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Using Communication Principles to Build Relationships Chapter 4

Professional Selling: Building Partnerships
by

Barbara Berkley

on 18 February 2013

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Transcript of Using Communication Principles to Build Relationships Chapter 4

chapter 4
Using Communication Principles to Build Relationships Some Questions Answered
in This Chapter Are: Azure Barbeau
Medical device salesperson Building Relationships Through Two-Way communication Sending Verbal Messages Effectively Two-Way Flow of Information Sending Verbal Messages Effectively Example of a Word Picture What are the basic elements in the communications process? The communication process Choice of words Stories 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 some things to remember when
communicating via technology like phones, e-mail,
and social networking? How does a salesperson adjust for cultural differences? “Although email and text messaging are very popular, these may not be the best way to communicate with some older generations.”

Azure Barbeau
Medical device salesperson Communication breakdowns caused by: - Encoding and decoding problems - The environment in which the communications
occur. Voice characteristics Rate of speech
loudness
Inflection
Articulation Include conflicts, trials and crisis
Paint a word picture Active Listening 80-20 listening rule Salespeople should listen 80 % of the time and talk no more than 20% 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. Test Your Active Listening Skills Active Listening Repeating information
Restating or rephrasing information
Clarifying information
Summarizing the conversation
Tolerating silences
Concentrating on the ideas being communicated Reading Nonverbal Messages from Customers Body angle
Face
Arms
Hands
Legs Body Language Patterns of Nonverbal
Reactions to Presentation Body Language Patterns Signals that customers may be hiding their true feelings: Contradictions and verbal mistakes
Differences in two parts of a conversation
Contradictions between verbal and nonverbal messages
Nonverbal signals Encouraging 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." Sending Messages with Nonverbal Communication Facial muscles Eye contact Gestures and hand shaking Posture and body movements Distance Zones for Interaction Appearance Two priorities in dressing for business:
1. Getting customers to notice you in a
positive way.
2. Getting customers to trust you. Appearance Consider the geography
The temperature
The local cultural norms Consider your customers
Their appearance
Their expectations of your appearance Consider your corporate culture
Norms for your industry Appearance Consider your aspirations
Top levels of your organization
Dress above your position Consider your own personal style
Wait until you have the halo effect
Be reasonable Telephone Communications Be an active listener
Take notes and restate the message or any action you have agreed to undertake
Encourage conversation with verbal cues
Tolerate silences so customers have an opportunity to ask questions Comparison of Various
Methods of Salesperson
Communications* * Ratings can vary greatly given the situation. Voicemail If making a cold call to set up an appointment, don't leave a message.
Leave a clear, concise message that includes a suggested time for a return call.
Speak slowly and distinctly.
A little casual conversation is acceptable, but don't waste the prospect's time.
Ask for a callback. E-mail Immediacy does not equal intimacy.
Use meaningful subject lines
Put important information int he first few lines
Be aware of the "tone" of your email
Learn customer preferences for email
Avoid "techno overkill"
Avoid sending long emails and large attachments
Use speed to impress customers
Don't deliver bad news via email
Best time to send an email and get it read:
Wednesday around 11:00 a.m. Social Networking Fill out your profile completely to build trust and establish common bonds
Follow all rules for the networking sites
Share articles and links to presentations and other information that might be helpful to prospects
Remember to post updates on your wall about your business
Respond quickly to posts and queries Adjusting for Cultural Differences Salespeople need to recognize that business practices differ around the world
Terms have different meanings
Time perception
Level of eye contact Using English in International Selling Use common English words
Use wordes that do not have multiplie meanings
Avoid American slang expressions
Use strict rules of grammar
Use action-specific verbs
Never use vulgar expressions, tell off-color jokes, or make religious references
Full transcript