The document discusses principles of effective two-way communication between buyers and sellers. It emphasizes the importance of open and honest communication to build trust and develop successful relationships. It outlines the communication process, including encoding and decoding messages, and discusses how communication breakdowns can occur. It provides suggestions for actively listening, sending verbal messages effectively, reading nonverbal cues from customers, and using body language and other nonverbal methods to send clear messages.

1. USING COMMUNICATION
PRINCIPLES TO BUILD
RELATIONSHIP
CHAPTER 5

2. BUILDING REALATIONSHIP THROUGH
TWO 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.

3. THE COMMUNICATION PROCESS
THE TWO-WAYS COMMUNICAITON PROCESS
 ENCODING-is one way of communication translating of thoughts
into words.
 DECODING-involves interpreting the meaning of message.

4. COMMUNICATION BREAK DOWN
Communication breakdowns can be cause by encoding and decoding
Problems and the environment in which the communications occur

5. 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

6. 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 and
descriptive 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.

7. 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

8. 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

9. Restarting or rephrasing
information 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

10. SUMMARIZING THE
CONVERSATION 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

11. READING NONVERBAL
CONCETRATING ON THE IDEAS MESSAGES FROM
BEING 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

12. 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

13. READING
NONVERBAL
MESSAGES FROM
CUSTOMERS

14. BODY ANGLE
 Back-and-forth
motions indicates a
positive outlook,
whereas side-to-side
movements suggest
insecurity and doubt.

15. 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.

16. ARMS
 A key factor in
interpreting arm
movement is intensity.
Customers will use
more arm movement
when they are
conveying an opinion.

17. HANDS
 Hand gestures are
very expressive.
 The meaning of hand
gestures differ from
one culture to another.

18. 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.

19. EXHIBIT 5.3
BODY LANGUAGE PATTERNS
Positive Signals Negative Signals
Uncrossed arms and legs Crossed arms or legs
Leaning forward Leaning backward or turned
Smiling or otherwise away from you
pleasant expression Furrowed brow, pursed lips,
Nodding frowning
Contemplative posture Shaking head
Eye contact Fidgeting, distracted
Animated, excited reaction No eye contact
Little change in expression,
Back
lifeless

20. SOME OTHER SIGNALS THAT
CUSTOMERS MAY BE HIDING THEIR
TRUE 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.

21. SENDING
MESSAGES WITH
NONVERBAL
COMMUNICATION

22. 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.

23. 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.

24. 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.

25. HAND MOVEMENTS
AND 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.

26. POSTURE AND BODY
MOVEMENTS
 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.