Chapter 5 ||
Transcript of Chapter 5 ||
Chapter 5Chapter 5
Using Communication Principles To Build Relationships
Two-Way CommunicationTwo-Way Communication
Breakdowns Choice of words
No acronyms, phony words, slangAbstract/concrete/emotional/neutral, vary inflection,be aware of tone, tailor to customers
Voice characteristicsLoudness, inflection, articulation
StoriesWord pictures, analogies, helps to visualize points
Active ListeningActive Listening
Listening – 2nd section of role play presentation
Rate of speech – depends on you/audience
Talk/listen; talk/listen; talk/listen
Repeat, restate, summarize, focus
Tolerating SilencesTolerating Silences
“Bite your tongue”
While a customer is thinking, times of silence occur
Example: What day would you like me to call on you?
Just a minute, let me think about that.
(Silence)
Okay, let’s make it on Monday, the 22nd.
Reading Nonverbal Messages Reading Nonverbal Messages From CustomersFrom Customers
Body Language – five channels:
Body Angle, Face, Arms, Hands & Legs
Non-verbal Communication – three forms:
Body Language, Space & Appearance
Body AngleBody Angle
Positive Back and forth motionsMovements directly toward a personChanges in position – customer wants to place order
NegativeSide to side motions – insecurity/doubtLeaning back – boredom/apprehension/angerChanges in position – disagreement
FaceFace Eyes are the most important area of the face Enlarged pupils indicate interest/excitement Blink rate – 10-20 BPM average; 50+ BPM - stress Eye position can indicate a customer’s thought process
– Looking away can mean actively considering information– Looking left can mean an emotional consideration– Looking right can mean considering facts/logic
Significant cultural differences dictate the appropriate level of eye contact between individuals –
Japan, Korea, Muslim countries, Brazil Skin color (red) & skin tautness (jaw line) are facial cues
ArmsArms
ArmsKey factor of interpreting arm movement is
intensityMore movement, they are conveying an opinionBroader and more vigorous movement indicates
the customer is more empathetic about the pointDo NOT cross arms in Turkey – rude!
HandsHands
Hand gestures are very expressive Positive: open and relaxed, palms facing up Negative: self-touching gestures Involuntary gestures: fist tightening (good indicator
of true feelings) Hand gestures – various cultural differences
Thumbs-up: offensive in the Middle East, rude in Australia, sign of o.k. in France
Circled fingers in Japan – symbolizes money
LegsLegs
LegsCustomers with uncrossed legs in an open
position send a message of cooperation, confidence, and friendly interest
Legs crossed and away from the salesperson is usually negative
Body Language PatternsBody Language Patterns(Exhibit 5.3 – P. 133)(Exhibit 5.3 – P. 133)
No single gesture or position defines a specific emotion or attitude
Salespeople must consider a number signals via a number of channels
Smiles can be real/fake – muscles around the eyes involved means the smile is real
Hiding true feelings: verbal mistakes, changing opinion, difference in verbal/non-verbal signals, small shrugs, self-touching, stiff body posture
Responding to Customers’ Hidden Responding to Customers’ Hidden Emotions and FeelingsEmotions and Feelings
Comments a salesperson makes to 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?
Sending Messages With Sending Messages With Nonverbal CommunicationNonverbal Communication
Using Body Language
Face Facial reactions are are often involuntary, especially under stress Nothing creates rapport like a smile Remember – good thoughts = good body language Most effective facial expression are natural ones
Eye Contact Appropriate eye contact varies from situation to situation Direct eye contact indicates sincerity, credibility, and
trustworthiness
Hand MovementsHand Movements
Have a dramatic impact - drives home a pointAvoid pointing your finger & excessive gesturesShaking hands is the prospect’s choiceSocial handshakes are different for womenInternational differences – Chinese bow,
Mexicans hug, Germans shake once only, Africans snap fingers after shaking hands
Posture & Body MovementsPosture & Body Movements
Shuffling feet/slumping – lack of self-confidence & discipline
Overly rigid posture – shows rigidity Use the mirror
Matching The Customer’s Communication Style
Better rapport is developed when matching verbal and nonverbal behavior
Try adapting to the a customer’s behavior
The Role Of Space and Physical The Role Of Space and Physical Contact In CommunicationContact In Communication
Distance During Interaction – Exhibit 5.4 – P. 136
Intimate zone- reserved primarily for a person’s closest relationships Personal zone- for closest friends and those who share special
interests Social zone- business transactions and other impersonal relationships Public zone- for speeches, teachers in classrooms, and passersby
Customers may react negatively when they believe salespeople are invading their intimate or personal space
Begin customer interactions at the far end of the social zone and do not move closer until an initial rapport has been established
TouchingTouching
Touching Two touching groups: contact and noncontact Contact people usually see noncontact people as cold and
unfriendly Noncontact people view contact people as overly friendly
and obtrusive Limit touching to a hand shake
Professional AppearanceProfessional Appearance
Two priorities in dressing for business:Getting customers to notice you in a
positive wayGetting customers to trust you
Business clothes project an image of the salesperson
Making a presentation to customers or at your own company requires careful thought
The Return of the Business The Return of the Business SuitSuit
Casual Dress Lesson - Read 5.1 – P. 137
Many companies are returning to more professional dress code Pay attention to clothing and don’t confuse the boundary between
work and play – casual Fridays are fine, but presentations requiremore appropriate clothing
Hints For Men The suit is the focal garment in business dress Darker suits (authoritative), lighter suits (friendly), natural fibers
(favorable), solid white shirts (credibility) Ties are important indicators of status, credibility, and personality As for accessories, the fewer the better
Professional DressProfessional Dress
Hints For Women In the past: women dressed conservatively to match male
businesslike attire Now: use flair and style, while still maintaining a
dignified, professional look Blouses have more variety: generally, cotton and silk Choose shoes and hose to compliment the outfit Accessories such as ties, scarves, simple jewelry and plain
watches can jazz up the suit Hairstyle should share characteristics of the attire
5 Principles – Dress for Success5 Principles – Dress for Success
Consider geography
Temperature & local normsConsider your customers
Their appearance
Their expectations for your appearanceConsider your corporate culture
Norms for your industry
5 Principles – Dress for Success5 Principles – Dress for Success
Consider your aspirationsTop levels of your firm – executives
One level above your position
Consider your own personal styleUse Halo effect
Be reasonable
Communicating Via TechnologyCommunicating Via TechnologySee Exhibit 5.5 – P. 139See Exhibit 5.5 – P. 139
Accept the need to communicate through electronic media Not as flexible or effective as face-to-face, but less costly Learn the customer’s preferences and find out which tools the
customer uses and how she or he likes to communicate Avoid “techno overkill” Make the communication meaningful – smile as your speak Customize your messages Be very succinct when communicating – actively listen Don’t deliver bad news via e-mail or telephone Use short, clear sentences when communicating
Communicating Via TechnologyCommunicating Via TechnologySimple guidelines - TelephoneSimple guidelines - Telephone
Always begin with FULL name, company and title (there are a million Jims and Sues)
Verify that there is time to talk briefly State purpose/make your point Close and confirm details Show appreciation Eliminate endless, useless chatter
Communicating Via TechnologyCommunicating Via TechnologySimple guidelines – E-mailSimple guidelines – E-mail
Face to face is much more effective, if possible – 90% of buyers prefer it
Make subject line correct/make first lines clear Do NOT keep using old reply line Use heading/bullets for long e-mails-short works Answer e-mails within 24 hours Learn to acknowledge e-mails quickly Learn customers’ preferences
Adjusting To Cultural DifferencesAdjusting To Cultural DifferencesSee Exhibit 5.6 – P.142See Exhibit 5.6 – P.142
Recognize business practices are different around the world
Difference in terms of a contract (price and delivery), verbal and nonverbal information
Low context cultures- culture which relies more on the verbal part of communication; sender’s values, position, and background are conveyed by the content of the message
High context cultures- Culture which relies more on the nonverbal part of communication; sender’s values, position, and background are conveyed by the way the message is expressed
Use Of Language Use Of Language
Communication in international selling often takes place in English
Observe the following rules when using English in international selling:
Use common English words that would have been learned in the first two years of studying the language
Use words that do not have multiple meanings Avoid slang expressions peculiar to American culture Use rules of grammar more strictly than would be normal Use action-specific verbs Never use vulgar expressions, tell off-color jokes, or make religious
references
Time and SchedulingTime and Scheduling
International salespeople need to understand the varying perceptions of time in general and the time it takes for business activities to occur in different countries
Example: Lunch is at 3:00 p.m. in Spain…In Greece, no one makes phone calls between 2 p.m. and 5 p.m.
Film and Lecture on: Film and Lecture on: “Body Language”“Body Language”
Not in text