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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 5-2 Exhibit 5-1: What Did You Say? What Did I Hear? 5-3 Salesperson-Buyer Communication Process Requires Feedback Major communication elements 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 – 5-6 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: 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? 5-18 Barriers To Communication 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