Download - Result Oriented Communication
RESULT ORIENTED COMMUNICATION by Stanley Ohenhen…provoking the leader in you
starting thought
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Think of a recent face-to-face
interaction you had with a customer when a communication problem occurred. What caused the miscommunication? Was it a two-way communication with feedback? Did noises affect the interaction?
the communication process
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It is a two way process Encoding and decoding This is what goes on between the
customer and the marketer
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today’s world is about info exchange information & feedback
basic elements in the communication process
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Sender Receiver Message Channel Feedback A communication breakdown occurs when
by an encoding or a decoding problem or the environment in which the exchange occur
the communication process
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The Sender encodes
a message
The receiver then
decodes the buyer’s message
The receiver decodes
the message
The sender who
encodes a reply message
Who then becomes Who then becomes
effective use of words
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Words can be ether abstract or concrete Could be emotional or neutral. Words are tools Marketers should develop the skills of applying the
power to be soft and appealing or strong and powerful Could use short words and phrase to demonstrate
strength and force or to provide charm and grace Words should have strength and descriptive quality. Avoid words such as nice, pretty, good and swell and
phrases that make you sound over-eager eg. ‘A great deal…’, ‘I guarantee you will…’ ‘no problem…’.
using positive rather than negative words
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Class work Provide a list of negative words to avoid
and a list of positive words we must imbibe
Our words must build, heal, exhort, encourage, correct, inspire, and motivate
Our words should NOT discourage, wound, demoralize, snob, rubbish, demotivate
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seek to achieve the following when you communicate To build and sustain relationship To cultivate goodwill To express feelings and opinions To understand and/or be understood. To inform To empower self or others To instruct To obtain a response To achieve results
tailoring words to your audience
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Use words that allow your listener to catch and retain details which they will often need to share with others in a buying group.
Voice characteristics
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Speech rate Loudness Inflection Articulation
asking questions
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Encourage full responses Space out your questions Ask short, simple questions Avoid leading questions Use questions to maintain the flow of
information
active listening skills
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Demonstrate interest in the speaker’s presentation
Repeating information Restating or rephrasing information Clarifying information Summarizing the conversation Tolerating silence Concentrating on the ideas being
communicated
sending messages through body language
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Eye contact Hand movements Posture and body movement Matching your audience’s
communication style
communicating in a high-tech environment
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Accept the need to communicate through electronic media
determine your audience’ preference and find out which tools best suits
Customise your messages Make the communication meaningful Use speed to impress audience Don’t deliver bad news via e-mail Use short, clear sentences when
communicating internationally
result-oriented communication nuggets
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The communication process consists of a sender, who encodes information and transmits messages and a receiver who decodes the messages.
Communication breakdown can occur when the sender does a poor encoding job, when the receiver has difficulty decoding, and when noise and the environment interfere with the transmission of the message.
Listening is a valuable communication skill that enables you to adapt to various situations.
To listen effectively, you need to be actively thinking about what the speaker is saying and how to draw out more information.
More than 50% of communication is non-verbal You must be careful to use words and expressions your
listeners will understand Asking questions gets your listener involved in the interaction
and provides additional information that can be used to develop and adapt sales presentation
Leaders should learn to use their physical appearance and dress to create a favourable impression on their listeners.
take home thoughts
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“Communication that is effective is like baseball – 90% action and 10% words.”
“I teach, but I have not been able to successfully make the impact on my audience in 50 years, what my father taught me in one week”
“Your attitude speak so loud, I cant hear what you
are saying”(from John Maxwell’s collections)