Das Eisbergmodell - Der unbewusste Teil der Kommunikation

BROADCAST-FUTURE

8 Oct 201304:09

Summary

TLDRIn 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.

Outlines

00:00

🗣️ Introduction to the Iceberg Model of Communication

The video script introduces the Iceberg Model of communication, a concept rooted in Sigmund Freud's psychoanalytic theories about the conscious and unconscious aspects of human behavior. The host, Friederike Falkenberg, welcomes viewers to explore the unconscious part of communication and its significance in customer conversations. The script emphasizes the importance of not only discussing product features and campaign components but also understanding the customer's motives, needs, experiences, and goals, which are likened to the larger, submerged part of an iceberg. The Iceberg Model is presented as a valuable tool in sales training and communication seminars, suggesting that being aware of both the conscious and unconscious aspects of communication can lead to more successful customer interactions.

Mindmap

Keywords

💡Eisberg Model

The 'Eisberg Model' is a concept derived from psychoanalyst Sigmund Freud's theories about conscious and unconscious aspects of human behavior. In the context of the video, it is used to illustrate the visible and invisible parts of communication, much like an iceberg with its tip above water and the larger mass beneath. The model emphasizes the importance of addressing both the conscious (visible) and unconscious (invisible) elements in communication to achieve better understanding and outcomes in customer interactions.

💡Communication

Communication in the video is portrayed as a multi-layered process that includes both the explicit exchange of information and the implicit, often unconscious, signals and motives. It is central to the video's theme as it highlights the need to consider both the 'Eisberg Model' and the conscious effort to understand and influence the customer's perspective during a conversation.

💡Unconscious

The 'unconscious' refers to the part of the mind that operates outside of direct awareness but influences behavior and decision-making. In the video, the unconscious is likened to the submerged portion of the iceberg and is said to play a significant role in communication, affecting customer decisions and the success of interactions.

💡Visible Part

The 'visible part' of the 'Eisberg Model' is analogous to the tip of the iceberg that is seen above the water's surface. In the video, this represents the explicit, conscious aspects of communication such as verbal exchanges, facial expressions, and gestures that are directly observable during a conversation.

💡Invisible Part

The 'invisible part' is the submerged portion of the iceberg, unseen but making up the majority of its mass. In the context of the video, it symbolizes the unconscious elements of communication, including motives, needs, experiences, and goals that influence the interaction without being directly expressed.

💡Motives

Motives are the underlying reasons that drive a person's actions and decisions. The video emphasizes the importance of uncovering a customer's true motives as part of the unconscious part of communication to build a more effective and empathetic relationship.

💡Needs

Needs are the essential requirements or desires that a person has, which can be both conscious and unconscious. The video suggests that identifying and addressing a customer's needs is crucial for establishing a positive relationship and influencing the outcome of a conversation.

💡Experiences

Experiences refer to the events or occurrences that have happened to a person and can shape their perspective and behavior. In the video, understanding a customer's past experiences is highlighted as a key aspect of the unconscious part of communication that can impact the success of a customer interaction.

💡Goals

Goals are the objectives or aims that a person has set for themselves. The video discusses the importance of recognizing and aligning with a customer's goals as part of the unconscious communication process to create a more meaningful and productive dialogue.

💡Relationship Level

The 'relationship level' in the video refers to the emotional and personal connection established between the communicator and the customer. It is an essential aspect of the unconscious part of communication that can significantly influence the customer's perception and willingness to engage in business.

💡Customer Conversation

A 'customer conversation' is the interaction between a service provider and a customer, where both parties exchange information and ideas. The video stresses the importance of being conscious of both the conscious and unconscious aspects of these conversations to achieve a successful outcome.

💡Product Information

Product information includes details about a product's features, components, and specifications. In the video, it is mentioned as part of the visible communication that can be explicitly discussed during a customer conversation, but it is also noted that the unconscious aspects of communication can have a more profound impact on the customer's decision.

💡Campaign Components

Campaign components refer to the various elements that make up a marketing or sales campaign. The video suggests discussing these components at the visible level of communication but also implies that understanding the unconscious motivations and needs of the customer is vital for the campaign's success.

💡Price and Services

Price and services are mentioned in the video as part of the explicit, visible communication during a customer conversation. They are important factors that can be discussed and negotiated, but the video also highlights the importance of the unconscious aspects of communication in influencing the customer's perception of value.

💡Positive Relationship

A 'positive relationship' is a constructive and supportive connection between two parties. In the video, establishing a positive relationship with the customer is identified as a key outcome of effectively navigating both the conscious and unconscious aspects of communication.

💡Self-Reflection

Self-reflection is the process of introspection and self-examination. The video suggests that before engaging in a customer conversation, it is beneficial to self-reflect and ensure a positive and relaxed state of mind, as this can influence the unconscious communication and the overall interaction.

💡Reset

In the context of the video, 'reset' refers to the act of mentally reorienting oneself to a positive state before engaging with a customer. It is used as a metaphor for clearing one's mind of any negative thoughts or feelings that might affect the unconscious communication during the customer conversation.

Highlights

Introduction to the Iceberg Model in communication by Friederike Falkenberg.

The Iceberg Model is linked to Sigmund Freud's concepts of conscious and unconscious behavior.

Communication is compared to an iceberg with a visible tip and a larger, hidden unconscious part.

The visible part of communication includes verbal exchanges and non-verbal cues like facial expressions and gestures.

Unconscious communication involves motives, needs, experiences, expectations, and goals.

Importance of addressing both the conscious (product features, campaign components, price, and services) and unconscious (relationship level) in customer conversations.

Understanding the customer's real motives, needs, expectations, and goals is crucial for successful communication.

Creating a positive and trusting relationship with the customer is essential for business success.

The speaker emphasizes the importance of self-awareness before engaging in customer conversations.

Suggesting a self-check to ensure a positive and relaxed attitude before customer interactions.

The impact of the speaker's mood and attitude on the customer's perception and the outcome of the conversation.

Recommendation to reset one's mood and attitude if not in a positive state before a customer meeting.

Strategies for adjusting one's mood, such as listening to motivating music or smiling in the mirror.

The importance of body language and posture in conveying confidence and approachability.

How the customer can sense the speaker's 'lower part of the iceberg' if they enter the conversation with a negative mood.

The potential failure to close a deal even with a convincing product and offer if the relationship level is not positively influenced.

Further exploration of ways to positively influence the relationship level with the customer in the next part of the video.