Result Oriented Communication

RESULT ORIENTED COMMUNICATION by Stanley Ohenhen…provoking the leader in you

starting thought

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Think of a recent face-to-face

interaction you had with a customer when a communication problem occurred. What caused the miscommunication? Was it a two-way communication with feedback? Did noises affect the interaction?

the communication process

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It is a two way process Encoding and decoding This is what goes on between the

customer and the marketer

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today’s world is about info exchange information & feedback

basic elements in the communication process

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Sender Receiver Message Channel Feedback A communication breakdown occurs when

by an encoding or a decoding problem or the environment in which the exchange occur

the communication process

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The Sender encodes

a message

The receiver then

decodes the buyer’s message

The receiver decodes

the message

The sender who

encodes a reply message

Who then becomes Who then becomes

effective use of words

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Words can be ether abstract or concrete Could be emotional or neutral. Words are tools Marketers should develop the skills of applying the

power to be soft and appealing or strong and powerful Could use short words and phrase to demonstrate

strength and force or to provide charm and grace Words should have strength and descriptive quality. Avoid words such as nice, pretty, good and swell and

phrases that make you sound over-eager eg. ‘A great deal…’, ‘I guarantee you will…’ ‘no problem…’.

using positive rather than negative words

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Class work Provide a list of negative words to avoid

and a list of positive words we must imbibe

Our words must build, heal, exhort, encourage, correct, inspire, and motivate

Our words should NOT discourage, wound, demoralize, snob, rubbish, demotivate

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seek to achieve the following when you communicate To build and sustain relationship To cultivate goodwill To express feelings and opinions To understand and/or be understood. To inform To empower self or others To instruct To obtain a response To achieve results

tailoring words to your audience

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Use words that allow your listener to catch and retain details which they will often need to share with others in a buying group.

Voice characteristics

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Speech rate Loudness Inflection Articulation

asking questions

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Encourage full responses Space out your questions Ask short, simple questions Avoid leading questions Use questions to maintain the flow of

information

active listening skills

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Demonstrate interest in the speaker’s presentation

Repeating information Restating or rephrasing information Clarifying information Summarizing the conversation Tolerating silence Concentrating on the ideas being

communicated

sending messages through body language

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Eye contact Hand movements Posture and body movement Matching your audience’s

communication style

communicating in a high-tech environment

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Accept the need to communicate through electronic media

determine your audience’ preference and find out which tools best suits

Customise your messages Make the communication meaningful Use speed to impress audience Don’t deliver bad news via e-mail Use short, clear sentences when

communicating internationally

result-oriented communication nuggets

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

Communication breakdown can occur when the sender does a poor encoding job, when the receiver has difficulty decoding, and when noise and the environment interfere with the transmission of the message.

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

To listen effectively, you need to be actively thinking about what the speaker is saying and how to draw out more information.

More than 50% of communication is non-verbal You must be careful to use words and expressions your

listeners will understand Asking questions gets your listener involved in the interaction

and provides additional information that can be used to develop and adapt sales presentation

Leaders should learn to use their physical appearance and dress to create a favourable impression on their listeners.

take home thoughts

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“Communication that is effective is like baseball – 90% action and 10% words.”

“I teach, but I have not been able to successfully make the impact on my audience in 50 years, what my father taught me in one week”

“Your attitude speak so loud, I cant hear what you

are saying”(from John Maxwell’s collections)