Chapter 5 -Relationshp Building

5-15-1McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Communication for Relationship Building: It’s

Not All Talk

Chapter5

Chapter

Chapter

5

5-3

5-4

The Tree of Business Life: Communication

Guided by The Golden The Golden RuleRule, effectively communicate using: Words Body language Visual Aids Listening Unselfishness to help a person

make the correct buying decision

IT C

Ethi

cal Service

Builds

T r

u e

Relationships

TT T

T T T TT T T T

5-5

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

5-6

Exhibit 5.1: What Did You Say? What Did I Hear?

5-7

Salesperson-Buyer Communication Process

Requires Feedback Major communication elementsSourceEncoding processMessageMediumDecoding processReceiverFeedbackNoise

5-8

Exhibit 5.2: The Basic Communication Model Has Eight

Elements

5-9

Concept of spaceTerritorial space

Intimate space – 2 feet

Personal space – 2 to 4 feet

Social space – 4 to 6 feetPublic space – + 12 feet

Space threats – too closeSpace invasion – OK to be close

Nonverbal Communication: Watch For It

5-10

Exhibit 5.3: Office Arrangements and Territorial

Space

5-11

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

the eye

5-12

Body Language Gives You Clues

Nonverbal signals come from:Body angleFaceHandsArmsLegs

5-13

A Light Signal for Vehicles has a Green, Yellow, and Red Light

A person also sends three types of messages using body communication signals

5-14

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

5-15

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

5-16

You Have the Red Light

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

5-17

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

5-18

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?

5-195-19

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?

What Would You Do? Situation #1

5-20

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?

How would you respond nonverbally?

What Would You Do? Situation #2

5-21

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?

What Would You Do? Situation #3

5-22

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

5-23

Exhibit 5.8: Barriers To Communication Which May Kill a

Sale

5-24

Master Persuasive Communication To Maintain

Control Persuasion is the ability to change a person’s belief, position, or course of action

Feedback guides your presentationProbing – 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

5-25

Master Persuasive Communication To Maintain

Control, cont… Listening clues you inHearingListeningListen to words, feelings, and thoughtsThree levels of listening

Marginal listeningEvaluative listeningActive listening

Technology helps to remember

5-26

Your Attitude Makes the Difference

9 Factors of a Great Sales Attitude Caring Joy Harmony Patience Kindness Moral Ethics Faithfulness Self Control

Enthusiasm Show your excitement towards the customer

5-27

Proof Statements Make You Believable

Credibility through:EmpathyListeningEnthusiasm

Proof statements substantiate claims

5-28

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

5-29

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