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Using Communication Principles to Build Relationships

What are the basic elements in the communication process? Why are listening and questioning skills important? How can salespeople develop listening skills to collect

information about customers? How do people communicate without using words? What are some things to remember when communicating via

technology like phones and e-mail? How does a salesperson adjust for cultural differences?

Some questions answered in this chapter are:

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CHAPTER 5, Selling Building Partnerships

Weitz, Castleberry & Tanner

McGraw-Hill/Irwin

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Building Relationships Through Two-Way Communication

• The communication process

• Communication breakdowns caused by:

– ______________ problems

– The __________in which the communications occur

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Two-Way Flow of Information

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________________________________________________________

________________________________________________

________________________________________________

________________________________________________________

Who then becomes… Who then becomes…

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Sending Verbal Messages Effectively

• Words are tools• Words have different meanings in

________________________• Word pictures• Delivery of words

– _______– _______– _______– ________

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Word choice is important. Some words, by themselves, may be perceived negatively. Come up with a better word choice that could be more positive for each of the following words:

Cost

_________ Down payment

____________ Deal

____________

Objection

_________ Cheaper

_____________ Appointment

_______ Commission

________

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Active Listening

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80-20 listening ruleSalespeople should listen __________ the time and talk no more than _______ of the time.

Speaking-listening differentialPeople can speak at a rate of only 120-160 words per minute, but they can listen to more than 800 words per minute.

© 2007 The McGraw-Hill Companies, Inc. All rights reserved.

Tim Gives Examples of Non-Verbal Signals

BUYING SIGNALS

•__________________________________________________________

•__________________________________________________________

•_________________________________________________________

•_________________________________________________________

•____________________________________________________________

•___________________________________________________________

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The Problems with Listening

•__________

•_____________________________

•__________________________

•______________________

•______________________

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Non-Verbal Communication•Tone _______

•Actions _______

•Words _______

•non-verbal cues are

_____________________

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David Gress, Manager

Audio Video clips funded by the Barnhart Fund for Excellence

SIGNALS

•_______________

•_______________

•_______________

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Active Listening (continued)

• _________information• _____________

information• __________information• _________ the

conversation• ___________silences• ___________ on the

ideas being communicated

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A video segment on “Listening”

CONNECTIVE SKILLS –

1. __________________

2. __________________

3. __________________

4. ___________________________

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Reading Nonverbal Messages from Customers

• ___________• _______• ______• ________• _________

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Positive Power and authority Underlying tension

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What do the following body language cues indicate?

a. Tapping a finger or pencil on a desk.______________________________b. Stroking the chin and leaning forward._________________________________c. Leaning back in a chair, with arms folded across the chest._____________________________________d. Sitting in the middle of a bench or sofa.________________________________________e. Assuming the same posture as the person with whom you are

communicating._________________________

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Patterns of Nonverbal Reactions to Presentation

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• No single gesture or position defines a specific emotion or attitude

• Consider the pattern of signals via a number of channels

• Signals customers are hiding their true feelings:– _____________________________– _____________________________________– _____________________________________________– _____________________________________________

____________________________

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Body Language Patterns

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Case: Harbor Office Products Q#1 What were the non-verbal signals?

Steinnes ____________________________

________________________________________________________

________________________________________________________________________________________

____________________________________________________________________________________________________________________________________________

Hoffman ________________________________

________________________________________________________________________________________________

________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

2. What was Hoffman’s mistake re Steinnes nonverbal messages s?

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Case: Harbor Office Products

Questions

1. How did Hoffman make a mistake in reading the nonverbal messages sent by Steinnes?

________________________________________________________________________________________________________________________________________________

© 2007 The McGraw-Hill Companies, Inc. All rights reserved.

• “Perhaps there is some reason you cannot share the information with me.”

• “Are you worried about how I might react to what you are telling me?”

• “I have a sense that there is really more to the story than you are telling me. Let’s put the cards on the table so we can put this issue to rest.”

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Encourage Forthright Discussion

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Sending Messages with Nonverbal Communication

• Using body language– _________– __________– _____________________

______________– _____________________

______________

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• Consider the geography– _____________– _____________________

• Consider your customers– ______________– __________________________

• Consider your corporate culture– ____________________

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Appearance

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• Consider your aspirations– Top levels of your organization– Dress _______________

• Consider _____________________– Wait until you have the __________

__________________________________________________________

– Just be _______________

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Appearance (continued)

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Communicating via technology

• Face-to-face conversation– 40 percent: words– 10 percent: voice characteristics– 50 percent: nonverbal communications (Contradicts earlier #,

but if you leave out tone it is ~50-55%!)

• Telephone• ________• _________• _________________• ____________• ____________• ______________

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Communicating via technology

• E-Mail & text messaging (especially the important ones)• _______________________________________

• _______________________________________

• _______________________________________

• _______________________________________

• _______________________________________

• _______________________________________

• _______________________________________

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Case: Hunt-Wesson

Questions1. Did Jamie do a good job leaving a voice mail message?

______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

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Case: Hunt-Wesson

Questions2. Rewritten voice mail

______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

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Technology Tips• Immediacy does _______________.• Learn how the customer _________________.• Avoid _________________• Make the conversation____________• Customize your messages ________________________

_________________________

• Use speed to

__________________• Don’t

____________________________________

• Use _______________

when leaving voice mail messages.

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• Customers in different cultures process verbal and nonverbal information

___________________________________• Salespeople need to recognize that

business • __________________________________• Terms have different meanings• Time perception are different

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Adjusting for Cultural Differences

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• Use ________________, e.g. stop instead of cease.

• Use words that ________________________.• Avoid ________expressions.• Use strict rules of ____________• Use __________________.• Never use

_____________________________________________________________

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Using English in International Selling

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• The communication process consists of a sender, who encodes information and transmits messages, and a receiver, who decodes the messages.

• Effective communication requires a two-way flow of information.

• When communicating verbally with customers, salespeople must be careful to use words and expressions their customers will understand.

• Listening is a valuable communication skill that enables salespeople to adapt to various situations.

• About 50 toover 90 percent of communication is nonverbal.• Salespeople can use nonverbal communication to convey

information to customers.• Two-way communication increases when salespeople adjust

their communication styles to the styles of their customers.

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Summary

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