The Power of Selling, 2010a

Chapter 5
The Power of Effective Communication
5.1 Ready, Set, Communicate
LEARNING OBJECTIVES
1. Understand the elements of effective business communication.
2. Recognize the implications of different types of verbal and nonverbal communication.
3. Learn how your dress communicates in an interview and the workplace.
4. Discuss how technology tools can help a salesperson manage customer relationships.
A text message.
A voice mail.
A passing comment.
A Facebook post.
An unreturned phone call.
Have you ever had one of these communications be misinterpreted? You meant one thing, but your
friend thought you meant something else? Sometimes, the miscommunication can result in the
confusion of a meeting time or a place to get together. Or worse, it can be entirely misunderstood and
may have a negative impact on your relationship.
Communication, the exchange of information or ideas between sender and receiver, is a challenging
aspect in your personal life, at school, and especially in selling. Today, it’s even more complex with
business being conducted around the world and with varying communication methods. In this
constant, high-speed business environment, communication blunders can cost you more than you
might think. Did you ever hear the saying, “You only have one chance to make a good first
impression”? It couldn’t be truer when it comes to communication: The first two seconds of
communication are so important that it takes another four minutes to add 50 percent more
information to an impression—positive or negative—within that communication. [1] Communication
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