lecture 8
TRANSCRIPT
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Using Communication Principles to Build Relationships
What are the basic elements in the communication process? Why are listening and questioning skills important? How can salespeople develop listening skills to collect
information about customers? How do people communicate without using words? What are some things to remember when communicating via
technology like phones and e-mail? How does a salesperson adjust for cultural differences?
Some questions answered in this chapter are:
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CHAPTER 5, Selling Building Partnerships
Weitz, Castleberry & Tanner
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Building Relationships Through Two-Way Communication
• The communication process
• Communication breakdowns caused by:
– ______________ problems
– The __________in which the communications occur
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Two-Way Flow of Information
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________________________________________________________
________________________________________________
________________________________________________
________________________________________________________
Who then becomes… Who then becomes…
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Sending Verbal Messages Effectively
• Words are tools• Words have different meanings in
________________________• Word pictures• Delivery of words
– _______– _______– _______– ________
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Word choice is important. Some words, by themselves, may be perceived negatively. Come up with a better word choice that could be more positive for each of the following words:
Cost
_________ Down payment
____________ Deal
____________
Objection
_________ Cheaper
_____________ Appointment
_______ Commission
________
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Active Listening
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80-20 listening ruleSalespeople should listen __________ the time and talk no more than _______ of the time.
Speaking-listening differentialPeople can speak at a rate of only 120-160 words per minute, but they can listen to more than 800 words per minute.
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Tim Gives Examples of Non-Verbal Signals
BUYING SIGNALS
•__________________________________________________________
•__________________________________________________________
•_________________________________________________________
•_________________________________________________________
•____________________________________________________________
•___________________________________________________________
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The Problems with Listening
•__________
•_____________________________
•__________________________
•______________________
•______________________
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Non-Verbal Communication•Tone _______
•Actions _______
•Words _______
•non-verbal cues are
_____________________
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David Gress, Manager
Audio Video clips funded by the Barnhart Fund for Excellence
SIGNALS
•_______________
•_______________
•_______________
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Active Listening (continued)
• _________information• _____________
information• __________information• _________ the
conversation• ___________silences• ___________ on the
ideas being communicated
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A video segment on “Listening”
CONNECTIVE SKILLS –
1. __________________
2. __________________
3. __________________
4. ___________________________
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Reading Nonverbal Messages from Customers
• ___________• _______• ______• ________• _________
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Positive Power and authority Underlying tension
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What do the following body language cues indicate?
a. Tapping a finger or pencil on a desk.______________________________b. Stroking the chin and leaning forward._________________________________c. Leaning back in a chair, with arms folded across the chest._____________________________________d. Sitting in the middle of a bench or sofa.________________________________________e. Assuming the same posture as the person with whom you are
communicating._________________________
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Patterns of Nonverbal Reactions to Presentation
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• No single gesture or position defines a specific emotion or attitude
• Consider the pattern of signals via a number of channels
• Signals customers are hiding their true feelings:– _____________________________– _____________________________________– _____________________________________________– _____________________________________________
____________________________
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Body Language Patterns
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Case: Harbor Office Products Q#1 What were the non-verbal signals?
Steinnes ____________________________
________________________________________________________
________________________________________________________________________________________
____________________________________________________________________________________________________________________________________________
Hoffman ________________________________
________________________________________________________________________________________________
________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
2. What was Hoffman’s mistake re Steinnes nonverbal messages s?
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Case: Harbor Office Products
Questions
1. How did Hoffman make a mistake in reading the nonverbal messages sent by Steinnes?
________________________________________________________________________________________________________________________________________________
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• “Perhaps there is some reason you cannot share the information with me.”
• “Are you worried about how I might react to what you are telling me?”
• “I have a sense that there is really more to the story than you are telling me. Let’s put the cards on the table so we can put this issue to rest.”
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Encourage Forthright Discussion
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Sending Messages with Nonverbal Communication
• Using body language– _________– __________– _____________________
______________– _____________________
______________
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• Consider the geography– _____________– _____________________
• Consider your customers– ______________– __________________________
• Consider your corporate culture– ____________________
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Appearance
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• Consider your aspirations– Top levels of your organization– Dress _______________
• Consider _____________________– Wait until you have the __________
__________________________________________________________
– Just be _______________
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Appearance (continued)
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Communicating via technology
• Face-to-face conversation– 40 percent: words– 10 percent: voice characteristics– 50 percent: nonverbal communications (Contradicts earlier #,
but if you leave out tone it is ~50-55%!)
• Telephone• ________• _________• _________________• ____________• ____________• ______________
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Communicating via technology
• E-Mail & text messaging (especially the important ones)• _______________________________________
• _______________________________________
• _______________________________________
• _______________________________________
• _______________________________________
• _______________________________________
• _______________________________________
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Case: Hunt-Wesson
Questions1. Did Jamie do a good job leaving a voice mail message?
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
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Case: Hunt-Wesson
Questions2. Rewritten voice mail
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
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Technology Tips• Immediacy does _______________.• Learn how the customer _________________.• Avoid _________________• Make the conversation____________• Customize your messages ________________________
_________________________
• Use speed to
__________________• Don’t
____________________________________
• Use _______________
when leaving voice mail messages.
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• Customers in different cultures process verbal and nonverbal information
___________________________________• Salespeople need to recognize that
business • __________________________________• Terms have different meanings• Time perception are different
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Adjusting for Cultural Differences
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• Use ________________, e.g. stop instead of cease.
• Use words that ________________________.• Avoid ________expressions.• Use strict rules of ____________• Use __________________.• Never use
_____________________________________________________________
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Using English in International Selling
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• The communication process consists of a sender, who encodes information and transmits messages, and a receiver, who decodes the messages.
• Effective communication requires a two-way flow of information.
• When communicating verbally with customers, salespeople must be careful to use words and expressions their customers will understand.
• Listening is a valuable communication skill that enables salespeople to adapt to various situations.
• About 50 toover 90 percent of communication is nonverbal.• Salespeople can use nonverbal communication to convey
information to customers.• Two-way communication increases when salespeople adjust
their communication styles to the styles of their customers.
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Summary
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