Marketing chapter 4a communication for relationship building

A Light Signal for Vehicles has a Green, Yellow, and Red Light  A person also sends three types of messages using body communication signals... You Have the Green Light  Acceptance si

Communication for Relationship

Building: It’s Not All Talk

Main Topics

 The Tree of Business Life: Communication

 Communication: It Takes Two

 Nonverbal Communication: Watch for It

 Communication through Appearance and the

The Tree of Business Life:

 In a sales context, communication is the act of transmitting verbal and nonverbal information and understanding between the seller and buyer.

Communication: It Takes Two

 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

Why People Buy – The Black Box

Approach

The Communication Process Basic Model

The Communication Process –

Basic Model

The Communication Process –

Basic Model

The Communication Process –

Basic Model

Sender encodes idea in

2.

Sender encodes idea in

The Communication Process –

Basic Model

Sender encodes idea in

2.

Sender encodes idea in

3.

Message travels over

3.

Message travels over

The Communication Process –

Basic Model

Sender encodes idea in

2.

Sender encodes idea in

3.

Message travels over

3.

Message travels over

4.

Receiver decodes message

The Communication Process –

Basic Model

Sender encodes idea in

2.

Sender encodes idea in

3.

Message travels over

3.

Message travels over

4.

Receiver decodes message

Sender encodes idea in message

2.

Sender encodes idea in message

3.

Message travels over channel

3.

Message travels over channel

4.

Receiver decodes message

Sender encodes

2.

Sender encodes idea in

3.

Message travels

3.

Message travels over

4.

Receiver decodes message

Psychological barrier or filter Psychological barrier or filter

Exhibit 4-1: What Did You Say?

What Did I Hear?

Salesperson-Buyer Communication

Process Requires Feedback

 Major communication elements:

Exhibit 4-2: The Basic Communication

Model Has Eight Elements

 Concept of space

 Intimate space – up to 2 feet

 Personal space – 2 to 4 feet

 Social space – 4 to 12 feet

 Public space – more than 12 feet

Nonverbal Communication: Watch For It

Exhibit 4-3: Office Arrangements and

Territorial Space

Communication Through Appearance

and the Handshake

 Style hair carefully

 Dress as a professional

 Shake hands firmly and look people in the eye

 Nonverbal signals come from:

A Light Signal for Vehicles has a

Green, Yellow, and Red Light

 A person also sends three types of

messages using body communication signals

You Have the Green Light

 Acceptance signals – a green light

gives the “go ahead.”

 It indicates the buyer is willing to listen, and

 The buyer may like what is being said

Body language Gives You Clues

 Body angle – leaning forward or upright at attention

 Face – smiling, pleasant, relaxed, good eye contact, positive voice tones

 Arms – relaxed and generally open

 Acceptance Signals

 Hands – relaxed and generally open, doing

You Have the Yellow Light

 Caution signals - a yellow light gives a

neutral or skeptical sign indicating the

buyer maybe uncertain about what you are saying

 Handle the signal properly, or it may

change from yellow to red

Body Language Gives You Clues

 Body angle – leaning away from you

 Face – puzzled, little or no expression, little eye contact, saying little, asking only a few questions

 Arms – crossed and tense

 Caution Signals

Body Language Gives You Clues

 Adjust to the situation by slowing up or departing from your planned presentation

 Use open ended questions to encourage buyers to talk and express their attitudes and beliefs

 Listen and respond to what buyers say

 How to Handle Caution Signals

 Project acceptance signals yourself

You Have the Red Light

 Disagreement signals – a red light

indicates the person may not be

interested in your product

Body Language Gives You Clues

 Body angle – retracted shoulders, leaning away from you, entire body is back – wants to move away

 Face – tense, showing anger, wrinkled face and brow, very little eye contact, negative voice

tones, may become suddenly silent

 Arms – tensed, crossed over chest

 Legs – crossed and away from you

 Disagreement Signals

Hands – tensed and clenched, weak handshake

Body Language Gives You Clues

 Use open-ended questions

 Project acceptance signals yourself

 Stop your planned presentation

Let the buyer know that you are there to

 How to Handle Disagreement Signals

 Reduce or eliminate pressure-to-buy talk

Recognizing Body Signals

 Knowing body signal guidelines can improve your communication ability by allowing the salesperson to:

buyer’s nonverbal signals

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:

 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 do for you?”

 What nonverbal signal is she communicating?

 How would you respond nonverbally?

 Green (acceptance) nonverbal signal

 Yellow (caution) nonverbal signal

What Would You Do? Situation #1

 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

What Would You Do? Situation #2

 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 signalYellow (caution) nonverbal signal

What Would You Do? Situation #3

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

 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

 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

Master Persuasive Communication To

Maintain Control, cont…

 Listening clues you in

 Marginal listening

 Evaluative listening

 Active listening

Your Attitude Makes the Difference

 9 Factors of a Great Sales Attitude

Proof Statements Make You

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

Summary of Major Selling Issues,

cont…

 Nonverbal communication is a critical component

of the overall communication process

language

 Enhancing overall persuasive power through

development of several key characteristics

attitude, enthusiastic manner