BMGT 204Chapter 4: Communication for Relationship Building

THE GOLDEN RULE: COMMUNICATION

• Words

• Body language

• Visual Aids

• Listening

• Unselfishness to help a person make the correct buying decision

BUYER PROFILE #1

• Very uncluttered office

• Always has a calculator visible

• Neat and conservative dress

• Indecisive

• How would you sell to this person?

BUYER PROFILE #2• Office has a ton of family

pictures

• Dresses current and comfortably

• Focuses on what has worked in the past

• Enjoys people

• How would you sell to this person?

BUYER PROFILE #3• Very future oriented

• Scattered

• Hard to understand at times

• Office has books, trend charts, whiteboard, technology

• How would you sell to this person?

BUYER PROFILE #4

• A ton of energy

• Impatient at times

• Very decisive

• Office sometimes described as “chaos”

• Assertive, results oriented

EXHIBIT 4.3: GUIDELINES TO IDENTIFY PERSONALITY STYLE

WATCH FOR CLUES TO SOMEONE’S PERSONALITY TYPE• How would you describe this person?

• What is their time orientation – past, present, future?

• What does their desk look like?

• What does their room look like?

• How do they dress?

DETERMINING STYLE CAN BE DIFFICULT

• What is the person’s primary style?

• What is the person’s secondary style?

• Does the person’s style comprise all four types?

FIRST KNOW YOUR STYLE

• This helps you to adapt to the other person’s style

• Which leads to better communication

• Knowing your style helps you identify a person’s style, especially if your styles are the same (It takes one to know one.)

EXHIBIT 4.1: WHAT DID YOU SAY? WHAT DID I HEAR?

SALESPERSON-BUYER COMMUNICATION PROCESS REQUIRES

FEEDBACK• Major communication elements

1. Source

2. Encoding process

3. Message

4. Medium

5. Decoding process

6. Receiver

7. Feedback

8. Noise

EXHIBIT 4.2: THE BASIC COMMUNICATION MODEL HAS EIGHT ELEMENTS

NON-VERBAL COMMUNICATIONhttp://www.ted.com/talks/amy_cuddy_your_body_language_shapes_who_you_are.html

BODY LANGUAGE GIVES YOU CLUES

• Nonverbal signals come from:

• Body angle

• Face

• Hands

• Arms

• Legs

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

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

YOU HAVE THE RED LIGHT

• Disagreement signals – a red light indicates the person may not be interested in your product

RECOGNIZING 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 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 admin 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 do for you?”

• What nonverbal signal is she communicating?

• How would you respond nonverbally?

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 admin something.”

• What nonverbal signal is she communicating?

• How would you react?

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?

• How would you react?

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

• 9 Factors of a Great Sales Attitude

• Caring

• Joy

• Harmony

• Patience

• Kindness

• Moral Ethics

• Faithfulness

• Self Control

• Enthusiasm

• Show your excitement towards the customer

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

OPEN DISCUSSION ON HOW THIS CAN HELP IN A JOB SEARCH