Using Communication Using Communication Principles to Build Principles to Build

RelationshipsRelationships

Chapter 5Chapter 5

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Important Questions Important Questions AnsweredAnswered

What are the basic elements of the What are the basic elements of the communication process?communication process?

Why are listening and questioning skills Why are listening and questioning skills important?important?

How can salespeople develop listening How can salespeople develop listening skills to collect information about skills to collect information about customers?customers?

How do people communicate without using How do people communicate without using words?words?

What are the barriers to effective What are the barriers to effective communication?communication?

““Being able to communicate and Being able to communicate and dialogue with my customers is the dialogue with my customers is the key to being an effective key to being an effective salesperson.”salesperson.”

~Brad Englin~Brad Englin

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CommunicationCommunication

Exchange of information: the exchange of Exchange of information: the exchange of information between people, e.g. by information between people, e.g. by means of speaking, writing, or using a means of speaking, writing, or using a common system of signs or behaviorcommon system of signs or behavior

Message: a spoken or written messageMessage: a spoken or written message Act of communicating: the Act of communicating: the

communicating of informationcommunicating of information Rapport: a sense of mutual understanding Rapport: a sense of mutual understanding

and sympathyand sympathy Access: a means of access or Access: a means of access or

communication, e.g. a connecting doorcommunication, e.g. a connecting door

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Building Relationships Building Relationships Through Two-way Through Two-way CommunicationsCommunications

The communication processThe communication process Communication breakdownsCommunication breakdowns Communication methodsCommunication methods

Open and honest communications are a Open and honest communications are a key to building trust and developing key to building trust and developing successful relationships. Here one needs successful relationships. Here one needs to understandto understand

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Two-way CommunicationTwo-way Communication

SalespersonSalesperson

Two-Way Flow of Two-Way Flow of InformationInformation

The sender (seller) encodes a message.

The receiver (buyer) decodes the message.

The sender (buyer) whoencodes a reply message.

The receiver (seller) then decodes the buyer’s message.

Who then becomes… Who then becomes…

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The Communication The Communication ProcessProcess The process begins when the sender The process begins when the sender

(sales person or customer) wants to (sales person or customer) wants to communicate some thoughts or ideas. communicate some thoughts or ideas. Because the receiver cannot read the Because the receiver cannot read the sender's mind, the sender must sender's mind, the sender must translate these ideas into words. translate these ideas into words. Translating of thoughts into words is Translating of thoughts into words is called encoding. Then the receiver called encoding. Then the receiver must decode the message and try to must decode the message and try to understand what the sender intended to understand what the sender intended to communicate. Decoding involves communicate. Decoding involves interpreting the meaning of the interpreting the meaning of the received message received message

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Communication Communication BreakdownsBreakdowns When the message does not reach the When the message does not reach the

receiver correctly due to noise and/or receiver correctly due to noise and/or the presence of any other factor (s) like the presence of any other factor (s) like inability of the receiver to decode.inability of the receiver to decode. Encoding and decoding problemsEncoding and decoding problems The environment in which the The environment in which the

communications occurcommunications occur

BA

RR

IER

BA

RR

IER

Speaker Listener

Psychological barrier or filter Psychological barrier or filter

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Barriers To Communication Barriers To Communication Which May Kill a SaleWhich May Kill a Sale

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Communication MethodsCommunication Methods

Communication Methods areCommunication Methods are verbal verbal NonverbalNonverbal

Usually successful when it is Usually successful when it is interactively (a function of time interactively (a function of time between sending a message and between sending a message and receiving its response) done.receiving its response) done.

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Sending Verbal MessagesSending Verbal Messages

Effective use of wordsEffective use of words Characteristics of wordsCharacteristics of words Using effective wordsUsing effective words Painting word picturePainting word picture Tailoring words to the customerTailoring words to the customer

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Characteristics of wordsCharacteristics of words

Words can be either abstract or Words can be either abstract or concrete as well as emotional or concrete as well as emotional or neutral. Concrete, fact-oriented words neutral. Concrete, fact-oriented words and expressions usually convey more and expressions usually convey more information and are less likely to be information and are less likely to be misinterpreted than are abstract, misinterpreted than are abstract, conceptual words. conceptual words.

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Using effective wordsUsing effective words

Words are tools. Word artists have Words are tools. Word artists have the power to be soft and appealing or the power to be soft and appealing or strong and powerful. They can use strong and powerful. They can use short words and phrases to short words and phrases to demonstrate strength and force or to demonstrate strength and force or to provide charm and graceprovide charm and grace

Words in sales presentations should Words in sales presentations should have strength and descriptive quality. have strength and descriptive quality.

Every salesperson should be able to Every salesperson should be able to draw on a set of words to help present draw on a set of words to help present the features of a product or service. the features of a product or service.

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Using Positive Rather Than Using Positive Rather Than Negative WordsNegative Words

Don't Say Do Say

Cost or price Investment

Down Payment Initial investment

Contract Agreement or paperwork

Buy Own

Sell Get involved

Sign Okay, approve or authorise

(cont’d)(cont’d)

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Don't Say Do Say

Deal Opportunity

Problem Challenge

Objection Area of concern

Customer People, companies we serve

Cheaper More economical

Appointment Visit

Prospect Future client

Commission Fee for serviceSource: Francy Blackwood, “Back to Basics,” Selling, April 1996, p.39

Using Positive Rather Than Using Positive Rather Than Negative Words Negative Words (cont’d)(cont’d)

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Painting word picturePainting word picture

Salespeople can use word pictures to Salespeople can use word pictures to help customers understand the benefits help customers understand the benefits of a product or a feature of the product. of a product or a feature of the product. A word picture is a story designed to A word picture is a story designed to help the buyer visualize a point. help the buyer visualize a point.

To use a word picture effectively, the To use a word picture effectively, the salesperson needs to paint as accurate salesperson needs to paint as accurate and reliable a picture as possible. No and reliable a picture as possible. No attempt at puffery should be made. attempt at puffery should be made. Word pictures should be honest Word pictures should be honest attempts to help the buyer accurately attempts to help the buyer accurately visualize the situation.visualize the situation.

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Tailoring words to the Tailoring words to the customercustomer

Customers can have different styles of Customers can have different styles of communicating. Some people may be communicating. Some people may be very visual; others may prefer an very visual; others may prefer an auditory communication mode; and auditory communication mode; and still others com municate in a feeling still others com municate in a feeling mode. Salespeople need to adapt their mode. Salespeople need to adapt their word choices to the customer's word choices to the customer's preferred communication style preferred communication style

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Voice characteristicsVoice characteristics

A salesperson's delivery of words A salesperson's delivery of words affects how the customer will affects how the customer will understand and evaluate his or her understand and evaluate his or her presentations. Poor voice and speech presentations. Poor voice and speech habits make it difficult for customers to habits make it difficult for customers to understand the salesperson's message. understand the salesperson's message.

Voice characteristics include Voice characteristics include Speech rateSpeech rate LoudnessLoudness InflectionInflection ArticulationArticulation

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Speech rateSpeech rate

Customers have a tendency to question Customers have a tendency to question the expertise of salespeople who talk the expertise of salespeople who talk slower or faster than the normal rate of slower or faster than the normal rate of 140 words per minute. Salespeople who 140 words per minute. Salespeople who talk faster or slower than the normal talk faster or slower than the normal rate should consciously try to slow down rate should consciously try to slow down or speed up when first meeting a or speed up when first meeting a customer and then gradually return to customer and then gradually return to their normal rate.their normal rate.

Salespeople should also vary their rate Salespeople should also vary their rate of speech, depending on the nature of of speech, depending on the nature of the message and the environment in the message and the environment in which the communication occurs which the communication occurs

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LoudnessLoudness

Loudness should also be tailored to the Loudness should also be tailored to the communication situation. To avoid communication situation. To avoid monotony, salespeople should learn to monotony, salespeople should learn to vary the loudness of their speech. vary the loudness of their speech. Loudness can also be used to emphasize Loudness can also be used to emphasize certain parts of the sales presentation, certain parts of the sales presentation, indicating to the customer that these indicating to the customer that these parts are more important.parts are more important.

Salespeople should use customer Salespeople should use customer reactions to determine the appropriate reactions to determine the appropriate loudness loudness

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InflectionInflection

Inflection is the tone of speech. At Inflection is the tone of speech. At the end of a sentence, the tone should the end of a sentence, the tone should decrease, indicating the completion of decrease, indicating the completion of a thought. When the tone goes up at a thought. When the tone goes up at the end of a sentence, listeners often the end of a sentence, listeners often sense uncertainty in the speaker.sense uncertainty in the speaker.

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ArticulationArticulation

Articulation refers to the production Articulation refers to the production of recognizable sounds. Poor of recognizable sounds. Poor articulation has three common articulation has three common causescauses

locked jawlocked jaw lazy lipslazy lips lazy tongue. lazy tongue.

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Asking questionsAsking questions

Asking questions is a critical element Asking questions is a critical element in effective verbal communicationsin effective verbal communications Encourage full responsesEncourage full responses Space out your questionsSpace out your questions Ask short, simple questionsAsk short, simple questions Avoid leading questionsAvoid leading questions Questions to collect informationQuestions to collect information Questions to maintain the flow of Questions to maintain the flow of

informationinformation

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Encourage full responsesEncourage full responses

Closed-ended questions can be Closed-ended questions can be answered with a word or short phrase. answered with a word or short phrase. Such questions draw little Such questions draw little information from the customer. Open-information from the customer. Open-ended questions, questions for which ended questions, questions for which there are no simple answers, there are no simple answers, encourage greater communication.encourage greater communication.

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QuestionsQuestionsClosed-Ended Questions

Open-Ended Questions

Are you interested in buying laptop computers for your sales force?

Why haven't you bought laptop computers for your sales force?

Are you satisfied with your present supplier for aluminum cans?

What problems are you having with your present supplier of aluminum cans?

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Space out your questionsSpace out your questions

When salespeople ask several When salespeople ask several questions, one right after another, questions, one right after another, customers may feel threatened. They customers may feel threatened. They may think they are being interrogated may think they are being interrogated rather than partici pating in a rather than partici pating in a conversation. Some customers react by conversation. Some customers react by disclosing less rather than more disclosing less rather than more information. For this reason, questions information. For this reason, questions should be spaced out so the cus tomer should be spaced out so the cus tomer has time to answer each question in a has time to answer each question in a relaxed atmosphere. relaxed atmosphere.

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Ask short, simple questionsAsk short, simple questions

Questions that have two or more Questions that have two or more parts should be avoided. The parts should be avoided. The customer may not know which part to customer may not know which part to answer, and the salesperson may not answer, and the salesperson may not know which part has been answered. know which part has been answered.

Long questions are hard to Long questions are hard to remember and to answer remember and to answer

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Avoid leading questionsAvoid leading questions

Questions should not suggest an Questions should not suggest an appropriate answer. Such questions appropriate answer. Such questions may put words into the customer's may put words into the customer's mouth rather than drawing out what mouth rather than drawing out what the customer actually thinks the customer actually thinks

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Questions to collect Questions to collect informationinformation

Questions used to collect Questions used to collect information usually start with the information usually start with the word who, what, where, how, or why. word who, what, where, how, or why. Responses to these questions give the Responses to these questions give the salesperson a better understanding of salesperson a better understanding of the prospect, the prospect's business, the prospect, the prospect's business, and the present competi tion. It is best and the present competi tion. It is best to start by asking for publicly to start by asking for publicly available information; such questions available information; such questions are the easiest to answer are the easiest to answer

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Questions to maintain the Questions to maintain the flow of informationflow of information

A good way to maintain the flow of A good way to maintain the flow of information is to offer verbal and information is to offer verbal and nonverbal encouragement, such as nonverbal encouragement, such as saying, Really? That's interesting, and Is saying, Really? That's interesting, and Is that so? and nodding your head. that so? and nodding your head.

Another approach for maintaining the Another approach for maintaining the flow of information is to make positiveflow of information is to make positiverequests for additional information.requests for additional information.

The third type of approach for The third type of approach for maintaining the flow of information is to maintaining the flow of information is to make neutral statements that reaffirm or make neutral statements that reaffirm or repeat a customer's comment or emotion repeat a customer's comment or emotion

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Active listeningActive listening Effective listeners actively think while Effective listeners actively think while

they listen. They think about the conclu they listen. They think about the conclu sions toward which the speaker is sions toward which the speaker is building, evaluate the evidence being building, evaluate the evidence being presented, and sort out important facts presented, and sort out important facts from irrelevant ones. Active listening also from irrelevant ones. Active listening also means the listener attempts to draw out as means the listener attempts to draw out as much information as possible. Gestures much information as possible. Gestures can moti vate a person to continue talking can moti vate a person to continue talking

80-20 listening ruleSalespeople should listen 80 percent of the time and talk no more than 20 percent 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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Suggestions for active Suggestions for active listening listening

Repeating informationRepeating information Restating or rephrasing informationRestating or rephrasing information Clarifying informationClarifying information Summarizing the conversationSummarizing the conversation Tolerating silencesTolerating silences concentrating on the ideas being concentrating on the ideas being

communicated. communicated.

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Repeating informationRepeating information

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

Salespeople need to be careful when Salespeople need to be careful when using this technique, however. Customers using this technique, however. Customers can get irritated with salespeople who can get irritated with salespeople who echo everything echo everything

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Restating or rephrasing Restating or rephrasing informationinformation

To verify a customer's intent, To verify a customer's intent, salespeople should restate the salespeople should restate the customer's comment in their own customer's comment in their own words. This step ensures that the words. This step ensures that the salesperson and customer under stand salesperson and customer under stand each other. each other.

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Clarifying informationClarifying information

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

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Summarizing the Summarizing the ConversationConversation

An important element of active listening An important element of active listening is to mentally summarize points that is to mentally summarize points that have been made. At critical spots in the have been made. At critical spots in the sales presentation, the salesperson sales presentation, the salesperson should present his or her mentally should present his or her mentally prepared summary. Summarizing prepared summary. Summarizing provides both salesperson and customer provides both salesperson and customer with a quick overview of what has taken with a quick overview of what has taken place and lets them focus on the issues place and lets them focus on the issues that have been discussed. Summarizing that have been discussed. Summarizing also lets the salesperson change the also lets the salesperson change the direction of the conversation. direction of the conversation.

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Tolerating silencesTolerating silences

This technique could more This technique could more appropriately be titled "Bite your appropriately be titled "Bite your tongue." At times during a sales tongue." At times during a sales presentation, a customer needs time to presentation, a customer needs time to think. While the customer is thinking, think. While the customer is thinking, periods of silence occur. Salespeople may periods of silence occur. Salespeople may be uncomfortable during these silences be uncomfortable during these silences and feel they need to say something. How and feel they need to say something. How ever, the customer cannot think when ever, the customer cannot think when the salesperson is talking. By tolerating the salesperson is talking. By tolerating silences, salespeople give customers a silences, salespeople give customers a chance to sell themselves. chance to sell themselves.

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concentrating on the ideas concentrating on the ideas being communicated being communicated

Frequently what customers say and Frequently what customers say and how they say it can distract salespeople how they say it can distract salespeople from the ideas the customers are from the ideas the customers are actually trying to communicate. For actually trying to communicate. For example, sales people may react strongly example, sales people may react strongly when customers use emotion-laden when customers use emotion-laden phrases such as bad service or lousy phrases such as bad service or lousy product. Rather than getting angry, the product. Rather than getting angry, the salesperson should try to find out what salesperson should try to find out what upset the customer so much. upset the customer so much. Salespeople should listen to the words Salespeople should listen to the words from the customer's viewpoint instead from the customer's viewpoint instead of reacting from their own view point.of reacting from their own view point.

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Reading Nonverbal Reading Nonverbal Messages from CustomersMessages from Customers

salespeople can learn a lot from their salespeople can learn a lot from their customers' nonverbal behaviors. customers' nonverbal behaviors. Body languageBody language SpaceSpace AppearanceAppearance

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Body languageBody language

Customers provide a lot of Customers provide a lot of information through their body information through their body language. The ele ments of body language. The ele ments of body language are language are Body angleBody angle FaceFace ArmsArms HandsHands LegsLegsPositive Power and authority Underlying

tension

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Positive and Negative Positive and Negative SignalsSignals

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Sending Messages with Sending Messages with Nonverbal CommunicationNonverbal Communication

Using body languageUsing body language FaceFace Eye contactEye contact Hand movementHand movement Posture and body movementsPosture and body movements Matching the customer’s Matching the customer’s

communication stylecommunication style

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The role of space and The role of space and physical contact in physical contact in

communicationcommunication The physical space between a The physical space between a

customer and a salesperson can affect customer and a salesperson can affect the cus tomer's reaction to a sales the cus tomer's reaction to a sales presentation.presentation. Distance During InteractionsDistance During Interactions TouchingTouching

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Distance During Distance During InteractionsInteractions The intimate zone is reserved primarily The intimate zone is reserved primarily

for a person's closest relationships; the for a person's closest relationships; the personal zone for close friends and those personal zone for close friends and those who share special interests; the social who share special interests; the social zone for business transactions and other zone for business transactions and other impersonal relationships; and the public impersonal relationships; and the public zone for speeches, teachers in class rooms, zone for speeches, teachers in class rooms, and passersby and passersby

The exact sizes of the intimate and The exact sizes of the intimate and personal zones depend on age, gender, personal zones depend on age, gender, culture, and race culture, and race

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Distance Zones for Distance Zones for InteractionsInteractions

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Office Arrangements and Office Arrangements and Territorial SpaceTerritorial Space

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Concept of spaceConcept of space

Territorial spaceTerritorial space Intimate space – 2 feetIntimate space – 2 feet Personal space – 2 to 4 feetPersonal space – 2 to 4 feet Social space – 4 to 6 feetSocial space – 4 to 6 feet Public space – 12+ feetPublic space – 12+ feet Space threats – too closeSpace threats – too close Space invasion – OK to be closeSpace invasion – OK to be close

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TOUCHINGTOUCHING

People fall into two touching groupsPeople fall into two touching groups

ContactContactContact people usually see non-Contact people usually see non-

contact people as cold and unfriendly. contact people as cold and unfriendly. Non-contactNon-contact

non-contact people view contact non-contact people view contact people as overly friendly and obtrusive.people as overly friendly and obtrusive.

Salespeople should limit touching to Salespeople should limit touching to a handshake. Touching clearly enters a a handshake. Touching clearly enters a customer's intimate space and may be customer's intimate space and may be considered rude and threatening an considered rude and threatening an invasion invasion

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AppearanceAppearance Physical appearance, specifically Physical appearance, specifically

dress style, is an aspect of nonverbal dress style, is an aspect of nonverbal communication that affects the communication that affects the customer's evaluation of the customer's evaluation of the salesperson. Two priorities in dressing salesperson. Two priorities in dressing for business arefor business are

getting customers to notice you in a positive getting customers to notice you in a positive

wayway getting customers to trust you.getting customers to trust you.

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Guidelines for AppearanceGuidelines for Appearance Consider the geographyConsider the geography The temperatureThe temperature The local cultural normsThe local cultural norms Consider your customersConsider your customers Their appearanceTheir appearance Their expectations of your appearanceTheir expectations of your appearance Consider your corporate cultureConsider your corporate culture Norms for your industryNorms for your industry Consider your aspirationsConsider your aspirations Top levels of your organizationTop levels of your organization Dress above your positionDress above your position Consider your own personal styleConsider your own personal style Wait until you have the halo effectWait until you have the halo effect Be reasonableBe reasonable

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Communicating via Communicating via technologytechnology

Face-to-face conversationFace-to-face conversation 40 percent: words40 percent: words 10 percent: voice characteristics10 percent: voice characteristics 50 percent: nonverbal communications50 percent: nonverbal communications

TelephoneTelephone PracticePractice PreparePrepare Don’t be rushedDon’t be rushed Smile as you talkSmile as you talk Active listeningActive listening Set objectiveSet objective

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Communicating In A Communicating In A High-Technology High-Technology

EnvironmentEnvironment Accept the need to communicate through Accept the need to communicate through electronic media.electronic media.

Learn the customer’s preferences.Learn the customer’s preferences. Avoid “techno overkill”.Avoid “techno overkill”. Make the communication meaningfulMake the communication meaningful Customise your message.Customise your message. Use speed to impress customers speed.Use speed to impress customers speed. Don’t deliver bad news via e-mail.Don’t deliver bad news via e-mail. Use short clear sentences when communicating Use short clear sentences when communicating

internationally.internationally.

Comparison of Various Comparison of Various Methods of Salesperson Methods of Salesperson

CommunicationsCommunications

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Adjusting for Cultural Adjusting for Cultural DifferencesDifferences

In international selling situations, In international selling situations,

salespeople need to recognize that salespeople need to recognize that

business practices differ around the world business practices differ around the world Use of LanguageUse of Language Time and SchedulingTime and Scheduling Body languageBody language

Low-context culturesMost of the information that flows between buyer and seller is in the spoken words themselves.

High-context culturesMore information is contained in factors surrounding the communication.

Differences Between Differences Between High- and Low-Context High- and Low-Context

CulturesCultures

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Use of LanguageUse of Language

Communication in international Communication in international selling often takes place in English selling often takes place in English because Eng lish is likely to be the only because Eng lish is likely to be the only language salespeople and customers language salespeople and customers have in common. To communicate have in common. To communicate effectively with customers whose native effectively with customers whose native language is not English, salespeople language is not English, salespeople need to be careful about the words and need to be careful about the words and expressions they use expressions they use

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Tips to use English in Tips to use English in international selling international selling

Use common English words, e.g. stop Use common English words, e.g. stop instead of cease.instead of cease.

Use words that do not have multiple Use words that do not have multiple meanings.meanings.

Avoid American slang expressions.Avoid American slang expressions. Use strict rules of grammar.Use strict rules of grammar. Use action-specific verbs.Use action-specific verbs. Never use vulgar expressions, tell off-Never use vulgar expressions, tell off-

color jokes, or make religious color jokes, or make religious references.references.

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Time and SchedulingTime and Scheduling

International salespeople need to International salespeople need to understand the varying perceptions of understand the varying perceptions of time in general and the time it takes for time in general and the time it takes for business activities to occur in different business activities to occur in different countries. countries.

For example, in Latin American and Arab For example, in Latin American and Arab countries people are not strict about countries people are not strict about keeping appointments at the designated keeping appointments at the designated times. If you show up for an appoint ment times. If you show up for an appoint ment on time in these cultures, you may have to on time in these cultures, you may have to wait several hours for the meet ing to start. wait several hours for the meet ing to start.

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Body languageBody language

Gestures and body language can Gestures and body language can have different meanings across the have different meanings across the globe. For example, the thumbs-up globe. For example, the thumbs-up gesture is considered offensive in the gesture is considered offensive in the Middle East, rude in Australia, and a Middle East, rude in Australia, and a sign of OK in France. It's rude to sign of OK in France. It's rude to cross your arms in Turkey. Crossing cross your arms in Turkey. Crossing your feet and showing the bottoms of your feet and showing the bottoms of your shoe soles is insulting in Japan.your shoe soles is insulting in Japan.

SummarySummary The communication process consists of a sender, who The communication process consists of a sender, who

encodes information and transmits messages, and a encodes information and transmits messages, and a receiver, who decodes the messages.receiver, who decodes the messages.

Effective communication requires a two-way flow of Effective communication requires a two-way flow of information.information.

When communicating verbally with customers, When communicating verbally with customers, salespeople must be careful to use words and salespeople must be careful to use words and expressions their customers will understand.expressions their customers will understand.

Listening is a valuable communication skill that enables Listening is a valuable communication skill that enables salespeople to adapt to various situations.salespeople to adapt to various situations.

About 50 percent of communication is nonverbal.About 50 percent of communication is nonverbal. Salespeople can use nonverbal communication to convey Salespeople can use nonverbal communication to convey

information to customers.information to customers. Two-way communication increases when salespeople Two-way communication increases when salespeople

adjust their communication styles to the styles of their adjust their communication styles to the styles of their customers.customers.

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End of Chapter 5End of Chapter 5

Thank youThank you