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Marketing chapter 4a communication for relationship building

4

Chapter

Communication for Relationship
Building: It’s Not All Talk

McGraw-Hill/Irwin
ABC’s of Selling, 10/e

Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.


Main Topics
 The Tree of Business Life: Communication
 Communication: It Takes Two
 Nonverbal Communication: Watch for It
 Communication through Appearance and the Handshake
 Body Language Give You Clues
 Barriers to Communication
 Master Persuasive Communication to Maintain Control


4-2


The Tree of Business Life: Communication

T

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T

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Builds

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Et
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Guided by The Golden Rule, effectively

rvi
Se

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T


T

communicate using:
 Words
 Body language
 Visual aids
 Listening

True

 Unselfishness to help a person make the correct
buying decision

Relationships

T

I

C

4-3


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.

4-4


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
Buyer’s Hidden Mental Process
Sale/No Sale

Sales Presentation

Black box

Stimulus

Exhibit 3-1: Stimulus-response model of buyer behavior
4-5

Response


The Communication Process – Basic Model

The Communication Process
Basic Model


The Communication Process – Basic Model

1.
1.
Sender has idea
Sender has idea


The Communication Process – Basic Model

1.
1.
Sender has idea
Sender has idea


The Communication Process – Basic Model

1.
1.
Sender has idea
Sender has idea

2.
2.
Sender encodes
Sender encodes
idea in message
idea in message


The Communication Process – Basic Model

1.
1.
Sender has idea
Sender has idea

2.
2.
Sender encodes
Sender encodes
idea in message
idea in message


The Communication Process – Basic Model

1.
1.
Sender has idea
Sender has idea

2.
2.
Sender encodes
Sender encodes
idea in message
idea in message

3.
3.
Message travels
Message travels
over channel
over channel


The Communication Process – Basic Model

1.
1.
Sender has idea
Sender has idea

2.
2.
Sender encodes
Sender encodes
idea in message
idea in message

3.
3.
Message travels
Message travels
over channel
over channel


The Communication Process – Basic Model

1.
1.
Sender has idea
Sender has idea

2.
2.
Sender encodes
Sender encodes
idea in message
idea in message

3.
3.
Message travels
Message travels
over channel
over channel

4.
4.
Receiver decodes
Receiver decodes
message
message


The Communication Process – Basic Model

1.
1.
Sender has idea
Sender has idea

2.
2.
Sender encodes
Sender encodes
idea in message
idea in message

3.
3.
Message travels
Message travels
over channel
over channel

4.
4.
Receiver decodes
Receiver decodes
message
message


The Communication Process – Basic Model

5.
5.
Feedback travels
Feedback travels
to sender
to sender

1.
1.
Sender has idea
Sender has idea

2.
2.
Sender encodes
Sender encodes
idea in message
idea in message

3.
3.
Message travels
Message travels
over channel
over channel

4.
4.
Receiver decodes
Receiver decodes
message
message


The Communication Process – Basic Model

5.
5.
Feedback travels
Feedback travels
to sender
to sender

1.
1.
Sender has idea
Sender has idea

2.
2.
Sender encodes
Sender encodes
idea in message
idea in message

3.
3.
Message travels
Message travels
over channel
over channel

4.
4.
Receiver decodes
Receiver decodes
message
message


The Communication Process – Basic Model

5.
5.
Feedback travels
Feedback travels
to sender
to sender

1.
1.
Sender has idea
Sender has idea

2.
2.
Sender encodes
Sender encodes
idea in message
idea in message

3.
3.
Message travels
Message travels
over channel
over channel

4.
4.
Receiver decodes
Receiver decodes
message
message


The Communication Process – Basic Model

5.
5.
Feedback travels
Feedback travels
to sender
to sender

1.
1.
Sender has idea
Sender has idea

2.
2.
Sender encodes
Sender encodes
idea in message
idea in message

3.
3.
Message travels
Message travels
over channel
over channel

6.
6.
Possible additional feedback to
Possible additional feedback to
receiver
receiver

4.
4.
Receiver decodes
Receiver decodes
message
message


The Communication Process – Basic Model

5.
5.
Feedback travels
Feedback travels
to sender
to sender

1.
1.
Sender has idea
Sender has idea

2.
2.
Sender encodes
Sender encodes
idea in message
idea in message

3.
3.
Message travels
Message travels
over channel
over channel

6.
6.
Possible additional feedback to
Possible additional feedback to
receiver
receiver

4.
4.
Receiver decodes
Receiver decodes
message
message


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

BARRIER

BARRIER

Listener

Psychological barrier or filter

Psychological barrier or filter

4-20


Salesperson-Buyer Communication Process Requires Feedback
 Major communication elements:
 Source
 Encoding process
 Message
 Medium
 Decoding process
 Receiver
 Feedback
 Noise

4-21


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

4-22


Nonverbal Communication: Watch For It

 Concept of space
 Territorial space

 Intimate space – up to 2 feet
 Personal space – 2 to 4 feet
 Social space – 4 to 12 feet
 Public space – more than 12 feet
 Space threats – too close
 Space invasion – OK to be close

4-23


Exhibit 4-3: Office Arrangements and Territorial Space

4-24


Communication Through Appearance and the Handshake

 Style hair carefully
 Dress as a professional
 Shake hands firmly and look people in the eye

4-25


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