Stephen B. Castleberry | John F. Tanner Jr. Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. CHAPTER 4 USING COMMUNICATION PRINCIPLES TO BUILD RELATIONSHIPS

LEARNING OBJECTIVES 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? 4-2

LEARNING OBJECTIVES How do people communicate without using words? What are some things to remember when communicating via technology like phones, , and social media? How does a salesperson adjust for cultural differences? 4-3

TWO-WAY COMMUNICATION PROCESS Encoding: Translation of thoughts into words Decoding: Interpreting the meaning of the received message Feedback: Reply to the message 4-4

EXHIBIT TWO-WAY FLOW OF INFORMATION 4-5

COMMUNICATION BREAKDOWNS Encoding and decoding problems Environment in which the communications occur Noises: Sounds unrelated to messages being exchanged Physical comfort Buyers do not always follow this communication model perfectly 4-6

SENDING VERBAL MESSAGES EFFECTIVELY Choice of words Use short words and phrases to: Demonstrate strength and force Provide charm and grace Avoid Trite words Phrases that sound overeager Off-color language Slang or foul language 4-7

SENDING VERBAL MESSAGES EFFECTIVELY Draw on a set of words to best help present the features of a product or service Do not use words that have become common and meaningless Use culture specific words 4-8

SENDING VERBAL MESSAGES EFFECTIVELY Voice characteristics Rate of speech - Faster rate for simple messages Slower rate for more difficult concepts Loudness: Should be tailored to the communication situation Inflection: Tone or pitch of speech Articulation: Production of recognizable sounds 4-9

SENDING VERBAL MESSAGES EFFECTIVELY Stories Conflicts, trials, and crises Help listener think through choices and outcomes of those decisions Word picture: Graphic or vivid story designed to help the buyer easily visualize a point Analogy: Speaker attempts to draw a parallel between one thing and another Keep open lines of communication 4-10

ACTIVE LISTENING listening rule Listening - 80 percent of the time Talking - 20 percent or less of the time Speaking-listening differential: Difference between the rate at which people speak and listen 4-11

EXHIBIT LEVELS OF LISTENING 4-12

ACTIVE LISTENING Think about the conclusions toward which the speaker is building Evaluate the evidence being presented Sort out important facts from irrelevant ones Attempt to draw out as much information as possible 4-13

SUGGESTIONS FOR ACTIVE LISTENING Repeating information To verify information being collected Restating or rephrasing information To verify a customer’s intent Clarifying information To verify a customer’s meaning 4-14

SUGGESTIONS FOR ACTIVE LISTENING Summarizing the conversation To get a quick review Tolerating silences To give customer time to think Concentrating on the ideas being communicated To avoid getting distracted 4-15

READING NONVERBAL MESSAGES FROM CUSTOMERS Body language Nonverbal communication: Body language, space, and appearance 4-16

READING NONVERBAL MESSAGES FROM CUSTOMERS Body angle Face Arms Hands Legs 4-17

EXHIBIT PATTERNS OF NONVERBAL REACTIONS TO PRESENTATION 4-18

BODY LANGUAGE PATTERNS Signals that customers may be hiding their true feelings Contradictions and verbal mistakes Differences in two parts of a conversation Contradictions between verbal and nonverbal messages Nonverbal signals 4-19

SENDING MESSAGES WITH NONVERBAL COMMUNICATION Using body language Facial muscles - Involuntary, especially during stressful situations Eye contact Gestures and hand shaking Posture and body movements 4-20

ROLE OF SPACE AND PHYSICAL CONTACT Distance zones Intimate zone: For a person’s closest relationships Personal zone: For close friends and those who share special interests Social zone: For business transactions and other impersonal relationships Public zone: For speeches, teachers in classrooms, and passersby 4-21

EXHIBIT DISTANCE ZONES FOR INTERACTION 4-22

ROLE OF SPACE AND PHYSICAL CONTACT Buyers fall into two touching groups Contact - See noncontact people as cold and unfriendly Noncontact - View contact people as overly friendly and obtrusive 4-23

APPEARANCE Priorities in dressing for business are: Getting customers to notice you in a positive way Getting customers to trust you Proper attire and grooming give salespeople additional poise and confidence 4-24

PRINCIPLES TO DRESS FOR SUCCESS Temperature Local cultural norms Consider the geography Their appearance Their expectations of your appearance Consider customers Norms for your industry Consider corporate culture Top levels of your organization Dress above your position Consider aspirations Wait until you have the halo effect Be reasonable Consider personal style 4-25

COMMUNICATING VIA TECHNOLOGY Salespeople communicate with customers by using different methods that vary in: Interactivity of the communications Ability to use verbal and nonverbal communication channels Quantity of information that can be conveyed Response time: Time between sending a message and getting a response to it 4-26

EXHIBIT COMPARISON OF VARIOUS METHODS OF SALESPERSON COMMUNICATIONS 4-27

TELEPHONE COMMUNICATIONS Decide what to say before calling Be polite, enthusiastic, and an active listener Take notes and restate the message Encourage two-way communication with verbal cues Give customer opportunity to ask questions 4-28

VOICE MAIL COMMUNICATIONS When cold calling, set up an appointment, don’t leave a message Leave a clear, concise message including a suggested time for a return call Avoid wasting the prospect’s time and ask for a callback Give name and phone number at the end of the message 4-29

COMMUNICATION Immediacy does not mean intimacy Use meaningful subject lines Put important information in the first few lines Be careful of the tone or intent of Learn customer preferences for Avoid techno overkill Avoid sending long messages or large attachments Use speed to impress customers Do not deliver bad news via Check for timing before sending an Suggestions 4-30

SOCIAL NETWORKING Use of Web tools that allow users to: Share content Interact Develop communities around similar interests Salespeople use it to communicate with customers and prospects 4-31

SOCIAL NETWORKING Fill out your profile completely to build trust and establish common bonds Create contacts/friends lists Follow all rules for the networking sites Share articles and links to presentations and other information that might be helpful to prospects Remember to post updates on your wall about your business Combine your social media accounts Respond quickly to posts and queries Add your Facebook/LinkedIn URL to your signature Suggestions 4-32

ADJUSTING FOR CULTURAL DIFFERENCES Rules for using English in international selling Use common English words Use words that do not have multiple meanings Avoid slang expressions peculiar to American culture Use rules of grammar strictly Use action-specific verbs Never use vulgar expressions 4-33

ADJUSTING FOR CULTURAL DIFFERENCES Considerations for international salespeople Terms have different meanings in different cultures Varying perceptions of time in general Time it takes for business activities to occur in different countries Level of eye contact to be used 4-34