Download Fundamentals of Selling

McGraw-Hill/Irwin
Chapter
Ch. 5 Communication for
Relationship Building: It’s Not All
Talk
5
Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved.
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?
5-3
Salesperson-Buyer Communication Process
Requires Feedback
 Major communication elements
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Source
Encoding
Message
Medium
Decoding
Receiver
Feedback
Noise
5-4
Exhibit 5-2: The Basic Communication
Model Has Eight Elements
5-5
Nonverbal Communication: Watch For It
 Concept of space
 Territorial space
 Intimate space – arm’s length
 Personal space – 2 to 4 feet
 Social space – 4 to 12
 Public space – 12 and up
 Space threats –
 Space invasion –
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Exhibit 5-3: Office Arrangements and
Territorial Space
5-7
Communication Through Appearance and
the Handshake
 Hair
 Dress
 Shake hand
5-8
Body Language Gives You Clues
 Nonverbal signals come from:

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Body angle: forwards
Face: smiling
Hands: relaxed and open
Arms: relaxed and open
Legs: pointed towards you
5-9
A Light Signal for Vehicles has a Green,
Yellow, and Red Light
 A person also sends three types of
messages using body
communication signals
5-10
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
5-11
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
5-12
You Have the Red Light
 Disagreement signals – a red light
indicates the person may not be
interested in your product
5-13
Recognizing Body Signals
 Knowing body signal guidelines can improve
your communication ability by allowing the
salesperson to:
 Be able to recognize body language
 Be able to interpret them correctly
 Be prepared to adapt
 Respond positively
5-14
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.
5-15
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?
5-16
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) or red (disagreement)
nonverbal signal
 How would you respond nonverbally?
5-17
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?
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Barriers To Communication
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Differences in perception
Buyer does not recognize need
Selling pressure
Information overload
Disorganized presentation
Poor listening
Distractions
Not adapting
What to say and how: controlled: think; caring: truth;
conniving: twist truth; careless: lies, tempered words.
5-19
Master Persuasive Communication To
Maintain Control
 Persuasion is the ability to change a person’s
belief, position, or course of action
 Feedback guides your presentation
 Probing: questions
 Remember to use the trial close
 Empathy: EI
 Keep it Simple Salesperson (KISS)
 Creating mutual trust develops friendship
5-20
Master Persuasive Communication To
Maintain Control, cont…
 Listening clues you in
 Hearing
 Listening
 Listen to words, feelings, and thoughts
 Three levels of listening
 Marginal: your thoughts/what you are supposed to say
 Evaluative: try to hear but no understanding
 Active: other’s point of view
 Technology helps to remember: take notes
5-21
Your Attitude Makes the Difference
 Enthusiasm
 Excitement: to help
 Positive view on:
 Yourself
 Buyer
 solution
5-22
Proof Statements Make You Believable
 Credibility through:
 Empathy
 Listen to specific needs
 Enthusiasm toward their work
 Proof statements substantiate claims
5-23