1. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 5-1

2. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 5-2 Chapter 5 Communication for Relationship Building: It’s Not All Talk

3. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 5-3 Chapter 5 Communication: It Takes Two Nonverbal Communication: Watch for it Barriers to Communication Master Persuasive Communication to Maintain Control

4. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 5-4 Communication: It Takes Two In a sales context, communication is the act of transmitting verbal and nonverbal information and understanding between seller and buyer

5. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 5-5 Salesperson-Buyer Communication Process Requires Feedback Major communication elements Source Message Encoding process Noise Feedback Decoding process Receiver Medium

6. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 5-6 Nonverbal Communication: Watch For It Concept of space Territorial space Intimate space Personal space Social space Public space Space threats Space invasion

7. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 5-7 Communication through Appearance and the Handshake Style hair carefully Dress as a professional Shake hands firmly and look people in the eye

8. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 5-8 Body Language Gives You Clues Acceptance signals Caution signals Disagreement signals Knowing body guidelines can improve your communication ability Three Message Types Nonverbal signals come from Body angle Face Hands Arms Legs

9. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 5-9 Barriers To Communication Differences in perception Buyer does not recognize a need for product Selling pressure Information overload Distractions Poor listening Not adapting to buyer’s style

10. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 5-10 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 Creating mutual trust develops friendship

11. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 5-11 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

12. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 5-12 Your Attitude Makes the Difference Enthusiasm Excitement Positive view on Helping others Yourself Being a salesperson

13. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 5-13 Proof Statements Make You Believable Credibility through Empathy, listening, enthusiasm Proof statements Substantiate claims

14. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 5-14 Summary of Major Selling Issues Communication is transmission of verbal and nonverbal information and understanding between a salesperson and prospect Modes of communication--words, gestures, visual aids Communication process model Barriers may hinder or prevent constructive communication during a sales presentation

15. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 5-15 Summary of Major Selling Issues cont… Nonverbal communication is a critical component of the overall communication process Territorial space, handshake, eye contact, body language Enhancing overall persuasive power through development of several key characteristics Empathy, more listening and less talking, positive attitude, enthusiastic manner Barriers must be recognized and overcome or eliminated