Communication Process

Communication is the process in which the sender tries to convey a message to the receiver. Let’s see some of the definitions of communication from oxford dictionary and by various scholars as mentioned by Sri Jin Kushal (2009).

5.2.1 Definitions of Communication

1) Communication as explained by “Oxford dictionary” is the imparting or exchanging of information by speaking, writing, or using some other medium.

2) According to Louis A. Allen, “Communication is the sum of all the things which a person does when he wants to create understanding in the mind of another. It involves a systematic and continuous process of telling, listening and understanding.”

3) According to Newman and Summer, “ Communication is an exchange of facts, ideas, opinions or emotions by two or more persons”

4) According to Theo Haimann, “ Communication is the process of passing information and understanding from one person to another….It is the process of imparting ideas and making oneself understood by others”

What we understand by the above definitions is that the communication is a process of exchange of the information between sender and the receiver. In sales the communication would be between the sales representative and the customer.

5.2.2 Forms of Communication

Sri Jin Kushal (2009) explains that there are two main basic forms of communication, namely Verbal communication and the non-verbal communication.

a) Oral Communication & written communication

There can be many forms of oral communication as mentioned by the author, namely:-face-to-face conversation, lecturers, meeting and conferences, interviews, telephone talks, grapevine, social and cultural affairs, seminars, radio and television. In sales call we mostly make use of meetings and conferences, face-to-face conversation, telephone, seminars etc.

On the other hand written communication deals with sending letters, emails, faxes, sms on phone etc. Each form of verbal communication has its advantages and disadvantages and so it is advisable to use the right mix of both oral and written communication during the communication process for the sale.

Basic forms of communication

Non-Verbal Communication

Verbal Communication

Oral Written

b) Advantages and disadvantages of verbal communications (Oral and Written) Some of the advantages of verbal communications include:-

 The ideas can be conveyed easily with oral and written communication

 The ideas can be expressed without any misunderstanding between the sender and receiver using oral and written communication

 Lengthy messages can be stated out accurately with the help of written communication

 The feedback can be very quick while compared with non-verbal communications

 It works well for technical presentations which involve lot of communication between the sender and the receiver

c) Disadvantages of verbal communications (Oral and written) Some of the disadvantages include:-

 Oral communication will not be suitable for lengthy messages, in such cases we have to make use of written communication

 Oral communication may take long period of time

 Oral communication may involve a lot of expenses

 Oral communication cannot be performed when the sender and receiver are not available personally

 Written communication cannot be deemed fit for visually challenged people and uneducated people

 Feedback would take a lot of time in written communication

d) Types of Non Verbal Communication

As mentioned in the book by Sadhana Gupta (2008), G.W.Porter divides non-verbal communication into four broad categories as shown below:-

 Physical category includes facial expressions, voice tone, sense of touch, sense of smell and body motions

 Aesthetic includes conveying message through creative art like painting, music, dance movements, dramatics, sculpture

 Signs include the sign language which is used for disabled people.

 Symbolic implies making use of religious or status symbols e) Advantages of Non verbal communication

There are various advantages and disadvantages of using the non verbal form of communication. Some of the advantages include:-

 This form of communication works well with the hearing disabled people

 The communication process can be done in brief and in shorter time

 This form of communication will be useful if there are any language barriers

 During this communication process, we can easily judge the personality of the??

 This communication process helps to convey emotions easily by facial expressions

Non-Verbal Communication

Physical Aesthetic Signs Symbolic

 If performed well using this communication process, there is a high chance of building a long-lasting relationship with customer

f) Disadvantages of Non verbal communication

Now let us look at some of the disadvantages of this non-verbal form of communication:-

 If the sale is a technical product or service which involves lot of explanation, you may not do it just with the non-verbal communication process

 The customer may misinterpret your communication process in non-verbal communication

 This type of communication cannot be used everywhere

 Customers might not be interested to communicate with you in the non-verbal communication process

 It would be difficult to follow when there are cultural differences between the sender and the receiver

 This form of communication can only be done when both the sender and receiver are engaged in personal communication. It would be possible on the phone or mail

For more information on forms of communication you can refer to the books mentioned in reference section at the end of this unit.