Relationship selling through service mkt 173 chap 4

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Communication for Relationship

Building: It’s Not All Talk

Communication for Relationship

Building: It’s Not All Talk

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Main Topics

 The Tree of Business Life: Communication

 Communication: It Takes Two

 Nonverbal Communication: Watch for It

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The Tree of Business Life: Communication

Guided by The Golden The Golden

Rule, effectively communicate using:

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Communication: It Takes Two

information and understanding between

the seller and buyer.

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Exhibit 3-1: Stimulus-response model of buyer behavior

Stimulus Black box Response

Sales Presentation

Buyer’s Hidden Mental Process Sale/No Sale

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The Communication Process

Basic Model

The Communication Process

Basic Model

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Basic Model

2.

Sender encodes idea in message

2.

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Basic Model

2.

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Basic Model

3.

Message travels over channel

3.

2.

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Basic Model

2.

3.

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Basic Model

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3.

4.

Receiver decodes message

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Basic Model

2.

3.

4.

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Basic Model

2.

3.

4.

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Basic Model

2.

3.

4.

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Basic Model

2.

3.

4.

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Basic Model

2.

3.

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6.

Possible additional feedback to receiver

6.

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Basic Model

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Salesperson-Buyer Communication

Process Requires Feedback

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Exhibit 4-2: The Basic Salesperson-Buyer Communication Model Has Eight Elements

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 Territorial space

Intimate space – 2 feet

Personal space – 2 to 4 feet

Social space – 4 to 6 feet

Public space – 12+ feet

 Space threats – too close – “territorial imperative”

Nonverbal Communication: Watch For It

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Exhibit 4-3: Office Arrangements and

Territorial Space

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A Light Signal for Vehicles has a Green,

Yellow, and Red Light

messages using body communication signals.

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Green Light

gives the “go ahead”

to listen

what is being said

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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

uncrossed

 Hands – relaxed and generally open, doing

calculations, holding on to a sample as you try to withdraw it, firm handshake

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Yellow Light

gives a neutral or skeptical sign indicating the buyer maybe

uncertain about what you are saying

may change from yellow to red

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

 Hands – moving, fidgeting with something,

clasped, weak handshake

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

talk and express their attitudes and beliefs

Project acceptance signals yourself

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Red Light

indicates the person may not be interested in your product

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you, entire body is back – wants to move away

brow, very little eye contact, negative voice tones, may become suddenly silent

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 Project acceptance signals yourself

 Let the buyer know that you are there to help, not to sell at any cost

 Reduce or eliminate pressure-to-buy talk

 Use direct questions to determine attitudes and

beliefs

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Recognizing Body Signals - Guidelines

communication ability by allowing the

salesperson to:

 Interpret them correctly

 Be prepared to alter a selling strategy

 Respond positively both nonverbally and verbally

to a buyer’s nonverbal signals

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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?

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straight in her chair She clasps her hands together and with little expression on her face says,

“What can I do for you?”

What Would You Do? Situation #1

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presentation, the buyer reaches for the

telephone and says, “Keep going; I need to tell

my secretary something.”

nonverbal signal

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the buyer slowly lean back in her chair As you continue to talk, a puzzled looks comes over her face.

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Barriers To Communication

should share a common understanding of

information contained in presentation

pressure is necessary, high pressure techniques erect communication barriers

technical information may confuse or offend buyer

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Barriers To Communication

buyer

the office may sidetrack buyer’s thoughts

you

talk are positive; conniving and careless talk are

negative

to your customer’s style

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Exhibit 4-8: Barriers To Communication

Which May Kill a Sale

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person’s belief, position, or course of action.

Probing – asking questions

Master Persuasive Communication To

Maintain Control

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Master Persuasive Communication To

Maintain Control, cont…

Listening

Listen to words, feelings, and thoughts

Three levels of listening

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Summary of Major Selling Issues

and nonverbal information and understanding between a salesperson and prospect.

visual aids

communication during a sales presentation.

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Summary of Major Selling Issues, cont…

eliminated

the overall communication process

 Territorial space, handshake, eye contact, body language

development of several key characteristics

 Empathy, more listening and less talking, positive attitude,

enthusiastic manner

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