Das Eisbergmodell - Der unbewusste Teil der Kommunikation

Summary

In this communication-themed broadcast, Friederike Falkenberg introduces the 'Eisberg Model,' a concept rooted in Sigmund Freud's theories of conscious and unconscious behavior. The model likens communication to an iceberg, with the visible tip representing verbal exchanges and factual information, while the submerged base symbolizes the unconscious motivations, needs, and desires that truly influence decisions. Falkenberg emphasizes the importance of understanding and addressing both the conscious and unconscious aspects during customer interactions to build trust and establish a positive relationship, which is crucial for successful communication and sales.

Takeaways

• 🗣️ The Iceberg Model is a crucial communication model that delves into both the conscious and unconscious aspects of human interaction, originating from the psychoanalyst Sigmund Freud's theories.
• 🧊 The model compares communication to an iceberg, with the visible tip above the water representing the conscious level of communication, such as verbal exchanges and non-verbal cues, while the larger, submerged part represents the unconscious motives, needs, experiences, and goals.
• 🤝 The importance of understanding the unconscious part of communication in customer conversations cannot be overstated, as it influences decisions and outcomes significantly.
• 🔄 It is beneficial to engage with the customer on both the factual level, discussing product features and campaign components, and the relational level, understanding their true motives and needs.
• 🤔 The script emphasizes the importance of being aware of one's own emotional state before engaging in a customer conversation, as it can impact the interaction and potentially the outcome.
• 😌 The speaker suggests self-reflection to ensure a positive and relaxed attitude before customer interactions, which can help establish a good rapport and trust.
• 🚗 The transcript provides practical tips for resetting one's emotional state, such as taking a moment to check in with oneself, adjusting one's mood with music, or physically changing posture to project confidence.
• 😁 Smiling and adopting an open posture are recommended as simple yet effective ways to convey a positive and approachable demeanor to customers.
• 🤝 The relational level of communication is as important, if not more so, than the factual level in achieving a successful customer interaction.
• 👥 The Iceberg Model encourages a deeper understanding of the customer's unconscious motivations, which can lead to more effective communication and stronger business relationships.
• 🔑 The script highlights the value of being conscious of both the visible and invisible parts of communication, using them to enhance customer relationships and improve communication outcomes.

Q & A

What is the main topic of the broadcast?

The main topic of the broadcast is the 'Eisberg Model' of communication, focusing on the unconscious part of communication in customer conversations.

Who is the presenter of the broadcast?

The presenter of the broadcast is Friederike Falkenberg.

What is the origin of the 'Eisberg Model' mentioned in the script?

The 'Eisberg Model' is derived from the work of psychoanalyst Sigmund Freud, who spoke extensively about the conscious and unconscious parts of human behavior.

How is the 'Eisberg Model' related to communication?

The 'Eisberg Model' compares communication to an iceberg, with the visible part above the water representing verbal communication and the invisible, unconscious part below the water representing motives, needs, experiences, and goals.

What is the significance of the visible part of the 'Eisberg Model' in communication?

The visible part of the 'Eisberg Model' includes verbal communication such as facial expressions, gestures, and the exchange of product information, numbers, data, and facts.

Why is the unconscious part of communication important in customer conversations?

The unconscious part of communication is important because it influences decisions and outcomes. It includes the customer's motives, needs, experiences, and goals, which are crucial for establishing a successful conversation.

What does it mean to understand a customer on the 'relationship level'?

Understanding a customer on the 'relationship level' means identifying their real motives, needs, expectations, and goals, and creating a sympathetic and trustworthy basis for interaction.

How can one prepare for a customer conversation to ensure a positive 'relationship level'?

One can prepare by checking their own emotional state before the conversation, resetting their attitude if needed, and ensuring a positive and relaxed demeanor to foster a good impression and rapport.

What is the potential impact of not addressing the unconscious part of communication during customer conversations?

Not addressing the unconscious part of communication may result in the customer not feeling understood or valued as a person, which could lead to a lack of trust and potentially hinder the success of the conversation.

What additional possibilities are mentioned in the script to positively influence the 'relationship level' with the customer?

The script suggests that further possibilities to positively influence the 'relationship level' will be discussed in the next part of the video.

How can one ensure they are in a good emotional state before a customer conversation?

One can ensure a good emotional state by self-reflection, resetting their attitude if necessary, listening to motivating music, and physically adjusting their posture and facial expressions to project positivity.