CHAPTER 5: Selling Building Partnerships

Using Communication
Principles to Build
Relationships

Weitz, Castleberry & Tanner

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Key Questions:

What are the basic elements in the communication process?

Why are listening and questioning skills important?
How can sales people develop listening skills to collect
information about customers?
How do people communicate without using words?
What are some things to remember when communicating via
technology like phones and email?
How does a salesperson adjust for cultural differences?

2007 The McGraw-Hill Companies, Inc. All rights reserved.

 Building Relationships Through Two-Way
Communication
What is the communication process?
Communication breakdowns caused
by:
_________________________________ problems
Encoding: translation of thoughts into
words
Decoding: interpreting the meaning of
received words
The __________________________ in which
the communications occur

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Your thoughts

What classes are you What classes are you

typically attentive and less interested in and
involved in? your mind wanders?

Why is this?
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 Miscommunication
Examples?
When?
Why?
Who do you think are effective
communicators?
What makes these individuals effective?

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 Sending Verbal Messages Effectively

Words are tools

Words have different meanings in
___________________________________________
Word pictures
Delivery of words
_________________
_______________________
_______________________
_______________________

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Word choice is important.
Some words, by themselves, may be perceived negatively.
Come up with a better word choice that could be more positive for each of the
following words:
Cost Objection
___________________ ___________________
Down payment Cheaper
___________________ ___________________
Deal Appointment
___________________ ___________________
Commission
___________________

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 Active Listening

80-20 listening rule

Salespeople should
listen _________________
the time and talk no
Speaking-listening
more than _____________
differential
of the time.
People can speak at
a rate of only 120-160
words per minute,
but they can listen
to more than 800
words per minute.

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Tim Gives Examples of Non-Verbal
Signals

BUYING SIGNALS
______________________
______________________
______________________
______________________
______________________
_______________________
_______________________

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 The Problems with Listening

________________
______________________________________________
______________________________________________
____________________________________
_______________________________________________

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 Non-Verbal Communication

Tone ________
Actions ________
Words ________

non-verbal cues are

___________________

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David Gress, Manager
Audio Video clips funded by the
Barnhart Fund for Excellence

SIGNALS
____________
_____________________
_____________________

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 Active Listening (continued)
____________ information
_ information
________________ information
________________________ the conversation
__________________ silences
______________________ on the ideas being
communicated

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 Reading Nonverbal Messages
from Customers
___________________
___________________
___________________
___________________
____________________

Positive Power and authority Underlying tension

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What do the following body language
cues indicate?

a. Tapping a finger or pencil on a desk.

_______________________________________________________
b. Stroking the chin and leaning forward.
_______________________________________________________
c. Leaning back in a chair, with arms folded across the chest.
__________________________________________________________
d. Sitting in the middle of a bench or sofa.
__________________________________________________________
e. Assuming the same posture as the person with whom you are
communicating.
___________________________________________________________

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 Patterns of Nonverbal Reactions to Presentation

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 Body Language Patterns

No single gesture or position defines a specific emotion

or attitude
Consider the pattern of signals via a number of channels
Signals customers are hiding their true feelings:
_________________________________________________________
_________________________________________________________
___________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________

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Case 5.2: Harbor Office Products
What were the non-verbal signals?
Steinnes Hoffman

By remaining seated, Steinnes Over dressed for the client

showed a cautious attitude --She
was reluctant After she told Hoffman of the order
with Saratoga Office Supply, Hoffmans
verbal response was good, but the
Leaning back with arms crossed, nonverbal response was not.
showed anger with Hoffman,
(confirmed by accusing him of Hoffman betrayed his anger by crossing
being 15 minutes late) his arms and increasing his rate of
speech.
Conceded - maybe not 15 minutes
late, but by moving around in her His nonverbal communication would
chair and re-crossing her arms, have been better if he had leaned
she indicated apprehension and forward slightly (with hands open
skepticism. and palms toward Steinnes) and
smiled as he made good eye contact.

2. What was Hoffmans mistake re Steinnes nonverbal messages s?

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How did Hoffman make a mistake in reading the
nonverbal messages sent by Steinnes?

By uncrossing her arms and leaning

forward, she indicated interest in the potential
cost savings, but Hoffman missed it and gave up.

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 Encourage Forthright Discussion

Perhaps there is some reason you cannot share the

information with me.
Are you worried about how I might react to what you
are telling me?
I have a sense that there is really more to the story than
you are telling me. Lets put the cards on the table so we
can put this issue to rest.

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 Sending Messages with Nonverbal Communication

Using body language

________________________________
________________________________
___________________________________
___________________________________
___________________________________

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 Appearance

Consider the geography

_________________________________________
_________________________________________________________________

Consider your customers

_____________________________________________
__________________________________________________________________

Consider your corporate culture

_____________________________________________

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 Appearance (continued)

Consider your aspirations

Top levels of your organization
Dress ________________________________________

Consider ____________________________________________
Wait until you have the ______________________________
________________________________________________________________________
_____________________________________________________________
Just be ___________________________

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 Communicating via technology

Face-to-face conversation
40 percent: words
10 percent: voice characteristics
50 percent: nonverbal communications (Contradicts earlier #, but if
you leave out tone it is ~50-55%!)

Telephone
____________________________
____________________________
____________________________
____________________________
____________________________
____________________________

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 Communicating via technology

E-Mail & text messaging (especially the

important ones)
Know your customer
Set objectives
Prepare a draft on word without entering
the address
Use the spell and grammar checkers at full-
assist level
Let it set for a while in the draft bin
Ask for a review
Start wordy and cut it back as much as
possible

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 Technology Tips
Immediacy does
___________________________________. Use speed to

Learn how the customer ____________________________.

___________________________________. Dont

Avoid ____________________________________.
___________________________________. Use _____________________________
Make the conversation when leaving voice mail messages.
_________________________.
Customize your messages
____________________________________.

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 Case 5.1: Hunt-Wesson
Did Jamie do a good job leaving a voice mail message.
NO
What did he do wrong?
Had not planned, got sidetracked & flustered and didnt communicate effectively.
Didnt leave the time and date, as requested
Didnt leave a phone number where he could be reached
Gave bad news (no way to get the lower price) on the answering machine; not
smart
Ran out of time before completing her message.
2. Rewrite the voice mail message that you would leave in this situation. What
would you do to rewrite it?
Basically, youd include the good, omit the bad and fix omissions

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Rewritten voice mail
Hello, Sheree. This is Jamie Jordan from Hunts, getting back to you as
promised.
Its 3:00 on Thursday afternoon.
I checked on the pricing of your earlier order and would like to chat with
you about that briefly when you have time.
Please give me a call at 715-388-0000 at your convenience.
Ill be here until 6:00 tonight.
Also, I would like to tell you about a coupon that is going to be dropped in
your local paper.
I look forward to hearing from you.
Again, this is Jamie Jordon from Hunts. My number is 715-388-0000.
Thanks!

2007 The McGraw-Hill Companies, Inc. All rights reserved.

E-mail
Communication
We are seeing emails, homework assignments,
and papers that use texting language rather
business English
Emails should have __________________________.
Emails should be written in sentence format with
capital letters and appropriate punctuation.
NOTE: the word "I" ____________________________.
___________________________________ should appear at
the bottom of emails.

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 English does not stop with the completion
of your English USP required courses
You want to be successful in life.
Jobs are scarce and you need to put your
best foot forward.
College is an inexpensive place to practice

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dudes -i lol reading stuff w/ scs a3 aam i c it
all the time iat of reading it - i will cul8r
lynn
SUBJECT: E-mailing and text language
Students,
I laugh out loud reading assignments with short cuts any
time, any where and anyplace. As a matter of fact I see
it all of the time. I am tired of reading it.
I will see you later,
Lynn W. Robbins

2007 The McGraw-Hill Companies, Inc. All rights reserved.

 Adjusting for Cultural Differences

Customers in different cultures process verbal and

nonverbal information
___________________________
Salespeople need to recognize that business
________________________________________________________
Terms have different meanings
Time perception are different

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 Using English in International Selling
Use ______________________________ , e.g. stop instead of
cease.
Use words that do not have _____________________________.
Avoid _____________________ expressions.
Use strict rules of ____________________________.
Use _____________________________________.
Never use vulgar expressions, tell off-color jokes, or
make religious references.

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THE END

2007 The McGraw-Hill Companies, Inc. All rights reserved.