Chapter 04 – Using Communication Principles to Build Relationships
CHAPTER 4
USING COMMUNICATION PRINCIPLES TO
BUILD RELATIONSHIPS
Outline of Chapter
I. Building Relationships through Two-Way Communication
A. The Communication Process
B. Communication Breakdowns
II. Sending Verbal Messages Effectively
A. Choice of Words
III. Active Listening
A. Repeating Information
B. Restating or Rephrasing Information
IV. Reading Nonverbal Messages From Customers
A. Body Angle
B. Face
V. Sending Messages with Nonverbal Communications
A. Using Body Language
1. Facial Muscles
B. The Role of Space and Physical Contact
C. Appearance
1. Principle 1: Consider the Geography
Chapter 04 – Using Communication Principles to Build Relationships
4. Principle 4: Consider Your Aspirations
5. Principle 5: Consider Your Own Personal Style
VI. Communicating via Technology
A. Telephone and Voice Mail Communications
Chapter 04 – Using Communication Principles to Build Relationships
Teaching Suggestions
An alternative would be to use the PowerPoint slides provided with the text.
1. Begin the discussion of the communication process. Note that between the encoding and
decoding of a message there is always some kind of noise (more or less). Even in a quiet room,
for example, ambient temperature, uncomfortable clothing, or even a headache, are “noise” in the
Note that we have portrayed the sender as encoding the message and the receiver as decoding the
message. Emphasize that there is opportunity for error at both ends.
Ask students to describe a recent situation in which they had a miscommunication with someone.
When did this miscommunication occur? Ask them to describe the nature or reason for the
2. Next, you may want to move into a discussion of the five modes of communication (see Exhibit
3. Before we talk more about non-verbal communication, we want to make some comments about
verbal communication and especially the effective use of words. Give students examples of
concrete rather than abstract words, for example, instead of saying “We ship
4. These role plays make for an easy transition into the elements of voice characteristics. Discuss
these different traits and have students illustrate these different characteristics. Ask students if
there are people with voice characteristics they find unattractive. Have them tell you what these
characteristics are.
5. Now you will want to review the guidelines for better listening. Then you can encourage
6. Now move into the non-verbal receiving mode of communication-reading body language.
Chapter 04 – Using Communication Principles to Build Relationships
7. Next talk about the last mode of communication-sending non-verbal messages. This mode of
communication is probably the least used on a conscious level. Unconsciously, we send and
8. Within the context of sending non-verbal cues, some of your students who are sending messages
9. At this point, you might start a discussion about the newer technologically-based methods that
salespeople use to communicate with customers – email, voice mail, and social networking. Ask
students how they think this will change the effectiveness of communications? What benefits are
salespeople going to get out of these new methods? What are the disadvantages of using these
new methods for salespeople?
10. This discussion is a nice lead-in to the next discussion on adjusting for cultural differences. Talk
Chapter 04 – Using Communication Principles to Build Relationships
Suggested answers to Ethics Problems
1. In an effort to improve relationships and open communications, is it okay to enjoy a few beers on
the golf course with your clients?
This is a very common situation for salespeople. The answer depends on many factors. Does the
salesperson drink alcohol? What impact does drinking have on this specific salesperson? How
important is it to build camaraderie and is this an effect way to do so? Many would suggest not
2. Assume you are making a call on a person of the opposite sex in a culture where direct
eye contact between the sexes is not supposed to occur. Much to your amazement, the
buyer continues to look intently into your eyes. You are in an office alone with the buyer.
What should you do?
Observe other nonverbal cues provided by the buyer. Maybe it means nothing at all. If you
suspect that s/he is getting more of a “romantic” interest in you, there are several things you can
Suggested Answers to Questions and Problems
1. As a student in a college classroom, there can be many distractions that impact your
listening ability.
a. List three things you have seen professors do that are distracting to you.
b. What can you do to reduce each of these distractions?
Student answers will vary. Some possible answers include: students nearby texting their friends,
2. Have a friend score you using the listening test (Exhibit 4.3) found in this chapter.
A. Compare your friend’s score with the one you gave yourself.
B. What did this exercise teach you about your listening skills?
Chapter 04 – Using Communication Principles to Build Relationships
3. Make a chart with three columns: Items, What I Want This Item to Communicate to Others, and
What Others Will Think My Item Is Communicating. In the first column list the following: my
hairstyle, the clothing I’m wearing today, and any jewelry or body accents (like earrings or
tattoos). In the second column describe the message you want to communicate with each item.
Have someone else fill in the third column, describing what the items communicate to him or her.
4. Develop a word picture that helps explain to a 60 year old the merits of buying a smart phone,
assuming the person doesn’t own a cell phone currently.
Student answers will vary. The word picture should clearly paint a picture of what it would be
like without a cell phone, then paint a picture of what it would like living in a cell phone. It
could be structured something like this:
Now, how would that be different if you owned a cell phone?
It’s 5:00. It’s been a busy day, as you had to go to two doctors for a checkup and eye exam. You
look forward to getting to your house and just relaxing by reading a good book…But you can’t
5. What do the following body language cues indicate?
a. Looking at something out the window while you’re talking.
Anxious or lack of interest.
Chapter 04 – Using Communication Principles to Build Relationships
6. Word choice is important. Some words, by themselves, may be perceived negatively. Come up
with a better word choice that could be more positive for each of the following words: cost, down
payment, deal, objection, cheaper, appointment, commission.
Student answers will vary.
7. In the boxed item From the Buyer’s Seat 4.1, you learned about Jerry, who was always
“in a meeting” when the buyer called. Assume you are Jerry and you didn’t get any of the
buyer’s messages until now. How will you communicate to the buyer that you didn’t
receive her messages??
Hopefully you have created trust with the buyer so they will believe you. If not, you will have to
8. Closely examine ten email messages you receive. Evaluate them on the basis of the suggestions
offered in this chapter for the proper use of email.
9. Assume you sell tickets for a nearby NFL team and you wish to use Twitter to build
relationships with potential season ticket holders. Create two tweets that you would post
to accomplish this objective.
Chapter 04 – Using Communication Principles to Build Relationships
Suggested Answers to Case Problems
Case 4-1: Denmark Interiors
Questions
1. Evaluate the exchange.
Ben did a very poor job. Here are a few things that students might discuss:
• Offering a handshake without seeing if the buyer wants one
2. What would you do differently if you were Ben?
Case 4-2: Case IH Agricultural
Questions
1. Investigate the culture of Mexico in more detail by viewing Web pages and reading articles on how
business salespeople can best sell there. Briefly summarize four key findings.
is as important as the words the salesperson uses. See the answers to the next question for more details.
2. What changes should Joel consider making (as compared to how he probably sold to clients in
Iowa) as he calls on prospects in Mexico? Make any assumptions necessary.
Chapter 04 – Using Communication Principles to Build Relationships
End of Chapter Role Play
Note to the Instructor:
On the following pages, you’ll find the role play information you need to supply to the buyers.
To debrief this role play, focus on whether the students identified the three most important aspects of the
buyer’s business:
1. For Spear One, these are 1) facilitate the client’s relationships with their customers by supporting their
2. For McLane Properties, these are 1) we work with the biggest and most professional retail chains, 2)
they need lots of information from us, 3) we work with a lot of smaller real estate companies too.
3. For Dart Paper Products, it is 1) we handle a wide variety of customers and customer types, from
house accounts to all kinds of retailers, 2) reps have a hard time keeping up with who is buying what
because there are so many products, and 3) our customers are very concerned about their margins.
Chapter 04 – Using Communication Principles to Build Relationships
Spear One Productions—Buyer Scenario
End of Chapter Role Play Chapter 4
As you prepare for this role play, feel free to read or quote some of the passages in this description. Make
sure you use the bold terms, as these are the jargon that the other rep is listening for. In terms of body
language, try to give off the perception that you are suspicious of the other person.
We have relational partnerships, at a minimum, with our buyers, though we strive for strategic
partnerships. We want to make sure that the events we plan fit into their marketing programs so there is
no confusion in their customers’ minds as to who they are and what they represent. That means that our
signage (if asked, signage means signs that use the client’s logo and slogans) for the event has to support
the positioning objectives, has to tie into whatever marketing campaign is being run, and has to fit with
how their salespeople sell. We work very closely with their advertising agency to make sure that the
graphics are exactly right, which includes simple things like having the slogan right on the napkins at a
cocktail party.
McLane Properties Real Estate—Buyer Scenario
End of Chapter Role Play Chapter 4
As you prepare for this role play, feel free to read or quote some of the passages in this description. Make
sure you use the bold terms, as these are the jargon that the other rep is listening for. Use your body
language to emphasize how proud you are of working for McLane Properties because you get to work
with the biggest and best clients in the industry.
Chapter 04 – Using Communication Principles to Build Relationships
Dart Paper Products Manufacturing—Buyer Scenario
End of Chapter Role Play Chapter 4
As you prepare for this role play, feel free to read or quote some of the passages in this description. Make
sure you use the bold terms, as these are the jargon that the other rep is listening for. With your body
language, act as though you think the salesperson is very ignorant and needs careful explanation of what
you do.
We make paper products like cups, plates, napkins, and other products that are sold through distributors to
a variety of customers. Our clients range from restaurants, caterers, institutional cafeterias (such as at
universities or prisons) to government agencies. We’re the second-largest paper products maker in North
America, with operations also in Europe and Asia.
Chapter 04 – Using Communication Principles to Build Relationships
EXERCISE 4-1 WATCH TV!
:30
1:00
1:30
2:00
2:30
3:00
3:30
4:00
4:30
5:00
5:30
6:00
6:30
7:00
7:30
8:00
8:30
9:00
Now, who do you think is winning the debate? Or if you can’t answer that, who do you like better
(assuming you don’t know the people before-hand). Who appears confident and collected, and who
appears nervous or dishonest?
If you are able to record the segment, replay the segment with the sound up. How close were your
assessments?
Chapter 04 – Using Communication Principles to Build Relationships
EXERCISE 4-2 TALK TO A FRIEND
Talk with three friends. This time, practice active listening [in three separate interactions]. You want to
review the section in the textbook before each interaction.
Was the interaction’s length affected by your practice of active listening? If so, why?
1.
2.
3.
How do you think the other person felt about the interaction?
1.
2.
3.
How did you feel about it?
1.
2.
3.
Chapter 04 – Using Communication Principles to Build Relationships
EXERCISE 4-3 FUN WITH PAPER AND PENS
Gather in a group of three to five. One person, the leader, should sit in the corner of the room with his or
There are several rules, however,
1. NO QUESTIONS ABOUT THE DRAWING ARE ALLOWED. The only permitted question is:
When you are done, compare your drawings with the leader’s. How would the process have been easier if
you were all geometry majors? What factors made it difficult to communicate?
Chapter 04 – Using Communication Principles to Build Relationships
EXERCISE 4-4 DRESS FOR SUCCESS
Before the exercise
1- Use as a supplement to Chapter 4 in the text.
2- Best for a 75-minute class, but will work in a 50 minute class period
3- Briefly discuss the principles of dress with examples
The classroom exercise
7- Break the class into groups of about 5-6 students each (female groups and male groups must
separate).
Examples:
A female sales representative working for a button manufacturer in the New York garment district, 25
years old, 5’10”, an analytical personality type.
A male sales representative for Johnson and Johnson is calling on hospitals in Atlanta, Georgia, is 50
years old, heavy set, and is an expressive personality type.