Improving Communication Skills
Improving Communication Skills to Increase Sales Holly (almost) Ellefson
How important is communication?
Every Fight Ever
How important is communication? Communicating well is one of the most important elements to being a successful demonstrator.
Why Is Communication Important?
• Communication affects our relationship with our customers • Good communication leads to: – – – –
Better friendships Honesty Less stress Increased sales
Agenda In-person communication skills to increase sales: • Keep it simple • Listen • Non-verbal communication • Different language for different buyers
Keep It Simple • Speak as if your audience were first-time customers
“Keep it simple, easy to understand, and treat each communication as if it were geared toward a first-time customer. I have found that the more basic I keep my communication, the better.” -Patty Bennett
Keep It Simple • Speak as if your audience were first-time customers • Watch your lingo! Are you using words a first-time customer might not understand? • Don’t give too much information all at once • Make it easy for customers to order
“I make fun ‘menus’ for the projects we are making with a photo of the completed project and a supply list with item number, product, and price. It's a snap for them to know exactly what to put on their order form and have everything in one place. It's also a great reference for them to take home for future orders.” -Michelle Suit
“I create a 'quick order' form for the guests. Basically it's three options of the products I've used in about $50 packages. They just check the bundle they want and hand it in. I also put together a My Oh My What To Order First form that I hand out with my new catalogs.” -Becky Roberts
You Can Make It
“One thing I have had success with is actually building product orders into the class. At my last event, everyone that attended got a Designer Series Paper Stack, a roll of Thick Baker’s Twine, and a pack of wooden embellishments in their kit; they used them for all projects, so the ‘orders’ were [placed] before the event even started.” -Sarah Klass
Keep It Simple • Speak as if your audience were first-time customers • Watch your lingo! Are you using words a first-time customer might not understand? • Don’t give too much information all at once • Make it easy for customers to order • Pay attention to what’s on their order form and upsell
“When calculating an order form, pay attention to what is on the order form. If they order a Stazon Pad, ask them if they have the cleaner or ink refill, and explain why they will want them. If I know a customer is planning on making cards, I simply ask if they forgot the envelopes.” -France Martin
Listening Being an active listener is one of the best things you can do as a demonstrator to improve your communication skills.
“Most people do not listen with the intent to understand; they listen with the intent to reply.” -Stephen Covey
“Sometimes I just sit in an empty seat at a table and just listen to their conversation. I’ll chime in if necessary, but mostly I just listen. It’s a great way to know your customers and what’s going on in their lives. When I see them next time I can ask, ‘How was that wedding you went to last week?’ or ‘How is your daughter doing?’”
“It goes a long way [toward building] a relationship, both business and personal. Which leads to more loyalty and a longer relationship of purchasing and attending classes.” -Dawn Olchefske
Active Listening Don'ts • Don’t think ahead to your response • Don’t imagine what you think they are going to say next • Don’t multitask • Don’t let yourself get distracted • Don’t interrupt
Active Listening Do’s • Listen with the intent to remember • Maintain good eye contact • Give verbal and non-verbal signals that you are paying attention • Record what you learn
Pam Morgan
Active Listening Do’s • Listen with the intent to remember • Maintain good eye contact • Offer verbal and non-verbal signals that you are paying attention • Record what you learn – Personal details – Product information
Non-Verbal Communication Much of communication comes from things other than the actual words you use. Body language and tone of voice are as important as the words you use.
Non-Verbal Communication • Smile
“Smile. Always, always smile.” -Genevieve Ko
Non-Verbal Communication • Smile – Smiling releases endorphins – Natural reaction is to smile back at someone – Smiling changes the tone of your voice
Non-Verbal Communication • Smile – Smiling releases endorphins – Natural reaction is to smile back at someone – Smiling changes the tone of your voice
• Eye Contact
“ALWAYS make eye contact with people. If you are uncomfortable doing this, learn and practice. It makes a big difference in how people relate to you.” -Susan Nygaard
Non-Verbal Communication • Smile – Smiling releases endorphins – Natural reaction is to smile back at someone – Smiling changes the tone of your voice
• Eye contact • Be confident
Different Language for Different Buyers Buyers are motivated by different things. You need to modify your language to make sure you are appealing to different types of buyers.
“Toward” vs. “Away” Buyers “Toward” buyers are drawn in by the positive aspects of a product. Benefits-oriented selling works best for them.
Fine-Tip Glue Pen
“Toward” vs. “Away” Buyers “Away” buyers are resistant to benefits (the positive aspects of a product), but are drawn in by the negative things they are going to avoid by purchasing the product. What problem is your product going to solve?
Fine-Tip Glue Pen
How Do You Know? But how do I know which kind of buyers my customers are? • Use language that will appeal to both types of buyers.
Season to Season Wreath
Season to Season This kit is amazing! All the detail cutting work is done for you, so all you need to do is assemble it. The wreath base is 13.5 inches, so it will be a gorgeous décor piece no matter where you hang it! It comes with a Halloween, Autumn, and Christmas banners, so you won’t need to find room in your home to store three separate wreaths. This one can stay up all season long!
Your Turn Turn to your neighbor and sell them Whisper White Thick Cardstock in a way that would appeal to both “Toward” and “Away” buyers.
Review • • • •
Keep it simple Be an active listener Smile, make eye contact, and be confident Use language that will appeal to both “Toward” and “Away” buyers
Challenge Plan a gathering for the month of August, and put into practice the four communication skills we talked about today.
How important is communication?
Every Fight Ever
How important is communication? Communicating well is one of the most important elements to being a successful demonstrator.
Why Is Communication Important?
• Communication affects our relationship with our customers • Good communication leads to: – – – –
Better friendships Honesty Less stress Increased sales
Agenda In-person communication skills to increase sales: • Keep it simple • Listen • Non-verbal communication • Different language for different buyers
Keep It Simple • Speak as if your audience were first-time customers
“Keep it simple, easy to understand, and treat each communication as if it were geared toward a first-time customer. I have found that the more basic I keep my communication, the better.” -Patty Bennett
Keep It Simple • Speak as if your audience were first-time customers • Watch your lingo! Are you using words a first-time customer might not understand? • Don’t give too much information all at once • Make it easy for customers to order
“I make fun ‘menus’ for the projects we are making with a photo of the completed project and a supply list with item number, product, and price. It's a snap for them to know exactly what to put on their order form and have everything in one place. It's also a great reference for them to take home for future orders.” -Michelle Suit
“I create a 'quick order' form for the guests. Basically it's three options of the products I've used in about $50 packages. They just check the bundle they want and hand it in. I also put together a My Oh My What To Order First form that I hand out with my new catalogs.” -Becky Roberts
You Can Make It
“One thing I have had success with is actually building product orders into the class. At my last event, everyone that attended got a Designer Series Paper Stack, a roll of Thick Baker’s Twine, and a pack of wooden embellishments in their kit; they used them for all projects, so the ‘orders’ were [placed] before the event even started.” -Sarah Klass
Keep It Simple • Speak as if your audience were first-time customers • Watch your lingo! Are you using words a first-time customer might not understand? • Don’t give too much information all at once • Make it easy for customers to order • Pay attention to what’s on their order form and upsell
“When calculating an order form, pay attention to what is on the order form. If they order a Stazon Pad, ask them if they have the cleaner or ink refill, and explain why they will want them. If I know a customer is planning on making cards, I simply ask if they forgot the envelopes.” -France Martin
Listening Being an active listener is one of the best things you can do as a demonstrator to improve your communication skills.
“Most people do not listen with the intent to understand; they listen with the intent to reply.” -Stephen Covey
“Sometimes I just sit in an empty seat at a table and just listen to their conversation. I’ll chime in if necessary, but mostly I just listen. It’s a great way to know your customers and what’s going on in their lives. When I see them next time I can ask, ‘How was that wedding you went to last week?’ or ‘How is your daughter doing?’”
“It goes a long way [toward building] a relationship, both business and personal. Which leads to more loyalty and a longer relationship of purchasing and attending classes.” -Dawn Olchefske
Active Listening Don'ts • Don’t think ahead to your response • Don’t imagine what you think they are going to say next • Don’t multitask • Don’t let yourself get distracted • Don’t interrupt
Active Listening Do’s • Listen with the intent to remember • Maintain good eye contact • Give verbal and non-verbal signals that you are paying attention • Record what you learn
Pam Morgan
Active Listening Do’s • Listen with the intent to remember • Maintain good eye contact • Offer verbal and non-verbal signals that you are paying attention • Record what you learn – Personal details – Product information
Non-Verbal Communication Much of communication comes from things other than the actual words you use. Body language and tone of voice are as important as the words you use.
Non-Verbal Communication • Smile
“Smile. Always, always smile.” -Genevieve Ko
Non-Verbal Communication • Smile – Smiling releases endorphins – Natural reaction is to smile back at someone – Smiling changes the tone of your voice
Non-Verbal Communication • Smile – Smiling releases endorphins – Natural reaction is to smile back at someone – Smiling changes the tone of your voice
• Eye Contact
“ALWAYS make eye contact with people. If you are uncomfortable doing this, learn and practice. It makes a big difference in how people relate to you.” -Susan Nygaard
Non-Verbal Communication • Smile – Smiling releases endorphins – Natural reaction is to smile back at someone – Smiling changes the tone of your voice
• Eye contact • Be confident
Different Language for Different Buyers Buyers are motivated by different things. You need to modify your language to make sure you are appealing to different types of buyers.
“Toward” vs. “Away” Buyers “Toward” buyers are drawn in by the positive aspects of a product. Benefits-oriented selling works best for them.
Fine-Tip Glue Pen
“Toward” vs. “Away” Buyers “Away” buyers are resistant to benefits (the positive aspects of a product), but are drawn in by the negative things they are going to avoid by purchasing the product. What problem is your product going to solve?
Fine-Tip Glue Pen
How Do You Know? But how do I know which kind of buyers my customers are? • Use language that will appeal to both types of buyers.
Season to Season Wreath
Season to Season This kit is amazing! All the detail cutting work is done for you, so all you need to do is assemble it. The wreath base is 13.5 inches, so it will be a gorgeous décor piece no matter where you hang it! It comes with a Halloween, Autumn, and Christmas banners, so you won’t need to find room in your home to store three separate wreaths. This one can stay up all season long!
Your Turn Turn to your neighbor and sell them Whisper White Thick Cardstock in a way that would appeal to both “Toward” and “Away” buyers.
Review • • • •
Keep it simple Be an active listener Smile, make eye contact, and be confident Use language that will appeal to both “Toward” and “Away” buyers
Challenge Plan a gathering for the month of August, and put into practice the four communication skills we talked about today.
