USING COMMUNICATION PRINCIPLES TO BUILD RELATIONSHIPS <ul><li>What are the basic elements in the communication process? </...
<ul><li>“ Good communication is the cornerstone to my sales success.” </li></ul><ul><li>~Mike Donley ArthroCare Sports Med...
Building Relationships Through Two-Way Communication <ul><li>The communication process </li></ul><ul><li>Communication bre...
Two-Way Flow of Information 5- McGraw-Hill/Irwin The sender (seller) encodes  a message. The receiver (buyer) decodes  the...
Sending Verbal Messages Effectively <ul><li>Choice of words </li></ul><ul><li>Voice characteristics </li></ul><ul><ul><li>...
Active Listening 5- McGraw-Hill/Irwin 80-20 listening rule Salespeople should listen 80 percent of the time and talk no mo...
Active Listening (continued) <ul><li>Repeat information </li></ul><ul><li>Restate or rephrase information </li></ul><ul><l...
Reading Nonverbal Messages  from Customers <ul><li>Body angle </li></ul><ul><li>Face </li></ul><ul><li>Arms </li></ul><ul>...
Patterns of Nonverbal Reactions to Presentation 5- McGraw-Hill/Irwin
<ul><li>Consider the pattern of signals via a number of channels </li></ul><ul><li>Signals customers are hiding their true...
<ul><li>“Perhaps there is some reason you cannot share the information with me.” </li></ul><ul><li>“Are you worried about ...
Sending Messages with Nonverbal Communication <ul><li>Using body language </li></ul><ul><ul><li>Facial muscles </li></ul><...
The Role of Space and  Physical Contact 5- McGraw-Hill/Irwin
<ul><li>Consider the geography </li></ul><ul><ul><li>The temperature </li></ul></ul><ul><ul><li>The local cultural norms <...
<ul><li>Consider your aspirations </li></ul><ul><ul><li>Top levels of your organization </li></ul></ul><ul><ul><li>Dress a...
Communicating via technology <ul><li>Face-to-face conversation </li></ul><ul><ul><li>40 percent: words </li></ul></ul><ul>...
Comparison of Various Methods of Salesperson Communications 5- McGraw-Hill/Irwin
<ul><li>Immediacy does not equal intimacy </li></ul><ul><li>Use meaningful subject lines </li></ul><ul><li>Put important i...
<ul><li>Salespeople need to recognize that business practices differ around the world </li></ul><ul><li>Terms have differe...
Differences Between  High- and Low-Context Cultures 5- McGraw-Hill/Irwin
<ul><li>Use common English words, e.g.  stop  instead of  cease </li></ul><ul><li>Use words that do not have multiple mean...
<ul><li>The communication process consists of a  sender , who encodes information and transmits messages, and a  receiver ...
<ul><li>About  50 percent  of communication is nonverbal. </li></ul><ul><li>Salespeople can use nonverbal communication to...
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Pp Ch005

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  • Pp Ch005

    1. 2. USING COMMUNICATION PRINCIPLES TO BUILD RELATIONSHIPS <ul><li>What are the basic elements in the communication process? </li></ul><ul><li>Why are listening and questioning skills important? </li></ul><ul><li>How can salespeople develop listening skills to collect information about customers? </li></ul><ul><li>How do people communicate without using words? </li></ul><ul><li>What are some things to remember when communicating via technology like phones and e-mail? </li></ul><ul><li>How does a salesperson adjust for cultural differences? </li></ul>5- McGraw-Hill/Irwin chapter 5 SOME QUESTIONS ANSWERED IN THIS CHAPTER ARE:
    2. 3. <ul><li>“ Good communication is the cornerstone to my sales success.” </li></ul><ul><li>~Mike Donley ArthroCare Sports Medicine </li></ul>5- McGraw-Hill/Irwin
    3. 4. Building Relationships Through Two-Way Communication <ul><li>The communication process </li></ul><ul><li>Communication breakdowns caused by: </li></ul><ul><ul><li>Encoding and decoding problems </li></ul></ul><ul><ul><li>The environment in which the communications occur </li></ul></ul>5- McGraw-Hill/Irwin
    4. 5. Two-Way Flow of Information 5- McGraw-Hill/Irwin The sender (seller) encodes a message. The receiver (buyer) decodes the message. The sender (buyer) who encodes a reply message. The receiver (seller) then decodes the buyer’s message. Who then becomes… Who then becomes…
    5. 6. Sending Verbal Messages Effectively <ul><li>Choice of words </li></ul><ul><li>Voice characteristics </li></ul><ul><ul><li>Rate of speech </li></ul></ul><ul><ul><li>Loudness </li></ul></ul><ul><ul><li>Inflection </li></ul></ul><ul><ul><li>Articulation </li></ul></ul><ul><li>Stories </li></ul><ul><ul><li>Include conflicts, trials, and crises </li></ul></ul><ul><ul><li>Paint a word picture </li></ul></ul>5- McGraw-Hill/Irwin
    6. 7. Active Listening 5- McGraw-Hill/Irwin 80-20 listening rule Salespeople should listen 80 percent of the time and talk no more than 20 percent of the time. Speaking-listening differential People can speak at a rate of only 120-160 words per minute, but they can listen to more than 800 words per minute.
    7. 8. Active Listening (continued) <ul><li>Repeat information </li></ul><ul><li>Restate or rephrase information </li></ul><ul><li>Clarify information </li></ul><ul><li>Summarize the conversation </li></ul><ul><li>Tolerate silences </li></ul><ul><li>Concentrate on the ideas being communicated </li></ul>5- McGraw-Hill/Irwin
    8. 9. Reading Nonverbal Messages from Customers <ul><li>Body angle </li></ul><ul><li>Face </li></ul><ul><li>Arms </li></ul><ul><li>Hands </li></ul><ul><li>Legs </li></ul>5- McGraw-Hill/Irwin Positive Power and authority Underlying tension
    9. 10. Patterns of Nonverbal Reactions to Presentation 5- McGraw-Hill/Irwin
    10. 11. <ul><li>Consider the pattern of signals via a number of channels </li></ul><ul><li>Signals customers are hiding their true feelings: </li></ul><ul><ul><li>Contradictions and verbal mistakes </li></ul></ul><ul><ul><li>Differences in two parts of a conversation </li></ul></ul><ul><ul><li>Contradictions between verbal and nonverbal messages </li></ul></ul><ul><ul><li>Certain nonverbal signals such as hesitation in the voice, small shrugs, and so on </li></ul></ul>Body Language Patterns 5- McGraw-Hill/Irwin
    11. 12. <ul><li>“Perhaps there is some reason you cannot share the information with me.” </li></ul><ul><li>“Are you worried about how I might react to what you are telling me?” </li></ul><ul><li>“I have a sense that there is really more to the story than you are telling me. Let’s put the cards on the table so we can put this issue to rest.” </li></ul>Encouraging Forthright Discussion 5- McGraw-Hill/Irwin
    12. 13. Sending Messages with Nonverbal Communication <ul><li>Using body language </li></ul><ul><ul><li>Facial muscles </li></ul></ul><ul><ul><li>Eye contact </li></ul></ul><ul><ul><li>Hand movement and hand shaking </li></ul></ul><ul><ul><li>Posture and body movements </li></ul></ul>5- McGraw-Hill/Irwin
    13. 14. The Role of Space and Physical Contact 5- McGraw-Hill/Irwin
    14. 15. <ul><li>Consider the geography </li></ul><ul><ul><li>The temperature </li></ul></ul><ul><ul><li>The local cultural norms </li></ul></ul><ul><li>Consider your customers </li></ul><ul><ul><li>Their appearance </li></ul></ul><ul><ul><li>Their expectations of your appearance </li></ul></ul><ul><li>Consider your corporate culture </li></ul><ul><ul><li>Norms for your industry </li></ul></ul>Appearance 5- McGraw-Hill/Irwin
    15. 16. <ul><li>Consider your aspirations </li></ul><ul><ul><li>Top levels of your organization </li></ul></ul><ul><ul><li>Dress above your position </li></ul></ul><ul><li>Consider your own personal style </li></ul><ul><ul><li>Wait until you have the halo effect </li></ul></ul><ul><ul><li>Be reasonable </li></ul></ul>Appearance (continued) 5- McGraw-Hill/Irwin
    16. 17. Communicating via technology <ul><li>Face-to-face conversation </li></ul><ul><ul><li>40 percent: words </li></ul></ul><ul><ul><li>10 percent: voice characteristics </li></ul></ul><ul><ul><li>50 percent: nonverbal communications </li></ul></ul><ul><li>Telephone </li></ul><ul><ul><li>Practice </li></ul></ul><ul><ul><li>Prepare </li></ul></ul><ul><ul><li>Don’t be rushed </li></ul></ul><ul><ul><li>Smile as you talk </li></ul></ul><ul><ul><li>Active listening </li></ul></ul><ul><ul><li>Set objectives </li></ul></ul>5- McGraw-Hill/Irwin
    17. 18. Comparison of Various Methods of Salesperson Communications 5- McGraw-Hill/Irwin
    18. 19. <ul><li>Immediacy does not equal intimacy </li></ul><ul><li>Use meaningful subject lines </li></ul><ul><li>Put important information in the first few lines </li></ul><ul><li>Be aware of the “tone” of your email </li></ul><ul><li>Learn customer preferences for email </li></ul><ul><li>Avoid “techno overkill” </li></ul><ul><li>Avoid sending long emails and large attachments </li></ul><ul><li>Use speed to impress customers </li></ul><ul><li>Don’t deliver bad news via email </li></ul><ul><li>Best time to send an e-mail and get it read: Wednesday around 11:00 a.m. </li></ul>E-Mail Communication 5- McGraw-Hill/Irwin
    19. 20. <ul><li>Salespeople need to recognize that business practices differ around the world </li></ul><ul><li>Terms have different meanings </li></ul><ul><li>Time perception </li></ul>Adjusting for Cultural Differences 5- McGraw-Hill/Irwin Low-context cultures Most of the information that flows between buyer and seller is in the spoken words themselves. High-context cultures More information is contained in factors surrounding the communication.
    20. 21. Differences Between High- and Low-Context Cultures 5- McGraw-Hill/Irwin
    21. 22. <ul><li>Use common English words, e.g. stop instead of cease </li></ul><ul><li>Use words that do not have multiple meanings </li></ul><ul><li>Avoid American slang expressions </li></ul><ul><li>Use strict rules of grammar </li></ul><ul><li>Use action-specific verbs </li></ul><ul><li>Never use vulgar expressions, tell off-color jokes, or make religious references </li></ul>Using English in International Selling 5- McGraw-Hill/Irwin
    22. 23. <ul><li>The communication process consists of a sender , who encodes information and transmits messages, and a receiver , who decodes the messages. </li></ul><ul><li>Effective communication requires a two-way flow of information. </li></ul><ul><li>When communicating verbally with customers, salespeople must be careful to use words and expressions their customers will understand. </li></ul><ul><li>Listening is a valuable communication skill that enables salespeople to adapt to various situations. </li></ul>Summary 5- McGraw-Hill/Irwin
    23. 24. <ul><li>About 50 percent of communication is nonverbal. </li></ul><ul><li>Salespeople can use nonverbal communication to convey information to customers. </li></ul><ul><li>Two-way communication increases when salespeople adjust their communication styles to the styles of their customers. </li></ul>Summary (continued) 5- McGraw-Hill/Irwin

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