COMUNICATION SKILLS

BASICS OF
COMMUNICATION
ACTIVE/POSITIVE
LISTENING
TRADITIONALLY

 SALES PERSONS ARE

SEEN AS GOOD
TALKERS
 HAS ONLY TO
EXPRESS HIMSELF
CLEARLY AND
PERSUASIVELY
PRESENTLY

 COMMUNICATION IS SEEN TO BE
INCREASINGLY SUCCESSFUL WHEN MORE
THAN ONE SENSE IS USED
THESE SENSES ARE;

 AURAL,VISUAL AND
THE TACTILE SENSES
 STUDIES HAS SHOWN
THAT THE AURAL
SENSE IS LESS
EFFECTIVE THAN THE
VISUAL AND BOTH
LESS THAN THE
TACTILE SENSE
 SUCCESSFUL SELLING RELIES ON THE
EFFECTIVE USE OF A COMBINATION OF
ALL THE SENSES
 THE SPEECH MUST BE SUPPORTED AS
MUCH AS POSSIBLE BY VISUAL
STIMULATION AND WHEN
APPROPRIATE,BY TACTILE
 COMUNICATION IS NOT A
ONE-WAY PROCESS
 EFFECTIVE
COMMUNICATION IS A
TWO-WAY PROCESS
 IT ISNT ENOUGH FOR THE
SALES PERSON TO BE A
GOOD TALKER HE MUST
BE A GOOD LISTENER .
DIFFERENCE B/W HEARING AND
LISTENING

 THERE IS A GREAT DIFFERENCE BETWEEN

HEARING AND LISTENING WE OFTEN
CONFUSE THESE TWO WORDS
 HEARING IS A NATURAL PROCESS IT IS
PASSIVE DOES NOT DEMAND ANY EFFORT
NOR REQUIRE COMPREHENSION
 LISTENING IS AN AQUIRED PROCESS,
CALLS FOR EFFORT,CONCENTRATION
METHOD AND COMPREHENSION
POSITIVE /ACTIVE LISTENING

 IT IS A VOLUNTARY ACT OF
ENDEAVOURING TO UNDERSTAND WHAT
ONE IS TRYING TO TELL US THROUGH HIS
VERBAL AND NON VERBAL LANGUAGE
 THIS PROCESS CALLS FOR GREAT
MENTAL CONCENTRATION AND PHYSICAL
EFFORT,BUT IS POSSIBLE TO ACQUIRE IT
THROUGH TRAINING AND CONSTANT
PRACTICE
ACTIVE LISTENING

 AN IMPORTANT SKILL RARELY POSESSED BY

SALES PERSONS
 IT IS THE KEY TO UNDERSTANDING ,TO
KNOWING,AND TO COMPREHENDING
 THE SKILL OF LISTENING ALLOWS TWO
IMPORTANT PROCESSES TO TAKE PLACE
 ALLOWS FOR TRANSMISION OF THE MESSAGE
TO OCCUR
 LEARN MORE ABOUT THE DOCTOR
TRANSMISSION OF MESSAGE

 OCCURS IN FOUR STAGES :

 CONCEPTION think of what to say

 PRESENTATION I say it
 RECEPTION it is heard
 INTEGRATION it is understood
LISTENING SKILL ALSO ALLOWS

 SALES PERSON LEARNS MORE ABOUT

THE DOCTOR – WHAT HE KNOWS ABOUT
THE PRODUCT AND COMPETITION,HIS
ATTITUDE TO TREATMENT, HIS
PRESCRIBING PATTERN e.t.c
ACTIVE LISTENING

 IT IS’NT EASY BECAUSE IT RELIES ON THE

LEAST EFFECTIVE MEANS OF
COMMUNICATION i.e AURAL
 BUT IT IS A SKILL THAT CAN BE
DEVELOPED
 IT COMES FROM HAVING THE RIGHT
ATTITUDE TO PEOPLE,BEING GENUINELY
INTERESTED IN THEIR NEEDS AND
WANTING TO HELP THEM
DIFFICULTIES IN LISTENING

 LACK OF
DESIRE/INTEREST
 INABILITY TO
CONCENTRATE ON THE
MAIN POINT
 EMOTIONAL BLOCK
 MENTAL AND PHYSICAL
DISTRACTIONS
 OBSESSION WITH
‘DETAILING’
 LACK OF ATTENTION TO
NON-VERBAL MESSAGES
IMPROVING YOUR LISTENING
SKILLS

 KEEP QUIET
 KNOW YOUR OWN
DIFFICULTY IN LISTENING
 PREPARE YOURSELF TO
LISTEN
 PAY ATTENTION
 CONCENTRATE ON WHAT
YOU ARE LISTENING TO
 BE OBJECTIVE
 FOLLOW AND ASSESS
NON-VERBAL LANGUAGE
 REPHRASE
CONCLUSION

 PROFESSIONAL LISTENING INVOLVES

ANALYZING THE CONTENT OF THE
MESSAGE AS WELL AS ASSESSING THEM
IN TERMS OF THEIR WORDS
 THE CUSTOMER REMEMBERS THE
SALESPERSON MORE FOR THEIR
LISTENING SKILL THAN TALKING
 IF YOU WANT TO BE A PROFESSIONAL YOU
MUST LISTEN AND……LISTEN.