Chapter
4
Communication for Relationship
Building: It’s Not All Talk
McGraw-Hill/Irwin
ABC’s of Selling, 10/e
Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Main Topics







The Tree of Business Life: Communication
Communication: It Takes Two
Nonverbal Communication: Watch for It
Communication through Appearance and the
Handshake
Body Language Give You Clues
Barriers to Communication
Master Persuasive Communication to Maintain
Control
4-2
The Tree of Business Life:
Communication
T
T T
T T TT
T T T T
Builds
Guided by The Golden
Rule, effectively
communicate using:





Relationships
Words
Body language
Visual aids
Listening
Unselfishness to help a
person make the correct
buying decision
4-3
Communication: It Takes Two
 In a sales context, communication is the
act of transmitting verbal and nonverbal
information and understanding between
the seller and buyer.
4-4
Why 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 model
Sales Presentation
Stimulus
Buyer’s Hidden
Mental Process
Black box
Sale/No Sale
Response
Exhibit 3-1: Stimulus-response model of buyer behavior
4-5
The Communication Process –
Basic Model
The Communication Process
Basic Model
The Communication Process –
Basic Model
1.
Sender
has idea
The Communication Process –
Basic Model
1.
Sender
has idea
The Communication Process –
Basic Model
1.
Sender
has idea
2.
Sender
encodes
idea in
message
The Communication Process –
Basic Model
1.
Sender
has idea
2.
Sender
encodes
idea in
message
The Communication Process –
Basic Model
1.
Sender
has idea
2.
Sender
encodes
idea in
message
3.
Message
travels
over
channel
The Communication Process –
Basic Model
1.
Sender
has idea
2.
Sender
encodes
idea in
message
3.
Message
travels
over
channel
The Communication Process –
Basic Model
1.
Sender
has idea
2.
Sender
encodes
idea in
message
3.
Message
travels
over
channel
4.
Receiver
decodes
message
The Communication Process –
Basic Model
1.
Sender
has idea
2.
Sender
encodes
idea in
message
3.
Message
travels
over
channel
4.
Receiver
decodes
message
The Communication Process –
Basic Model
5.
Feedback travels
to sender
1.
Sender
has idea
2.
Sender
encodes
idea in
message
3.
Message
travels
over
channel
4.
Receiver
decodes
message
The Communication Process –
Basic Model
5.
Feedback travels
to sender
1.
Sender
has idea
2.
Sender
encodes
idea in
message
3.
Message
travels
over
channel
4.
Receiver
decodes
message
The Communication Process –
Basic Model
5.
Feedback travels
to sender
1.
Sender
has idea
2.
Sender
encodes
idea in
message
3.
Message
travels
over
channel
4.
Receiver
decodes
message
The Communication Process –
Basic Model
5.
Feedback travels
to sender
1.
Sender
has idea
2.
Sender
encodes
idea in
message
3.
Message
travels
over
channel
6.
Possible additional
feedback to receiver
4.
Receiver
decodes
message
The Communication Process –
Basic Model
5.
Feedback travels
to sender
1.
Sender
has idea
2.
Sender
encodes
idea in
message
3.
Message
travels
over
channel
6.
Possible additional
feedback to receiver
4.
Receiver
decodes
message
Exhibit 4-1: What Did You Say?
What Did I Hear?
Speaker
BARRIER
BARRIER
Listener
Psychological barrier or filter
Psychological barrier or filter
4-20
Salesperson-Buyer Communication
Process Requires Feedback

Major communication elements:
Source
 Encoding process
 Message
 Medium
 Decoding process
 Receiver
 Feedback
 Noise

4-21
Exhibit 4-2: The Basic Communication
Model Has Eight Elements
4-22
Nonverbal Communication: Watch For It

Concept of space



Territorial space
 Intimate space – up to 2 feet
 Personal space – 2 to 4 feet
 Social space – 4 to 12 feet
 Public space – more than 12 feet
Space threats – too close
Space invasion – OK to be close
4-23
Exhibit 4-3: Office Arrangements and
Territorial Space
4-24
Communication Through Appearance
and the Handshake



Style hair carefully
Dress as a professional
Shake hands firmly and look people in the eye
4-25
Body Language Gives You Clues
 Nonverbal signals come from:
 Body angle
 Face
 Hands
 Arms
 Legs
4-26
A Light Signal for Vehicles has a
Green, Yellow, and Red Light

A person also sends three types of
messages using body communication
signals
4-27
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
4-28
Body language Gives You Clues
 Acceptance Signals
 Body angle – leaning forward or upright at attention
 Face – smiling, pleasant, relaxed, good eye contact,
positive voice tones
 Arms – relaxed and generally open
 Hands – relaxed and generally open, doing
calculations, holding on to a sample as you try to
withdraw it, firm handshake
 Legs – crossed and pointed toward you or
uncrossed
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
4-30
Body Language Gives You Clues
 Caution Signals
 Body angle – leaning away from you
 Face – puzzled, little or no expression, little eye
contact, saying little, asking only a few questions
 Arms – crossed and tense
 Hands – moving, fidgeting with something,
clasped, weak handshake
 Legs – moving, crossed away from you
Body Language Gives You Clues
 How to Handle Caution Signals
 Adjust to the situation by slowing up or
departing from your planned presentation
 Use open ended questions to encourage
buyers to talk and express their attitudes
and beliefs
 Listen and respond to what buyers say
Project acceptance signals yourself
You Have the Red Light

Disagreement signals – a red light
indicates the person may not be
interested in your product
4-33
Body Language Gives You Clues
 Disagreement Signals
 Body angle – retracted shoulders, leaning away
from you, entire body is back – wants to move
away
 Face – tense, showing anger, wrinkled face and
brow, very little eye contact, negative voice
tones, may become suddenly silent
 Arms – tensed, crossed over chest
Hands – tensed and clenched, weak handshake
 Legs – crossed and away from you
Body Language Gives You Clues
 How to Handle Disagreement Signals
 Use open-ended questions
 Project acceptance signals yourself
 Stop your planned presentation
 Reduce or eliminate pressure-to-buy talk
 Let the buyer know that you are there to
help, not to sell at any cost
 Use direct questions to determine
attitudes and beliefs
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
4-36
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
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?

4-37
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
Green
Yellow
would
(acceptance)
(caution)
you respond
nonverbal
nonverbal
nonverbally?
signal
signal
4-38
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 secretary something.”

What nonverbal signal is she
communicating?
Yellow
(caution)
or
red
(disagreement)
nonverbal
How
would
you respond
nonverbally?
Green
(acceptance)
nonverbal
signal
signal



4-39
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 respond nonverbally?
Green
nonverbal
signal
Yellow (acceptance)
(caution) nonverbal
signal
4-40
Barriers To Communication
 Differences in perception – buyer and seller
should share a common understanding of
information contained in presentation
 Buyer does not recognize a need for
product
 Selling pressure – enthusiasm and some sales
pressure is necessary, high pressure techniques
erect communication barriers
 Information overload – presenting too much
technical information may confuse or offend buyer
4-41
Barriers To Communication
 Disorganized sales presentation can
frustrate buyer
 Distractions – telephone calls and people entering
the office may sidetrack buyer’s thoughts
 Poor listening – at times buyer may not listen to
you
 How and what you say – controlled and caring
talk are positive; conniving and careless talk are
negative
 Not adapting to buyer’s style – match your
style to your customer’s style
4-42
Exhibit 4-8: Barriers To
Communication Which May Kill a Sale
4-43
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.
4-44
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
4-45
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
4-46
Proof Statements Make You
Believable

Credibility through:
Empathy
 Listening
 Enthusiasm


Proof statements
substantiate claims
4-47
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
Barriers must be recognized and overcome or
eliminated
4-48
Summary of Major Selling Issues,
cont…

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
4-49