Chapter 5

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Chapter 5 17Communication

• Ms. Howatts Class, Summer 2008

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Topics

• 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 the barriers to effective communication?

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The Communication Process
Exhibit 5.1
Message
Encodes
Receiver
Sender
Decodes
Feedback

• Noise includes-

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Modes of Communication
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Making Verbal Communication Effective Effective
Use of Words
Use concrete rather than abstract words.

• Which is more effective?
• We ship orders quickly.
• We ship orders within 24 hours after receiving
  them.

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Making Verbal Communication Effective Effective
Use of Words
Dont use words that trigger fear
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Making Verbal Communication Effective Effective
Use of Words
Paint word pictures.
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Making Verbal Communication Effective Effective
Use of Words
Tailor your words to the customers preferred
communication style.
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Making Verbal Communication Effective Modify
Your Voice
Can you demonstrate the differences in these
voice characteristics?

• Speech rate
• Loudness
• Articulation

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Guidelines for Asking Questions
Use open-ended questions

• Open questions encourage customers to speak
  freely.
• Since there are no simple answers, these
  questions encourage longer responses.

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Guidelines for Asking Questions
Use closed-ended questions judiciously.

• Closed-ended questions can be answered with a
  word or short phrase.
• Closed-ended questions pin down specifics and
  confirm understanding.

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Guidelines for Asking Questions
Space out questions.

• When salespeople ask several questions, one right
  after another, customers may feel threatened.

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Guidelines for Asking Questions
Avoid leading questions

• Questions should not suggest an appropriate
  answer.
• Try to draw out what the customer actually thinks.

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Guidelines for Asking QuestionsAsk questions to
maintain information flow.
Ask questions to maintain information flow

• Use brief verbal responses, such as Really?,
  Uh-huh, or Thats interesting.
• Use requests for additional information, such as
  Can you give me an example of what you mean?

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Guidelines for Asking QuestionsAsk questions to
collect information.
Ask questions to collect information

• These questions usually start with who, what,
  where, when, why or how.

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Suggestions for Active Listening

• Repeat information
• Restate or rephrase information
• Clarify information
• Summarize the conversation

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Non Verbal Communication, why important?

• In face to face- ___ from words, ___ from tone
  (how you say it), ___ from non-verbal
• 3 forms of Non verbal

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Reading the Customers Non-Verbal
Communication-3 forms

• Body angle
• Face
• Arms
• Hands
• Legs

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Patterns of Nonverbal Reactions to Presentation
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Other Negative

• Bored
• Let me go!

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Sending Non-Verbal Communication

• Body language
• Eye contact
• Hand movements
• Posture and body movements
• Matching customers communication style

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Distance Zones for Interaction

• Intimate zone
• 0-2 feet
• Personal zone
• Social zone
• Public zone
• More than 12 feet

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Dress for Success Men

• In general, darker suits give a more
  authoritative image lighter colors create a
  friendlier one.
• Pinstripes convey the most authority, followed by
  solids.
• Solid white shirts or shirts in pastel colors.
• Let the tie provide the accent color.

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Dress for Success Women

• Navy, black, and gray suits worn with
  light-colored blouses are part of any wardrobe.
• Add suits in more cheerful shades, wool or silk
  dresses with jackets, and blazers with
  coordinated skirts.
• Silk scarves can add flair and a touch of color.
• Hairstyle should be subtle and comfortable.

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Adjusting for Cultural Differences

• Use of Language-simple
• Use common English words
• Use words with fewest alternative meanings
• Avoid slang
• Use proper rules of grammar
• Use action-specific rather than action-general
  verbs
• Time and Scheduling

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