Deck 4: Using Communication Principles to Build Relationships

Question 1

Closely examine ten email messages you receive. Evaluate them on the basis of the suggestions offered in this chapter for the proper use of email.

Answer 1

Effective communication is considered as a key to build relationships because with an open and proper communication an individual could build good amount of interpersonal relationships capable of improving overall communication.
After closely examining the 10 emails received by Mr. Y, he has evaluated them on the basis of suggestions offered in this chapter for the proper use of email in the following manner-
• The subject line of the email should carry the topic for which the email has been written.
• Most of the important details in writing a mail should be written in the first few lines so that the receiver gets the sender's information at the initial stage of the email.
• Use of emoticons should be avoided because it is hard for the receiver to understand and relate to the non-verbal cues used in the emails.
• The font type and font size of the emails should be normal and justified and should be free from creativity so that the message receives to the receiver in the same manner as intended by the sender.
• Delivering of bad news using email is a bad idea and only news that are worth applause and also the normal messages should be send using emails.

Question 2

Assume you sell football tickets for a nearby NFL team and you wish to use Twitter to build relationships with potential season ticket holders. Create two tweets that you would post to accomplish this objective.

Answer 2

Social networking tools are an important part of modern marketing activities. They help in gaining the attention of maximum number of people with lesser time and effort. In the mentioned situation, following tweet can be posted on Website T to attract the potential customers:
Planning to view football match with family or friends!!!
Here is the cost effective and effort free booking facility
Just log onto the given website and place a request
Your ticket will be booked and will be sent you through email
Come and enjoy the game…

Question 3

Ben Alan, a salesperson for Yellow Book USA, has just entered the elaborate office of Laura C. Curran, owner of Denmark Interiors, an upscale interior decorator in Louisville. Laura is seated behind a vast mahogany desk in a high-backed stylish executive chair working on some paperwork. She doesn't look up as Ben enters the room.
Ben: [walking around Laura's desk and extending his hand] Good morning,
Laura: It's sure nice to finally get a chance to meet you. [laughing] Forgive me for saying so, but I'll have to admit this is the nicest office, and you're the prettiest person I've called on this week!
Laura: [not looking up from her paperwork or extending her hand as she finally responds] Please have a seat, Mr.... what was your name?
Ben: [dragging up a seat from the side of the room and placing it on the same side of the desk as Laura, then plopping down in the seat] Ben. Ben Alan. I believe it's one of the hottest days in Louisville this summer! Say, here's a good joke I heard yesterday. A man fainted in the middle of a busy intersection, and traffic quickly piled up in all directions, so a woman rushed to help him. When she knelt down to loosen his collar, a man emerged from the crowd, pushed her aside, and said, "It's all right honey, I've had a course in CPR!" The woman stood up and watched as he took the ill man's pulse and prepared to administer artificial respiration. At this point she tapped him on the shoulder and said, "When you get to the part about calling a doctor, I'm already here." Ha ha ha!
Laura: [not laughing but pushing her paperwork away from her and crossing her arms] What can I do for you, Mr. Alan?
Ben: Well, Laura, I'd like to see your company take out a bigger ad in the Yellow Pages. Can't beat the Yellow Pages for business, now can you?
Laura: [turning in her chair to look out the window while looking at her watch] We provide professional interior decorating to high-end clients, depending mostly on word-of-mouth recommendations for new clients, Mr. Alan.
Ben: [taking out a pad of paper from his shirt pocket and searching his pockets for a pen] Now that's news to me, Laura. I thought you were like all the rest, desperately seeking ugly homes to make them prettier. Ha ha ha!
Laura: [making a steeple with her hands while still looking out the office window] I would guess you would, Mr. Alan. [swiveling in her chair to face Ben] Yes, I would guess you would. [pressing a button on her desk] Ms. Deramus, Mr. Alan has completed his interview with me. Will you kindly escort him out? [eyeing Ben with a triumphant look on her face] Have a good day, Mr. [strongly emphasizing the word Mr.] Alan.
Evaluate the exchange.

Answer 3

As per the stated case, it is evident that the effort taken by Mr. B to promote his classified service remained in vain. The exchange of the information or the communication between the client and the seller implied that the lady L was least interested in the service provided by Mr. B.
Mr. B tried to attract Mrs. L in a friendly approach to begin his selling process. But the client took the interaction casually and instead cracked jokes. It implied that Ms. L had lack of interest. Besides that, her body languages also proved her casual attitude towards the seller.
Hence, Mrs. L was not willing taking up the service in the initial stage itself.

Question 4

Ben Alan, a salesperson for Yellow Book USA, has just entered the elaborate office of Laura C. Curran, owner of Denmark Interiors, an upscale interior decorator in Louisville. Laura is seated behind a vast mahogany desk in a high-backed stylish executive chair working on some paperwork. She doesn't look up as Ben enters the room.
Ben: [walking around Laura's desk and extending his hand] Good morning,
Laura: It's sure nice to finally get a chance to meet you. [laughing] Forgive me for saying so, but I'll have to admit this is the nicest office, and you're the prettiest person I've called on this week!
Laura: [not looking up from her paperwork or extending her hand as she finally responds] Please have a seat, Mr.... what was your name?
Ben: [dragging up a seat from the side of the room and placing it on the same side of the desk as Laura, then plopping down in the seat] Ben. Ben Alan. I believe it's one of the hottest days in Louisville this summer! Say, here's a good joke I heard yesterday. A man fainted in the middle of a busy intersection, and traffic quickly piled up in all directions, so a woman rushed to help him. When she knelt down to loosen his collar, a man emerged from the crowd, pushed her aside, and said, "It's all right honey, I've had a course in CPR!" The woman stood up and watched as he took the ill man's pulse and prepared to administer artificial respiration. At this point she tapped him on the shoulder and said, "When you get to the part about calling a doctor, I'm already here." Ha ha ha!
Laura: [not laughing but pushing her paperwork away from her and crossing her arms] What can I do for you, Mr. Alan?
Ben: Well, Laura, I'd like to see your company take out a bigger ad in the Yellow Pages. Can't beat the Yellow Pages for business, now can you?
Laura: [turning in her chair to look out the window while looking at her watch] We provide professional interior decorating to high-end clients, depending mostly on word-of-mouth recommendations for new clients, Mr. Alan.
Ben: [taking out a pad of paper from his shirt pocket and searching his pockets for a pen] Now that's news to me, Laura. I thought you were like all the rest, desperately seeking ugly homes to make them prettier. Ha ha ha!
Laura: [making a steeple with her hands while still looking out the office window] I would guess you would, Mr. Alan. [swiveling in her chair to face Ben] Yes, I would guess you would. [pressing a button on her desk] Ms. Deramus, Mr. Alan has completed his interview with me. Will you kindly escort him out? [eyeing Ben with a triumphant look on her face] Have a good day, Mr. [strongly emphasizing the word Mr.] Alan.
What would you do differently if you were Ben?

Question 5

Joel Winnes is a sales rep for Case IH Agricultural, a global leader in agricultural equipment. Headquartered in the United States, Case IH has a vast network of more than 4,900 dealers and distributors that operates in over 160 countries. Case IH sells tractors, planting and seeding equipment, application and harvesting equipment, skid steers, attachments, and other farming-related equipment.
Joel, who grew up in central Minnesota and who has been selling for Case IH in northern Iowa for the past three years, was just transferred to the Case IH office in Mexico City. Joel has never lived or worked in Mexico before and is thinking about what changes he might need to make as he works with farmers in that country.
Investigate the culture of Mexico in more detail by viewing Web pages and reading articles about how business salespeople can best sell there. Briefly summarize four key findings.

Question 6

Joel Winnes is a sales rep for Case IH Agricultural, a global leader in agricultural equipment. Headquartered in the United States, Case IH has a vast network of more than 4,900 dealers and distributors that operates in over 160 countries. Case IH sells tractors, planting and seeding equipment, application and harvesting equipment, skid steers, attachments, and other farming-related equipment.
Joel, who grew up in central Minnesota and who has been selling for Case IH in northern Iowa for the past three years, was just transferred to the Case IH office in Mexico City. Joel has never lived or worked in Mexico before and is thinking about what changes he might need to make as he works with farmers in that country.
What changes should Joel consider making (compared to how he probably sold to clients in Iowa) as he calls on prospects in Mexico? Make any assumptions necessary.

Question 7

In an effort to improve relationships and open communications, is it okay to enjoy a few beers on the golf course with your clients?

Question 8

As a student in a college classroom, you may encounter many distractions that affect your listening ability.
a. List three things you have seen professors do that are distracting to you.
b. What can you do to reduce each of these distractions?

Question 9

Assume you are making a call on a person of the opposite sex in a culture where direct eye contact between the sexes is not supposed to occur. Much to your amazement, the buyer continues to look intently into your eyes. You are in an office alone with the buyer. What should you do?

Question 10

Have a friend score you using the listening test ( Exhibit 4.3 ) found in this chapter.
a. Compare your friend's score with the one you gave yourself.
b. What did this exercise teach you about your listening skills?

Question 11

Make a chart with three columns: Items, What I Want This Item to Communicate to Others, and What Others Will Think My Item Is Communicating. In the first column list the following: my hairstyle, the clothing I'm wearing today, and any jewelry or body accents (like earrings or tattoos). In the second column describe the message you want to communicate with each item. Have someone else fill in the third column, describing what the items communicate to him or her.

Question 12

Develop a word picture that helps explain to a 60-year-old the merits of buying a smart phone, assuming the person doesn't own a cell phone currently.

Question 13

What do the following body language cues indicate?
a. Looking at something out the window while you're talking.
b. Tapping the feet on the floor rhythmically.
c. Leaning back in a chair with arms folded across the chest.
d. Sitting on the edge of the seat.

Question 14

Word choice is important. Some words, by themselves, may be perceived negatively. Come up with a better word choice that could be more positive for each of the following words: cost, down payment, deal, objection, cheaper, appointment, commission.

Question 15

In "From the Buyer's Seat 4.1" you learned about Jerry, who was always "in a meeting" when the buyer called. Assume you are Jerry and you didn't get any of the buyer's messages until now. How will you communicate to the buyer that you didn't receive her messages?