Weitz, Castleberry & Tanner

1. CHAPTER 5: Selling Building Partnerships Weitz, Castleberry & Tanner Using Communication Principles to Build Relationships 5-1 McGraw-Hill/Irwin

2. 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?

3. 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 5-3 McGraw-Hill/Irwin

4. Your thoughts… • What classes are you typically attentive and involved in? • What classes are you less interested in and your mind wanders? Why is this?

5. Miscommunication • Examples? • When? • Why? • Who do you think are effective communicators? • What makes these individuals effective?

6. Sending Verbal Messages Effectively • Words are tools • Words have different meanings in ___________________________________________ • Word pictures • Delivery of words • _________________ • _______________________ • _______________________ • _______________________ 5-6 McGraw-Hill/Irwin

7. 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 ___________________ • Down payment ___________________ • Deal ___________________ • Objection ___________________ • Cheaper ___________________ • Appointment ___________________ • Commission ___________________

8. Active Listening 80-20 listening rule Salespeople should listen _________________ the time and talk no more than _____________ of the time. Speaking-listening differential People can speak at a rate of only 120-160 words per minute, but they can listen to more than 800 words per minute. 5-8 McGraw-Hill/Irwin

9. Tim Gives Examples of Non-Verbal Signals Listen with your ears and your EYES! • BUYING SIGNALS • ______________________ • ______________________ • ______________________ • ______________________ • ______________________ • ______________________________________________

10. The Problems with Listening • ________________ • ______________________________________________ • ______________________________________________ • ____________________________________ • _______________________________________________

11. Non-Verbal Communication • Tone ________ • Actions ________ • Words ________ • non-verbal cues are • ___________________

12. David Gress, Manager Audio Video clips funded by the Barnhart Fund for Excellence • SIGNALS • ____________ • _____________________ • _____________________

13. Active Listening (continued) • ____________ information • _ information • ________________ information • ________________________ the conversation • __________________ silences • ______________________ on the ideas being communicated 5-13 McGraw-Hill/Irwin

14. Reading Nonverbal Messages from Customers • ___________________ • ___________________ • ___________________ • ___________________ • ____________________ Power and authority Underlying tension Positive 5-14 McGraw-Hill/Irwin

15. 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. __________________________________________________________ • Assuming the same posture as the person with whom you are communicating. ___________________________________________________________

16. Patterns of Nonverbal Reactions to Presentation 5-16 McGraw-Hill/Irwin

17. 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: • _________________________________________________________ • _________________________________________________________ • ___________________________________________________________________ • _____________________________________________________________________ _____________________________________________________________________ 5-17 McGraw-Hill/Irwin

18. Case 5.2: Harbor Office Products What were thenon-verbal signals? Steinnes • By remaining seated, Steinnes showed a cautious attitude --She was reluctant • Leaning back with arms crossed, showed anger with Hoffman, (confirmed by accusing him of being 15 minutes late) • Conceded - maybe not 15 minutes late, but by moving around in her chair and re-crossing her arms, she indicated apprehension and skepticism. Hoffman • Over dressed for the client • After she told Hoffman of the order with Saratoga Office Supply, Hoffman’s verbal response was good, but the nonverbal response was not. • Hoffman betrayed his anger by crossing his arms and increasing his rate of speech. • His nonverbal communication would have been better if he had leaned forward slightly (with hands open and palms toward Steinnes) and smiled as he made good eye contact. 2. What was Hoffman’s mistake re Steinnes nonverbal messages s?

19. 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.

20. 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. Let’s put the cards on the table so we can put this issue to rest.” 5-20 McGraw-Hill/Irwin

21. Sending Messages with Nonverbal Communication • Using body language • ________________________________ • ________________________________ • ______________________________________________________________________ • ___________________________________ 5-21 McGraw-Hill/Irwin

22. Appearance • Consider the geography • _________________________________________ • _________________________________________________________________ • Consider your customers • _____________________________________________ • __________________________________________________________________ • Consider your corporate culture • _____________________________________________ 5-22 McGraw-Hill/Irwin

23. Appearance (continued) • Consider your aspirations • Top levels of your organization • Dress ________________________________________ • Consider ____________________________________________ • Wait until you have the ______________________________ _____________________________________________________________________________________________________________________________________ • Just be ___________________________ 5-23 McGraw-Hill/Irwin

24. 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 • ____________________________ • ____________________________ • ____________________________ • ____________________________ • ____________________________ • ____________________________ 5-24 McGraw-Hill/Irwin

25. 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 5-25 McGraw-Hill/Irwin

26. Technology Tips • Immediacy does ___________________________________. • Learn how the customer ___________________________________. • Avoid ___________________________________. • Make the conversation _________________________. • Customize your messages ____________________________________. • Use speed to ____________________________. • Don’t ____________________________________. • Use _____________________________ when leaving voice mail messages. 5-26 McGraw-Hill/Irwin

27. 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 didn’t communicate effectively. • Didn’t leave the time and date, as requested • Didn’t 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. • Rewrite the voice mail message that you would leave in this situation. What would you do to rewrite it? Basically, you’d include the good, omit the bad and fix omissions

28. Rewritten voice mail • Hello, Sheree. This is Jamie Jordan from Hunts, getting back to you as promised. • It’s 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. • I’ll 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!

29. E-mail Communication

30. 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.

31. 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

32. dudes -ilol reading stuff w/ sc’s a3 – aami 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

33. 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 5-33 McGraw-Hill/Irwin

34. 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. 5-34 McGraw-Hill/Irwin

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