1. 4-1 Communication

2. 4-2 Communication: It Takes Two  In a sales context, communication is the act of transmitting verbal and nonverbal information and understanding between the seller and buyer

3. 4-3 SENDER RECEIVER Message encoded Message decoded Message Feedback Feedback decoded “Noise”: culture, values, traditions. Feedback encoded

4. 4-4 Message Distortion  Spoken message: Are you going to wear those pants?  Message heard: You think I’m fat.

5. 4-5 Message Distortion Male Salesperson presenting shelving system to woman buyer.  Spoken message: “It’s probably difficult for your workers to lift heavy boxes to the top of shelving units”.  Woman buyer hears: “Because you’ve hired so many women, who are weaker…”

6. 4-6 Message Clearing Male Salesperson presenting shelving system to woman buyer.  Spoken message: On the job injuries are rising for all workers, but our product can help reduce these in your company.  Woman buyer hears: I can save money for the company.

7. 4-7 Nonverbal Communication: Watch For It  Concept of space  Territorial space Intimate space -- 2 feet Personal space -- 2 to 4 feet Social space -- 4 to 6 feet Public space -- + 12 feet

8. 4-8 What’s Your Personal Space?  Try this experiment: You and a friend face each other from about 6 feet away.  Take turns walking towards each other until the person standing still says for you to stop because they feel uncomfortable with how close you are getting.  Did you “feel” when you were getting too close to the other person?  How would this have felt if you’d done the experiment with a stranger?

9. 4-9 Office Arrangements and Territorial Space

10. 4-10 Communication Through Appearance and the Handshake  Style hair carefully  Dress as a professional  Shake hands firmly and look people in the eye

11. 4-11 Body Language Gives You Clues Nonverbal signals come from:  Body angle  Face  Hands  Arms  Legs –Non-Verbal Language DictionaryNon-Verbal Language Dictionary

12. 4-12 A Light Signal for Vehicles has a Green, Yellow, and Red Light  A person also sends three types of messages using body communication signals

13. 4-13 You Have the Green Light  Acceptance signals - a green light gives the “go ahead.”  It indicates the buyer is willing to listen and  May like what is being said

14. 4-14 You Have the Yellow Light  Caution signals - a yellow light gives a neutral or skeptical sign indicating the buyer maybe uncertain about what you are saying. Handle it, or it may change from yellow to red

15. 4-15 You Have the Red Light  Disagreement signals - a red light indicates the person may not be interested in your product

16. 4-16 Recognizing Body Signals  Knowing body signal guidelines can improve your communication ability by allowing the salesperson to  Be able to recognize nonverbal signals  Be able to interpret them correctly  Be prepared to alter a selling strategy  Respond positively both nonverbally and verbally to a buyer’s nonverbal signals

17. 4-17 What Would You Do?  You arrive at the industrial purchasing agent’s office on time. This is your first meeting. After you have waited five minutes, the agent’s secretary says, “She will see you.” After the initial greeting, she asks you to sit down.  For each of the following three situations determine: 1. What nonverbal signals is she communicating? 2. How would you respond nonverbally?

18. 4-18 What Would You Do? Situation #1  She sits down behind her desk. She sits up straight in her chair. She clasps her hands together and with little expression on her face says, “What can I do for you?”  What nonverbal signal is she communicating?  Caution nonverbal signal  How would you respond nonverbally?  Green nonverbal signal

19. 4-19 What Would You Do? Situation #2  As you begin the main part of your presentation, the buyer reaches for the telephone and says, “Keep going; I need to tell my secretary something.”  What nonverbal signal is she communicating?  How would you respond nonverbally?  Green nonverbal signal  Caution or red nonverbal signal

20. 4-20 What Would You Do? Situation #3  In the middle of your presentation, you notice the buyer slowly lean back in her chair. As you continue to talk, a puzzled looks comes over her face.  What nonverbal signal is she communicating?  Caution nonverbal signal  How would you respond nonverbally?  Green nonverbal signal

21. 4-21 Barriers To Communication  Differences in perception  Buyer does not recognize a need for product  Selling pressure  Information overload  Distractions  Poor listening  How and what you say  Not adapting to buyer’s style

22. 4-22 Master Persuasive Communication To Maintain Control  Persuasion is the ability to change a person’s belief, position, or course of action  Feedback guides your presentation  Probing -- asking questions  Remember to use trial closes  Empathy puts you in your customer’s shoes  Keep it Simple Salesperson (KISS)  Creating mutual trust develops friendship

23. 4-23 Master Persuasive Communication To Maintain Control cont…  Listening clues you in  Hearing  Listening  Listen to words, feelings, and thoughts  Three levels of listening –Marginal listening –Evaluative listening –Active listening  Technology helps to remember

24. 4-24 Your Attitude Makes the Difference  Enthusiasm  Excitement  Positive view on: –Helping others –Yourself –Being a salesperson