Relationship selling through service mkt 173 chap 4

Communication for Relationship Building: It’s Not All Talk McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill Companies, Inc All Chapter 4-3 Chapter Main Topics      4-4 The Tree of Business Life: Communication Communication: It Takes Two Nonverbal Communication: Watch for It Barriers to Communication Master Persuasive Communication to Maintain Control Chapter The Tree of Business Life: Communication True Et h ic al ce rvi Se T T T T T TT T T T T Builds Relationships T I C Guided by The Golden Rule, Rule effectively communicate using:      Words Body language Visual Aids Listening Unselfishness to help a person make the correct buying decision 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 Exhibit 4-1: What Did You Say? What Did I Hear? BARRIER Listener BARRIER Speaker Psychological barrier or filter Psychological barrier or filter 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 Sales Presentation Buyer’s Hidden Mental Process Sale/No Sale Stimulus Black box Response Exhibit 3-1: Stimulus-response model of buyer behavior The Communication Process Basic Model The Communication Process Basic Model The Communication Process Basic Model 1.1 Sender Sender has hasidea idea Recognizing Body Signals - Guidelines  Knowing body signal guidelines can improve communication ability by allowing the salesperson to:  Recognize nonverbal signals  Interpret them correctly  Be prepared to alter a selling strategy  Respond positively both nonverbally and verbally to a buyer’s nonverbal signals What Would You Do?  You arrive at an 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? 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?  Green How Yellow would (acceptance) (caution) you respond nonverbal nonverbal nonverbally? signal signal 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?  Green Yellow (caution) or red (disagreement) How would (acceptance) you respond nonverbal nonverbally? signal nonverbal signal 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?  Green Yellow (acceptance) (caution) nonverbal nonverbal signal signal How would you respond nonverbally? 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 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 Exhibit 4-8: Barriers To Communication Which May Kill a Sale 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 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 Your Attitude Makes the Difference  Enthusiasm:  Excitement  Positive view on:  Helping others  Yourself  Being a salesperson Proof Statements Make You Believable  Credibility through:  Empathy  Listening  Enthusiasm  Proof statements substantiate claims 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 Summary of Major Selling Issues, cont…  Barriers must be recognized and overcome or   eliminated 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 End of Chapter McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill Companies, Inc All Chapter ...Communication for Relationship Building: It’s Not All Talk McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill Companies, Inc All Chapter 4- 3 Chapter Main Topics      4- 4 The Tree of Business... Persuasive Communication to Maintain Control Chapter The Tree of Business Life: Communication True Et h ic al ce rvi Se T T T T T TT T T T T Builds Relationships T I C Guided by The Golden Rule,... encodes idea ideain in message message 3.3 Message Message travels travels over over channel channel 4. 4 Receiver Receiver decodes decodes message message The Communication Process Basic Model 1.1 Sender