Fluent Essays

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. . . .� ... Purchase answer to see full attachment