Chapter 5 ||

Chapter 5Chapter 5

Using Communication Principles To Build Relationships

Two-Way CommunicationTwo-Way Communication

Breakdowns Choice of words

No acronyms, phony words, slangAbstract/concrete/emotional/neutral, vary inflection,be aware of tone, tailor to customers

Voice characteristicsLoudness, inflection, articulation

StoriesWord pictures, analogies, helps to visualize points

Active ListeningActive Listening

Listening – 2nd section of role play presentation

Rate of speech – depends on you/audience

Talk/listen; talk/listen; talk/listen

Repeat, restate, summarize, focus

Tolerating SilencesTolerating 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 22nd.

Reading Nonverbal Messages Reading Nonverbal Messages From CustomersFrom Customers

Body Language – five channels:

Body Angle, Face, Arms, Hands & Legs

Non-verbal Communication – three forms:

Body Language, Space & Appearance

Body AngleBody Angle

Positive Back and forth motionsMovements directly toward a personChanges in position – customer wants to place order

NegativeSide to side motions – insecurity/doubtLeaning back – boredom/apprehension/angerChanges in position – disagreement

FaceFace Eyes are the most important area of the face Enlarged pupils indicate interest/excitement Blink rate – 10-20 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

ArmsArms

ArmsKey factor of interpreting arm movement is

intensityMore movement, they are conveying an opinionBroader and more vigorous movement indicates

the customer is more empathetic about the pointDo NOT cross arms in Turkey – rude!

HandsHands

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

LegsLegs

LegsCustomers 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 PatternsBody Language Patterns(Exhibit 5.3 – P. 133)(Exhibit 5.3 – P. 133)

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 Responding to Customers’ Hidden Emotions and FeelingsEmotions 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 Sending Messages With Nonverbal CommunicationNonverbal 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 MovementsHand Movements

Have a dramatic impact - drives home a pointAvoid pointing your finger & excessive gesturesShaking hands is the prospect’s choiceSocial handshakes are different for womenInternational differences – Chinese bow,

Mexicans hug, Germans shake once only, Africans snap fingers after shaking hands

Posture & Body MovementsPosture & 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 The Role Of Space and Physical Contact In CommunicationContact In Communication

Distance During Interaction – Exhibit 5.4 – P. 136

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

TouchingTouching

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 AppearanceProfessional Appearance

Two priorities in dressing for business:Getting customers to notice you in a

positive wayGetting 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 The Return of the Business SuitSuit

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 requiremore 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 DressProfessional 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 Success5 Principles – Dress for Success

Consider geography

Temperature & local normsConsider your customers

Their appearance

Their expectations for your appearanceConsider your corporate culture

Norms for your industry

5 Principles – Dress for Success5 Principles – Dress for Success

Consider your aspirationsTop levels of your firm – executives

One level above your position

Consider your own personal styleUse Halo effect

Be reasonable

Communicating Via TechnologyCommunicating Via TechnologySee Exhibit 5.5 – P. 139See 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 e-mail or telephone Use short, clear sentences when communicating

Communicating Via TechnologyCommunicating Via TechnologySimple guidelines - TelephoneSimple 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 TechnologyCommunicating Via TechnologySimple guidelines – E-mailSimple guidelines – E-mail

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 e-mails-short works Answer e-mails within 24 hours Learn to acknowledge e-mails quickly Learn customers’ preferences

Adjusting To Cultural DifferencesAdjusting To Cultural DifferencesSee Exhibit 5.6 – P.142See Exhibit 5.6 – P.142

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 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 SchedulingTime 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: Film and Lecture on: “Body Language”“Body Language”

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