USING COMMUNICATION PRINCIPLES TO BUILD RELATIONSHIP CHAPTER 5
BUILDING REALATIONSHIP THROUGHTWO WAYS COMMUNICATION Open and honest communication is a key to building trust and developing successful relationships. To develop a good understanding of each other’s needs, buyers and sellers must effectively communicate with each other by actively talking and listening. If the communication was successful the sellers firm not only ill benefit by knowing the costumers current needs but also will see the changes it needs to enact to meet unfilled and future needs.
THE COMMUNICATION PROCESSTHE TWO-WAYS COMMUNICAITON PROCESS ENCODING-is one way of communication translating of thoughts into words. DECODING-involves interpreting the meaning of message.
COMMUNICATION BREAK DOWNCommunication breakdowns can be cause by encoding and decodingProblems and the environment in which the communications occur
TWO-WAY OF FLOW INFORMATION The sender (seller)encodes The receiver (buyer) a message decodes the message Who then becomes… Who then becomes… The receiver (seller) then The sender (buyer) who decodes the buyer’s encode a reply message message
SENDING VERBAL MESSAGES EFFECTIVELY Salespeople can use short words and phrases to demonstrate the strength and force or to provide a charm and grace like (clean, crisp copies and library quiet) Words in sales presentations should have strength anddescriptive quality A word picture is story designed to help the buyer visualize a point , as a selling scenario To use a word picture effectively salespeople cannot assume that all costumers will be familiar with trade jargon and thus need to check with their costumers continually to determine whether they interpreting sales messages properly Voice characteristic includes rate of speech, loudness, inflection and articulation.
VOICE CHARACTERISTIC Loudness should be tailored to communication situation. To avoid monotony, salespeople should learn to vary the loudness of their speech Inflection is the tone or pitch of speech at the end of the sentence the tone should decrease, indicating the completion of thought when the tone goes up at the end of the sentence, listeners often sense uncertainly to the speaker Articulation refers to the production of recognizable sounds. Articulation is best when the speaker open his or her mouth properly; then the movement of the lips and ton gue are unimpeded
ACTIVE LISTENING Many people effective communication is achieved by talking a lot. Inexperienced salespeople often go into a selling situation thinking they have to outtalk the prospect. active listeners think while they listen about the conclusions toward which speaker is building , evaluate the evidence being presented, and sort out important facts from irrelevant ones. Active listening also mean the listeners attempt to draw out as much information as possible Suggestion for active listening (1) repeating information (2)restarting or rephrasing information (3)clarifying information (4) summarizing the conversation (5) tolerating silence (6) concentrating on the ideas being communicate Repeating information -during a sales interaction the salesperson should verify the information she or he is collecting from the costumer. A useful way to verify information is to repeat word for word, what has been said. This technique minimize the chance of misunderstandings
Restarting or rephrasinginformation CLARIFYING INFORMATION To verify a customer’s intent , Another way to verify a customer’s salespeople and customer meaning is to ask questions understand each other designed to obtain additional information. These can give a more complete understanding of the customer’s concern
SUMMARIZING THECONVERSATION TOLERATING SILENCE an important element of active This technique could more listening is to mentally summarize appropriately be titled “BITE point that have been made. At YOUR TONGUE” at times during critical spots in the sales sales presentation a costumer presentation the salesperson needs time to think this can be should present his or her mentally triggered by tough question or an prepared summary issue the costumers want to avoid
READING NONVERBALCONCETRATING ON THE IDEAS MESSAGES FROMBEING COMMUNICATED COSTUMERS Frequently what customers says In addition to asking questions and and how they say it can distract listening salespeople can learn a from the ideas the costumers are lot from their costumers actually trying to communicate nonverbal behavior
BODY ANGLE FACE Back-and-forth motions indicate a The face has many small muscles positive outlook whereas side-to- capable of communicating side movements suggest innumerable messages insecurity and doubt costumers can use these muscles to indicate interest expectations concern disapproval or approval
BODY ANGLE Back-and-forth motions indicates a positive outlook, whereas side-to-side movements suggest insecurity and doubt.
FACE The face has many small muscle capable of communicating innumerable messages. Customers can use these muscles to indicate interest, expectations, concern, disapproval, or approval. The eyes are the most important area of the face Significant cultural differences dictate the appropriate level of eye contact between individuals.
ARMS A key factor in interpreting arm movement is intensity. Customers will use more arm movement when they are conveying an opinion.
HANDS Hand gestures are very expressive. The meaning of hand gestures differ from one culture to another.
LEGS When customers have uncrossed legs in an open position, they send a message of cooperation, confidence, and friendly interest. Legs crossed away from a salesperson suggest that the sales call is not going well.
EXHIBIT 5.3 BODY LANGUAGE PATTERNSPositive Signals Negative SignalsUncrossed arms and legs Crossed arms or legsLeaning forward Leaning backward or turnedSmiling or otherwise away from youpleasant expression Furrowed brow, pursed lips,Nodding frowningContemplative posture Shaking headEye contact Fidgeting, distractedAnimated, excited reaction No eye contact Little change in expression, Back lifeless
SOME OTHER SIGNALS THATCUSTOMERS MAY BE HIDING THEIRTRUE FEELINGS ARE AS FOLLOWS: Contradictions and verbal mistakes. Differences in the two parts of a conversation. Contradictions between verbal and non verbal messages. Nonverbal signals such as voice tone going up at the end of a sentence, hesitation in the voice, small shrugs, increased self-touching, and stiffer body posture suggest that the customer has concerns.
USING BODY LANGUAGE Salespeople should strive to use the positive signals shown in Exhibit 5.3. Remember this word of warning: The most effective gestures are natural ones, not those you are forcing yourself to perform.
FACIAL MUSCLES Nonverbal communication is difficult to manage. Facial reactions are often involuntary, especially during stressful situations. Salespeople will be able to control their facial reactions only with practice.
EYE CONTACT Appropriate eye contact varies from situation to situation. People should use direct eye contact when talking in front of a group to indicate sincerity, credibility, and trustworthiness.
HAND MOVEMENTSAND HAND SHAKING Hand movement can have a dramatic impact. In terms of shaking hands, salespeople should not automatically extend their hand to a prospect, particularly if the prospect is seated.
POSTURE AND BODYMOVEMENTS Shuffling one’s feet and slumping give an impression of a lack of self confidence and self discipline. On the other hand, an overly erect posture, such as that of a military cadet, suggest rigidity. Salespeople should let comfort be their guide when searching for the right posture.