Sales & Customer Relationship Management Research Paper - Business Finance
Subject: Sales & Customer Relationship ManagementHi, I want you to write a discussion post in which first you have to reflect on the readings of the 4th chapter (Communication for Relationship Building: It’s Not All Talk) of the textbook. “Reflect on the assigned readings for the week (4th chapter). Identify what you thought was the most important concepts, methods, terms, and/or any other thing that you felt was worthy of your understanding”. For this I will give the instructions on how to access the online-textbook from Mc-Graw Hill website. & also, I will be attaching a Power point presentation of 4th chapter from my professor. Read through the textbook and glance through the power point & then write a reflection of what you thought was most important concepts, methods from the chapter. Next part of the question: Also, provide a response to the following question: “When two people are talking, they want the listener to understand what they are saying. They both want to be effective communicators. The same is true of the salesperson who wants the buyer to listen to a sales presentation. What can the salesperson do to help ensure that the buyer is listening?” First part of the question is about writing a reflection of chapter 4 and second part of the question is to respond to the above mentioned question in quotations. Both the questions combined word count should be minimum of 500 words. It means for this discussion post word count is 500 words. Okay now, the instructions for accessing the textbook from Mc-Graw Hill website: Go to: https://www.mheducation.com/ Hit Sign in – on the top right corner of the website. Then, pop-up list comes up: in this list select—My bookshelf Then, enter login details: email --> abhirampatlolla45@gmail.com Password: Sales001* In the next screen, you will see the option to Access the e-book. When you hit that button, textbook will open in a new tab. For easy navigation in textbook screen on the top left corner you will see the table of contents. In which you can see list of different concepts of the chapter. So, That’s it! Those are the instructions for writing the assignment. Good Luck!!
chapter_4._communication_for_relationship_building_it___s_not_all_talk.pptx
Unformatted Attachment Preview
Chapter 4:
Communication for Relationship
Building: It’s Not All Talk
4-1
©McGraw-Hill Education. All rights reserved. Authorized only for instructor use in the classroom. No reproduction or further distribution permitted without the prior written consent of McGraw-Hill Education.
Learning Objectives
4-1: Present and discuss the salesperson–buyer communication
process.
4-2: Determine a person’s personality type.
4-3: Discuss and illustrate the importance of using nonverbal
communication when selling.
4-4: Define and recognize acceptance, caution, and
disagreement nonverbal signals.
4-5: Explain ways of developing persuasive communication.
©McGraw-Hill Education.
The Core Principles: Communication
• The Core Principles: Communication
– Words
– Body language
– Visual Aids
– Listening
– Unselfishness to help a person make the correct buying decision
4-2
©McGraw-Hill Education.
Communication: It Takes Two
• Communication, in a sales context, is the act of transmitting
verbal and nonverbal information and understanding between
seller and buyer.
• Communication:
– Exchange process of sending and receiving messages with some type
of response expected between seller and buyer.
4-3
©McGraw-Hill Education.
What Did You Say?
What Did I Hear?
• What you say verbally is not always what you actually mean.
• Graphic demonstrates psychological thought processes of both
the speaker and the listener
Jump to Long Image Description
©McGraw-Hill Education.
4-4
Insert Photo Credit Here
Salesperson-Buyer Communication Process
Requires Feedback
• Basic communication model: Shows how the salesperson–
buyer communication process works
• Communication occurs when a sender transmits a message
through some type of medium to a receiver who responds to
that message
4-5
©McGraw-Hill Education.
Salesperson-Buyer Communication Process
Requires Feedback
• Eight major communication elements
– Source
– Encoding process
– Message
– Medium
– Decoding process
– Receiver
– Feedback
– Noise
4-5
©McGraw-Hill Education.
The Basic Communication Model: Eight Elements
•
Source: Source of communication (also called the communicator).
•
Encoding process. Conversion of ideas and concepts into the language and materials
used in the sales presentation.
•
Message. Information intended to be conveyed.
•
Medium. Form of communication; most frequently words, visuals, and body language.
•
Decoding process. Receipt and translation (interpretation) of the information by the
receiver (prospective buyer).
•
Receiver. Person for whom the communication is intended.
•
Feedback. Reaction to the communication as transmitted to the sender.
•
Noise. Factors that distort communication between buyer and seller.
Jump to Long Image Description
©McGraw-Hill Education.
4-6
Insert Photo Credit Here
Sales Communication Reminders
Two-way communication is
essential to make the sale
• Buyer must understand your
message’s information to
make a buying decision
• Gives salesperson ability to
present a product’s benefits,
instantly receive buyer
reactions, and answer
questions
• Buyers usually react both
verbally and nonverbally to
your presentation
4-7
©McGraw-Hill Education.
Adaptive Selling Based on Buyer’s Style
• Adaptive selling
– Describes salesperson’s ability to adjust and modify their behaviors to
better align with customers’ needs
• Salesperson uses his or her communication to show he or she
is compatible with the buyer
• Compatibility increases potential for the buyer to like and
trust the salesperson.
– As liking increases, people are more willing to share information and
even collaborate
4-8
©McGraw-Hill Education.
Adaptive Selling Based on Buyer’s Style
• How do you build
compatibility?
• Adjusts your sales approach
to best meet the needs (and
personality style) of the
customer.
4-9
©McGraw-Hill Education.
Adaptive Selling Based on Buyer’s Style
• People’s personalities affect buying behavior by influencing
the types of products that fulfill their particular needs.
• Personality: The individual’s distinguishing character traits,
attitudes, or habits.
• Why understand personality?
– To adapt your presentation to the buyer’s style
• Thinker
• Intuitor
• Feeler
• Senser
4-9
©McGraw-Hill Education.
Adaptive Selling: Understanding Personality
• Why understand personality?
– Salesperson who adjusts his or her sales approach to best meet the
needs (and personality style) of the customer.
4-10
©McGraw-Hill Education.
Adaptive Selling: Understanding Personality
• To adapt your presentation to the buyer’s style
– Thinker: Direct, detail-oriented person. Likes to deal in sequence on
his/her time. Very precise, sometimes seen as a nitpicker. Fact oriented.
– Intuitor: Knowledgeable, future-oriented person. Innovator who likes to
abstract principles from a mass of material. Active in community affairs by
assisting in policy making, program development, etc.
– Feeler: People oriented. Very sensitive to people’s needs. An emotional
person rooted in the past. Enjoys contact with people. Able to read people
very well.
– Senser: Action-oriented person. Deals with the world through his/her
senses. Very decisive and has a high energy level.
4-10
©McGraw-Hill Education.
Sales Tips: Adapting to Your Customer
Salespeople consider how they structure elements of sales
conversation:
• Rapport: Does buyer appreciate more relationship-building
rapport does the buyer prefer to be more focused and move
directly to the objectives of the meeting?
• Presenting information: Does the buyer prefer more detailed
data (i.e., charts and graphs or other quantitative data) or a
more descriptive discussion (i.e., testimonials, white papers)
• Challenging or facilitating: Does buyer appreciate someone
who challenges beliefs or someone who acts as a guide?
• Closing: Does the buyer want to make a decision immediately,
or will the buyer need time to think through the alternatives?
©McGraw-Hill Education.
Guidelines to Identify Personality Style
Guideline
Thinker
Intuiter
Feeler
How to describe A direct detail oriented person. A knowledgeable, futurePeople oriented.
Likes to deal in sequence on oriented person.
Very sensitive to peoples
his/her time. Very precise,
A innovator who likes to abstract needs. An emotional person
sometimes seen as nitpicker. principles from a mass of
rooted in the past, Enjoys
Fact-oriented
material. Active in community contact with people. Able to
affairs by assisting in policy
read people very well.
making, program development,
etc.
The persons
Effective communicator,
Original, imaginative,
Spontaneous, persuasive,
strengths
deliberate, prudent, weighs
creative, broad- gauged,
empathetic, grasps traditional
alternatives, stabilizing,
charismatic, idealist, intellectual, values, probing, introspective,
objective, rational, analytical, tenacious, ideological,
draws out feelings of others,
asks questions for more facts. conceptual, involved.
loyal, actions based on what
has worked in the past.
The persons
drawbacks
Verbose, indecisive,
overcautious, overanalyzes,
unemotional, nondynamic,
controlled and controlling,
overserious, rigit
Time orientation Past, present, future
Environment
Senser
Action oriented person. Deals
with world through his/her
senses. Very decisive and
has high energy level.
Pragmatic, assertive,
directional result-oriented,
technically skillful, objective -bases opinions on what
he/she actually sees,
perfection seeking, decisive,
direct and down to earth,
action oriented.
Unrealistic, far-out ,
impulsive, manipulative,
Impatient, doesn’t see long
fantasy bound, scattered,
over-personalizes,
range status-seeking, selfdevious, out-of-touch, dogmatic, sentimental, postponing, guilt- involved, acts first then
impractical, poor listener.
ridden, stirs up conflict,
thinks, lacks trust in others,
subjective.
nit-picking, impulsive, does
not delegate to others.
Future
Past
Present
Desk
Usually neat
Reference books, theory books, Personal plaques and
etc.
mementos, family pictures,
Chaos
Room
Usually has a calculator or
computer output, etc
Abstract art, bookcases, trend
charts, etc.
Usually a mess with piles of
paper etc.
Dress
Neat and coservative
Mod or rumpled
Decorated warmly with
pictures of senses or people.
Antiques
current styles or informal
No jacket; loose tie, or
functional work clothes.
4-16
©McGraw-Hill Education.
Applying Guidelines To Sales Process
Thinker
Intuitor
Feeler
Senser
What will
rapport likely
be like?
Rapport will probably be
minimal. They will
probably be very
businesslike and formal
in their rapport.
Some level of rapport. It will
probably be professional and
polite.
Rapport may be the
lengthiest of any
communication type. It
will probably more
socially oriented vs.
business oriented. You
might expect laughter
or humor.
Rapport will probably be
pretty limited. The
individual may
understand that rapport is
part of the interaction but
they will want to get to
the point of the
discussion.
What should
you
remember
about this
type of
person?
Think logic and details.
Think creativity, new ideas.
Think about the
relationship.
Think about action and
pragmatism.
They probably have high
expectations of
themselves and the
choices they make.
They might seem guarded
and reserved. You may have
to work very diligently to
receive feedback.
They don’t like to make
bad decisions or make
mistakes. Accuracy and
attention to detail is
important. They tend to
be perfectionists. Don’t
make silly mistakes or
spelling errors. It will
impact your credibility.
They enjoy learning new
things and stretching their
capacities.
They probably enjoy
networking; they might
appreciate building
their network, and
receiving virtual
introductions to others.
They are action-oriented
and might seem
impatient. They might be
seen as focused or
assertive.
©McGraw-Hill Education.
They probably won’t tell you
they are upset or frustrated,
but rather keep it to
themselves.
They may look
somewhat
disorganized.
It’s probably a good idea
not to dive into the
minutia of details. They
are probably pragmatic.
You need to earn their
trust. You will not receive
it immediately.
4-17
Applying Guidelines To Sales Process
What should
you remember
when you are
preparing your
presentation?
Thinker
Intuitor
Feeler
Senser
They will probably desire:
•
Being presented with
many precise options
•
To understand the
details
•
An option that meets
all of their criteria.
•
An organized, detailed
discussion and
presentation.
They probably desire:
•
To have a salesperson
who can provide
knowledge they can
learn from
•
Understand how you
can help them with
their goals or vision
•
To evaluate multiple
options
•
To be a little guarded
and not provide a
great deal of helpful
feedback.
•
To be presented with
unique solutions that
may be difficult to
execute.
They probably desire:
•
Some level of social
proof or
recommendations
from others (i.e.
testimonials,
colleagues and peers,
market leaders, etc.)
•
A sales conversation
that is more sociallybased, passionate, and
has strong storytelling
elements.
The probably desire:
•
An agenda and action
plan for the meeting
•
Logical
recommendations
•
Conversations that
don’t dive into nonstrategic minutia
•
A discussion that
helps facilitate a
decision
•
A recommendation
or set of
recommendations
that are tied to action
plans, follow-ups, and
assurance you can
make progress
It’s okay to be detailed.
They probably enjoy being
immersed in data, analytics
or ensuring they understand
any new system or process.
4-18
©McGraw-Hill Education.
Watch for Clues to Someone’s Personality Type
• How would you describe this person?
• What is their time orientation – past, present, future?
• What does their desk look like?
• What does their room look like?
• How do they dress?
4-19
©McGraw-Hill Education.
Determining Style Can Be Difficult
• What is the person’s primary style?
• What is the person’s secondary style?
• Does the person’s style comprise all four types?
4-20
©McGraw-Hill Education.
First Know Your Style
• This helps you to adapt to the other person’s style
• Which leads to better communication
• Knowing your style helps you identify a person’s style,
especially if your styles are the same (It takes one to know
one.)
4-21
©McGraw-Hill Education.
Nonverbal Communication: Watch For It
• Concept of space
– Territorial space: Area around the self that a person will not allow
another person to enter without consent
– Socially acceptable distances of space that people keep between
themselves in certain situation
4-22
©McGraw-Hill Education.
Nonverbal Communication: Watch For It
• Why are space considerations
important?
– Violations of space without
customer consent may create a
defense mechanism and barrier
to communication
• Intimate space – 2 feet
• Personal space – 2 to 4 feet
• Social space – 4 to 6 feet
• Public space – + 12 feet
– Space threats – too close
– Space invasion – OK to be close
Jump to Long Image Description
©McGraw-Hill Education.
4-23
Communication Through Appearance
& Handshake
• Shake hands firmly and look
people in the eye
– General handshake rules:
• Demonstrate your interest. If
possible, align your body
position with the buyer
• Step or lean ever-so slightly
forward and initiate the
handshake
• Maintain eye contact with the
buyer
• Show a positive attitude by
smiling.
• Use a positive tone when
introducing yourself or saying
hello.
4-24
©McGraw-Hill Education.
Adapting Your Professional Wardrobe
• Choose attire based on customer and meeting location
– Nonverbal messages that salespeople emit through appearance
should be positive in all sales situations.
– Professional wardrobe might be varied and require you to own a wide
range of apparel.
– Create business wardrobe sending positive, nonverbal messages.
4-18
©McGraw-Hill Education.
Adapting Your Professional Wardrobe
• Business wardrobe depends on:
– Your firm’s dress code
– Work you are conducting
– Whether you are meeting with a customer
– Dress code and culture of your customer.
4-18
©McGraw-Hill Education.
Body Language Gives You Clues
• Customers communicate without uttering a word
• Your ability to interpret nonverbal signals critical tool
• And salesperson’s skillful use and control of physical actions,
gestures, and overall body position also valuable
• Buyers sends nonverbal signals via five communication modes
– Body angle
– Facial expression
– Hand movement
– Arm movement
– Leg position
4-19
©McGraw-Hill Education.
Body Language Signals: Red, Yellow, Green
• Knowing body signal guidelines improves salesperson’s
communication ability by:
– Be able to recognize nonverbal signals
– Be able to interpret them correctly
– Be prepared to alter a selling strategy
– Respond positively both nonverbally and verbally to a buyer’s
nonverbal signals
• A person sends three types of messages using body
communication signals
4-28
©McGraw-Hill Education.
Acceptance Signals (Green Light)
• Acceptance signals – a green light
gives the “go ahead.”
– Indicates buyer willing to listen
and/or buyer may like what is
being said.
• Signals:
– Body angle. Leaning forward or
upright.
– Face. Smiling, pleasant expression,
relaxed, eyes examining visual aids,
direct eye contact, positive voice
tones.
– Hands. Relaxed and generally open
– Arms. Relaxed and generally open.
– Legs. Crossed and pointed toward
you or uncrossed.
4-21
©McGraw-Hill Education.
Caution Signals (Yellow Light)
• Caution signals: Gives neutral
or skeptical sign.
• Indicates buyer may be
uncertain, skeptical,
concerned.
• Body angle. Leaning away
from you.
– Face. Puzzled, little or no
expression, averted eyes or
little eye contact.
– Arms. Crossed, tense.
– Hands. Moving, fidgeting with
something, clasped.
– Legs. Moving, crossed away
from you.
4-22
©McGraw-Hill Education.
Disagreement Signals (Red Light)
• Disagreement signals: Person
may not be interested in your
product
– Body angle. Retracted
shoulders, leaning away from
you.
– Face. Tense, showing anger,
wrinkled face and brow, little
eye contact.
– Arms. Tense, crossed over
chest.
– Hands. Motions of rejection or
disapproval, tense and
clenched.
– Legs. Crossed and away from
you.
4-31
©McGraw-Hill Education.
What Would You Do?
• 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 secretary says, “She will see you.”
• After the initial greeting, she asks you to sit down
• Next three (3) slides review unique situation.
– Identify the following:
• What nonverbal signals is she communicating?
• How would you respond nonverbally?
4-24
©McGraw-Hill Education.
What Would You Do? Situation #1
• She sits down behind her
desk.
• She sits up straight in her
chair.
What nonverbal signal is she
communicating?
• How would you respond
nonverbally?
• Answer Options:
• She clasps her hands
together and with little
expression on her face says
• “What can I do for you?”
– Green (acceptance)
nonverbal signal.
– Yellow (caution) nonverbal
signal.
– Red (disagreement)
nonverbal signal.
4-33
©McGraw-Hill Education.
What Would You Do? Situation #2
• As you begin the main part
of your presentation, the
buyer reaches for the
telephone and says, “Keep
going; I need to tell my
secretary something.”
• What nonverbal signal is
she communicating?
• How would you respond
nonverbally?
• Answer Options:
– Green (acceptance)
nonverbal signal.
– Yellow (caution) nonverbal
signal.
– Red (disagreement)
nonverbal signal.
4-26
©McGraw-Hill Education.
What Would You Do? Situation #3
• In the middle of your
presentation, you notice the
buyer slowly leans back in
her chair.
• As you continue to talk, a
puzzled looks comes over
her face.
• What nonverbal signal is
she communicating?
• How would you respond
nonverbally?
• Answer Options:
– Green (acceptance)
nonverbal signal.
– Yellow (caution) nonverbal
signal.
– Red (disagreement)
nonverbal signal.
©McGraw-Hill Education.
4-35
Adapting To Your Buyer
• Mirroring or mimicry:
– When people take part in similar actions at relatively same time (i.e.
within three to five seconds).
– May include mimicking one other’s actions, such as shrugs, their body
position, such as their posture, other actions.
– Provides opportunity to create compatibility and liking
4-28
©McGraw-Hill Education.
Encoding Best Practices:
The Sender’s Professional Communication
Encoding: Salesperson converting ideas into language
1. Reduce vocalized pauses:
– Words and phrases speakers injected between words when they speak
– “umm,” “uhh,” “like,” “awesome,” “great,” or “and”
2. Positive, specific, professional language
– Create opportunity for greater understanding by buyer.
– Creates greater levels of enthusiasm and interest within the buyer.
– Creates a perception of credibility and expertise.
4-37
©McGraw-Hill Education.
Encoding Best Practices:
The Sender’s Professional Communication
3. Use transitions to ensure the discussion flows:
– Transitions help relate or link two ideas or sections of the conversation
in a natural way.
– Replaying buyer’s needs.
• “And Mr. Jones, you mentioned that all new products introduced into your
store required incremental promotional support [replaying the need]. I’m
happy to report that our multi-tiered marketing plan provides over
$3,000,000 in consumer promotions. . . .� ...
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5 The family dynamic is awkward at first since the most outgoing and straight forward person in the family in Linda
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The most important benefit of my statistical analysis would be the accuracy with which I interpret the data. The greatest obstacle
From a similar but larger point of view
4 In order to get the entire family to come back for another session I would suggest coming in on a day the restaurant is not open
When seeking to identify a patient’s health condition
After viewing the you tube videos on prayer
Your paper must be at least two pages in length (not counting the title and reference pages)
The word assimilate is negative to me. I believe everyone should learn about a country that they are going to live in. It doesnt mean that they have to believe that everything in America is better than where they came from. It means that they care enough
Data collection
Single Subject Chris is a social worker in a geriatric case management program located in a midsize Northeastern town. She has an MSW and is part of a team of case managers that likes to continuously improve on its practice. The team is currently using an
I would start off with Linda on repeating her options for the child and going over what she is feeling with each option. I would want to find out what she is afraid of. I would avoid asking her any “why” questions because I want her to be in the here an
Summarize the advantages and disadvantages of using an Internet site as means of collecting data for psychological research (Comp 2.1) 25.0\% Summarization of the advantages and disadvantages of using an Internet site as means of collecting data for psych
Identify the type of research used in a chosen study
Compose a 1
Optics
effect relationship becomes more difficult—as the researcher cannot enact total control of another person even in an experimental environment. Social workers serve clients in highly complex real-world environments. Clients often implement recommended inte
I think knowing more about you will allow you to be able to choose the right resources
Be 4 pages in length
soft MB-920 dumps review and documentation and high-quality listing pdf MB-920 braindumps also recommended and approved by Microsoft experts. The practical test
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One thing you will need to do in college is learn how to find and use references. References support your ideas. College-level work must be supported by research. You are expected to do that for this paper. You will research
Elaborate on any potential confounds or ethical concerns while participating in the psychological study 20.0\% Elaboration on any potential confounds or ethical concerns while participating in the psychological study is missing. Elaboration on any potenti
3 The first thing I would do in the family’s first session is develop a genogram of the family to get an idea of all the individuals who play a major role in Linda’s life. After establishing where each member is in relation to the family
A Health in All Policies approach
Note: The requirements outlined below correspond to the grading criteria in the scoring guide. At a minimum
Chen
Read Connecting Communities and Complexity: A Case Study in Creating the Conditions for Transformational Change
Read Reflections on Cultural Humility
Read A Basic Guide to ABCD Community Organizing
Use the bolded black section and sub-section titles below to organize your paper. For each section
Losinski forwarded the article on a priority basis to Mary Scott
Losinksi wanted details on use of the ED at CGH. He asked the administrative resident