Communication for relationship building: its not all talk

Communication: it takes tw0

Communication, in a sales context, is the act of transmitting verbal and nonverbal
information and understanding between seller and buyer. This definition presents
communication as an exchange process of sending and receiving messages with some type
of response expected between seller and buyer.
This sounds simple, right? But have you ever had someone talk to you and realize you did
not hear what was said? You have eyes but do not see; you have ears but do not hear is
a saying that dates back thousands of years. This wise saying is important to all of us,
including salespeople, in our daily living. Salespeople have to understand the many ways
people communicate with them.
Communication channels during the sales presentation take many forms. Ideas and
attitudes can be effectively communicated by media other than language. Actually, in a
normal two-person conversation, less than 35 percent of the social meaning utilizes verbal
components. Said another way, much of the social meaning in a conversation is conveyed
nonverbally. Furthermore, what you say verbally is not always what you actually mean.
Research has found that face-to-face communication is composed of verbal, vocal, and
facial communication messages. One equation presents the total impact of communicated
messages as equal to 7 percent verbal, 38 percent tone of voice, and 55 percent nonverbal
expressions. 1 If one recognizes these findings as a reasonable approximation of the total
communicative process, then uninformed salespeople actually ignore a major part of the
communication process that occurs during buyerseller interaction. How the sales
message is given can be as important to making the sale as what is said. Thus, nonverbal
communications are important in communication between buyer and seller. An
awareness of nonverbal communication is a valuable tool in successfully making a sale.
Vocal communication includes such factors as voice quality, pitch, inflection, and pauses.
A salespersons use of vocal factors can aid in sales presentation, too. Along with verbal,
vocal, and nonverbal communication, many other elements also are involved in sales
communication.
There are eight major communication elements. These elements are defined as follows:
Source. The source of communication (also called the communicator); in our case, its
the salesperson.
Encoding process. The salespersons conversion of ideas and concepts into the language
and materials used in the sales presentation.
Message. The information intended to be conveyed in the sales presentation.
 Medium. The form of communication used in the sales presentation and discussion;
most frequently words, visual materials, and body language.
Decoding process. Receipt and translation (interpretation) of the information by the
receiver (prospective buyer).
Receiver. The person the communication is intended for; in our case, its the prospect
or buyer.
Feedback. Reaction to the communication as transmitted to the sender. This reaction
may be verbal, nonverbal, or both.
Noise. Factors that distort communication between buyer and seller. Noise includes
barriers to communication, which we will discuss later.

Nonverbal communication: watch for it

Recognition and analysis of nonverbal communication in sales transactions are relatively
new. Only in the past 10 to 15 years has the subject been formally examined in detail. The
presence and use of nonverbal communication, however, has been acknowledged for
years. In the early 1900s, Sigmund Freud noted that people cannot keep a secret even if
they do not speak. A persons gestures and actions reveal hidden feelings about
something.
People communicate nonverbally in several ways. Four major nonverbal communication
channels are the physical space between buyer and seller, appearance, handshake, and
body movements.
Concept of space:
The concept of territorial space refers to the area around the self that a person will not
allow another person to enter without consent. Early experiments in territorial space dealt
with animals. These experiments determined that higher-status members of a group often
are afforded a freedom of movement that is less available to those of lower status. This
idea has been applied to socially acceptable distances of space that human beings keep
between themselves in certain situations. Territorial space can easily be related to the
selling situation.
Space considerations are important to salespeople because violations of territorial space
without customer consent may set off the customers defense mechanisms and create a
barrier to communications. A person (buyer) has four main types of distance to consider
intimate (up to 2 feet); personal (2 to 4 feet); social (4 to 12 feet); and public (greater than
12 feet).
Intimate space of up to 2 feet, or about arms length, is the most sensitive zone, since it is
reserved for close friends and loved ones. To enter intimate space in the buyerseller
relationship, for some prospects, could be socially unacceptable possibly offensive.
During the presentation, a salesperson should carefully listen and look for signs that
indicate the buyer feels uncomfortableperhaps that the salesperson is too close. A buyer
may deduce from such closeness that the salesperson is attempting to dominate or
overpower the buyer. This feeling can result in resistance to the salesperson. If such
uneasiness is detected, the salesperson should move back, which reassures the customer.
Personal space is the closest zone a stranger or business acquaintance is normally allowed
to enter. Even in this zone, a prospect may be uncomfortable. Barriers, such as a desk,
often reduce the threat implied when someone enters this zone.
Social space is the area normally used for a sales presentation. Again, the buyer often uses
a desk to maintain a distance of 4 feet or more between buyer and seller.
Standing while facing a seated prospect may communicate to the buyer that the
salesperson seems too dominating. Thus, the salesperson should normally stay seated to
convey a relaxed manner.
A salesperson should consider beginning a presentation in the middle of the social
distance zone, 6 to 8 feet, to avoid the prospects erecting negative mental barriers.
This is especially true if the salesperson is not a friend of the prospect.
Public space can be used by the salesperson making a presentation to a group of people.
It is similar to the distance between teacher and student in a classroom.
People are at ease, and thus easy to communicate with, at this distance because they do
not feel threatened by the salesperson.
Space Threats
The territorial imperative causes people to feel that they should defend their space or
territory against space threats. The salesperson who pulls up a chair too close, takes over
all or part of the prospects desk, leans on or over the desk, or touches the objects on the
desk runs the risk of invading a prospects territory. Be careful not to create defensive
barriers. However, should you sense a friendliness between yourself and the prospect, use
territorial space to your benefit.
Space Invasion
The prospect who allows you to enter or invade personal and intimate space is saying,
Come on into my space; lets be friends. Now you can use space to your advantage.
In most offices, the salesperson sits directly across the desk from the prospect. The
prospect controls the space arrangement. This defensive barrier allows the prospect to
control much of the conversation and remain safe from space invasion.
Often, seating is prearranged and it could be a space threat if you moved your chair when
calling on a prospect for the first time.
However, if you have a choice between a chair across the desk or beside the desk, take the
latter seat. Sitting beside the prospect lowers the desk communication barrier. If you are
friends with the buyer, move your chair to the side of the desk. This helps create a friendly,
cooperative environment between you and the buyer.
Communication through Appearance and the Handshake
Other common methods of nonverbal communication are signals conveyed by a persons
physical appearance and handshake. Once territorial space has been established, general
appearance is the next medium of nonverbal communication a salesperson conveys to a
customer. Appearance not only conveys information such as age, sex, height, weight, and
physical characteristics, but it also provides much data on personality. For instance,
hairstyle is one of the first things a buyer notices about a salesperson.
Style Hair Carefully
Hairstyle traditionally has been important in evaluating personal appearance. Todays
salespeople must consider the type of customer they call on and adjust their hairstyles
accordingly. Both male and female salespeople should visit a hairstylist.
Though recently decreasing somewhat in popularity, some male salespeople wear facial
hair. Salespeople should carefully consider their grooming and its impact on customers
perceptions. Some companies ask male salespersons to be clean shaven and wear
conservative haircuts. Their female salespersons are asked to choose a simple,
businesslike, shoulder-length hairstyle. Other companies leave grooming up to each
individual. Your grooming objective is to eliminate communication barriers. Your
grooming can convey a favorable first impression. Should your company not have a policy
on grooming, examine your customers grooming before deciding on your style.
Dress as a Professional
Wardrobe has always been a major determinant of sales success, and today it is
emphasized as never before. A variety of books and articles have appeared on proper dress
for businesspeople. These books espouse the doctrine that men and women sales
representatives should wear conservative, serious clothing that projects professionalism,
just the right amount of authority, and a desire to please the customer. Sporty clothing is
believed to accentuate sales aggressiveness, which can place a purchasing agent on the
defensive and result in lost sales.
Many companies believe that decision rules exist for every major clothing item and
accessory, but these are derivatives of one basic commandmentdress in a simple,
elegant style. Xerox, IBM, and other large companies have incorporated these ideas into
their sales training and daily policies. These firms encourage sales personnel to wear dark,
conservative clothing. This practice is designed to project a conservative, stable corporate
image to both customers and the general public.
The nonverbal messages that salespeople emit through appearance should be positive in
all sales situations. Characteristics of the buyer, cultural aspects of a sales territory, and
the type of product being sold all determine a mode of dress. In considering these aspects,
create a business wardrobe that sends positive, nonverbal messages in every sales
situation.
Shake Hands Firmly and Look People in the Eye
Once you have determined appropriate dress and hairstyle, the next nonverbal
communication channel to consider is your contact with a prospect through the
handshake.
The handshake is said to have evolved from a gesture of peace between warriors. By
joining hands, two warriors were unable to bear arms against one another (assuming that
a shieldnot a weaponwas held in the other hand).
Today, a handshake is the most common way for two people to touch one another in a
business situation, and some people feel that it is a revealing gesture. A firm handshake
is more intense and is indicative of greater liking and warmer feelings.
A prolonged handshake is more intimate than a brief one, and it could cause the customer
discomfort, especially in a sales call on a new prospect. A loosely clasped, cold, or limp
handshake is usually interpreted as indicating that someone is aloof and unwilling to
become involved. This cold fish handshake is also perceived as unaffectionate and
unfriendly.
General rules for a successful handshake include extending your hand firstif
appropriate. Remember, however, a few people may be uncomfortable shaking hands
with a stranger. At times, you may want to allow your customer to initiate the gesture.
Maintain eye contact with the customer during the handshake, gripping the hand firmly.
These actions allow you to initially establish an atmosphere of honesty and mutual
respectstarting the presentation in a positive manner.
Body Language Gives You Clues
From birth, people learn to communicate their needs, likes, and dislikes through
nonverbal means. The salesperson can learn much from a prospects raised eyebrow, a
smile, a touch, a scowl, or reluctance to make eye contact during a sales presentation. The
prospect can communicate with you literally without uttering a word. An ability to
interpret these signals is an invaluable tool to the successful sales professional. In
conjunction with interpretation of body language, the salespersons skillful use and
control of physical actions, gestures, and overall body position also are helpful.
The buyer can send nonverbal signals via five communication modes. They are the body
angle, facial expression, arm movement or position, hand movements or position, and leg
position. These modes generally send three types of messages: (1) acceptance, (2) caution,
and (3) disagreement.
Acceptance signals indicate that your buyer is favorably inclined toward you and your
presentation. These signals give you the green light to proceed. While this may not end in
a sale, at the least the prospect is saying, I am willing to listen. What you are saying is
both acceptable and interesting. Some common acceptance signals include these:
Body angle. Leaning forward or upright at attention.
Face. Smiling, pleasant expression, relaxed, eyes examining visual aids, direct eye
contact, positive voice tones.
Hands. Relaxed and generally open, perhaps performing business calculations on
paper, holding on as you attempt to withdraw a product sample or sales materials, firm
handshake.
Arms. Relaxed and generally open.
Legs. Crossed and pointed toward you or uncrossed.
Salespeople frequently rely only on facial expressions as indicators of acceptance. This
practice may be misleading since buyers may consciously control their facial expressions.
Scan each of the five key body areas to verify your interpretation of facial signals. A buyer
who increases eye contact, maintains a relaxed position, and exhibits positive facial
expressions gives excellent acceptance signals.
Acceptance signals indicate that buyers perceive that your product might meet their
needs. You have obtained their attention and interest. You are free to continue with your
planned sales presentation.
Caution signals should alert you that buyers are either neutral or skeptical toward what
you say. Caution signals are indicated by these characteristics:
Body angle. Leaning away from you.
Face. Puzzled, little or no expression, averted eyes or little eye contact, neutral or
questioning voice tone, saying little, and then asking only a few questions.
Arms. Crossed, tense.
Hands. Moving, fidgeting with something, clasped, weak handshake.
Legs. Moving, crossed away from you.

Body Guidelines
Over time, you will know customers well enough to understand the meaning of their body
movements. Although a prospect may say no to making a purchase, body movement may
indicate uncertainty. The interpretation of most body language is obvious. Be cautious in
interpreting an isolated gesture, such as assuming that little eye contact means the
prospect is displeased with what you are saying. Instead, concentrate on nonverbal cues
that are part of a cluster or pattern. Lets say your prospect begins staring at the wall. That
is a clue that may mean nothing. You continue to talk. Now, the prospect leans back in the
chair. That is another clue. By itself, it may be meaningless, but in conjuction with the
first clue, it begins to take on meaning. Now, you see the prospect turn away, legs crossed,
brow wrinkled. You now have a cluster of clues forming a pattern. It is time to adjust or
change your presentation.
In summary, remember that nonverbal communication is well worth considering in
selling. A salesperson ought to
Be able to recognize nonverbal signals.
Be able to interpret them correctly.
Be prepared to alter a selling strategy by slowing, changing, or stopping a planned
presentation.
Respond nonverbally and verbally to a buyers nonverbal signals.
Effective communication is essential in making a sale. Nonverbal communication signals
are an important part of the total communication process between buyer and seller.
Professional salespeople seek to learn and understand nonverbal communication to
increase their sales success.
BARRIERS TO COMMUNICATION:
Like the high hurdler, a salesperson often must overcome a multitude of obstacles.
1.Differences in perception. If the buyer and seller do not share a common understanding
of information contained in the presentation, communication breaks down. The closer a
buyers and sellers perceptions, attitudes, and beliefs are, the stronger communication
will be between them. Cultural differences are easily misperceived by buyers and sellers.
2.Buyer does not recognize a need for product. Communication barriers exist if the
salesperson is unable to convince the buyer of a need, and/or that the salesperson
represents the best supplier to buy from.
3.Selling pressure. There is a fine line between what is acceptable sales pressure or
enthusiasm and what the buyer perceives as a high-pressure sales technique. A pushy,
arrogant selling style can quickly cause the prospect to erect a communication barrier.
4. Information overload. You may present the buyer with an excess of information. This
overload may cause confusion, perhaps offend, and the buyer will stop listening. For
example, the engineer making a presentation to a buyer who is not an engineer may
concentrate on the technical aspects of a product when the buyer only wants a small
amount of information.
5.Disorganized sales presentation. Sales presentations that seem unorganized to the
buyer tend to cause frustration or anger. Buyers commonly expect you to understand their
needs or problems and to customize your sales presentation to their individual situations.
If you fail to do this, communication can fall apart.
6.Distractions. When a buyer receives a telephone call or someone walks into the office,
distractions occur. A buyers thoughts may become sidetracked, and it may be difficult to
regain attention and interest.
7.Poor listening. At times, the buyer may not listen to you. This often occurs if you do all
or most of the talkingnot allowing the buyer to participate in the conversation.
8.How and what you say. What we say probably affects more people than any other action
we take. Here are four common speech patterns. The first two should be copied, and the
last two should be avoided:
a. The Controlled Talkthose with this speech pattern think before speaking, know
when silence is best, and give wise advice.
b. The Caring Talkthose with this speech pattern speak truthfully while seeking to
encourage.
c. The Conniving Talkthose with this speech pattern are filled with wrong motive,
gossip, slander, and a desire to twist truth.
d. The Careless Talkthose with this speech pattern are filled with lies, salty language,
and quick-tempered wordswhich can lead to self-destruction in sales.
9.Not adapting to buyer s style. Sitting in on a sales call with a young salesperson selling
high-priced industrial equipment, it became clear that the two were not communicating.
The salesperson, who preferred telling to showing, kept talking about the product. But the
visually oriented client wanted to see a picture of it. Eventually, the conversation
deteriorated into a show versus tell confrontation.
It was the classic sales miscommunication. Amazingly, the rep had product brochures in
his briefcase. But he didnt bring them out because he was locked into his own form of
communication. It is critical for salespeople to use different communication styles as
discussed in Chapter 4. Most successful salespeople have learned to match their
customers communication styles. Remember the Golden Rule and adjust to the other
person.
The nine barriers to communication just listed are not the only ones that may occur. As
in the example of Joe Jones, the buyer may actually need the product and the salesperson
may have excellent product knowledge and believe that the sales presentation was good,
yet because of communication barriers, the buyer rejects the salesperson and the product.
As a salesperson, constantly seek ways to recognize and overcome communication
barriers, and identify and satisfy buyer needs through persuasive communication.