Some questions answered in Chapter 5

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Some questions answered inChapter 5

• What are the basic elements in the communication
  process?
• Why are listening and questioning skills
  important?
• How can salespeople develop listening skills to
  collect information about customers?
• How do people communicate without using words?
• What are the barriers to effective communication?

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The communication process
Message
Encodes
Receiver
Sender
Decodes
Feedback

• The sender is the person who wants to communicate
  some thoughts or ideas.
• In personal selling, this is the customer or the
  salesperson.

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The communication process
Message
Encodes
Receiver
Sender
Decodes
Feedback

• Since the receiver cannot read the senders mind,
  the sender must encode, or translate, these ideas
  into words.

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The communication process
Message
Encodes
Receiver
Sender
Decodes
Feedback

• The message is the thought or idea to be
  communicated.
• It is transmitted by voice, fax, email, letter,
  written proposal, or other format.

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The communication process
Message
Encodes
Receiver
Sender
Decodes
Feedback

• The receiver is the person who is supposed to
  receive the message.
• In personal selling, the customer receives the
  salespersons messages, and vice versa.

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The communication process
Message
Encodes
Receiver
Sender
Decodes
Feedback

• When the message it is received, the receiver
  must decode it in order to try to understand the
  thought or idea the sender was trying to send.

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The communication process
Message
Encodes
Receiver
Sender
Decodes
Feedback

• When the message has been received and decoded,
  the receiver may provide verbal and nonverbal
  feedback that indicates how well the message was
  decoded.

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The communication process
Message
Noise
Encodes
Receiver
Sender
Decodes
Feedback

• Noise includes both sounds, such as ringing
  telephones, as well as other elements of the
  environment, such as the temperature, that may
  inhibit the communication process.

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The communication process
Describe a class where you feel very involved in
the class.

• Now think of a class where your mind tends to
  wander and you find it difficult to maintain
  concentration.
• Without mentioning class or instructor names,
  what are the differences in these classes?

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The communication process

• Think of a recent situation in which you had
  amiscommunication with someone.
• When did this miscommunication occur?
• What was the reason for the miscommunication?

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The communication process
Think of someone whom you would describe as a
very effective communicator.
What makes them so effective?
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Effectiveness of different methods of
communication
Exhibit 5.2
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Modes of communication
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Abstract words

• Abstract words and expressions are less likely to
  be misinterpreted than other kinds of words.
• True
• False

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Making verbal communication effective effective
use of words
Use concrete rather than abstract words

• Which is more effective?
• We ship orders quickly.
• We ship orders within 24 hours after receiving
  them.

• Rephrase this to make it more concrete
• We offer a great warranty.

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Making verbal communication effective effective
use of words
Use similes

• A simile compares two unlike things using words
  such as like or as.
• This battery backup is like a spare tire.

• Describe a recent shopping experience using a
  simile.
• Going shopping at __ is like ...

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Making verbal communication effective effective
use of words
Use metaphors

• A metaphor is a word or phrase denoting one kind
  of object used in place of another to suggest a
  likeness or analogy.
• This machine is a real workhorse.

Describe a PDA using a metaphor.
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I was sold this car yesterday!
If you were showing your new car to a friend,
would you be likely to say, I was sold this car
yesterday?
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Making verbal communication effective effective
use of words
Dont use words that trigger fear
Exhibit 5.3
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Paint word pictures
A story designed to help the buyer visualize a
point.
What would you say to paint a word picture of
this scene?
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Making verbal communication effective effective
use of words
Tailor your words to the customers preferred
communication style.

• Some people see things, others hear or feel them.
• I see what you mean. That rings a bell. That
  feels right.

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Making verbal communication effective effective
use of words
I see what you mean. That rings a bell. That
feels right.
Describe this classroom using words appropriate
for a person who uses visual, auditory, or touch
words.
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Making verbal communication effective modify
your voice
Can you demonstrate the differences in these
voice characteristics?

• Speech rate
• Loudness
• Inflection
• Articulation

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Guidelines for asking questions
Use open questions

• Open questions encourage customers to speak
  freely.
• Since there are no simple answers, these
  questions encourage longer responses.

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Open questions
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Open questions
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Guidelines for asking questions
Use closed questions judiciously

• Closed questions can be answered with a word or
  short phrase.
• Closed questions pin down specifics and confirm
  understanding.

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Closed questions
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Closed questions
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Guidelines for asking questions
Space out questions

• When salespeople ask several questions, one right
  after another, customers may feel threatened.
• They may feel they are being interrogated rather
  than participating in a conversation.
• If a number of questions are really necessary,
  the salesperson might ask a permission question
  first.

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Guidelines for asking questions
Ask short, simple questions

• Avoid asking questions that ask for two different
  kinds of information.
• The customer may not know which part to answer.

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Guidelines for asking questions
Avoid leading questions

• Questions should not suggest an appropriate
  answer.
• Try to draw out what the customer actually thinks.

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The purpose of asking questions
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The purpose of asking questions
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Suggestions for active listening

• Repeat information
• Restate or rephrase information
• Clarify information
• Summarize the conversation
• Tolerate silences
• Concentrate on what is being communicated

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Reasons for listening

• Clears the air lets someone get a problem off
  their chest
• Learning
• Helps speaker solve a problem
• Stimulates speaker
• Involves speaker in conversation
• Leads to mutual problem solving
• Gives you a chance to think

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Good and bad listeners
Good listener
Poor listener
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Reading the customers nonverbal communication

• Body angle
• Face
• Arms
• Hands
• Legs
• Body language patterns
• Detecting hidden emotions

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Patterns of nonverbal reactions to presentation
Exhibit 5.5
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Sending nonverbal communication

• Face
• Eye contact
• Hand movements
• Posture and body movements
• Matching customers communication style

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Eye contact exercise
Sit facing a classmate and begin a
conversation. Establish direct eye contact with
each other.
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Distance zones

• Considering the distances involved, it is
  accurate to say that most students in our
  classroom are seated in the professors _____
  zone.
• social
• personal
• public
• business
• intimate

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Distance zones for interaction
Exhibit 5.6

• Intimate zone
• 0-2 feet
• Personal zone
• 2-4 feet
• Social zone
• 4-12 feet
• Public zone
• More than 12 feet

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Dress for success Men

• In general, darker suits give a more
  authoritative image lighter colors create a
  friendlier one.
• Pinstripes convey the most authority, followed by
  solids.
• Solid white shirts or shirts in pastel colors.
• Let the tie provide the accent color.

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Dress for success Women

• Navy, black, and gray suits worn with
  light-colored blouses are part of any wardrobe.
• Add suits in more cheerful shades, wool or silk
  dresses with jackets, and blazers with
  coordinated skirts.
• Silk scarves can add flair and a touch of color.
• Hairstyle should be subtle and comfortable.

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Adjusting for cultural differences

• Use of Language
• Use common English words
• Use words with fewest alternative meanings
• Avoid slang
• Use proper rules of grammar
• Use action-specific rather than action-general
  verbs
• Time and Scheduling
• Perception of time varies
• Time for business activities varies

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High and low context cultures
Exhibit 5.7
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Any questions about the terminology?

• Active listening
• Articulation
• Body language
• Closed questions
• Decoding
• Encoding
• High-context culture
• Inflection
• Loudness
• Low-context culture
• Noises

• Nonverbal communication
• One-way communication
• Open questions
• Response time
• Speaking-listening differential
• SPIN
• Two-way communication
• Verbal communication
• Voice characteristics
• Word picture

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