Slide 1Communication for Relationship Building: It’s Not All TalkSlide 3Main TopicsThe Tree of Business Life: CommunicationCommunication: It Takes TwoExhibit 5-1: What Did You Say? What Did I Hear?Why People Buy–The Black Box ApproachSalesperson-Buyer Communication Process Requires FeedbackExhibit 5-2: The Basic Communication Model Has Eight ElementsNonverbal Communication: Watch For ItExhibit 5-3: Office Arrangements and Territorial SpaceCommunication Through Appearance and the HandshakeBody Language Gives You CluesSlide 15Slide 16Slide 17Slide 18Recognizing Body SignalsWhat Would You Do?What Would You Do? Situation #1What Would You Do? Situation #2What Would You Do? Situation #3Barriers To CommunicationExhibit 5-8: Barriers To Communication Which May Kill a SaleMaster Persuasive Communication To Maintain ControlMaster Persuasive Communication To Maintain Control, cont…Your Attitude Makes the DifferenceProof Statements Make You BelievableSummary of Major Selling IssuesSummary of Major Selling Issues, cont…5-1Communication for Relationship Communication for Relationship Building: It’s Not All TalkBuilding: It’s Not All TalkCommunication for Relationship Communication for Relationship Building: It’s Not All TalkBuilding: It’s Not All TalkChapterChapter5Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/IrwinChapterChapter55-3Main TopicsMain TopicsMain TopicsMain TopicsThe Tree of Business Life: CommunicationCommunication: It Takes TwoNonverbal Communication: Watch for ItCommunication through Appearance and the HandshakeBody Language Give You CluesBarriers to CommunicationMaster Persuasive Communication to Maintain ControlChapterChapter55-45-5The Tree of Business Life: CommunicationGuided by The Golden The Golden RuleRule, effectively communicate using:WordsBody languageVisual AidsListeningUnselfishness to help a person make the correct buying decisionITCEthicalServiceBuilds T r u eRelationshipsTT TT T T TT T T T5-6 Communication: It Takes TwoIn a sales context, communication is the act of transmitting verbal and nonverbal information and understanding between the seller and buyer5-7Exhibit 5-1: What Did You Say? What Did I Hear?5-8Why 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 modelExhibit 4-1: Stimulus-response model of buyer behaviorStimulusBlack boxResponseSales PresentationBuyer’s Hidden Mental ProcessSale/No Sale5-9Salesperson-Buyer Communication Process Requires FeedbackMajor communication elementsSourceEncoding processMessageMediumDecoding processReceiverFeedbackNoise5-10Exhibit 5-2: The Basic Communication Model Has Eight Elements5-11Concept of space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Space invasion – OK to be closeNonverbal Communication: Watch For It5-12Exhibit 5-3: Office Arrangements and Territorial Space5-13Communication Through Appearance and the HandshakeStyle hair carefullyDress as a professionalShake hands firmly and look people in the eye5-14 Body Language Gives You CluesNonverbal signals come from:Body angleFaceHandsArmsLegs5-15A Light Signal for Vehicles has a Green, Yellow, and Red Light A person also sends three types of messages using body communication signals5-16You 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 said5-17You 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 red5-18You Have the Red Light Disagreement signals – a red light indicates the person may not be interested in your product5-19Recognizing 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 signals5-20What 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?5-21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 signalWhat Would You Do? Situation #15-22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 signalWhat Would You Do? Situation #25-23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 signalWhat Would You Do? Situation #35-24 Barriers To CommunicationDifferences in perceptionBuyer does not recognize a need for productSelling pressureInformation overloadDistractionsPoor listeningHow and what you sayNot adapting to buyer’s style5-25 Exhibit 5-8: Barriers To Communication Which May Kill a Sale5-26Master 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