Copyright 2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e...
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Copyright 2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix Slides prepared by Mark Vincent 5−1 Chapter 5 Developing communication skills
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Transcript of Copyright 2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e...
Copyright 2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter RixSlides prepared by Mark Vincent
5−1
Chapter 5
Developing communication skills
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Copyright 2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter RixSlides prepared by Mark Vincent
Communication Communication model
Sender – The creator of the message who decides on the message and the most appropriate way to communicate it to the receiver
Encoding – The process of converting a message into a form the can be transmitted (e.g. words, text, colours, sounds, language)
Decoding – The receiver’s ability to accept the transmitted communication and convert it back into a message that resembles the original
Receiver – The recipient of the message
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Copyright 2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter RixSlides prepared by Mark Vincent
Communication cont.
Communication model
Noise – The ambient distractions that exist between the sender and the receiver, reducing the effectiveness of the communication. This can include sounds in the background, other people in the room, traffic or machine noise or even other thoughts or distractions that are on the receiver’s mind at the time of the communication.
Feedback – The signals of acknowledgement that are sent back to the sender as an indication that the message has been received and understood.
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Copyright 2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter RixSlides prepared by Mark Vincent
Communication model
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Copyright 2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter RixSlides prepared by Mark Vincent
Communication cont. Communication Model
Fill in the missing aspects of this communication model application:
ElementSales presentation
Point of sale display
Television commercial
Internet website
Sender Salesperson Web master
EncodingVerbal presentation
Written and graphical display
TV broadcast transmission
Wefab coding (html, java, php etc)
DecodingListening Comprehension
TV receiver Web browser
Receiver Customer TV viewer
NoiseIn store distractions
Feedback Retail sales
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Copyright 2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter RixSlides prepared by Mark Vincent
Communication Communication model (summary)
From the exercise on the previous slide you can see that the simple communication model can have applications to a variety of different marketing communications. In some cases, the encoding and decoding elements are handled by machines to send the message over long distances through the medium.
The mind of the receiver can also be the location of noise where they have:
something else on their mind
prejudices or suspicions about the sender
a variety of other thoughts that relate to the purchase
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Copyright 2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter RixSlides prepared by Mark Vincent
Communication cont.
Uses of communication model Communication can be verbal and non verbal.
Salespeople are senders of messages. Salespeople encode messages through their sales presentations.
Fields of experience affect the success of communication.
Noise exists during a sales presentation. This requires the sales person to understand that their message will not always be 100% received and understood for the entire duration of the discussion.
The decoding and comprehension skills of the receiver are often unknown to the sales person because of different life experience.
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Copyright 2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter RixSlides prepared by Mark Vincent
Communication cont.
Questioning techniques the correct question at the correct time
open-ended questions
questioning techniques – traps and pitfalls
Voice control loudness
tone inflection – a drop at end of statements makes you sound
unsure and lacking in confidence
articulation
speech rate
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Copyright 2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter RixSlides prepared by Mark Vincent
Communication cont.
Active listening clarifying what you have heard
allowing silence to provide the customer opportunity to
think and observe
summarising the conversation to clarify the main points
with the customer
encouraging the customer to continue
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Copyright 2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter RixSlides prepared by Mark Vincent
Communication cont.
Non verbal communication international cultural sensitivity
handshakes, introductions and passing of business cards
facial expressions
body position and movements
body signals
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Copyright 2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter RixSlides prepared by Mark Vincent
Communication cont.
Territorial space the intimate zone
the personal zone
the social zone
the public zone
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Copyright 2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter RixSlides prepared by Mark Vincent
Communication cont.
The role of persuasion lack of knowledge or decisiveness
equal choices
appealing to the mind
appealing to the heart
empathy
