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  • 1. Communication for Relationship Building Chapter 5
  • 2. Introduction
    • The Salesperson must be able to communicate with the buyer.
    • This is very important in a business deal leading to business success.
    • Elements of Process of Communication consist of :
      • Oral Communication
      • Non Verbal or Behavioral Communication
  • 3. The Process of Two way Communication
  • 4. Process of Communication in sales
    • What is Communication in Sales?
    • Communication is the act of transmitting verbal and non-verbal information and creating understanding between seller and buyer.
    • Communication is an exchange process of sending and receiving messages with some type of positive response expected between seller and buyer.
  • 5. Types of Communication Channels
    • Sales presentation takes many forms:
    • Ideas and attitudes – communicated by other media other than language – audio visual, sign language, signals etc.
    • Social Conversation – Verbal Communication.
  • 6. Research –Face to face Communication
    • Face to face communication consist of : Verbal, vocal and facial communication messages.
    • Albert Mehrabian of UCLA has put forth a theory that:
    • In a normal two person communication process consist of :
      • 7 percent – verbal
      • 38 percent – tone of voice
      • 55 percent – non-verbal communication.
    Albert Mehrabian, renowned psychologist from UCLA Albert Mehrabian's components of perception Conclusion: Non-verbal communication are vital between buyer and seller and acts as a valuable tool for successful salesman in commencing and closing a sale.
  • 7. Elements of Vocals Communication
    • Voice – language, sound made out of your mouth – oral communication.
    • Quality – the standard or level of performance of action or activity
    • Pitch – the variation of voice or sound coming out of your mouth.
    • Inflection – increase the loudness, speed, drag, decrease the volume of your voice or sound from your mouth.
    • Pauses – break of silence, just keeping quiet for a few seconds or a minute.
  • 8. Salesperson – Buyer Communication(1) Communication occurs when a sender transmits a message through some type of medium to a receiver who responds to the message. The above exhibit/diagram presents a model that contains eight major communication elements.
  • 9. Salesperson – Buyer Communication(2) Elements of Salesperson – Buyer Communication
    • Source – The source of communication – the salesperson.
    • Encoding process – The salesperson’s conversion of ideas and concepts into the language and materials used in the sales presentation.
    • Message – The information that is to be conveyed in the sales presentation.
    • Medium – Form of communication used in the sales presentation and discussion – most frequently used words, visual materials and body language.
    • Decoding process – Receipt and translation (interpretation) of the information to the receiver (prospective buyer).
    • Receiver – The person the communication is intended for, in this case it is the prospect or buyer.
    • Receiver – The person the communication is intended for, in this it is the prospect or buyer.
    • Feedback – Reaction to the communication as transmitted to the sender. This reaction may be verbal, non verbal or both.
    • Noise – Factors that distort communication between buyer and seller for example noise that distract or distort communication .
  • 10. Salesperson – Buyer Communication(3) - Communication Media
    • Communication media that are most effective are:
      • Clear Verbal Discussion
      • Visual Aids
      • Samples of Products (Visual Display)
      • Any of this can be used to convey the sales message
  • 11. Salesperson – Buyer Communication(4) - One Way/Two Way Communication
    • One way Communication – This occurs when the salesperson communicates and the buyer only listen.
      • The salesperson or sender needs a feedback from the buyer (recipient) to know if the communication has occurred.
      • The Salesperson ( Sender) may wonder whether the communication has occurred with buyer (recipient).
      • Question may arise in the mind of the salesperson (sender), does the buyer (recipient) understand the message.
      • Once there is response (verbal communication) from the buyer (recipient) and ready to answer question, the sender can pursue the next course of action.
      • Two way communication is important to close the sale. It provides the salesperson the ability to :
        • Present a product’s benefits
        • Receive instant buyer’s reaction to answer questions
        • Buyer may choose to respond verbally or non verbally to the message received
  • 12. Non Verbal Communication
    • What is non Verbal Communication?
    • Is any form of physical human expression that is not expressed in words (oral or using your mouth) by speaking out.
  • 13. Four major Non Verbal Communication
    • The Physical space between two person.
    • Appearance
    • Handshake
    • Body Movements
    Physical Space Appearance Handshake
  • 14. Concept of Space
    • Territorial Space – Refers to the area around a person who feels that is very personal.
    • Any unknown person will not be allowed to enter this private space.
    • Salesperson must beware not to infringe this territorial space without permission. (verbal or non-verbal)
  • 15. Territorial Space
    • This refers to the area around the human body that is personal – not to allow another person to enter or feel insecure when a stranger enters.
    • Salespeople must always aware not to violate of personal space of any individuals.
    • Human may retaliate aggressively, angrily, or politely not to intrude into their private territorial space .
  • 16. Intimate Space
    • Intimate space is only up to 0.61meters or about arms length in most sensitive zone. This is exclusive zone just for close family, friends and loved ones.
  • 17. Personal Space
    • This is the closest stranger is allowed to enter in a business meeting.
    • Distance sometime may not make a person feel secure. E.g. walking a lonely street trailed by a stranger.
    • Prospects may feel uncomfortable in close space situation because of religion, culture, or personal values and attitudes.
  • 18. Social Space
    • Normally used for Sales Presentation. Desk acts as the barrier to keep distance from person to person.
    • The Salesperson should not stand or face the prospect/s in a dominating way.
    • Salesperson should be seated to show he is relaxed.
    • Salesperson should keep a safe distance of 1.82 meters – 2.40 meters to avoid any human interaction problems.
    • Salesperson must be sensitive and valve the personal integrity of person in their arena.
  • 19. Public Space
    • A salesperson making a presentation to group of people. Here the salesperson does not invade into personal or intimate space of another person.
    • The salesperson should avoid entering personal or intimate space, otherwise the person or group may feel hostile to him or her.
    • Dress code and appearance must match the environment in which he or she is making the presentation.
  • 20. Communication through appearance and handshake (1)
    • Hairstyle
    • First thing a person notices is your hairstyle
    • Adjust your hairstyle to suit the needs of your customer.
    • You must all time remove the barrier to good communication.
  • 21. Communication through appearance and handshake (2)
    • Professional Dress Code:
    • Conservative long-sleeved shirt/blouse (white is best, pastel is next best)
    • Clean, polished conservative shoes
    • Well-groomed hairstyle
    • Clean, trimmed fingernails
    • Minimal cologne or perfume
    • Empty pockets--no bulges or tinkling coins
    • No gum, candy or cigarettes
    • Light briefcase or portfolio case
    • No visible body piercing (nose rings, eyebrow rings,
  • 22. Communication through appearance and handshake (3)
    • Hand Shake
    • A Handshake is the most common way two people may interact in a business situation, and it is a positive revealing gesture.
  • 23. Body Language – Non –Verbal Communication (1)
    • Noun - Verbal Communication or Body Language include:
      • Facial gesture.
      • Bodily Gesture
      • Physical movement .
      • Body posture
      • Leg Position
  • 24. Body Language – Non –Verbal Communication (1)
    • Acceptance Signals
      • Some common acceptable signals include:
    • Body angle – Leaning forward or upright for attention
    • Face – Smiling, relaxed, pleasant expression
    • Hands – Relaxed, opened, firm handshake
    • Arms- Relaxed and generally open
    • Legs – Crossed and pointed towards you (the salesperson)
    • Caution: The prospect may mislead the sales presenter by giving misleading signal of facial and bodily signals
  • 25. Body Language – Non –Verbal Communication (2)
    • Caution Signals
      • Body angle – Leaning away from you.
      • Face – Puzzled, no emotion shown.
      • Arms – Crossed or Tense
      • Hands – Moving, fidgeting with a pen etc.
      • Legs – Moving crossed away from you.
  • 26. Body Language – Non –Verbal Communication (3)
    • Disagreement Signals or Red Light Signals:-
      • Body angle – Retracted shoulders leaning away from you.
      • Arms – Tense and folded over chest
      • Hands – Motion of rejection, tense and clenched, weak handshake
      • Legs – Crossed and away.
  • 27. How to handle Caution and disagreement signals
    • Understand and draw away from planned presentation.
    • Use open ended questions (not yes/ no type of question) to encourage your prospect to talk and express their views.
    • Listen carefully and respond directly.
    • Project positive verbal signals - be calm, relaxed and cheerful.
  • 28. Body Guidelines
    • Salesperson must be able to recognize non verbal signals.
    • Use suitable non verbal communication could be used in different and varying situation.
    • The following guidelines can be followed:
    • Must be ready to recognize non verbal signals
    • Interpret them correctly
    • Be ready to alter the selling strategy:
      • By showing
      • By Changing
      • Stopping planned presentation.
      • Respond non verbally and verbally to all buyer’s signals
  • 29. Barriers to Communication
    • Salesperson valuable sales by failing to understand communication barriers. This will hinder in their sales presentation. Barriers are:
    • Difference in perception (understanding)
    • Selling Pressure
    • To much information.
    • Not well prepared sales presentation.
    • Noise – inside and outside.
    • Not listening carefully.
    • What you can say? You may use:
      • Controlled talk
      • Caring talk
      • Convincing talk
      • Careless talk
    • Not concerned about buyer’s style.
  • 30. Persuasive Communication
    • The process through which people try to influence the beliefs or action of others.
    • Salesperson want to be good communicators to :
    • Persuade people to make a purchase of their products.
    • Influence by both reason and emotion.
    • Factors that play part in the buyer’s decision making process
  • 31. Persuasive Presentation Strategy
    • Follow the following preparation in a persuasive presentation:
      • Place special emphasis on the relationship
      • Sell benefits and obtain customer reactions
      • Minimize the negative impact of change
      • Impress and appeal to buyer emotion at the beginning and the end.
      • Place and target emotional links
      • Use Metaphors, stories and testimonials