| caution signals | Signs that a buyer is neutral or skeptical toward what the salesperson says.
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| communication | The act of transmitting verbal and nonverbal information and understanding between seller and buyer.
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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.
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| decoding process | Receipt and translation of information by the receiver.
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| empathy | The ability to identify and understand another person's feelings, ideas, and circumstances.
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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.
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| enthusiasm | A state of mind wherein a person is filled with excitement toward something.
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| feedback | Verbal or nonverbal reaction to communication as transmitted to the sender.
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| hearing | The ability to detect sounds.
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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.
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| KISS | A memory device standing for Keep It Simple, Salesperson.
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| listening | Ability to derive meaning from sounds that are heard.
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| medium | The form of communication used in the sales presentation and discussion, most frequently words, visual materials, and body language.
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| memory | The ability to recall information over time.
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| message | Information conveyed in the sales presentation.
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| noise | Factors that distort communication between buyer and seller, including barriers to communication.
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| nonverbal communication | Unspoken communication such as physical space, appearance, handshake, and body movement.
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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.
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| persuasion | The process of changing a person's belief, position, or course of action.
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| probing | The act of gathering information and uncovering customer needs using one or more questions.
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| proof statements | Statements that substantiate claims made by the salesperson.
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| public space | Distances greater than 12 feet from a person.
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| receiver | The person a communication is intended for.
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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.
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| source | The origin of a communication.
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| space invasion | A situation in which one person enters another person's personal or intimate space.
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| space threat | A situation in which a person threatens to invade another's spatial territory.
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| territorial space | The area around oneself that a person will not allow another person to enter without consent.
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