Sales & Customer Relationship Management Discussion Subject: Sales & Customer relationship management In each of the following selling situations determin

Sales & Customer Relationship Management Discussion Subject: Sales & Customer relationship management

In each of the following selling situations determine:

Scenario A: The buyer seems happy to see you. Because you have been calling on him for several years, the two of you have become business friends. In the middle of your presentation, you notice the buyer slowly lean back in his chair. As you continue to talk, a puzzled look comes over his face.

Scenario B: 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.”

Scenario C: As a salesperson with only six months’ experience, you are somewhat nervous about calling on an important buyer who has been a purchasing agent for almost 20 years. Three minutes after you have begun your presentation, he rapidly raises his arms straight up into the air and slowly clasps his hands behind his head. He leans so far back in his chair that you think he is going to fall backward on the floor. At the same time, he crosses his legs away from you and slowly closes his eyes. You keep on talking. Slowly the buyer opens his eyes, uncrosses his legs, and sits up in his chair. He leans forward, placing his elbows on the desktop, propping his head up with his hands. He seems relaxed as he says, “Let me see what you have here.” He reaches his hand out for you to give him the presentation materials you have developed.

Scenario D: At the end of your presentation, the buyer leans forward, his arms open, and smiles as he says, “You really don’t expect me to buy that piece of junk, do you?”

Identify the following in each scenario: Answer below three questions for each scenario

What nonverbal signals is the buyer communicating?
How would you respond nonverbally?
What would you say?

Guidelines:

The paper should be at least 1– 1.5 pages in length.

Bullet points can be used

Times New Roman 12-pt font, double-spaced, 1inch margins.

APA formatting and citation should be used.

To refer the textbook, I will give the instructions on how to access the online-textbook from Mc-Graw Hill website for chapter 4. As this assignment is part of chapter 4. You will find those concepts of communication in chapter 4.

I will also attach a presentation of our professor of chapter 4 if you want to glance through it.

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
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 people’s
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 person’s
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 person’s
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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