Marketing chapter 4a communication for relationship building
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4
Chapter
Communication for Relationship
Building: It’s Not All Talk
McGraw-Hill/Irwin
ABC’s of Selling, 10/e
Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Main Topics
The Tree of Business Life: Communication
Communication: It Takes Two
Nonverbal Communication: Watch for It
Communication through Appearance and the Handshake
Body Language Give You Clues
Barriers to Communication
Master Persuasive Communication to Maintain Control
4-2
The Tree of Business Life: Communication
T
T
T
T
T T
T
T
Builds
ce
Et
hi
ca
T
Guided by The Golden Rule, effectively
rvi
Se
l
T
T
communicate using:
Words
Body language
Visual aids
Listening
True
Unselfishness to help a person make the correct
buying decision
Relationships
T
I
C
4-3
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.
4-4
Why People Buy – The Black Box Approach
Internalization process is referred to as a
black box.
We cannot see into the buyer’s mind
Stimulus-response model
Buyer’s Hidden Mental Process
Sale/No Sale
Sales Presentation
Black box
Stimulus
Exhibit 3-1: Stimulus-response model of buyer behavior
4-5
Response
The Communication Process – Basic Model
The Communication Process
Basic Model
The Communication Process – Basic Model
1.
1.
Sender has idea
Sender has idea
The Communication Process – Basic Model
1.
1.
Sender has idea
Sender has idea
The Communication Process – Basic Model
1.
1.
Sender has idea
Sender has idea
2.
2.
Sender encodes
Sender encodes
idea in message
idea in message
The Communication Process – Basic Model
1.
1.
Sender has idea
Sender has idea
2.
2.
Sender encodes
Sender encodes
idea in message
idea in message
The Communication Process – Basic Model
1.
1.
Sender has idea
Sender has idea
2.
2.
Sender encodes
Sender encodes
idea in message
idea in message
3.
3.
Message travels
Message travels
over channel
over channel
The Communication Process – Basic Model
1.
1.
Sender has idea
Sender has idea
2.
2.
Sender encodes
Sender encodes
idea in message
idea in message
3.
3.
Message travels
Message travels
over channel
over channel
The Communication Process – Basic Model
1.
1.
Sender has idea
Sender has idea
2.
2.
Sender encodes
Sender encodes
idea in message
idea in message
3.
3.
Message travels
Message travels
over channel
over channel
4.
4.
Receiver decodes
Receiver decodes
message
message
The Communication Process – Basic Model
1.
1.
Sender has idea
Sender has idea
2.
2.
Sender encodes
Sender encodes
idea in message
idea in message
3.
3.
Message travels
Message travels
over channel
over channel
4.
4.
Receiver decodes
Receiver decodes
message
message
The Communication Process – Basic Model
5.
5.
Feedback travels
Feedback travels
to sender
to sender
1.
1.
Sender has idea
Sender has idea
2.
2.
Sender encodes
Sender encodes
idea in message
idea in message
3.
3.
Message travels
Message travels
over channel
over channel
4.
4.
Receiver decodes
Receiver decodes
message
message
The Communication Process – Basic Model
5.
5.
Feedback travels
Feedback travels
to sender
to sender
1.
1.
Sender has idea
Sender has idea
2.
2.
Sender encodes
Sender encodes
idea in message
idea in message
3.
3.
Message travels
Message travels
over channel
over channel
4.
4.
Receiver decodes
Receiver decodes
message
message
The Communication Process – Basic Model
5.
5.
Feedback travels
Feedback travels
to sender
to sender
1.
1.
Sender has idea
Sender has idea
2.
2.
Sender encodes
Sender encodes
idea in message
idea in message
3.
3.
Message travels
Message travels
over channel
over channel
4.
4.
Receiver decodes
Receiver decodes
message
message
The Communication Process – Basic Model
5.
5.
Feedback travels
Feedback travels
to sender
to sender
1.
1.
Sender has idea
Sender has idea
2.
2.
Sender encodes
Sender encodes
idea in message
idea in message
3.
3.
Message travels
Message travels
over channel
over channel
6.
6.
Possible additional feedback to
Possible additional feedback to
receiver
receiver
4.
4.
Receiver decodes
Receiver decodes
message
message
The Communication Process – Basic Model
5.
5.
Feedback travels
Feedback travels
to sender
to sender
1.
1.
Sender has idea
Sender has idea
2.
2.
Sender encodes
Sender encodes
idea in message
idea in message
3.
3.
Message travels
Message travels
over channel
over channel
6.
6.
Possible additional feedback to
Possible additional feedback to
receiver
receiver
4.
4.
Receiver decodes
Receiver decodes
message
message
Exhibit 4-1: What Did You Say?
What Did I Hear?
Speaker
BARRIER
BARRIER
Listener
Psychological barrier or filter
Psychological barrier or filter
4-20
Salesperson-Buyer Communication Process Requires Feedback
Major communication elements:
Source
Encoding process
Message
Medium
Decoding process
Receiver
Feedback
Noise
4-21
Exhibit 4-2: The Basic Communication Model Has Eight Elements
4-22
Nonverbal Communication: Watch For It
Concept of space
Territorial space
Intimate space – up to 2 feet
Personal space – 2 to 4 feet
Social space – 4 to 12 feet
Public space – more than 12 feet
Space threats – too close
Space invasion – OK to be close
4-23
Exhibit 4-3: Office Arrangements and Territorial Space
4-24
Communication Through Appearance and the Handshake
Style hair carefully
Dress as a professional
Shake hands firmly and look people in the eye
4-25
