I T C Ethical Service Builds T r u e Relationships T TT TTTT TTTT

6. 4-6 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. 4-7 Exhibit 4-1: What Did You Say? What Did I Hear? BARRIER Speaker Listener Psychological barrier or filter

8. 4-8 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 Exhibit 3-1: Stimulus-response model of buyer behavior Stimulus Black box Response Sales Presentation Buyer’s Hidden Mental Process Sale/No Sale

9. 4-9 Salesperson-Buyer Communication Process Requires Feedback  Major communication elements:  Source  Encoding process  Message  Medium  Decoding process  Receiver  Feedback  Noise

10. 4-10 Exhibit 4-2: The Basic Communication Model Has Eight Elements

11. 4-11  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 Nonverbal Communication: Watch For It

12. 4-12 Exhibit 4-3: Office Arrangements and Territorial Space

13. 4-13 Communication through Appearance and the Handshake  Style hair carefully.  Dress as a professional.  Shake hands firmly and look people in the eye.

14. 4-14  Nonverbal signals come from:  Body angle  Face  Hands  Arms  Legs Body Language Gives You Clues

15. 4-15 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. 4-16 Green Light  Signals acceptance – a green light gives the “go ahead”  It indicates that the buyer is willing to listen  It indicates that the buyer may like what is being said

17. 4-17 Yellow Light  Signals caution – 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. 4-18 Red Light  Signals disagreement – a red light indicates the person may not be interested in your product

19. 4-19 Recognizing Body Signals  Knowing body signal guidelines can improve communication ability by allowing the salesperson to:  Recognize nonverbal signals  Interpret them correctly  Be prepared to alter a selling strategy  Respond positively both nonverbally and verbally to a buyer’s nonverbal signals

20. 4-20 What Would You Do?  You arrive at an 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. 4-21  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?  How would you respond nonverbally?  Green (acceptance) nonverbal signal  Yellow (caution) nonverbal signal What Would You Do? Situation #1

22. 4-22  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?  Yellow (caution) or red (disagreement) nonverbal signal  How would you respond nonverbally?  Green (acceptance) nonverbal signal What Would You Do? Situation #2

23. 4-23  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?  How would you respond nonverbally?  Green (acceptance) nonverbal signal  Yellow (caution) nonverbal signal What Would You Do? Situation #3

24. 4-24 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. 4-25 Exhibit 4-8: Barriers To Communication Which May Kill a Sale

26. 4-26 PP ersuasion is the ability to change a person’s belief, position, or course of action. FF eedback guides your presentation. PP robing – asking questions RR emember to use trial closes. EE mpathy puts you in your customer’s shoes. KK eep it Simple Salesperson (KISS) CC reating mutual trust develops friendship. Master Persuasive Communication To Maintain Control

27. 4-27 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. 4-28 Your Attitude Makes the Difference  Enthusiasm:  Excitement  Positive view on:  Helping others  Yourself  Being a salesperson

29. 4-29 Proof Statements Make You Believable  Credibility through:  Empathy  Listening  Enthusiasm  Proof statements substantiate claims.

30. 4-30 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. 4-31 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

32. End of Chapter 4 Chapter 4 McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved.