Download Module 2 - Oral Communication

SALES REPRESENTATION
ANDREW ZIELINSKI, MBA
www.accrongroup.com/fengyeschool/
PROGRAM ROADMAP
Approximate Timing
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Module 1 – Occupation & Training Process (2 weeks)
Module 2 – Professional Relationships (5 weeks)
Module 3 – Time Management (3 weeks)
Module 4 – Business Mathematics (4 weeks)
Module 5 – Sales Representation (7.5 weeks)
Module 6 – Sales Prospecting (4 weeks)
Module 7 – Entering the Workforce (2.5 weeks)
MODULE 2: COMPETENCIES
1.
2.
3.
4.
5.
6.
Communicate Effectively with Customers,
Colleagues, Superiors
Compose Correspondence
Work in a Team
Consult Information Sources in French
Make Contacts as a Sales Representative
Assess Your Ability to Establish Professional
Relationships
MODULE 2: PROFESSIONAL RELATIONSHIPS
Overview of Module 2 (Avg. 7.25 hrs per section or 10 sessions)
1. Oral Communication (Today)
2. Non-Verbal Communication
3. Learning and Communication Styles
4. Personalizing Communication Techniques
5. Working in Teams
6. Computer Tools
7. Writing
8. SIMULATION
MODULE 2: PROFESSIONAL RELATIONSHIPS
“Sales is about Give-and-Take”
“Sales is about Negotiation”
“Sales is about giving some and getting some”
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In Module 2, we will explore human communication in
the context of professional sales
Sales people must be good listeners as well as good
representatives of the features and benefits of their
products, services, or solutions
MODULE 2: PROFESSIONAL RELATIONSHIPS
REVIEW
 Activity 2.1 & Handshake Experiment
 Communication Styles
1.
Analytical
2.
Directive
Expressive
Aimiable
3.
4.
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What makes meetings successful
Activity
The Message
1.
2.
3.
4.
5.
Form two lines of approximately 10 people
First person, at one end of each line reads message from teacher
This person then turns to person next to them, in the line, and
whispers in their ear the message they read
Each person receiving the message passes it to next person down
the line
Person at the end of the line says the message out loud
MODULE 2: PROFESSIONAL RELATIONSHIPS
1. Oral Communication
A.
B.
C.
Being Understood
Parts of Oral Communication
Influencing Factors
A. BEING UNDERSTOOD
Understanding perspectives, values, wants, needs
– up front
 Building successful SALES communications
means giving customers what they want
 To do this, must first understand customers needs
 Example: selling car features that do not interest
customer vs listening to customer needs ahead of
the pitch
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B. PARTS OF ORAL COMMUNICATION
Basic Terminology
 Decoding
 Sender
 Receiver
 Encoding
 Channel
 Feedback
ENCODING
SENDER
CHANNEL/ MEDIA
COMMUNICATION
LOOP
DECODING
DIAGRAM
RECEIVER
FEEDBACK
Source of Diagram
C. INFLUENCING FACTORS

The Quality of Encoding-Decoding
INFLUENCING FACTORS
Example –
 Engaging the customer avoids harassing the
customer
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Successful Classic retail sales
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More Thoughts on how to create a conversation
and engage with customers through two-way
communication
A. ORAL COMMUNICATION
How-To
 Active Listening
 The Art of Asking Questions
 Open
Questions
 Closed Questions

Assertive Communication
ACTIVE LISTENING
The Art of Active Listening
 Asking Open Questions
 Asking Closed Questions
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NOW, YOU DO IT!
Activity 2.1
Open-Ended and Close-Ended Questions
Scenario
You are a sales representative in your chosen field and you are in front
of a potential new customer.
Steps
1.
Write down your product or service
2.
What do you need to know about your customer to determine if your
product/service is good for them?
3.
Write down three open-ended questions that you would ask your
customer in order to obtain this information
4.
Write down three closed-ended questions to obtain focus and
possible commitment from customer
5.
Save this Activity in a Word document as:
SalesRepActivityOpenCloseQuestions_FirstName_LastName.docx
ASSERTIVE COMMUNICATION
Definition (from MIT)
• The term “assertive” is used to describe a communication
style that is respectful of others but clear and firm in intent
• Sometimes confused with aggressiveness – being rude,
hostile, blaming, threatening, demanding, or sarcastic is not
being assertive
• Does mean standing up for yourself but doing so in a way
that does not trespass on the rights of others and respects
your own rights and feelings and the rights and feelings of
others
• When you communicate assertively, you communicate
honestly but appropriately
• Often correlated with good self esteem and confidence and
is a very valuable skill to develop if you don’t already use
assertive communication.
ASSERTIVE COMMUNICATION
1.
2.
3.
4.
5.
6.
Use the Word “I”
Maintain Eye Contact
Good Posture
Express Body Language
Avoid Ambiguity
Silence is a Tool
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Ummm, You Know, Like,
Yeah
7.
Speak Clearly
8.
9.
10.
Managing
Stress
Appropriate Language
Breathing to Control Emotion
Voice (Tone, Volume)
You Are Responsible for Yourself
(and your emotions)
SUMMARY
A Communication is:
 An Exchange
 Between a Sender and a Receiver
 Who switch roles
 To create feedback
Why?
 To share information and/or to share emotions
Channel
 Method utilized to share information/emotion
 Examples: words, gestures, writing, etc.
Code (as in “encoding” or “decoding”)
 Is the system of signs sent through the utiized channel
 Examples: language, alphabet, symbols, etc.)
SUMMARY
For EFFECTIVE Communication to Exist:
 Both the Channel and the Code must be understood by
BOTH the send and the receiver
 Sender respects the nature of the relationship with the
receiver
 Place chosen is appropriate to the conversation
 Timing is right
 Duration of the communication is appropriate
 Emotions of both sender and receiver are respected
 Sender considers the profile of the receiver and the
context in which the communication occurs