Module 4: Using
Communication
Principles to Build
Relationships
Two-Way Communication Process
The sender The receiver
(seller)The sender
encodes (buyer)The receiver
decodes
(seller) encodes (buyer) decodes
the message.
a message.
a message. the message.
Basic Elements in the
Who then becomes… Who then becomes… Communication Process
Who then becomes… Who then becomes…
› Encoding: Translation of
thoughts into words
The receiver
The sender › Decoding: Interpreting
(seller)The
thenreceiver the meaning of the
(seller) (buyer)The
whosender
decodes the then (buyer) who
buyer’sdecodes the
encodes a reply received message
encodes a reply
message.buyer’s
message.
message.
message. › Feedback: Reply to the
message
2
Communication Breakdowns
› Encoding and decoding problems
› Environment in which the communications
occur
› Noises: Sounds unrelated to messages
being exchanged
› Physical comfort
3
Sending Verbal Messages Effectively
› Choice of words
› Use short words and phrases to:
› Demonstrate strength and force
› Provide charm and grace
› Avoid
› Trite words
› Phrases that sound overeager
› Off-color language
› Slang or foul language
› Draw on a set of words to best help present the features of a
product or service
› Do not use words that have become common and meaningless
› Use culture specific words
4
Sending Verbal Messages Effectively
› Voice characteristics
› Rate of speech - Faster rate for simple
messages
› Slower rate for more difficult concepts
› Loudness: Should be tailored to the
communication situation
› Inflection: Tone or pitch of speech
› Articulation: Production of recognizable
sounds
5
Sending Verbal Messages Effectively
› Stories
› Include conflicts, trials, and crises
› Help listener think through choices and
outcomes of those decisions
› Word picture: Graphic or vivid story
designed to help the buyer easily visualize a
point
› Analogy: Speaker attempts to draw a
parallel between one thing and another
› Keep open lines of communication
6
Active Listening
› 80-20 listening rule
› Salespeople should listen 80 percent of the time
and talk no more than 20 percent of the time.
› Speaking-listening differential
› Difference between the rate at which people
speak and listen
› People can speak at a rate of only 120-160 words
per minute, but they can listen to more than 800
words per minute
7
Levels of Listening
8
Active Listening
› Think about the conclusions toward which
the speaker is building
› Evaluate the evidence being presented
› Sort out important facts from irrelevant
ones
› Attempt to draw out as much information
as possible
9
Suggestions for Active Listening
› Repeating information
› To verify information being collected
› Restating or rephrasing information
› To verify a customer’s intent
› Clarifying information
› To verify a customer’s meaning
› Summarizing the conversation
› To get a quick review
› Tolerating silences
› To give customer time to think
› Concentrating on the ideas being communicated
› To avoid getting distracted
10
Reading Nonverbal Messages from
Customers
› Body language
› Nonverbal communication:
› Body language
› Space
› Appearance
11
Reading Nonverbal Messages from Customers
Body angle
(Changes in position may indicate positive/ negative outlook)
Face
(Face muscles can communicate interest, expectation, concern,
disapproval, or approval)
Arms
(A key factor in interpreting arm movements is intensity)
Hands
(Hand gestures are very expressive)
Legs
(Uncrossed legs, crossed away legs, crossing feet indicates different
message)
12
Patterns of Nonverbal Reactions to
Presentation
13
Body Language Patterns
› Signals that customers may be hiding their true
feelings
› Contradictions and verbal mistakes
› Differences in two parts of a conversation
› Contradictions between verbal and
nonverbal messages
› Certain nonverbal signals such as hesitation
in the voice, small shrugs, and so on
14
Sending Messages with Nonverbal
Communication
› Using body language
› Facial muscles - Involuntary,
especially during stressful
situations
› Eye contact
› Gestures and hand shaking
› Posture and body movements
15
Role of Space and Physical Contact
› Distance zones
› Intimate zone: For a person’s closest
relationships
› Personal zone: For close friends and
those who share special interests
› Social zone: For business transactions
and other impersonal relationships
› Public zone: For speeches, teachers in
classrooms, and passersby
16
Distance Zones for Interaction
17
Role of Space and Physical Contact
› Buyers fall into two touching groups
› Contact - See noncontact people as cold
and unfriendly
› Noncontact - View contact people as
overly friendly and obtrusive
18
Appearance
› Priorities in dressing for business are:
› Getting customers to notice you in a
positive way
› Getting customers to trust you
› Proper attire and grooming give salespeople
additional poise and confidence
19
Principles to Dress for Success
20
Communicating via Technology
› Salespeople communicate with customers
by using different methods that vary in:
› Interactivity of the communications
› Ability to use verbal and nonverbal
communication channels
› Quantity of information that can be
conveyed
› Response time: Time between sending a
message and getting a response to it
21
Comparison of Various Methods of
Salesperson Communications
22
Telephone Communications
› Decide what to say before calling
› Be polite, enthusiastic, and an active listener
› Take notes and restate the message
› Encourage two-way communication with
verbal cues
› Give customer opportunity to ask questions
23
Voice Mail Communications
› When cold calling, set up an appointment,
don’t leave a message
› Leave a clear, concise message including a
suggested time for a return call
› Avoid wasting the prospect’s time and ask
for a callback
› Give name and phone number at the end of
the message
24
E-Mail Communications
25
Social Networking
› Use of Web tools that allow users to:
› Share content
› Interact
› Develop communities around similar
interests
› Salespeople use it to communicate with
customers and prospects
26
Social Networking
27
Adjusting for Cultural Differences
› Rules for using English in international
selling
› Use common English words
› Use words that do not have multiple
meanings
› Avoid slang expressions peculiar to
American culture
› Use rules of grammar strictly
› Use action-specific verbs
› Never use vulgar expressions
28
Adjusting for Cultural Differences
› Considerations for international salespeople
› Terms have different meanings in
different cultures
› Varying perceptions of time in general
› Time it takes for business activities to
occur in different countries
› Level of eye contact to be used
29
Any questions?
Source: Castleberry, S.B. and Tanner Jr., J.F. (2014). Selling: Building Partnerships.
Ninth Edition. © 2014 The McGraw-Hill Companies, Inc.
30
