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FUNDAMENTALS OF SELLING Customers For Life Through Service 12 th Edition Charles M. Futrell PowerPoint Presentation
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FUNDAMENTALS OF SELLING Customers For Life Through Service 12 th Edition Charles M. Futrell. Communication for Relationship Building: It’s Not All Talk. Chapter. 5. 5. Chapter. The Tree of Business Life: Communication. Guided by The Golden Rule , effectively communicate using: Words

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Presentation Transcript
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FUNDAMENTALS OF SELLING

Customers For Life Through Service

12th Edition

Charles M. Futrell

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5

Chapter

the tree of business life communication
The Tree of Business Life: Communication

Guided by The Golden Rule, effectively communicate using:

Words

Body language

Visual Aids

Listening

Unselfishness to help a person make the correct buying decision

T

T

T

Service

Ethical

T

T

T

T

T

T

T

T

Builds

T r u e

Relationships

T

C

I

communication it takes two
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

salesperson buyer communication process requires feedback
Salesperson-Buyer Communication Process Requires Feedback

Major communication elements

Source

Encoding process

Message

Medium

Decoding process

Receiver

Feedback

Noise

nonverbal communication watch for it
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
communication through appearance and the handshake
Communication Through Appearance and the Handshake

Style hair carefully

Dress as a professional

Shake hands firmly and look people in the eye

body language gives you clues
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
recognizing body signals
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

what would you do
What Would You Do?

You arrive at the industrial purchasing agent’s office on time. This is your first meeting. After you have waited five minutes, the agent’s secretary says, “She will see you.” After the initial greeting, she asks you to sit down.

For each of the following three situations determine:

What nonverbal signals is she communicating?

How would you respond nonverbally?

what would you do situation 1
She sits down behind her desk. She sits up straight in her chair. She clasps her hands together and with little expression on her face says,

“What can I do for you?”

What nonverbal signal is she communicating?

What Would You Do? Situation #1
  • How would you respond nonverbally?
  • Green (acceptance) nonverbal signal
  • Yellow (caution) nonverbal signal
what would you do situation 2
As you begin the main part of your presentation, the buyer reaches for the telephone and says, “Keep going; I need to tell my secretary something.”

What nonverbal signal is she communicating?

What Would You Do? Situation #2
  • Yellow (caution) or red (disagreement) nonverbal signal
  • How would you respond nonverbally?
  • Green (acceptance) nonverbal signal
what would you do situation 3
In the middle of your presentation, you notice the buyer slowly lean back in her chair. As you continue to talk, a puzzled looks comes over her face.

What nonverbal signal is she communicating?

What Would You Do? Situation #3
  • How would you respond nonverbally?
  • Green (acceptance) nonverbal signal
  • Yellow (caution) nonverbal signal
barriers to communication
Barriers To Communication

Differences in perception

Buyer does not recognize a need for product

Selling pressure

Information overload

Distractions

Poor listening

How and what you say

Not adapting to buyer’s style

master persuasive communication to maintain control
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

Keep it Simple Salesperson (KISS)

Creating mutual trust develops friendship

master persuasive communication to maintain control cont
Master Persuasive Communication To Maintain Control, cont…

Listening clues you in

Hearing

Listening

Listen to words, feelings, and thoughts

Three levels of listening

Marginal listening

Evaluative listening

Active listening

Technology helps to remember

your attitude makes the difference
Your Attitude Makes the Difference

9 Factors of a Great Sales Attitude

Caring

Joy

Harmony

Patience

Kindness

Moral Ethics

Faithfulness

Self Control

Enthusiasm

Show your excitement towards the customer

proof statements make you believable
Proof Statements Make You Believable

Credibility through:

Empathy

Listening

Enthusiasm

Proof statements substantiate claims

summary of major selling issues
Summary of Major Selling Issues

Communication is the transmission of verbal and nonverbal information and understanding between a salesperson and prospect

Modes of communication – words, gestures, visual aids

Communication process model

Barriers may hinder or prevent constructive communication during a sales presentation

summary of major selling issues cont
Summary of Major Selling Issues, cont…

Barriers must be recognized and overcome or eliminated

Nonverbal communication is a critical component of the overall communication process

Territorial space, handshake, eye contact, body language

Enhancing overall persuasive power through development of several key characteristics

Empathy, more listening and less talking, positive attitude, enthusiastic manner