Relationship Building - Fundamentals of Selling - Lecture Notes, Study notes of Business Management and Analysis

Download Relationship Building - Fundamentals of Selling - Lecture Notes and more Study notes Business Management and Analysis in PDF only on Docsity! CHAPTER 5 Communication for Relationship Building: It’s Not All Talk LECTURE OUTLINE I. THE TREE OF BUSINESS LIFE: COMMUNICATION A. You can read people's minds (sort of). B. Use the techniques learned in this and the last chapter to better meet people's needs, not just make sales. II. COMMUNICATION: IT TAKES TWO A. Communication - the act of transmitting verbal and non-verbal information between the seller and the buyer and understanding one another. 1. Face-to-face communication is composed of: a. Verbal messages. b. Vocal messages (voice quality, pitch inflection, and pauses). c. Non-verbal messages. B. Salesperson-buyer communication process requires feedback. 1. Communication occurs when a “sender” transmits a “message” through some type of “medium” to a “receiver” who responds to that message. 2. Eight major communication elements: a. Source - salesperson. b. Encoding process - conversion by the salesperson of ideas and concepts into the language and materials used in the sales presentation. c. Message - information conveyed in the sales presentation. d. Medium - form of communication used in the sales presentation and discussion. e. Decoding process - interpretation of the information by the receiver. f. Receiver - the prospective buyer. docsity.com g. Feedback - reaction to the communication as transmitted to the receiver. h. Noise - factors that distort communication between buyer and seller. III. NON-VERBAL COMMUNICATION: WATCH FOR IT A. Four major non-verbal communication channels are: 1. Physical space between people. 2. Appearance. 3. Handshake. 4. Body movements. B. Concept of space. 1. Territorial space - refers to the area around the self a person will not allow another person to enter without consent. 2. Four types of territorial space to consider: a. Intimate space - up to two feet or about arm’s length is the most sensitive zone. It is reserved for very close friends and loved ones. b. Personal space - the closest zone a stranger or business acquaintance is normally allowed to enter (two to four feet). c. Social space - the area normally used for a sales presentation (four to twelve feet). d. Public space - often used by the salesperson making a presentation to a group of people (greater than twelve feet). 3. Space threats - The “territorial imperative” causes people to feel that they should defend their space or territory. 4. Space invasion. a. A prospect who allows you to enter or invade personal or even intimate space is saying, “Come into my space. Let’s be friends.” b. You can use space to your advantage. docsity.com B. Buyer does not recognize a need for product. C. Selling pressure - enthusiasm and some sales pressure is necessary, but high pressure techniques erect communication barriers. D. Information overload - presenting too much technical information may confuse or offend the buyer. E. Disorganized sales presentations can frustrate the buyer. F. Distractions - telephone calls and people entering the office may sidetrack the buyer’s thoughts. G. Poor listening - at times, the buyer may not listen to you. H. How and what you say - controlled and caring talk are positive; conniving and careless talk are negative. I. Not adapting to buyer’s style - match your communication style to your customer’s style. V. MASTER PERSUASIVE COMMUNICATION TO MAINTAIN CONTROL A. Salespeople need to be good communicators - Persuasion is the ability to change a person’s belief, position, or course of action. B. Feedback guides your presentation - Salespeople need to generate feedback, or a recognizable response, from the buyer. C. Remember the trial close - Predetermine when and what feedback- producing questions to use in your presentations. D. Empathy puts you in your customer’s shoes - Empathy is the ability to identify and understand other people’s feelings, ideas, and situations. E. Keep it simple - Make the buyer feel comfortable by using non- technical information and maintaining an attitude of mutual respect. F. Creating mutual trust develops friendship. G. Listening clues you in. 1. Hearing refers to being able to detect sounds. 2. Listening means hearing the emotion behind the words. 3. A good salesperson should listen carefully to a buyer to determine his need or concern. “Guides for listening” are: a. Listen to words and thoughts. docsity.com (1) Note changes in eye contact. (2) Concentrate. (3) Listen between the words. b. Listen to the full story. c. Recognize feelings and emotions. d. Restate the buyer’s position (summarize for clarity). e. Question with care. f. The three levels of listening are: (1) Marginal listening. (2) Evaluative listening. (3) Active listening. 4. Technology helps to remember. a. Memory is simple recall over time. b. Memory retention. H. Your attitude makes the difference toward both the sales job and customers. The secret of a great sales attitude is enthusiasm plus: 1. Caring 2. Joy 3. Harmony 4. Patience 5. Kindness 6. Moral Ethics 7. Faithfulness 8. Fairness 9. Self-control I. Proof statements make you believable - A proof statement is a statement that substantiates claims made by the salesperson. docsity.com