Pp Ch005

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USING COMMUNICATION PRINCIPLES TO BUILD RELATIONSHIPS

What are the basic elements in the communication process? Why are listening and questioning skills important? How can salespeople develop listening skills to collect

information about customers? How do people communicate without using words? What are some things to remember when communicating via

technology like phones and e-mail? How does a salesperson adjust for cultural differences?

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chapter 5

SOME QUESTIONS ANSWERED IN THIS CHAPTER ARE:

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“Good communication is the cornerstone to my sales success.”

~Mike DonleyArthroCare Sports Medicine

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Building Relationships Through Two-Way Communication

The communication process

Communication breakdowns caused by:– Encoding and

decoding problems– The environment in

which the communications occur

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Two-Way Flow of Information

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The sender (seller) encodes a message.

The receiver (buyer) decodes the message.

The sender (buyer) whoencodes a reply message.

The receiver (seller) then decodes the buyer’s message.

Who then becomes… Who then becomes…

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Sending Verbal Messages Effectively

Choice of words Voice characteristics

– Rate of speech– Loudness– Inflection– Articulation

Stories– Include conflicts, trials, and crises– Paint a word picture

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Active Listening

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80-20 listening ruleSalespeople should listen 80 percent of the time and talk no more than 20 percent of the time.

Speaking-listening differentialPeople can speak at a rate of only 120-160 words per minute, but they can listen to more than 800 words per minute.

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Active Listening (continued)

Repeat information Restate or rephrase

information Clarify information Summarize the

conversation Tolerate silences Concentrate on the

ideas being communicated

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Reading Nonverbal Messages from Customers

Body angle Face Arms Hands Legs

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Positive Power and authority Underlying tension

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Patterns of Nonverbal Reactions to Presentation

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Consider the pattern of signals via a number of channels

Signals customers are hiding their true feelings:– Contradictions and verbal mistakes– Differences in two parts of a conversation– Contradictions between verbal and nonverbal

messages– Certain nonverbal signals such as hesitation in

the voice, small shrugs, and so on

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Body Language Patterns

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“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?”

“I have a sense that there is really more to the story than you are telling me. Let’s put the cards on the table so we can put this issue to rest.”

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Encouraging Forthright Discussion

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Sending Messages with Nonverbal Communication

Using body language– Facial muscles– Eye contact– Hand movement and

hand shaking– Posture and body

movements

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The Role of Space and Physical Contact

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Consider the geography– The temperature– The local cultural norms

Consider your customers– Their appearance– Their expectations of your appearance

Consider your corporate culture– Norms for your industry

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Appearance

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Consider your aspirations– Top levels of your organization– Dress above your position

Consider your own personal style– Wait until you have the halo effect– Be reasonable

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Appearance (continued)

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Communicating via technology

Face-to-face conversation– 40 percent: words– 10 percent: voice characteristics– 50 percent: nonverbal communications

Telephone– Practice– Prepare– Don’t be rushed– Smile as you talk– Active listening– Set objectives

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Comparison of Various Methods of Salesperson Communications

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Immediacy does not equal intimacy Use meaningful subject lines Put important information in the first few lines Be aware of the “tone” of your email Learn customer preferences for email Avoid “techno overkill” Avoid sending long emails and large attachments Use speed to impress customers Don’t deliver bad news via email Best time to send an e-mail and get it read:

Wednesday around 11:00 a.m.

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E-Mail Communication

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Salespeople need to recognize that business practices differ around the world

Terms have different meanings Time perception

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Adjusting for Cultural Differences

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Low-context culturesMost of the information that flows between buyer and seller is in the spoken words themselves.

High-context culturesMore information is contained in factors surrounding the communication.

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Differences Between High- and Low-Context Cultures

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Use common English words, e.g. stop instead of cease

Use words that do not have multiple meanings

Avoid American slang expressions Use strict rules of grammar Use action-specific verbs Never use vulgar expressions, tell off-color

jokes, or make religious references

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Using English in International Selling

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The communication process consists of a sender, who encodes information and transmits messages, and a receiver, who decodes the messages.

Effective communication requires a two-way flow of information.

When communicating verbally with customers, salespeople must be careful to use words and expressions their customers will understand.

Listening is a valuable communication skill that enables salespeople to adapt to various situations.

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Summary

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About 50 percent of communication is nonverbal.

Salespeople can use nonverbal communication to convey information to customers.

Two-way communication increases when salespeople adjust their communication styles to the styles of their customers.

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Summary (continued)

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