By Dr Taleb M. Hammad

COMMUNICATION ANATOMYCOMMUNICATION ANATOMY

MESSAGES

R

THE COMMUNICATION

PROCESS

ENCODE

MESSAGE

TRANSMIT DECODE

DECODE TRANSMIT ENCODE

THOUGHTIDEA

SENDER RECIEVER

What are the most common ways we communicate?

Writte

n Word

Body Language

Visual ImagesSpoken Word

All communication methods are important in training but our

emphasis will be upon the spoken word... since

• 70 % or all our communication efforts are:

• misunderstood, misinterpreted, rejected, disliked, distorted, or not heard (in the same language, same culture)!

Listening & Speaking

• Listening takes. . .– concentration and energy– curiosity and open-mindedness– analysis and understanding

• Speaking requires. . .– sharp focus– logical thinking– clear phrasing– crisp delivery

Communication

• Speaking– Know what you want to say– Control Fear– Stop Talking and Listen– Think before you talk– Believe in your message– Repeat Major Points– Find Out what your Listener wants

Communication Skills

Communication skills are a critical element in delivering effective Messages.

You must be able to use a variety of communication techniques in order to create an environment that enables Customers to engage actively in the reflecting your message.

• "The reason that we have two ears and one mouth," said the Greek philosopher, Zeno, "is that we may listen the more and talk the less."

Active Listening• 1. Setting the stage

– Choose an appropriate physical environment– Remove distractions– Be open and accessible– Listen with empathy

• 2. Insuring mutual understanding– Reflect feelings– Paraphrase main ideas– Interrupt to clarify– Confirm next steps

• 3. Understanding body language– Observe position and posturing– Make eye contact– Consider expression and gestures

• 4. Suspending judgment– Concentrate– Keep an open mind– Hear the person out

Effective ListeningBehaviors that support effective listening

– Maintaining relaxed body posture– Leaning slightly forward if sitting– Facing person squarely at eye level– Maintaining an open posture– Maintaining appropriate distance– Offering simple acknowledgments– Reflecting meaning (paraphrase)– Reflecting emotions– Using eye contact– Providing non-distracting environment

Behaviors that hinder effective listening– Acting distracted– Telling your own story without acknowledging theirs first– No response– Invalidating response, put downs– Interrupting– Criticizing– Judging– Diagnosing– Giving advice/solutions– Changing the subject– Reassuring without acknowledgment

Exercise - Listening• 1. Who are the people it’s easiest to listen to?

• 2. What is it about these people that makes it easier to listen to them?

• 3. Who are the people you listen to least?

• 4. What is it about them that makes it difficult to listen to them?

What causes distortion or the barriers to understanding/listening?

• Perceptions

• Language

• Semantics

• Personal Interests

• Emotions

• Inflections

• Environment – noise

• Preconceived notions/expectations

• Wordiness

• Attention span

• Physical hearing problem

• Speed of thought

Communication Rights and Responsibilities

RIGHTS

1. You have the right to be treated with respect.

2. You have the right to have and express your own opinions.

3. You have the right to ask for what you need and want in order to be effective.

4. You have the right to set reasonable limits.

RESPONSIBILITIES

1. You have the responsibility to treat others with respect.

2. You have the responsibility to listen to the opinions of others.

3. You have the responsibility to acknowledge and address the needs of others.

4. You have the responsibility to respect the limits and boundaries of others.

Payoffs to Effective Communication

• A more professional image

• Improved self-confidence

• Improved relationships

• Less stress

• Greater acceptance of yourself and others

COMMUNICATION

OUR RESPONSIBILITY

*TO UNDERSTAND

* BE UNDERSTOOD

COMMUNICATION

EFFECTIVE COMMUNICATION DEPENDS ON:

*CREDIBILITY

* BELIEVABILTY

How can we improve our listening skills?

Eliminate distractions

Concentrate

Focus on the speaker

Maintain an open mind

Look for nonverbal cues

Do not react to emotive words

Ask questions

Sit so you can see & hear

Avoid prejudices

Take notes

Ask for clarification

COMMUNICATION

FOR EFFECTIVE COMMUNICATION:

* COMPETENCE

* TRUSTWORTHINESS

* SIMILARITY

* ATTRACTION

* CARISMA

COMMUNICATION

*INFORM

* PERSUADE

* REMIND

* REINFORCE

THE ART OF THE COMMUNICATION

TO MAKE THE NEW FAMILIAR

ANDTHE FAMILIAR INTERESTING

COMMUNICATION

4 STEPS:

1 - OPENING

2 – SUPPORT & PROOF (BODY)

3 - CONCLUSION / SUMMARY

4 - ACTION

COMMUNICATION

NON ABSOLUTE

“NEVER SAY NEVER & NEVER SAY ALWAYS & YOU WILL ALWAYS HAVE AWAY OUT”

There is medical axiom that states: “never say never and never say always, and you will always have an out.” . Most physicians follow this rule when discussing medicine and try to avoid using “hard” absolute words. “soft” non absolute words seen to be more believable to physicians and, therefore, are usually more acceptable.

Compare the following list of ‘hard' absolute words with the list of ‘soft’ non absolute words:

“Hard” (absolute) “Soft” (Non absolute)

Never ------ seldomAlways ------ mostlyWill ------ mightExactly ------ approximately

etc

Non Absolute terms

Compare the following statement and notice underlined words and the effect they have on the believability of the message:Example :- Absolute“Customer, when you are considering treatment for your elderly patients with bronchopneumonia, you will be interested in the fact that side effects are never a problem propulsive. Nonabsolute “Customer, when you are considering treatment for your elderly patients with bronchopneumonia, you might be interested in this study that indicates a low incidence of side effects associated with propulsive and, thus should seldom present a problem.”Representative should be aware that the use of “nonabsolute” does not have to detract from their enthusiasm about a product. The acceptance and believability by physicians of this type of message will probably enhance sincere enthusiasm.

COMMUNICATION“YOU” ATTITUDE

“I” ATTITUDE CONVEYS SELF-INTEREST

“I” ATTITUDE BLOCKS COMMUNICATION

“YOU” ATTITUDE CONVEYS INTEREST IN THOSE AROUND YOU

“YOU”“I”

“YOU” ATTITUDE OPENS/ ENCOURAGES COMMUNICATION

REPORTER ROLE<<Third party references>>

IN A RECENT STUDY, SALESMEN WERE CLASSIFIED AS:

1. TEACHER : THE SALEMAN WHO ACTS AS IF HE KNOWS – MORE – THAN THE CUSTOMER.

2. CONSULTANT : THE SALESMAN WHO ACTS AS IF HE HAS THE – SAME –KNOWLEDGE AND EXPERIENCE AS THE CUSTOMER.

3. REPORTER : THIS SALESMAN SUPPLIES THE CUSTOMER WITH IDEAS AND INFORMATION SUPPORTED BY OTHER SOURCES, REFERRED TO AS “THIRD PARTY REFERENCES”.

THIS REPORTER REMEMBERS THAT:

THIS CUSTOMER IS THE EXPERT !

(BOTTLES & FUNNELS)

COMMUNICATION

BASIC SKILLS:

* WRITING

* READING

* SPEAKING

* LISTENING

COMMUNICATION

PEOPLES SPEND 7 OUT OF 10 MINUTES COMMUNICATING AS FOLLOWS :

9 % WRITING

16% READING

30% SPEAKING

45 % LISTENING

USE OF TIME:

80 % OF ONE’S TIME IS

SPENT IN COMMUNICATION

LISTENING

Most Business People Spend Up To 80%

Of Their Working Hours Either : * Listening Or * Acting on what they hear.

LISTENING

Un-Trained Listeners Lose About 75 %

Of What They Hear Within Few Hours And Capture Less Than

50% Of The Message At The Time They Receive It

Guides to good listening

1 .Find an area of interest.

2. Judge content, not delivery.

3. Delay evaluation.

4. Listen for ideas.

5. Be flexible.

6. Actively work at listening.

7. Resist distractions.

8. Exercise your mind.

9. Keep your mind open.

10. Capitalize in thought speed.

TELLING IS NOT SELLING

5 GOLDEN RULES OF TWO WAYS COMMUNICATON

1. Ask questions.

2. Listen

3. Talk person to person

4. Watch for buying signals

5. Talk the same language

LISTENING

“TELLING

IS NOT

SELLING”

(RETENTION)

SHOW AND TELL

OBJECTIVE:

DEMONSTRATE THAT THE USE OF VISUALS ,

WHICH REINFORCE ORGANIZED DIALOGUE,

ENHANCES MESSAGE RETENATION .

NEEDDEFINITION:

A NEED IS THE DIFFERENCE BETWEEN

WHAT YOU HAVE

AND WHAT YOU WANT

“CUSTOMERS DON’T RESIST

CHANGE

THEY RESIST

THREAT”

FEAR OF LOSS

IS OFTEN GREATER MOTIVATOR THAN

DESIRE FOR GAIN

“PROBES”

By Probing

and listening

HAVE

NEED

WANT

PROBING AND LISTENING BECAME LIKE A WEDGE THAT SEPRATES THE “HAVE” AND THE “WANT”, AND MAKE THE CUSTOMER MORE AWARE WHAT HE/SHE NEEDS.

PROBESP AUSE

R EFFECTIVE STATEMENTS

O PEN-ENDED QUESTIONS

B UILT-IN RESPONSE QUESTIONS

E NCOURAGING STATEMENT

PROBING TECHNIQUES

P - PAUSE

A brief silence that allows the Customer to consider what you have said and to formulate an intelligent response without feeling pressure. It is also used as a subtle indication that you would like more information.

R REFLECTIV

E

S

TATMENT:

These are used to “mirror” the Customers feelings. It’s a device that allows you to check your under standing of what the Customer means as well as give him the opportunity to hear what he has said. Example: “ your not concerned about toxicity?”

O OPEN E

NDED

QUESTIANS A question that can not be answered by a single

YES or NO. Usually, they begin with words like “WHAT”, “WHY”, “HOW DO” and “TELL ME”

B BUILT- I

N RESPONSE

QUESTIO

NS:

These are ascertains based on a conclusion to which you feel the Customer can agree. They seek to lead the Customer by seeing whether or not the two of your are on agreement on a certain point . Example: “would you agree that PROPOLSAFT is quit effective.

E ENCOURAGEIN

G

STATEM

ENTS:These are short comments that let the Customer know you are listening, that you understand and agree with with what he is saying and wish for him to continue, Example: “That’s interesting”

DIALOGUE STIMULATORS(PROBING / QUESTIONS)

I. A CLOSED QUESTION CAN BE ANSWERED WITH A YES OR NO.

,, ,, USUALLY REQUIRES LITTLE THOUGHT OR INVOLVEMENT TO ANSWER

,, ,, OFTEN PLACES A PERIOD AT THE END OF THE ANSWER

II. AN OPEN-END QUESTION CAN BE ANSWERED WITH SERIES OF MANY WORD.

,, ,, USUALLY REQUIRES A THOUGHT PROCESS AND INVOLVEMENT ANSWER.

,, ,, OFTEN OPENS UP THE COMMUNICATION FOR FUTHER EXPLORATION.

“CUSTOMERS BUY FROM SALESMAN THEY

*LIKE *TRUST

& *RESPECT

Evaluation for Communication Skills

• Trainer’s Name: ________________________ Date/Time: ________________• Company: _____________________________ Location: _________________

• Please Tick your responses and make comments or suggestions below.

Very Little Excellent Good Good Value Poor

1. What is your OVERALL opinion of this course?

2. The course MATERIALS were:3. The course ACTIVITIES were:4. The instructor’s PRESENTATION

of the information was:5. The instructor’s KNOWLEDGE of the

the subject was:Would you recommend this training

to co-workers? YES NO

Comments, questions and concerns:

What did you feel was the most useful?

What did you feel was the least useful?

What other training programs would you like to attend?