chapter 5 -relationshp building
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5-15-1McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
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Communication for Relationship Building: It’s
Not All Talk
Chapter5
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Chapter
Chapter
5
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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
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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
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Exhibit 5.1: What Did You Say? What Did I Hear?
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Salesperson-Buyer Communication Process
Requires Feedback Major communication elementsSourceEncoding processMessageMediumDecoding processReceiverFeedbackNoise
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Exhibit 5.2: The Basic Communication Model Has Eight
Elements
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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
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Exhibit 5.3: Office Arrangements and Territorial
Space
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Communication Through Appearance and the Handshake Style hair carefully Dress as a professional Shake hands firmly and look people in
the eye
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Body Language Gives You Clues
Nonverbal signals come from:Body angleFaceHandsArmsLegs
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A Light Signal for Vehicles has a Green, Yellow, and Red Light
A person also sends three types of messages using body communication signals
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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
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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
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You Have the Red Light
Disagreement signals – a red light indicates the person may not be interested in your product
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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
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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?
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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
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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
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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
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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
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Exhibit 5.8: Barriers To Communication Which May Kill a
Sale
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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
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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
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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
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Proof Statements Make You Believable
Credibility through:EmpathyListeningEnthusiasm
Proof statements substantiate claims
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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
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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