Chapter 5 -Relationshp Building


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Chapter 5 -Relationshp Building

  1. 1. 5- McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
  2. 2. Communication for Relationship Building: It’s Not All Talk Chapter 5
  3. 3. Chapter 5 5-
  4. 4. The Tree of Business Life: Communication <ul><li>Guided by The Golden Rule , effectively communicate using: </li></ul><ul><ul><li>Words </li></ul></ul><ul><ul><li>Body language </li></ul></ul><ul><ul><li>Visual Aids </li></ul></ul><ul><ul><li>Listening </li></ul></ul><ul><ul><li>Unselfishness to help a person make the correct buying decision </li></ul></ul>I T C Ethical Service Builds T r u e Relationships T T T T T T T T T T T
  5. 5. Communication: It Takes Two <ul><li>In a sales context, communication is the act of transmitting verbal and nonverbal information and understanding between the seller and buyer </li></ul>
  6. 6. Exhibit 5.1: What Did You Say? What Did I Hear?
  7. 7. Salesperson-Buyer Communication Process Requires Feedback <ul><li>Major communication elements </li></ul><ul><ul><li>Source </li></ul></ul><ul><ul><li>Encoding process </li></ul></ul><ul><ul><li>Message </li></ul></ul><ul><ul><li>Medium </li></ul></ul><ul><ul><li>Decoding process </li></ul></ul><ul><ul><li>Receiver </li></ul></ul><ul><ul><li>Feedback </li></ul></ul><ul><ul><li>Noise </li></ul></ul>
  8. 8. Exhibit 5.2: The Basic Communication Model Has Eight Elements
  9. 9. Nonverbal Communication: Watch For It <ul><li>Concept of space </li></ul><ul><ul><li>Territorial space </li></ul></ul><ul><ul><ul><li>Intimate space – 2 feet </li></ul></ul></ul><ul><ul><ul><li>Personal space – 2 to 4 feet </li></ul></ul></ul><ul><ul><ul><li>Social space – 4 to 6 feet </li></ul></ul></ul><ul><ul><ul><li>Public space – + 12 feet </li></ul></ul></ul><ul><ul><li>Space threats – too close </li></ul></ul><ul><ul><li>Space invasion – OK to be close </li></ul></ul>
  10. 10. Exhibit 5.3: Office Arrangements and Territorial Space
  11. 11. Communication Through Appearance and the Handshake <ul><li>Style hair carefully </li></ul><ul><li>Dress as a professional </li></ul><ul><li>Shake hands firmly and look people in the eye </li></ul>
  12. 12. Body Language Gives You Clues <ul><li>Nonverbal signals come from: </li></ul><ul><ul><li>Body angle </li></ul></ul><ul><ul><li>Face </li></ul></ul><ul><ul><li>Hands </li></ul></ul><ul><ul><li>Arms </li></ul></ul><ul><ul><li>Legs </li></ul></ul>
  13. 13. A Light Signal for Vehicles has a Green, Yellow, and Red Light <ul><li>A person also sends three types of messages using body communication signals </li></ul>
  14. 14. You Have the Green Light <ul><li>Acceptance signals – a green light gives the “go ahead.” </li></ul><ul><li>It indicates the buyer is willing to listen, and </li></ul><ul><li>The buyer may like what is being said </li></ul>
  15. 15. You Have the Yellow Light <ul><li>Caution signals - a yellow light gives a neutral or skeptical sign indicating the buyer maybe uncertain about what you are saying </li></ul><ul><li>Handle the signal properly, or it may change from yellow to red </li></ul>
  16. 16. You Have the Red Light <ul><li>Disagreement signals – a red light indicates the person may not be interested in your product </li></ul>
  17. 17. Recognizing Body Signals <ul><li>Knowing body signal guidelines can improve your communication ability by allowing the salesperson to: </li></ul><ul><ul><li>Be able to recognize nonverbal signals </li></ul></ul><ul><ul><li>Be able to interpret them correctly </li></ul></ul><ul><ul><li>Be prepared to alter a selling strategy </li></ul></ul><ul><ul><li>Respond positively both nonverbally and verbally to a buyer’s nonverbal signals </li></ul></ul>
  18. 18. What Would You Do? <ul><li>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. </li></ul><ul><li>For each of the following three situations determine: </li></ul><ul><ul><li>What nonverbal signals is she communicating? </li></ul></ul><ul><ul><li>How would you respond nonverbally? </li></ul></ul>
  19. 19. <ul><li>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, </li></ul><ul><ul><li>“ What can I do for you?” </li></ul></ul><ul><li>What nonverbal signal is she communicating? </li></ul>What Would You Do? Situation #1 5- <ul><li>How would you respond nonverbally? </li></ul>
  20. 20. <ul><li>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.” </li></ul><ul><li>What nonverbal signal is she communicating? </li></ul>What Would You Do? Situation #2 <ul><li>How would you respond nonverbally? </li></ul>
  21. 21. <ul><li>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. </li></ul><ul><li>What nonverbal signal is she communicating? </li></ul>What Would You Do? Situation #3 <ul><li>How would you respond nonverbally? </li></ul>
  22. 22. Barriers To Communication <ul><li>Differences in perception </li></ul><ul><li>Buyer does not recognize a need for product </li></ul><ul><li>Selling pressure </li></ul><ul><li>Information overload </li></ul><ul><li>Distractions </li></ul><ul><li>Poor listening </li></ul><ul><li>How and what you say </li></ul><ul><li>Not adapting to buyer’s style </li></ul>
  23. 23. Exhibit 5.8: Barriers To Communication Which May Kill a Sale
  24. 24. Master Persuasive Communication To Maintain Control <ul><li>Persuasion is the ability to change a person’s belief, position, or course of action </li></ul><ul><li>Feedback guides your presentation </li></ul><ul><ul><li>Probing – asking questions </li></ul></ul><ul><li>Remember to use trial closes </li></ul><ul><li>Empathy puts you in your customer’s shoes </li></ul><ul><li>K eep it S imple S alesperson ( KISS ) </li></ul><ul><li>Creating mutual trust develops friendship </li></ul>
  25. 25. Master Persuasive Communication To Maintain Control, cont… <ul><li>Listening clues you in </li></ul><ul><ul><li>Hearing </li></ul></ul><ul><ul><li>Listening </li></ul></ul><ul><ul><li>Listen to words, feelings, and thoughts </li></ul></ul><ul><ul><li>Three levels of listening </li></ul></ul><ul><ul><ul><li>Marginal listening </li></ul></ul></ul><ul><ul><ul><li>Evaluative listening </li></ul></ul></ul><ul><ul><ul><li>Active listening </li></ul></ul></ul><ul><li>Technology helps to remember </li></ul>
  26. 26. Your Attitude Makes the Difference <ul><li>9 Factors of a Great Sales Attitude </li></ul><ul><ul><li>Caring </li></ul></ul><ul><ul><li>Joy </li></ul></ul><ul><ul><li>Harmony </li></ul></ul><ul><ul><li>Patience </li></ul></ul><ul><ul><li>Kindness </li></ul></ul><ul><ul><li>Moral Ethics </li></ul></ul><ul><ul><li>Faithfulness </li></ul></ul><ul><ul><li>Self Control </li></ul></ul><ul><li>Enthusiasm </li></ul><ul><ul><li>Show your excitement towards the customer </li></ul></ul>
  27. 27. Proof Statements Make You Believable <ul><li>Credibility through: </li></ul><ul><ul><li>Empathy </li></ul></ul><ul><ul><li>Listening </li></ul></ul><ul><ul><li>Enthusiasm </li></ul></ul><ul><li>Proof statements substantiate claims </li></ul>
  28. 28. Summary of Major Selling Issues <ul><li>Communication is the transmission of verbal and nonverbal information and understanding between a salesperson and prospect </li></ul><ul><li>Modes of communication – words, gestures, visual aids </li></ul><ul><li>Communication process model </li></ul><ul><li>Barriers may hinder or prevent constructive communication during a sales presentation </li></ul>
  29. 29. Summary of Major Selling Issues, cont… <ul><li>Barriers must be recognized and overcome or eliminated </li></ul><ul><li>Nonverbal communication is a critical component of the overall communication process </li></ul><ul><ul><li>Territorial space, handshake, eye contact, body language </li></ul></ul><ul><li>Enhancing overall persuasive power through development of several key characteristics </li></ul><ul><ul><li>Empathy, more listening and less talking, positive attitude, enthusiastic manner </li></ul></ul>