Chapter 5 Using Communication Principles to Build

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Chapter 5

• Using Communication Principles to Build
  Relationships

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Chapter 5 Topics

• 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 the barriers to effective communication?

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The Communication Process
Exhibit 5.1
Message
Noise
Encodes
Receiver
Sender
Decodes
Feedback

• The sender is the person who wants to communicate
  some thoughts or ideas.
• In personal selling, this is the customer or the
  salesperson.

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The Communication Process
Exhibit 5.1
Message
Noise
Encodes
Receiver
Sender
Decodes
Feedback

• Since the receiver cannot read the senders mind,
  the sender must encode, or translate, these ideas
  into words.

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The Communication Process
Exhibit 5.1
Message
Noise
Encodes
Receiver
Sender
Decodes
Feedback

• The message is the thought or idea to be
  communicated.
• It is transmitted by voice, fax, email, letter,
  written proposal, or other format.

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The Communication Process
Exhibit 5.1
Message
Noise
Encodes
Receiver
Sender
Decodes
Feedback

• The receiver is the person who is supposed to
  receive the message.
• In personal selling, the customer receives the
  salespersons messages, and vice versa.

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The Communication Process
Exhibit 5.1
Message
Noise
Encodes
Receiver
Sender
Decodes
Feedback

• When the message it is received, the receiver
  must decode it in order to try to understand the
  thought or idea the sender was trying to send.

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The Communication Process
Exhibit 5.1
Message
Noise
Encodes
Receiver
Sender
Decodes
Feedback

• When the message has been received and decoded,
  the receiver may provide verbal and nonverbal
  feedback that indicates how well the message was
  decoded.

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The Communication Process
Exhibit 5.1
Message
Noise
Encodes
Receiver
Sender
Decodes
Feedback

• Noise includes both sounds, such as ringing
  telephones, as well as other elements of the
  environment, such as the temperature, that may
  inhibit the communication process.

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Effectiveness of Different Methods of
Communication
Exhibit 5.2
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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.

• Rephrase this to make it more concrete
• We offer a great warranty.

• 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
Use similes

• A simile compares two unlike things using words
  such as like or as.
• This battery backup is like a spare tire.

Describe a recent shopping experience using a
simile.
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Making Verbal Communication Effective Effective
Use of Words
Use metaphors

• A metaphor is a word or phrase denoting one kind
  of object used in place of another to suggest a
  likeness or analogy.
• This machine is a real workhorse.

Describe a recent shopping experience using a
metaphor.
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I was sold this car yesterday!
If you were showing your new car to a friend,
would you be likely to say, I was sold this car
yesterday?
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Making Verbal Communication Effective Effective
Use of Words
Dont use words that trigger fear
Exhibit 5.3
Source Francy Blackwood, Back to Basics,
Selling, April 1996, p. 39. Reprinted with
permission from Institutional Investors, Inc.
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Making Verbal Communication Effective Effective
Use of Words

• Paint word pictures.
• A story designed to help the buyer visualize a
  point.

Think of yourself hanging by a thread over a
deep gorge. Your pulse pounds. You cant look
down. Dont make any sudden moves!
Think of the last time you went on vacation.
Describe the experience using word pictures.
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Making Verbal Communication Effective Effective
Use of Words
Tailor your words to the customers preferred
communication style.

• Some people see things, others hear or feel them.
• I see what you mean. That rings a bell. That
  feels right.

Describe this classroom 3 times, each time using
words appropriate for a person who uses visual,
auditory, or touch words.
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Making Verbal Communication Effective Modify
Your Voice
Can you demonstrate the differences in these
voice characteristics?

• Speech rate
• Loudness
• Inflection
• 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.
• They may feel they are being interrogated rather
  than participating in a conversation.
• If a number of questions are really necessary,
  the salesperson might ask a permission question
  first.

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Guidelines for Asking Questions
Ask short, simple questions.

• Avoid asking questions that ask for two different
  kinds of information.
• The customer may not know which part to answer.

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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
collect information.
Ask questions to collect information

• These questions usually start with who, what,
  where, when, why or how.
• Questions can be used to
• Uncover specific facts.
• Discover the customers feelings.
• Get customers to articulate a specific problem.

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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?
• Make neutral statements that reaffirm a
  customers comment, such as You said you were
  dissatisfied with your present service?

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Guidelines for Asking QuestionsAsk questions to
maintain information flow.

• Write down a list of questions you would ask a
  prospective buyer for a residential home if you
  were a real estate salesperson. Be sure to
• Encourage longer responses
• Space out questions
• Ask short, simple questions
• Avoid leading questions
• Ask questions to collect information
• Ask questions to maintain information flow

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Suggestions for Active Listening

• Repeat information
• Restate or rephrase information
• Clarify information
• Summarize the conversation
• Tolerate silences
• Concentrate on what is being communicated

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Reasons for Listening

• Clears the air lets someone get a problem off
  their chest
• Learning
• Helps speaker solve a problem
• Stimulates speaker
• Involves speaker in conversation
• Leads to mutual problem solving
• Gives you a chance to think

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Good and Bad Listeners
Good Listener
Poor Listener
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Reading the Customers Non-Verbal Communication

• Body angle- leaning forward is positive.
• Face-Eye contact
• Arms
• Hands
• Legs
• Body language patterns
• Detecting hidden emotions

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Patterns of Nonverbal Reactions to Presentation
Exhibit 5.5
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Sending Non-Verbal Communication

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

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Eye Contact Exercise
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Distance Zones for Interaction

• Intimate zone
• 0-2 feet
• Personal zone
• 2-4 feet
• Social zone
• 4-12 feet
• Public zone
• More than 12 feet

Exhibit 5.6
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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
• 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
• Perception of time varies
• Time for business activities varies

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High and Low Context Cultures
Exhibit 5.7
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Any questions about the terminology?

• Noises
• Nonverbal communication
• One-way communication
• Open-ended questions
• Speaking-listening differential
• Two-way communication
• Verbal communication
• Voice characteristics
• Word picture

• Active listening
• Articulation
• Body language
• Closed-ended questions
• Decoding
• Encoding
• High-context culture
• Inflection
• Interactivity
• Loudness
• Low-context culture

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