Sm 5


Published on

Published in: Business, Technology
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Sm 5

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