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Chapter

5
Communication for Relationship Building: Its Not All Talk
McGraw-Hill/Irwin Fundamentals of Selling, 10/e
Copyright 2008 The McGraw-Hill Companies, Inc. All rights reserved.

Chapter

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Main Topics
The Tree of Business Life: Communication Communication: It Takes Two Nonverbal Communication: Watch for It Communication through Appearance and
the Handshake Body Language Give You Clues Barriers to Communication Master Persuasive Communication to Maintain Control
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The Tree of Business Life: Communication

T T T T T TT T T T T Builds Guided by The Golden Rule, effectively communicate using:

Words Body language Visual Aids Listening Unselfishness to help a person make the correct buying decision

Relationships

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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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Why People BuyThe Black Box Approach

Internalization process is referred to as a
black box We cannot see into the buyers mind Stimulus-response model
Sales Presentation Buyers Hidden Mental Process

Sale/No Sale

Stimulus

Black box

Response

Exhibit 4-1: Stimulus-response model of buyer behavior

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Salesperson-Buyer Communication Process Requires Feedback

Major communication elements
Source Encoding process Message Medium Decoding process Receiver Feedback Noise
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Exhibit 5-2: The Basic Communication Model Has Eight Elements

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Nonverbal Communication: Watch For It

Concept of space
Territorial space
Intimate space 2 feet Personal space 2 to 4 feet Social space 4 to 6 feet Public space + 12 feet Space threats too close Space invasion OK to be close

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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 angle Face Hands Arms Legs

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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 buyers nonverbal signals

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What Would You Do?

You arrive at the industrial purchasing agents office
on time. This is your first meeting. After you have waited five minutes, the agents 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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What Would You Do? Situation #1

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? Green (acceptance) nonverbal signal Yellow (caution) nonverbal signal

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What Would You Do? Situation #2

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? Yellow (caution) respond nonverbally? How would you or red (disagreement) Green (acceptance) nonverbal signal
nonverbal signal
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What Would You Do? Situation #3

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? Green (acceptance) nonverbal signal Yellow (caution) nonverbal signal
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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 buyers 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 persons
belief, position, or course of action Feedback guides your presentation Probing asking questions Remember to use trial closes Empathy puts you in your customers 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 in
Hearing Listening Listen to words, feelings, and thoughts Three levels of listening
Marginal listening Evaluative listening Active 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:
Empathy Listening Enthusiasm 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

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