Chapter 5 Topics

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Chapter 5 Topics

• 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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Modes of Communication
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Making Verbal Communication Effective Effective
Use of Words
Use concrete rather than abstract words.

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

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

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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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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.

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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-ended questions

• Open questions encourage customers to speak
  freely.

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Guidelines for Asking Questions
Use closed-ended questions judiciously.

• Closed-ended questions can be answered with a
  word or short phrase.

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Guidelines for Asking Questions
Space out questions.

• When salespeople ask several questions, one right
  after another, customers may feel threatened.

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Guidelines for Asking Questions
Avoid leading questions

• Questions should not suggest an appropriate
  answer.

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Guidelines for Asking QuestionsAsk questions to
collect information.
Ask questions to collect information

• These questions usually start with who, what,
  where, when, why or how.
• Questions can be used to

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Guidelines for Asking QuestionsAsk questions to
maintain information flow.
Ask questions to maintain information flow

• Use brief verbal responses, such as Really?,
  Uh-huh, or Thats interesting.
• Use requests for additional information, such as
  Can you give me an example of what you mean?

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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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Reading the Customers Non-Verbal 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 Non-Verbal Communication

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

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Distance Zones for Interaction

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

Exhibit 5.6
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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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