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    Sm 5 Sm 5 Presentation Transcript

    • Communication for Relationship Building Chapter 5
    • 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
    • The Process of Two way Communication
    • 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.
    • 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.
    • 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.
    • 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.
    • 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.
    • 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 .
    • 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
    • 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
    • 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.
    • Four major Non Verbal Communication
      • The Physical space between two person.
      • Appearance
      • Handshake
      • Body Movements
      Physical Space Appearance Handshake
    • 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)
    • 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 .
    • 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.
    • 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.
    • 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.
    • 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.
    • 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.
    • 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,
    • 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.
    • Body Language – Non –Verbal Communication (1)
      • Noun - Verbal Communication or Body Language include:
        • Facial gesture.
        • Bodily Gesture
        • Physical movement .
        • Body posture
        • Leg Position
    • 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
    • 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.
    • 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.
    • 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.
    • 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
    • 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.
    • 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
    • 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