Download Chapter 5

Chapter 5
Developing communication skills
Copyright  2006 McGraw-Hill Australia Pty Ltd
PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix
Slides prepared by Mark Vincent
5−1
Communication
Communication model
Sender – The creator of the message who decides
on the message and the most appropriate way to
communicate it to the receiver
Encoding – The process of converting a message
into a form the can be transmitted (e.g. words, text,
colours, sounds, language)
Decoding – The receiver’s ability to accept the
transmitted communication and convert it back into
a message that resembles the original
Receiver – The recipient of the message
Copyright  2006 McGraw-Hill Australia Pty Ltd
PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix
Slides prepared by Mark Vincent
5−2
Communication cont.
Communication model
Noise – The ambient distractions that exist between
the sender and the receiver, reducing the
effectiveness of the communication. This can
include sounds in the background, other people in
the room, traffic or machine noise or even other
thoughts or distractions that are on the receiver’s
mind at the time of the communication.
Feedback – The signals of acknowledgement that
are sent back to the sender as an indication that the
message has been received and understood.
Copyright  2006 McGraw-Hill Australia Pty Ltd
PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix
Slides prepared by Mark Vincent
5−3
Communication model
Copyright  2006 McGraw-Hill Australia Pty Ltd
PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix
Slides prepared by Mark Vincent
5−4
Communication cont.
Communication Model
Fill in the missing aspects of this communication model application:
Element
Sales
presentation
Sender
Salesperson
Encoding
Verbal
presentation
Decoding
Point of sale
display
Television
commercial
Internet
website
Web master
Written and
graphical
display
TV broadcast
transmission
Wefab coding
Listening
Comprehension
TV receiver
Web browser
Receiver
Customer
TV viewer
Noise
In store
distractions
Feedback
(html, java, php
etc)
Retail sales
Copyright  2006 McGraw-Hill Australia Pty Ltd
PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix
Slides prepared by Mark Vincent
5−5
Communication
Communication model (summary)
From the exercise on the previous slide you can see
that the simple communication model can have
applications to a variety of different marketing
communications. In some cases, the encoding and
decoding elements are handled by machines to send
the message over long distances through the medium.
The mind of the receiver can also be the location of
noise where they have:
 something else on their mind
 prejudices or suspicions about the sender
 a variety of other thoughts that relate to the purchase
Copyright  2006 McGraw-Hill Australia Pty Ltd
PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix
Slides prepared by Mark Vincent
5−6
Communication cont.
Uses of communication model
 Communication can be verbal and non verbal.
 Salespeople are senders of messages.
 Salespeople encode messages through their sales
presentations.
 Fields of experience affect the success of communication.
 Noise exists during a sales presentation.
 This requires the sales person to understand that their message
will not always be 100% received and understood for the entire
duration of the discussion.
 The decoding and comprehension skills of the receiver are often
unknown to the sales person because of different life experience.
Copyright  2006 McGraw-Hill Australia Pty Ltd
PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix
Slides prepared by Mark Vincent
5−7
Communication cont.
Questioning techniques
 the correct question at the correct time
 open-ended questions
 questioning techniques – traps and pitfalls
Voice control
 loudness
 tone
 inflection – a drop at end of statements makes you sound
unsure and lacking in confidence
 articulation
 speech rate
Copyright  2006 McGraw-Hill Australia Pty Ltd
PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix
Slides prepared by Mark Vincent
5−8
Communication cont.
Active listening
 clarifying what you have heard
 allowing silence to provide the customer opportunity to
think and observe
 summarising the conversation to clarify the main points
with the customer
 encouraging the customer to continue
Copyright  2006 McGraw-Hill Australia Pty Ltd
PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix
Slides prepared by Mark Vincent
5−9
Communication cont.
Non verbal communication
 international cultural sensitivity
 handshakes, introductions and passing of business cards
 facial expressions
 body position and movements
 body signals
Copyright  2006 McGraw-Hill Australia Pty Ltd
PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix
Slides prepared by Mark Vincent
5−10
Communication cont.
Territorial space
 the intimate zone
 the personal zone
 the social zone
 the public zone
Copyright  2006 McGraw-Hill Australia Pty Ltd
PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix
Slides prepared by Mark Vincent
5−11
Communication cont.
The role of persuasion
 lack of knowledge or decisiveness
 equal choices
 appealing to the mind
 appealing to the heart
 empathy
Copyright  2006 McGraw-Hill Australia Pty Ltd
PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix
Slides prepared by Mark Vincent
5−12