USING COMMUNICATION

PRINCIPLES TO BUILD

RELATIONSHIP

CHAPTER 5

BUILDING REALATIONSHIP THROUGH TWO WAYS COMMUNICATION

Open and honest communication is a key to building trust and developing successful relationships. To develop a good understanding of each other’s needs, buyers and sellers must effectively communicate with each other by actively talking and listening. If the communication was successful the sellers firm not only ill benefit by knowing the costumers current needs but also will see the changes it needs to enact to meet unfilled and future needs.

THE COMMUNICATION PROCESS

THE TWO-WAYS COMMUNICAITON PROCESS

ENCODING-is one way of communication translating of thoughts

into words.

DECODING-involves interpreting the meaning of message.

COMMUNICATION BREAK DOWN

Communication breakdowns can be cause by encoding and decoding

Problems and the environment in which the communications occur

The sender (buyer) who encode a reply message

The receiver (buyer)decodes the message

The receiver (seller) then decodes the buyer’s

message

The sender (seller)encodes a message

Who then becomes…Who then becomes…

TWO-WAY OF FLOW INFORMATION

SENDING VERBAL MESSAGES EFFECTIVELY

Salespeople can use short words and phrases to demonstrate the

strength and force or to provide a charm and grace like (clean, crisp copies

and library quiet) Words in sales presentations should have strength and

descriptive quality A word picture is story designed to help the buyer visualize a point , as a

selling scenario To use a word picture effectively salespeople cannot assume that all

costumers will be familiar with trade jargon and thus need to check with their costumers continually to determine whether they interpreting sales messages properly

Voice characteristic includes rate of speech, loudness, inflection and articulation.

VOICE CHARACTERISTIC

Loudness should be tailored to communication situation. To avoid monotony, salespeople should learn to vary the loudness of their speech

Inflection is the tone or pitch of speech at the end of the sentence the tone should decrease, indicating the completion of thought when the tone goes up at the end of the sentence, listeners often sense uncertainly to the speaker

Articulation refers to the production of recognizable sounds. Articulation is best when the speaker open his or her mouth properly; then the movement of the lips and tongue are unimpeded

ACTIVE LISTENING

Many people effective communication is achieved by talking a lot. Inexperienced salespeople often go into a selling situation thinking they have to outtalk the prospect.

active listeners think while they listen about the conclusions toward which speaker is building , evaluate the evidence being presented, and sort out important facts from irrelevant ones. Active listening also mean the listeners attempt to draw out as much information as possible

Suggestion for active listening (1) repeating information (2)restarting or rephrasing information (3)clarifying information (4) summarizing the conversation (5) tolerating silence (6) concentrating on the ideas being communicate

Repeating information

-during a sales interaction the salesperson should verify the information she or he is collecting from the costumer. A useful way to verify information is to repeat word for word, what has been said. This technique minimize the chance of misunderstandings

Restarting or rephrasing information CLARIFYING INFORMATION

To verify a customer’s intent , salespeople and customer understand each other

Another way to verify a customer’s meaning is to ask questions designed to obtain additional information. These can give a more complete understanding of the customer’s concern

SUMMARIZING THE CONVERSATION TOLERATING SILENCE

an important element of active listening is to mentally summarize point that have been made. At critical spots in the sales presentation the salesperson should present his or her mentally prepared summary

This technique could more appropriately be titled “BITE YOUR TONGUE” at times during sales presentation a costumer needs time to think this can be triggered by tough question or an issue the costumers want to avoid

CONCETRATING ON THE IDEAS BEING COMMUNICATED

READING NONVERBAL MESSAGES FROM COSTUMERS

Frequently what customers says and how they say it can distract from the ideas the costumers are actually trying to communicate

In addition to asking questions and listening salespeople can learn a lot from their costumers nonverbal behavior

BODY ANGLE FACE

Back-and-forth motions indicate a positive outlook whereas side-to-side movements suggest insecurity and doubt

The face has many small muscles capable of communicating innumerable messages costumers can use these muscles to indicate interest expectations concern disapproval or approval

READING NONVERBAL

MESSAGES FROM CUSTOMERS

BODY ANGLE Back-and-forth

motions indicates a positive outlook, whereas side-to-side movements suggest insecurity and doubt.

FACE The face has many small

muscle capable of communicating innumerable messages.

Customers can use these muscles to indicate interest, expectations, concern, disapproval, or approval.

The eyes are the most important area of the face

Significant cultural differences dictate the appropriate level of eye contact between individuals.

ARMS A key factor in

interpreting arm movement is intensity. Customers will use more arm movement when they are conveying an opinion.

HANDS Hand gestures are

very expressive. The meaning of hand

gestures differ from one culture to another.

LEGS When customers have

uncrossed legs in an open position, they send a message of cooperation, confidence, and friendly interest.

Legs crossed away from a salesperson suggest that the sales call is not going well.

EXHIBIT 5.3 BODY LANGUAGE PATTERNS

Positive Signals Negative SignalsUncrossed arms and legsLeaning forwardSmiling or otherwise pleasant expressionNoddingContemplative postureEye contactAnimated, excited reaction

Crossed arms or legsLeaning backward or turned away from youFurrowed brow, pursed lips, frowningShaking headFidgeting, distractedNo eye contactLittle change in expression, lifelessBack

SOME OTHER SIGNALS THAT CUSTOMERS MAY BE HIDING THEIR TRUE FEELINGS ARE AS FOLLOWS: Contradictions and verbal mistakes. Differences in the two parts of a conversation. Contradictions between verbal and non verbal

messages. Nonverbal signals such as voice tone going up at

the end of a sentence, hesitation in the voice, small shrugs, increased self-touching, and stiffer body posture suggest that the customer has concerns.

SENDING MESSAGES WITH

NONVERBAL COMMUNICATION

USING BODY LANGUAGE Salespeople should

strive to use the positive signals shown in Exhibit 5.3.

Remember this word of warning: The most effective gestures are natural ones, not those you are forcing yourself to perform.

FACIAL MUSCLES Nonverbal

communication is difficult to manage.

Facial reactions are often involuntary, especially during stressful situations.

Salespeople will be able to control their facial reactions only with practice.

EYE CONTACT Appropriate eye

contact varies from situation to situation.

People should use direct eye contact when talking in front of a group to indicate sincerity, credibility, and trustworthiness.

HAND MOVEMENTS AND HAND SHAKING Hand movement

can have a dramatic impact.

In terms of shaking hands, salespeople should not automatically extend their hand to a prospect, particularly if the prospect is seated.

POSTURE AND BODY MOVEMENTS Shuffling one’s feet and

slumping give an impression of a lack of self confidence and self discipline. On the other hand, an overly erect posture, such as that of a military cadet, suggest rigidity.

Salespeople should let comfort be their guide when searching for the right posture.