Salesmanship Ch 4 PDF

Chapter 4: Communication for Relationship Building: It’s Not All Talk...

Chapter 4: Communication for Relationship Building: It’s Not All Talk 4-1 ©McGraw-Hill Education. All rights reserved. Authorized only for instructor use in the classroom. No reproduction or further distribution permitted without the prior written consent of McGraw-Hill Education.  Learning Objectives 4-1: Present and discuss the salesperson–buyer communication process. 4-2: Determine a person’s personality type. 4-3: Discuss and illustrate the importance of using nonverbal communication when selling. 4-4: Define and recognize acceptance, caution, and disagreement nonverbal signals. 4-5: Explain ways of developing persuasive communication. ©McGraw-Hill Education.  The Core Principles: Communication The Core Principles: Communication – Words – Body language – Visual Aids – Listening – Unselfishness to help a person make the correct buying decision 4-2 ©McGraw-Hill Education.  Communication: It Takes Two Communication, in a sales context, is the act of transmitting verbal and nonverbal information and understanding between seller and buyer. Communication: – Exchange process of sending and receiving messages with some type of response expected between seller and buyer. 4-3 ©McGraw-Hill Education.  What Did You Say? What Did I Hear? What you say verbally is not always what you actually mean. Graphic demonstrates psychological thought processes of both the speaker and the listener Jump to Long Image Descri ption 4-4 ©McGraw-Hill Education. Insert Photo Credit Here  Salesperson-Buyer Communication Process Requires Feedback Basic communication model: Shows how the salesperson–buyer communication process works Communication occurs when a sender transmits a message through some type of medium to a receiver who responds to that message 4-5 ©McGraw-Hill Education.  Salesperson-Buyer Communication Process Requires Feedback Eight major communication elements – Source – Encoding process – Message – Medium – Decoding process – Receiver – Feedback – Noise 4-5 ©McGraw-Hill Education.  The Basic Communication Model: Eight Elements Source: Source of communication (also called the communicator). Encoding process. Conversion of ideas and concepts into the language and materials used in the sales presentation. Message. Information intended to be conveyed. Medium. Form of communication; most frequently words, visuals, and body language. Decoding process. Receipt and translation (interpretation) of the information by the receiver (prospective buyer). Receiver. Person for whom the communication is intended. Feedback. Reaction to the communication as transmitted to the sender. Noise. Factors that distort communication between buyer and seller. Jump to Long Image Descri 4-6 ption ©McGraw-Hill Education. Insert Photo Credit Here  Sales Communication Reminders Two-way communication is essential to make the sale Buyer must understand your message’s information to make a buying decision Gives salesperson ability to present a product’s benefits, instantly receive buyer reactions, and answer questions Buyers usually react both verbally and nonverbally to your presentation 4-7 ©McGraw-Hill Education.  Adaptive Selling Based on Buyer’s Style Adaptive selling – Describes salesperson’s ability to adjust and modify their behaviors to better align with customers’ needs Salesperson uses his or her communication to show he or she is compatible with the buyer Compatibility increases potential for the buyer to like and trust the salesperson. – As liking increases, people are more willing to share information and even collaborate 4-8 ©McGraw-Hill Education.  Adaptive Selling Based on Buyer’s Style How do you build compatibility? Adjusts your sales approach to best meet the needs (and personality style) of the customer. 4-9 ©McGraw-Hill Education.  Adaptive Selling Based on Buyer’s Style People’s personalities affect buying behavior by influencing the types of products that fulfill their particular needs. Personality: The individual’s distinguishing character traits, attitudes, or habits. Why understand personality? – To adapt your presentation to the buyer’s style Thinker Intuitor Feeler Senser 4-9 ©McGraw-Hill Education.  Adaptive Selling: Understanding Personality Why understand personality? – Salesperson who adjusts his or her sales approach to best meet the needs (and personality style) of the customer. 4-10 ©McGraw-Hill Education.  Adaptive Selling: Understanding Personality To adapt your presentation to the buyer’s style – Thinker: Direct, detail-oriented person. Likes to deal in sequence on his/her time. Very precise, sometimes seen as a nitpicker. Fact oriented. – Intuitor: Knowledgeable, future-oriented person. Innovator who likes to abstract principles from a mass of material. Active in community affairs by assisting in policy making, program development, etc. – Feeler: People oriented. Very sensitive to people’s needs. An emotional person rooted in the past. Enjoys contact with people. Able to read people very well. – Senser: Action-oriented person. Deals with the world through his/her senses. Very decisive and has a high energy level. 4-10 ©McGraw-Hill Education.  Sales Tips: Adapting to Your Customer Salespeople consider how they structure elements of sales conversation: Rapport: Does buyer appreciate more relationship-building rapport does the buyer prefer to be more focused and move directly to the objectives of the meeting? Presenting information: Does the buyer prefer more detailed data (i.e., charts and graphs or other quantitative data) or a more descriptive discussion (i.e., testimonials, white papers) Challenging or facilitating: Does buyer appreciate someone who challenges beliefs or someone who acts as a guide? Closing: Does the buyer want to make a decision immediately, or will the buyer need time to think through the alternatives? ©McGraw-Hill Education.  Guidelines to Identify Personality Style Guideline Thinker Intuiter Feeler Senser How to describe A direct detail oriented person. A knowledgeable, future- People oriented. Action oriented person. Deals Likes to deal in sequence on oriented person. Very sensitive to people's with world through his/her his/her time. Very precise, A innovator who likes to abstract needs. An emotional person senses. Very decisive and sometimes seen as nitpicker. principles from a mass of rooted in the past, Enjoys has high energy level. Fact-oriented material. Active in community contact with people. Able to affairs by assisting in policy read people very well. making, program development, etc. The person's Effective communicator, Original, imaginative, Spontaneous, persuasive, Pragmatic, assertive, strengths deliberate, prudent, weighs creative, broad- gauged, empathetic, grasps traditional directional result-oriented, alternatives, stabilizing, charismatic, idealist, intellectual, values, probing, introspective, technically skillful, objective -- objective, rational, analytical, tenacious, ideological, draws out feelings of others, bases opinions on what asks questions for more facts. conceptual, involved. loyal, actions based on what he/she actually sees, has worked in the past. perfection seeking, decisive, direct and down to earth, action oriented. The person's Verbose, indecisive, Unrealistic, far-out , impulsive, manipulative, Impatient, doesn’t see long drawbacks overcautious, overanalyzes, fantasy bound, scattered, over-personalizes, range status-seeking, self- unemotional, nondynamic, devious, out-of-touch, dogmatic, sentimental, postponing, guilt- involved, acts first then controlled and controlling, impractical, poor listener. ridden, stirs up conflict, thinks, lacks trust in others, overserious, rigit subjective. nit-picking, impulsive, does not delegate to others. Time orientation Past, present, future Future Past Present Environment Desk Usually neat Reference books, theory books, Personal plaques and Chaos etc. mementos, family pictures, Room Usually has a calculator or Abstract art, bookcases, trend Decorated warmly with pictures Usually a mess with piles of computer output, etc charts, etc. of senses or people. Antiques paper etc. Dress Neat and coservative Mod or rumpled current styles or informal No jacket; loose tie, or functional work clothes. 4-16 ©McGraw-Hill Education.  Applying Guidelines To Sales Process Thinker Intuitor Feeler Senser What will Rapport will Some level of rapport. Rapport may be Rapport will probably rapport probably be It will probably be the lengthiest of be pretty limited. likely be minimal. They will professional and polite. any The individual may like? probably be very communication understand that businesslike and type. It will rapport is part of the formal in their probably more interaction but they rapport. socially oriented will want to get to vs. business the point of the oriented. You discussion. might expect laughter or humor. What Think logic and Think creativity, new Think about the Think about action should details. ideas. relationship. and pragmatism. you remember They probably have They might seem They probably They are action- about this high expectations of guarded and reserved. enjoy networking; oriented and might type of themselves and the You may have to work they might seem impatient. person? choices they make. very diligently to appreciate building They might be seen receive feedback. their network, and as focused or They don’t like to receiving virtual assertive. make bad decisions They enjoy learning introductions to or make mistakes. new things and others. It’s probably a good Accuracy and stretching their idea not to dive into attention to detail is capacities. They may look the minutia of important. They somewhat details. They are tend to be They probably won’t disorganized. probably pragmatic. 4-17 perfectionists. tell you they are upset ©McGraw-Hill Education. Don’t make silly or frustrated, but You need to earn  Applying Guidelines To Sales Process Thinker Intuitor Feeler Senser What They will probably They probably desire: They probably desire: The probably desire: should you desire:  To have a  Some level of  An agenda and remember  Being presented salesperson who social proof or action plan for when you with many precise can provide recommendations the meeting are options knowledge they from others (i.e.  Logical preparing  To understand the can learn from testimonials, recommendation  Understand how your details colleagues and s you can help them presentatio  An option that peers, market  Conversations with their goals or n? meets all of their vision leaders, etc.) that don’t dive criteria.  To evaluate  A sales into non-strategic  An organized, multiple options conversation that minutia detailed  To be a little is more socially-  A discussion that discussion and guarded and not based, passionate, helps facilitate a presentation. provide a great and has strong decision deal of helpful storytelling  A It’s okay to be feedback. elements. recommendation detailed. They  To be presented or set of probably enjoy being with unique recommendation immersed in data, solutions that may s that are tied to analytics or ensuring be difficult to action plans, execute. they understand any follow-ups, and new system or assurance you process. can make progress 4-18 ©McGraw-Hill Education.  Watch for Clues to Someone’s Personality Type How would you describe this person? What is their time orientation – past, present, future? What does their desk look like? What does their room look like? How do they dress? 4-19 ©McGraw-Hill Education.  Determining Style Can Be Difficult What is the person’s primary style? What is the person’s secondary style? Does the person’s style comprise all four types? 4-20 ©McGraw-Hill Education.  First Know Your Style This helps you to adapt to the other person’s style Which leads to better communication Knowing your style helps you identify a person’s style, especially if your styles are the same (It takes one to know one.) 4-21 ©McGraw-Hill Education.  Nonverbal Communication: Watch For It Concept of space – Territorial space: Area around the self that a person will not allow another person to enter without consent – Socially acceptable distances of space that people keep between themselves in certain situation 4-22 ©McGraw-Hill Education.  Nonverbal Communication: Watch For Why are space It considerations important? – Violations of space without customer consent may create a defense mechanism and barrier to communication Intimate space – 2 feet Personal space – 2 to 4 feet Social space – 4 to 6 feet Public space – + 12 feet – Space threats – too close – Space invasion – OK to be close Jump to Long Image Descri 4-23 ption ©McGraw-Hill Education.  Communication Through Appearance & Handshake Shake hands firmly and look people in the eye – General handshake rules: Demonstrate your interest. If possible, align your body position with the buyer Step or lean ever-so slightly forward and initiate the handshake Maintain eye contact with the buyer Show a positive attitude by smiling. Use a positive tone when introducing yourself or saying hello. 4-24 ©McGraw-Hill Education.  Adapting Your Professional Wardrobe Choose attire based on customer and meeting location – Nonverbal messages that salespeople emit through appearance should be positive in all sales situations. – Professional wardrobe might be varied and require you to own a wide range of apparel. – Create business wardrobe sending positive, nonverbal messages. 4-18 ©McGraw-Hill Education.  Adapting Your Professional Wardrobe Business wardrobe depends on: – Your firm’s dress code – Work you are conducting – Whether you are meeting with a customer – Dress code and culture of your customer. 4-18 ©McGraw-Hill Education.  Body Language Gives You Clues Customers communicate without uttering a word Your ability to interpret nonverbal signals critical tool And salesperson’s skillful use and control of physical actions, gestures, and overall body position also valuable Buyers sends nonverbal signals via five communication modes – Body angle – Facial expression – Hand movement – Arm movement 4-19 ©McGraw-Hill Education.  Body Language Signals: Red, Yellow, Green Knowing body signal guidelines improves salesperson’s communication ability by: – 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 A person sends three types of messages using body communication signals 4-28 ©McGraw-Hill Education.  Acceptance Signals (Green Light) Acceptance signals – a green light gives the “go ahead.” – Indicates buyer willing to listen and/or buyer may like what is being said. Signals: – Body angle. Leaning forward or upright. – Face. Smiling, pleasant expression, relaxed, eyes examining visual aids, direct eye contact, positive voice tones. – Hands. Relaxed and generally open – Arms. Relaxed and generally open. – Legs. Crossed and pointed toward you or uncrossed. 4-21 ©McGraw-Hill Education.  Caution Signals (Yellow Light) Caution signals: Gives neutral or skeptical sign. Indicates buyer may be uncertain, skeptical, concerned. Body angle. Leaning away from you. – Face. Puzzled, little or no expression, averted eyes or little eye contact. – Arms. Crossed, tense. – Hands. Moving, fidgeting with something, clasped. – Legs. Moving, crossed away from you. 4-22 ©McGraw-Hill Education.  Disagreement Signals (Red Light) Disagreement signals: Person may not be interested in your product – Body angle. Retracted shoulders, leaning away from you. – Face. Tense, showing anger, wrinkled face and brow, little eye contact. – Arms. Tense, crossed over chest. – Hands. Motions of rejection or disapproval, tense and clenched. – Legs. Crossed and away from you. 4-31 ©McGraw-Hill Education.  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 Next three (3) slides review unique situation. – Identify the following: What nonverbal signals is she communicating? How would you respond nonverbally? 4-24 ©McGraw-Hill Education.  What Would You Do? Situation #1 She sits down behind What nonverbal her desk. signal is she communicating? She sits up straight in How would you her chair. respond nonverbally? She clasps her hands Answer Options: – Green (acceptance) together and with little nonverbal signal. expression on her face – Yellow (caution) says nonverbal signal. – Red (disagreement) nonverbal signal. “What can I do for 4-33 ©McGraw-Hill Education.  What Would You Do? Situation #2 As you begin the main What nonverbal part of your signal is she presentation, the communicating? buyer reaches for the telephone and says, How would you “Keep going; I need to respond nonverbally? tell my secretary something.” Answer Options: – Green (acceptance) nonverbal signal. – Yellow (caution) nonverbal signal. – Red (disagreement) nonverbal signal. 4-26 ©McGraw-Hill Education.  What Would You Do? Situation #3 In the middle of your What nonverbal presentation, you signal is she notice the buyer communicating? slowly leans back in her chair. How would you respond nonverbally? As you continue to talk, a puzzled looks comes over her face. Answer Options: – Green (acceptance) nonverbal signal. – Yellow (caution) nonverbal signal. – Red (disagreement) 4-35 ©McGraw-Hill Education. nonverbal signal.  Adapting To Your Buyer Mirroring or mimicry: – When people take part in similar actions at relatively same time (i.e. within three to five seconds). – May include mimicking one other’s actions, such as shrugs, their body position, such as their posture, other actions. – Provides opportunity to create compatibility and liking 4-28 ©McGraw-Hill Education.  Encoding Best Practices: The Sender’s Professional Communication Encoding: Salesperson converting ideas into language 1. Reduce vocalized pauses: – Words and phrases speakers injected between words when they speak – “umm,” “uhh,” “like,” “awesome,” “great,” or “and” 2. Positive, specific, professional language – Create opportunity for greater understanding by buyer. – Creates greater levels of enthusiasm and interest within 4-37 the buyer. ©McGraw-Hill Education.  Encoding Best Practices: The Sender’s Professional Communication 3. Use transitions to ensure the discussion flows: – Transitions help relate or link two ideas or sections of the conversation in a natural way. – Replaying buyer’s needs. “And Mr. Jones, you mentioned that all new products introduced into your store required incremental promotional support [replaying the need]. I’m happy to report that our multi-tiered marketing plan provides over $3,000,000 in consumer promotions....” 4-38 ©McGraw-Hill Education.  Encoding Best Practices: The Sender’s Professional Communication 4. Proof statements create credibility: – Substantiate salesperson’s claim – Quote/acknowledged experts in a field – Encourages customer belief in the validity of information presented 4-39 ©McGraw-Hill Education.  Encoding: The Sender’s Professional Communication 5. Express enthusiasm, through vocal tone and vocal inflection: Using varied levels of inflection in voice; vocal tone demonstrates interest in other person. 6. Express empathy when appropriate: Ability to identify and understand the other person’s feelings, ideas, and situation. I’m here to help you,” or “Tell me your problems and needs so I can help you.” 7. Keep the message simple: Invest time and effort to distill complex subjects into readily understandable element – Avoid overly complex, technical presentation when it is unnecessary 4-40 ©McGraw-Hill Education.  Encoding: The Sender’s Professional Communication 8. Use feedback to guide your communication: – Recognizable response, signals to the salesperson – Questioning, (i.e. probing), allows salesperson to determine buyer’s attitude toward product 9. Generate feedback on your communicated benefits through a trial close: – Plan your feedback-producing questions – Use trial close as part of your SELL Sequence 4-41 ©McGraw-Hill Education.  Decoding a Sales Conversation: Listen Carefully Listening helps you understand the buyer’s needs/concerns – Hearing vs. Listening – Listen to words, feelings, and thoughts Difference between listening and remembering: – Listening is process of receiving message the way the speaker intended to send it. 4-42 – Memory is recall over time ©McGraw-Hill Education. Insert Photo Credit Here  Decoding a Sales Conversation: Listen Carefully Why you should develop your listening skills: – Untrained listener: Likely to understand and retain only 50 percent of conversation After 48 hours, the retention rate drops to 25 percent. 4-43 ©McGraw-Hill Education.  Decoding a Sales Conversation: Three Levels of Listening 1. Marginal listening: – Involves least concentration. – Listeners easily distracted by their thoughts. – Enormous room for misunderstanding during marginal listening ©business images/Getty Images 4-44 ©McGraw-Hill Education. Insert Photo Credit Here  Decoding a Sales Conversation: Three Levels of Listening 2. Evaluative listening: – Requires more concentration and attention to speaker’s words. – Listener actively hears but doesn’t make effort to understand intent. – Doesn’t try to understand; instead categories statement & concentrates on preparing a response. 4-45 ©McGraw-Hill Education. Insert Photo Credit Here  Decoding a Sales Conversation: Three Levels of Listening Step 3. Active listening: – Listener refrains from evaluating the message. – Attempts to understand other person’s point of view. – Focuses on words spoken AND thoughts, feelings, and meaning conveyed. – Requires listener to give the other person verbal and nonverbal feedback. 4-46 ©McGraw-Hill Education. Insert Photo Credit Here  Active Listening Guidelines Stop talking. Your goal is to listen for 80% of the conversation and talk for only 20%. Show the prospect you want to listen. Pay active attention. Watch for nonverbal messages and project positive signals. Recognize feelings and emotions. Ask questions to clarify meaning. 4-47 ©McGraw-Hill Education.  Active Listening Guidelines If appropriate, restate the prospect’s position for clarification. Listen to the full story. Take notes. Summarize key points in three to five words. Use appropriate body language, such as leaning forward and nodding. Keep interpreting. Ask yourself, “Where is the person experiencing challenges, pains, and opportunities?” Keep asking yourself, “How can I assist this person?” 4-48 ©McGraw-Hill Education.  Summary of Major Selling Issues Communication is the 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 4-43 ©McGraw-Hill Education.  Summary of Major Selling Issues, cont… Barriers must be recognized and overcome or eliminated Nonverbal communication is a critical component of the overall communication process – Territorial space, handshake, eye contact, body language 4-44 ©McGraw-Hill Education.  Can You Answer? 1. What is the definition of communication, in a sales context? What are eight elements of a basic communication model? 2. What is the definition of adapting selling? What are the four communication practices that may help a salesperson in adapting to a buyer? 3. What are four key guidelines to identify personality style? 4-44 ©McGraw-Hill Education. All rights reserved. Authorized only for instructor use in the classroom. No reproduction or further distribution permitted without the prior written consent of McGraw-Hill Education.  Can You Answer? 4. What are four major nonverbal communication channels? 5. Why is listening important in a sales context and what are the three levels of listening? 6. What is mirroring and how it can help a salesperson? 7. What are the eight best practices to ensure your sales communication is encoded effectively? 4-44 ©McGraw-Hill Education. All rights reserved. Authorized only for instructor use in the classroom. No reproduction or further distribution permitted without the prior written consent of McGraw-Hill Education.  Psychological thought processes of both the speaker and the listener Alternative Text The key take-away from the graphic is that psychological barriers and filters impact what you think you said or what you actually set, regardless of whether you are the speaker or the listener. Two identical sets of graphics are portrayed. One set of graphics is for the speaker and one set of graphics is for the listener. The identical graphics contain two squares, one on each side of an oblong shape. On the speaker side, the square on the left side states, "What I thought I said." The square on the right side states "What I actually said." The oblong in the middle represents the psychological barrier or filter. A similar graphic with squares and oblongs Return to the image on the slide ©McGraw-Hill Education.  Basic Communication Model Alternative Text Graphic displays basic communication process as applied to a sales conversation. Graphic has five boxes in a sequential process with arrows between each box. On the fifth box, an arrow at the bottom of the box returns to the first box to represent a feedback loop. The first box states "salesperson" and represents the communication source. The arrow between the first and second box represents the noise in the communication process. The second box states "development of the sales presentation message." It represents the encoding element. The third box states " actual sales presentation" and represents the message and medium stage. The fourth box states, "buyer interprets sales presentation" and represents the decoding process. The arrow between the fourth and fifth box represents the noise. The fifth box states "the buyer receives message" and represents the receiver. The feedback arrow displays noise can occur during the return process. Return to the image on the slide ©McGraw-Hill Education.  Nonverbal Communication/Spatial Alternative Text The graphic displays two people in an office setting. Each individual is on the opposite side of a desk. On the floor are four concentric circles that represent the level of space that is important between individuals. As such, the graphic displays why are space considerations important. The first, innermost circle represents intimate space – 2 feet. The second circle represents personal space – 2 to 4 feet. The third circle represents social space – 4 to 6 feet. The outermost circle represents public space – + 12 feet. Return to the image on the slide ©McGraw-Hill Education.