CHAPTER 5
Communication for Relationship Building: It’s Not All Talk
LECTURE OUTLINE
I. THE GOLDEN RULE: COMMUNICATION
A. You can read people’s minds (sort of).
II. COMMUNICATION: IT TAKES TWO
A. Communication – the act of transmitting verbal and non-verbal information
1. Face-to-face communication is composed of:
a. Verbal messages.
B. Salesperson-buyer communication process requires feedback.
2. Eight major communication elements:
a. Source – salesperson.
b. Encoding process – conversion by the salesperson of ideas and
c. Message – information conveyed in the sales presentation.
d. Medium – form of communication used in the sales presentation
e. Decoding process – interpretation of the information by the
g. Feedback – reaction to the communication as transmitted to the
\Noise – factors that distort communication between buyer and seller.
III. THE BUYER’S PERSONALITY SHOULD BE CONSIDERED
A. Personality can affect buying decisions.
B. Self-concept theory – each buyer possesses four images:
1. The real self – the individual as he actually is.
2. The self-image – the way the individual sees himself.
C. Adaptive selling based on buyer’s style.
1. Personality typing – method to uncover aspects of the prospect’s
2. Carl Jung
a. Laid the basis of modern psychiatry.
b. Four categories of personality types:
(1) Thinker.
c. Guidelines to identify personality type:
(1) Identify a key trait.
(2) Focus on time orientation.
D. Adapt your presentation to the buyer’s style.
1. A major challenge is to adapt your personal style to that of the person
E. Styles:
1. Thinker style:
a. High value placed on logic, ideas, and systematic inquiry.
2. Intuitor style:
a. High value placed on ideas, innovation, concepts, theory, and
3. Feeler style:
a. High value placed on being people-oriented and sensitive.
4. Senser style:
a. High value placed on action.
5. Watch for clues.
a. Be observant of a buyer’s environment to determine that person’s
b. Determine primary (dominant) style and complimentary or
F. What is your style? – Find out your own personality style by completing the
IV. NON-VERBAL COMMUNICATION: WATCH FOR IT
A. Four major non-verbal communication channels are:
1. Physical space between people.
2. Appearance.
B. Concept of space.
1. Territorial space – refers to the area around the self a person will not
2. Four types of territorial space to consider:
a. Intimate space – up to two feet or about arm’s length is the most
b. Personal space – the closest zone a stranger or business
c. Social space – the area normally used for a sales presentation (four
d. Public space – often used by the salesperson making a presentation
3. Space threats – The “territorial imperative” causes people to feel that
4. Space invasion.
a. A prospect who allows you to enter or invade personal or even
b. You can use space to your advantage.
C. Communications through appearance and handshakes.
1. Style hair carefully.
2. Dress as a professional – wardrobe is always a major determinant of
3. Shake hands firmly and “look ‘em in the eye” – general rules:
a. Strangers may be uncomfortable shaking hands, so, at times, allow
b. Maintain eye contact, gripping the hand firmly.
D. Body language gives you clues.
1. Acceptance signals – those that indicate that the buyer believes your
product might fulfill his needs.
tones.
d. Hands – relaxed and generally open, performing calculations,
e. Legs – crossed and pointed toward you or uncrossed.
2. Caution signals – the buyer is neutral or skeptical.
b. Face – puzzled, little or no expression, little eye contact, neutral or
d. Hands – moving, fidgeting with something, clasped, a weak
3. How to handle caution signals:
a. Adjust to the situation by slowing up or departing from you
b. Use open-ended questions to encourage the buyer to talk and
c. Listen and respond to what buyers say.
4. Disagreement signals:
a. Body angle – retracted shoulders, leaning away from you, entire
b. Face – tense, showing anger, wrinkled face and brow, very little eye
d. Hands – tense and clenched, weak handshake.
5. How to handle disagreement signals.
a. Use open-ended questions.
f. Use direct questions to determine his attributes and beliefs.
6. Body guidelines:
a. Be able to recognize non-verbal signals.
c. Be prepared to alter a selling strategy by slowing, changing, or
V. MASTER PERSUASIVE COMMUNICATION TO MAINTAIN CONTROL
A. Salespeople need to be good communicators – Persuasion is the ability to change a
B. Feedback guides your presentation – Salespeople need to generate feedback, or a
C. Remember the trial close – Predetermine when and what feedback-producing
D. Empathy puts you in your customer’s shoes – Empathy is the ability to identify
E. Keep it simple – Make the buyer feel comfortable by using non-technical
F. Creating mutual trust develops friendship.
G. Listening clues you in.
1. Hearing refers to being able to detect sounds.
3. A good salesperson should listen carefully to a buyer to determine his
need or concern. “Guides for listening” are:
a. Listen to words and thoughts.
(1) Note changes in eye contact.
b. Listen to the full story.
c. Recognize feelings and emotions.
f. The three levels of listening are:
(1) Marginal listening.
4. Technology helps to remember.
a. Memory is simple recall over time.
H. Your attitude makes the difference toward both the sales job and customers. The
secret of a great sales attitude is enthusiasm plus:
1. Caring
2. Joy
3. Harmony
4. Patience
I. Proof statements make you believable – A proof statement is a statement that