Communication for Relationship
Building: It’s Not All Talk

McGraw-Hill/Irwin

Copyright © 2007 by The McGraw-Hill Companies, Inc. All

Chapter

4


4-3

Chapter

4


Main Topics






4-4

The Tree of Business Life: Communication
Communication: It Takes Two


T

I

C

Guided by The Golden
Rule,
Rule effectively
communicate using:






Words
Body language
Visual Aids
Listening
Unselfishness to help a person make
the correct buying decision


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.

Stimulus

Black box

Response

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


The Communication Process
Basic Model
The Communication Process
Basic Model


The Communication Process
Basic Model

1.1.
Sender
Sender
has
hasidea
idea


The Communication Process
Basic Model

1.1.

Basic Model

1.1.
Sender
Sender
has
hasidea
idea

2.2.
Sender
Sender
encodes
encodes
idea
ideain
in
message
message


The Communication Process
Basic Model

1.1.
Sender
Sender
has
hasidea
idea

hasidea
idea

2.2.
Sender
Sender
encodes
encodes
idea
ideain
in
message
message

3.3.
Message
Message
travels
travels
over
over
channel
channel


The Communication Process
Basic Model

1.1.
Sender

decodes
message
message


The Communication Process
Basic Model

1.1.
Sender
Sender
has
hasidea
idea

2.2.
Sender
Sender
encodes
encodes
idea
ideain
in
message
message

3.3.
Message
Message
travels


2.2.
Sender
Sender
encodes
encodes
idea
ideain
in
message
message

3.3.
Message
Message
travels
travels
over
over
channel
channel

4.4.
Receiver
Receiver
decodes
decodes
message
message


Message
travels
travels
over
over
channel
channel

4.4.
Receiver
Receiver
decodes
decodes
message
message


The Communication Process
Basic Model
5.5.
Feedback
Feedbacktravels
travels
to
sender
to sender
1.1.
Sender
Sender
has

message


The Communication Process
Basic Model
5.5.
Feedback
Feedbacktravels
travels
to
sender
to sender
1.1.
Sender
Sender
has
hasidea
idea

2.2.
Sender
Sender
encodes
encodes
idea
ideain
in
message
message


5.5.
Feedback
Feedbacktravels
travels
to
sender
to sender
1.1.
Sender
Sender
has
hasidea
idea

2.2.
Sender
Sender
encodes
encodes
idea
ideain
in
message
message

3.3.
Message
Message
travels
travels

 Decoding process
 Receiver
 Feedback
 Noise


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


Nonverbal Communication: Watch For It
 Concept of space:
 Territorial space
 Intimate space – 2 feet
 Personal space – 2 to 4 feet
 Social space – 4 to 6 feet
 Public space – 12+ feet
 Space threats – too close – “territorial imperative”
 Space invasion – OK to be close