CHAPTER 4
COMMUNICATION FOR RELATIONSHIP BUILDING: IT‘S NOT ALL TALK
COMMENTS ON CHAPTER 4 SALES APPLICATION QUESTIONS
1. See chapter for drawing of communication process. Two-way communication is essential for the
salesperson to be successful. It allows the salesperson to know the buyer’s attitude and beliefs toward
his products. This helps channel the direction of the presentation towards the buyer‘s interest.
2. A. Firm handshake, looking a person directly in the eyes.
3. Communication barriers are: (A) differences in perceptions; (B) buyer does not recognize need; (C)
selling pressure; (D) information overload; (E) disorganized sales presentation; (F) distractions; and
(G) poor listening.
4. Establish two-way communications by asking questions, getting the buyer involved in the
demonstration and also examining your product.
5. Situation Buyer’s Nonverbal Signal Your Nonverbal Signal
1 Caution Green
2 Caution-Red Green
3 Green Green
6. Situation Buyer’s Nonverbal Signal Your Nonverbal Signal
1 Caution Green
2 Caution-Red Green
3 Green Green
4 Green Green
In situation 1, stop and ask “Have I said something you are unsure of?” In situation 2, ask several
questions after buyer hangs up the telephone. Find out what he thinks so far. You may have lost
him. Also you could summarize; if you then get positive feedback, keep going. In situation 3,
quickly decide whether to give the buyer materials. In situation 4, buyers often test or tease
salespeople, especially new ones. Do not let what the buyer says bother you.
COMMENTS ON CASES
Case 4-1: Skaggs Manufacturing
1. Both buyer and seller gave off red signals.
2. Give off green signals. Most salespeople would leave and plan a new sales presentation strategy
based on buyer not being sold on your product. First try saying, “Before I go, I need advice on
something. Could I ask you one question?” Ask the buyer what he thinks of your product. Mention
3. Consider assessing the buyer and adapting his personal style to Martha. Is Martha is a senser, utilize
an agenda that focuses on the key points. Develop and present a recommendation that is
straightforward. Demonstrate quickly that you can provide value.
4. Martha may have had previous meetings with John. John may not have created compatibility or
Case 4-2: Alabama Office Supply
1. It is apparent the purchasing agent likes Judy’s cellular phones with the messaging technology and
wants people to use them. If Judy can find out who is reluctant to use the cellular phone, she should
go and see them.
2. How can I appeal to a greater number of employees? What are the key concerns regarding the cell
phones? What are the true needs of the purchasing personnel?
3. 30 existing purchasing personnel and 20 potential new-hires.
4. “Bill, how could I help you and your team become more productive with the messaging technology?
5. The number of phones sold; the number of potential opportunities; the key concerns for not
purchasing more of the cell phones with the unique messaging technology.
Case 4-3: Vernex Inc.
1. There are three main issues that should be covered in this discussion: falsifying records, conflicts of
interests, and whistleblowing.
2. Sam could try to gather more information. She could research Executron to determine if they are