Relationship selling through service mkt 173 chap 4

Communication for Relationship
Building: It’s Not All Talk

McGraw-Hill/Irwin

Copyright © 2007 by The McGraw-Hill Companies, Inc. All

Chapter

4


4-3

Chapter

4


Main Topics






4-4

The Tree of Business Life: Communication
Communication: It Takes Two

Nonverbal Communication: Watch for It
Barriers to Communication
Master Persuasive Communication to Maintain
Control

Chapter

4


The Tree of Business Life: Communication

True

Et
h ic

al

ce
rvi
Se

T
T T
T T TT
T T T T
Builds

Relationships

T

I

C

Guided by The Golden
Rule,
Rule effectively
communicate using:






Words
Body language
Visual Aids
Listening
Unselfishness to help a person make
the correct buying decision


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.

Exhibit 4-1: What Did You Say? What Did I
Hear?

BARRIER

Listener

BARRIER

Speaker

Psychological barrier or filter

Psychological barrier or filter


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
Sales Presentation

Buyer’s Hidden
Mental Process

Sale/No Sale

Stimulus

Black box

Response

Exhibit 3-1: Stimulus-response model of buyer behavior


The Communication Process
Basic Model
The Communication Process
Basic Model


The Communication Process
Basic Model

1.1.
Sender
Sender
has
hasidea
idea


The Communication Process
Basic Model

1.1.

Sender
Sender
has
hasidea
idea


The Communication Process
Basic Model

1.1.
Sender
Sender
has
hasidea
idea

2.2.
Sender
Sender
encodes
encodes
idea
ideain
in
message
message


The Communication Process

Basic Model

1.1.
Sender
Sender
has
hasidea
idea

2.2.
Sender
Sender
encodes
encodes
idea
ideain
in
message
message


The Communication Process
Basic Model

1.1.
Sender
Sender
has
hasidea
idea

2.2.
Sender
Sender
encodes
encodes
idea
ideain
in
message
message

3.3.
Message
Message
travels
travels
over
over
channel
channel


The Communication Process
Basic Model

1.1.
Sender
Sender
has

hasidea
idea

2.2.
Sender
Sender
encodes
encodes
idea
ideain
in
message
message

3.3.
Message
Message
travels
travels
over
over
channel
channel


The Communication Process
Basic Model

1.1.
Sender

Sender
has
hasidea
idea

2.2.
Sender
Sender
encodes
encodes
idea
ideain
in
message
message

3.3.
Message
Message
travels
travels
over
over
channel
channel

4.4.
Receiver
Receiver
decodes

decodes
message
message


The Communication Process
Basic Model

1.1.
Sender
Sender
has
hasidea
idea

2.2.
Sender
Sender
encodes
encodes
idea
ideain
in
message
message

3.3.
Message
Message
travels

travels
over
over
channel
channel

4.4.
Receiver
Receiver
decodes
decodes
message
message


The Communication Process
Basic Model
5.5.
Feedback
Feedbacktravels
travels
to
sender
to sender
1.1.
Sender
Sender
has
hasidea
idea

2.2.
Sender
Sender
encodes
encodes
idea
ideain
in
message
message

3.3.
Message
Message
travels
travels
over
over
channel
channel

4.4.
Receiver
Receiver
decodes
decodes
message
message

The Communication Process
Basic Model
5.5.
Feedback
Feedbacktravels
travels
to
sender
to sender
1.1.
Sender
Sender
has
hasidea
idea

2.2.
Sender
Sender
encodes
encodes
idea
ideain
in
message
message

3.3.
Message

Message
travels
travels
over
over
channel
channel

4.4.
Receiver
Receiver
decodes
decodes
message
message


The Communication Process
Basic Model
5.5.
Feedback
Feedbacktravels
travels
to
sender
to sender
1.1.
Sender
Sender
has

hasidea
idea

2.2.
Sender
Sender
encodes
encodes
idea
ideain
in
message
message

3.3.
Message
Message
travels
travels
over
over
channel
channel

4.4.
Receiver
Receiver
decodes
decodes
message

message


The Communication Process
Basic Model
5.5.
Feedback
Feedbacktravels
travels
to
sender
to sender
1.1.
Sender
Sender
has
hasidea
idea

2.2.
Sender
Sender
encodes
encodes
idea
ideain
in
message
message

3.3.
Message
Message
travels
travels
over
over
channel
channel

6.6.
Possible
Possibleadditional
additional
feedback
to
feedback toreceiver
receiver

4.4.
Receiver
Receiver
decodes
decodes
message
message


The Communication Process
Basic Model

5.5.
Feedback
Feedbacktravels
travels
to
sender
to sender
1.1.
Sender
Sender
has
hasidea
idea

2.2.
Sender
Sender
encodes
encodes
idea
ideain
in
message
message

3.3.
Message
Message
travels
travels

over
over
channel
channel

6.6.
Possible
Possibleadditional
additional
feedback
to
feedback toreceiver
receiver

4.4.
Receiver
Receiver
decodes
decodes
message
message


Salesperson-Buyer Communication
Process Requires Feedback
 Major communication elements:
 Source
 Encoding process
 Message
 Medium

 Decoding process
 Receiver
 Feedback
 Noise


Exhibit 4-2: The Basic Salesperson-Buyer
Communication Model Has Eight Elements


Nonverbal Communication: Watch For It
 Concept of space:
 Territorial space
 Intimate space – 2 feet
 Personal space – 2 to 4 feet
 Social space – 4 to 6 feet
 Public space – 12+ feet
 Space threats – too close – “territorial imperative”
 Space invasion – OK to be close