1. BMGT 204
Chapter 4: Communication for Relationship Building

2. THE GOLDEN RULE:
COMMUNICATION
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Words
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Body language
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Visual Aids
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Listening
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Unselfishness to help a person make the correct buying
decision

3. BUYER PROFILE #1
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Very uncluttered office
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Always has a calculator
visible
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Neat and conservative dress
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Indecisive
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How would you sell to this
person?

4. BUYER PROFILE #2
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Office has a ton of family
pictures
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Dresses current and
comfortably
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Focuses on what has worked in
the past
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Enjoys people
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How would you sell to this
person?

5. BUYER PROFILE #3
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Very future oriented
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Scattered
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Hard to understand at times
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Office has books, trend
charts, whiteboard,
technology
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How would you sell to this
person?

6. BUYER PROFILE #4
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A ton of energy
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Impatient at times
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Very decisive
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Office sometimes described
as “chaos”
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Assertive, results oriented

7. EXHIBIT 4.3: GUIDELINES TO IDENTIFY
PERSONALITY STYLE

8. WATCH FOR CLUES TO
SOMEONE’S PERSONALITY TYPE
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How would you describe this person?
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What is their time orientation – past, present, future?
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What does their desk look like?
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What does their room look like?
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How do they dress?

9. DETERMINING STYLE CAN BE
DIFFICULT
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What is the person’s primary style?
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What is the person’s secondary style?
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Does the person’s style comprise all four types?

10. FIRST KNOW YOUR STYLE
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This helps you to adapt to the other person’s style
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Which leads to better communication
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Knowing your style helps you identify a person’s
style, especially if your styles are the same (It takes
one to know one.)

11. EXHIBIT 4.1: WHAT DID YOU SAY?
WHAT DID I HEAR?

12. SALESPERSON-BUYER
COMMUNICATION PROCESS REQUIRES
FEEDBACK
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Major communication elements
1. Source
2. Encoding process
3. Message
4. Medium
5. Decoding process
6. Receiver
7. Feedback
8. Noise

13. EXHIBIT 4.2: THE BASIC COMMUNICATION
MODEL HAS EIGHT ELEMENTS

14. NON-VERBAL COMMUNICATION
http://www.ted.com/talks/amy_cuddy_your_body_language_shapes_who_you_are.html

15. BODY LANGUAGE GIVES YOU
CLUES
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Nonverbal signals come
from:
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Body angle
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Face
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Hands
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Arms
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Legs

16. A LIGHT SIGNAL FOR VEHICLES HAS
A GREEN, YELLOW, AND RED LIGHT
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A person also sends three
types of messages using
body communication signals

17. YOU HAVE THE GREEN LIGHT
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Acceptance signals – a
green light gives the “go
ahead.”
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It indicates the buyer is
willing to listen, and
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The buyer may like what is
being said

18. YOU HAVE THE YELLOW
LIGHT
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Caution signals - a yellow
light gives a neutral or
skeptical sign indicating the
buyer maybe uncertain
about what you are saying
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Handle the signal properly,
or it may change from
yellow to red

19. YOU HAVE THE RED LIGHT
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Disagreement signals – a
red light indicates the
person may not be
interested in your product

20. RECOGNIZING BODY
SIGNALS
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Knowing body signal guidelines can improve your communication
ability by allowing the salesperson to:
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Be able to recognize nonverbal signals
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Be able to interpret them correctly
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Be prepared to alter a selling strategy
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Respond positively both nonverbally and verbally to a buyer’s
nonverbal signals

21. WHAT WOULD YOU DO?
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You arrive at the industrial purchasing agent’s office on
time. This is your first meeting. After you have waited five
minutes, the agent’s admin says, “She will see you.” After the
initial greeting, she asks you to sit down
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For each of the following three situations determine:
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What nonverbal signals is she communicating?
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How would you respond nonverbally?

22. WHAT WOULD YOU DO?
SITUATION #1
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She sits down behind her desk. She sits up straight
in her chair. She clasps her hands together and
with little expression on her face says,
“What can
I do for you?”
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What nonverbal signal is she communicating?
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How would you respond nonverbally?

23. WHAT WOULD YOU DO?
SITUATION #2
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As you begin the main part of your presentation,
the buyer reaches for the telephone and says,
“Keep going; I need to tell my admin something.”
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What nonverbal signal is she communicating?
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How would you react?

24. WHAT WOULD YOU DO?
SITUATION #3
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In the middle of your presentation, you notice the
buyer slowly lean back in her chair. As you
continue to talk, a puzzled looks comes over her
face
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What nonverbal signal is she communicating?
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How would you react?

25. MASTER PERSUASIVE COMMUNICATION
TO MAINTAIN CONTROL
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Persuasion is the ability to change a person’s belief, position, or course of action
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Feedback guides your presentation
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Probing – asking questions
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Remember to use trial closes
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Empathy puts you in your customer’s shoes
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Keep it Simple Salesperson (KISS)
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Creating mutual trust develops friendship

26. MASTER PERSUASIVE COMMUNICATION
TO MAINTAIN CONTROL, CONT…
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Listening clues you in
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Listening
•
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Hearing
Listen to words, feelings, and thoughts
Three levels of listening
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Evaluative listening
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Marginal listening
Active listening
Technology helps to remember

27. YOUR ATTITUDE MAKES THE
DIFFERENCE
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9 Factors of a Great Sales Attitude
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Caring
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Joy
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Harmony
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Patience
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Kindness
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Moral Ethics
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Faithfulness
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Self Control
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Enthusiasm
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Show your excitement towards the
customer

28. PROOF STATEMENTS MAKE
YOU BELIEVABLE
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Credibility through:
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Listening
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Empathy
Enthusiasm
Proof statements
substantiate claims

29. SUMMARY OF MAJOR SELLING
ISSUES
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Communication is the transmission of verbal and nonverbal
information and understanding between a salesperson and
prospect
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Modes of communication – words, gestures, visual aids
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Communication process model
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Barriers may hinder or prevent constructive
communication during a sales presentation

30. SUMMARY OF MAJOR SELLING
ISSUES, CONT…
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Barriers must be recognized and overcome or eliminated
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Nonverbal communication is a critical component of the overall
communication process
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Territorial space, handshake, eye contact, body language
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Enhancing overall persuasive power through development of several key
characteristics
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Empathy, more listening and less talking, positive attitude, enthusiastic
manner

31. OPEN DISCUSSION ON HOW
THIS CAN HELP IN A JOB SEARCH