McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.

Chapter
4
Communication for
Relationship Building: It’s Not
All Talk
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 Communication: It Takes Two
 In a sales context, communication is the act
of transmitting verbal and nonverbal
information and understanding between the
seller and buyer

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Exhibit 4.1: What Did You Say?
What Did I Hear?

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Salesperson-Buyer Communication
Process Requires Feedback
 Major Communication Elements
 Source
 Encoding process
 Message
 Medium
 Decoding process
 Receiver
 Feedback
 Noise
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Exhibit 4.2: The Basic Communication
Model Has Eight Elements

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Adaptive Selling Based on Buyer’s Style
 Personality Typing
 Adapt your presentation to the buyer’s
Personality Style
 T hinker style
 I ntuitor style
 F eeler style
 S ensor style

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 Exhibit 4.3: Guidelines to Identify Personality Style
Guideline Thinker Intuiter Feeler Senser
How to describe A direct detail oriented person. A knowledgeable, future-oriented People oriented. Action oriented person. Deals
Likes to deal in sequence on person. Very sensitive to people's needs. with world through his/her
his/her time. Very precise, A innovator who likes to abstract An emotional person rooted in the senses. Very decisive and has
sometimes seen as nitpicker. principles from a mass of material. past, Enjoys contact with people. high energy level.
Fact-oriented Active in community affairs by Able to read people very well.
assisting in policy 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, objective, charismatic, idealist, intellectual, values, probing, introspective, technically skillful, objective --
rational, analytical, asks questions tenacious, ideological, conceptual, draws out feelings of others, loyal, bases opinions on what he/she
for more facts. involved. actions based on what has actually sees, perfection
worked in the past. seeking, decisive, direct and
down to earth, action oriented.

The person's Verbose, indecisive,
drawbacks overcautious, overanalyzes,
unemotional, nondynamic,
controlled and controlling,
overserious, rigit
Time orientation Past, present, future
Environment
Unrealistic, far-out ,
fantasy bound, scattered, devious,
out-of-touch, dogmatic, impractical,
poor listener.
Future
impulsive, manipulative,
over-personalizes, sentimental,
postponing, guilt-ridden, stirs up
conflict, subjective.
Past
Impatient, doesn’t see long
range status-seeking, self-
involved, acts first then thinks,
lacks trust in others, nit-picking,
impulsive, does not delegate to
others.
Present

Desk Usually neat Reference books, theory books, Personal plaques and mementos, Chaos
etc. family pictures,
Room Usually has a calculator or Abstract art, bookcases, trend Decorated warmly with pictures of Usually a mess with piles of
computer output, etc charts, etc. senses or people. Antiques paper etc.

Dress Neat and coservative Mod or rumpled current styles or informal No jacket; loose tie, or 4-8
functional work clothes.
Knowing 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.)

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Nonverbal Communication: Watch
For It
 Concept of Space
 Territorial Space
 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
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Exhibit 4.5: Office Arrangements
and Territorial Space

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Communication through
Appearance and the Handshake
 Look professional
 Dress professional
 Shake hands
firmly and look
people in the eye

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Body Language Gives You Clues
 Nonverbal signals come
from:
 Body Angle
 Face
 Hands
 Arms
 Legs

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A Light Signal for Vehicles has a
Green, Yellow, and Red Light
 A person also sends three types of
messages using body
communication signals

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You Have the Green Light

 Acceptance signals – a green

light gives the “go ahead.”
 It indicates the buyer is willing to
listen, and
 The buyer may like what is being
said

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You Have the Yellow Light

 Caution signals – a yellow light

gives a neutral or skeptical sign
indicating the buyer maybe
uncertain about what you are
saying
 Handle the signal properly, or it
may change from yellow to red

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You Have the Red Light

 Disagreement signals – a red light

indicates the person may not be
interested in your product

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Recognizing Body Signals
 Knowing body signal guidelines can
improve your communication ability by
allowing the salesperson to:
 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
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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
 Creating mutual trust develops friendship

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Master Persuasive Communication
To Maintain Control (cont.)
 Listening clues you in
 Listen to words, feelings, and thoughts
 Technology helps us to remember

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Your Attitude Makes the Difference
 Enthusiasm
 Show your excitement towards the customer

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Proof Statements Make You
Believable
 Credibility through:
 Empathy
 Listening
 Enthusiasm
 Proofs statements
and
substantiates
claims
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