Charles M. Futrell,
Texas A&M University
| acceptance signals | Signs that your buyer is favorably inclined toward you and your presentation.
(See 106)
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| caution signals | Signs that a buyer is neutral or skeptical toward what the salesperson says.
(See 106)
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| communication | The act of transmitting verbal and nonverbal information and understanding between seller
and buyer.
(See 99)
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| credibility | A salesperson's believability, established through empathy, willingness to listen to specific needs, and continual enthusiasm toward his or her work and the customer's business.
(See 118)
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| decoding process | Receipt and translation of information by the receiver.
(See 100)
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| disagreement signals | Signs that the prospect does not agree with the presentation or does not think the product is beneficial.
(See 107)
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| empathy | The ability to identify and understand another person's feelings, ideas, and circumstances.
(See 113)
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| encoding process | One of the eight elements of the communication process. This is the conversion by the salesperson of ideas and concepts into the language and materials used in the sales presentation.
(See 100)
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| enthusiasm | A state of mind in which a person is filled with excitement toward something.
(See 117)
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| feedback | Verbal or nonverbal reaction to communication as transmitted to the sender.
(See 100)
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| hearing | The ability to detect sounds.
(See 113)
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| intimate space | A spatial zone up to two feet, about an arm's length, from a person's body that is reserved for close friends and loved ones.
(See 101)
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| KISS | A memory device standing for Keep It Simple, Salesperson.
(See 113)
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| listening | Ability to derive meaning from sounds that are heard.
(See 113)
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| medium | The form of communication used in the sales presentation and discussion; most frequently words, visual materials, and body language.
(See 100)
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| memory | The ability to recall information over time.
(See 117)
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| message | Information conveyed in the sales presentation.
(See 100)
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| noise | Factors that distort communication between buyer and seller, including barriers to communication.
(See 100)
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| nonverbal communication | Unspoken communication such as physical space, appearance, handshake, and body movement.
(See 101)
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| personal space | An area two to four feet from a person; it is the closest zone a stranger or business acquaintance is normally allowed to enter.
(See 102)
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| persuasion | Ability to change a person's belief, position, or course of action.
(See 111)
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| probing | The act of gathering information and uncovering customer needs by using one or more questions.
(See 112)
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| proof statements | Statements that substantiate claims made by the salesperson.
(See 118)
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| public space | Distances greater than 12 feet from a person.
(See 102)
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| receiver | The person a communication is intended for.
(See 100)
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| social space | A zone that is 4 to 12 feet from a person and is the area normally used for sales presentations.
(See 102)
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| source | The origin of a communication.
(See 100)
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| space invasion | A situation in which one person enters another person's personal or intimate space.
(See 103)
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| space threats | A situation in which a person threatens to invade another's spatial territory.
(See 102)
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| territorial space | The area around oneself that a person will not allow another person to enter without consent.
(See 101)
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2002 McGraw-Hill Higher Education