4 Chapter Communication for Relationship Building: It’s Not All Talk McGraw-Hill/Irwin ABC’s of Selling, 10/e Copyright © 2009 by The McGraw-Hill Companies, Inc All rights reserved Main Topics  The Tree of Business Life: Communication  Communication: It Takes Two  Nonverbal Communication: Watch for It  Communication through Appearance and the Handshake  Body Language Give You Clues  Barriers to Communication  Master Persuasive Communication to Maintain Control 4-2 The Tree of Business Life: Communication T T T T T T T T Builds ce Et hi ca T Guided by The Golden Rule, effectively rvi Se l T T communicate using:  Words  Body language  Visual aids  Listening True  Unselfishness to help a person make the correct buying decision Relationships T I C 4-3 Communication: It Takes Two  In a sales context, communication is the act of transmitting verbal and nonverbal information and understanding between the seller and buyer 4-4 Why People Buy – The Black Box Approach  Internalization process is referred to as a black box  We cannot see into the buyer’s mind  Stimulus-response model Buyer’s Hidden Mental Process Sale/No Sale Sales Presentation Black box Stimulus Exhibit 3-1: Stimulus-response model of buyer behavior 4-5 Response The Communication Process – Basic Model The Communication Process Basic Model The Communication Process – Basic Model 1 Sender has idea Sender has idea The Communication Process – Basic Model 1 Sender has idea Sender has idea The Communication Process – Basic Model 1 Sender has idea Sender has idea 2 Sender encodes Sender encodes idea in message idea in message The Communication Process – Basic Model 1 Sender has idea Sender has idea 2 Sender encodes Sender encodes idea in message idea in message Body Language Gives You Clues  How to Handle Disagreement Signals  Use open-ended questions  Project acceptance signals yourself  Stop your planned presentation  Reduce or eliminate pressure-to-buy talk  Let the buyer know that you are there to help, not to sell at any cost  Use direct questions to determine attitudes and beliefs Recognizing Body Signals  Knowing body signal guidelines can improve your communication ability by allowing the salesperson to:  Be able to recognize nonverbal signals  Be able to interpret them correctly  Be prepared to alter a selling strategy  Respond positively both nonverbally and verbally to a buyer’s nonverbal signals 4-36 What Would You Do?  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  For each of the following three situations determine:  What nonverbal signals is she communicating?  How would you respond nonverbally? 4-37 What Would You Do? Situation #1  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, “What can I for you?”  What nonverbal signal is she communicating?  Yellow Green How would (caution) (acceptance) younonverbal respond nonverbal nonverbally? signalsignal 4-38 What Would You Do? Situation #2  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.”  What nonverbal signal is she communicating?  Yellow (caution) or red (disagreement) nonverbal signal  How would you respond nonverbally?  Green (acceptance) nonverbal signal 4-39 What Would You Do? Situation #3  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  What nonverbal signal is she communicating?  How would you respond nonverbally?  Green (acceptance) nonverbal signal  Yellow (caution) nonverbal signal 4-40 Barriers To Communication  Differences in perception – buyer and seller should share a common understanding of information contained in presentation  Buyer does not recognize a need for product  Selling pressure – enthusiasm and some sales pressure is necessary, high pressure techniques erect communication barriers  Information overload – presenting too much technical information may confuse or offend buyer 4-41 Barriers To Communication  Disorganized sales presentation can frustrate buyer  Distractions – telephone calls and people entering the office may sidetrack buyer’s thoughts  Poor listening – at times buyer may not listen to you  How and what you say – controlled and caring talk are positive; conniving and careless talk are negative  Not adapting to buyer’s style – match your style to your customer’s style 4-42 Exhibit 4-8: Barriers To Communication Which May Kill a Sale 4-43 Master Persuasive Communication To Maintain Control  Persuasion is the ability to change a person’s belief, position, or course of action  Feedback guides your presentation Probing – asking questions  Remember to use trial closes  Empathy puts you in your customer’s shoes  Keep it Simple Salesperson (KISS)  Creating mutual trust develops friendship 4-44 Master Persuasive Communication To Maintain Control, cont…  Listening clues you in  Hearing  Listening  Listen to words, feelings, and thoughts  Three levels of listening  Marginal listening  Evaluative listening  Active listening  Technology helps to remember 4-45 Your Attitude Makes the Difference  Factors of a Great Sales Attitude  Caring  Joy  Harmony  Patience  Kindness  Moral Ethics  Faithfulness  Self-Control  Enthusiasm  Show your excitement towards the customer 4-46 Proof Statements Make You Believable  Credibility through:  Empathy  Listening  Enthusiasm  Proof statements substantiate claims 4-47 Summary of Major Selling Issues  Communication is the transmission of verbal and nonverbal information and understanding between a salesperson and prospect  Modes of communication – words, gestures, visual aids  Communication process model  Barriers may hinder or prevent constructive communication during a sales presentation  Barriers must be recognized and overcome or eliminated 4-48 Summary of Major Selling Issues, cont…  Nonverbal communication is a critical component of the overall communication process  Territorial space, handshake, eye contact, body language  Enhancing overall persuasive power through development of several key characteristics  Empathy, more listening and less talking, positive attitude, enthusiastic manner 4-49 ... Life: Communication  Communication: It Takes Two  Nonverbal Communication: Watch for It  Communication through Appearance and the Handshake  Body Language Give You Clues  Barriers to Communication. .. the correct buying decision Relationships T I C 4-3 Communication: It Takes Two  In a sales context, communication is the act of transmitting verbal and nonverbal information and understanding... behavior 4-5 Response The Communication Process – Basic Model The Communication Process Basic Model The Communication Process – Basic Model 1 Sender has idea Sender has idea The Communication Process