On having spoken about commercial communication, I am not referring only to the exhibition of ideas on the part of the seller towards the client, since, in this case, we would be speaking about pure information and, certainly, this is not the meaning of life of the commercial communication. His purpose is to reach successfully a sale, what, inevitably, demands an ideas exchange to know the needs of our client, to be able to answer to his objections in case it should have them and, especially, to know that the client not only has listened to our message, but it has received it perfectly.

In fact, we will only manage to take to good term our target if the client has received well the message, it has comprised it and has accepted it, what undoubtedly is evident in the interest on the part of the recipient or client. Therefore, in any sale process a communication must exist, which debit be provided with the following elements:

• Issuer. She is the person who opens the process, which is provided with a big information source. Initially it coincides with the figure of the seller. The issuer has to bear in mind the following aspects:

– That his content is communicable.

– That could be of interest to the recipient.

– That the language adapts itself to the type of recipient.

– That the occasion is the most propitious.

• Recipient. He is the recipient of the message. In the world of the sales, it is a question initially of the client (and I say initially so much in case of the issuer as in that of the recipient, because, at a later stage, his issuer's roles and recipient will be alternated according to the one that is speaking in every moment). So that the communication is carried out efficiently, the recipient will have to have an attitude previous to receptivity.
• Content. It is the message that wants to be transmitted, that generally coincides with the sale arguments.
• Code. There are the different forms and styles that the seller has of transmitting the message.
• Transmission channel. It is the way by which the codified message is canalized.
• Feedback. It is the variable that is going to measure the effectiveness of my communication process. If the recipient answers the fact is that the communication has been effective. It is in this moment when the issuer goes on to recipient and vice versa.

Since it will be possible to see further on, in the chapter of integral communication, for general norm a big distance exists between the message that the issuer wants to express and the one that really receives the recipient. Therefore, the appearance of certain interferences must be avoided in any measurement, also called barriers, which deform the message, what is translated in a decrease of a considerable way of the efficacy of the communication.

Between the most habitual interferences are the following ones:

• The perception. It is related to a series of psychological factors on the part of the recipient like the values, the opinions, the personality, the needs, etc.
• The roll and the status. According to these two variables, the recipient will act of one or another way.
• The feelings. It alludes Homely to the emotional state of the recipient.
• The features of the personality. To know these features will facilitate to the issuer his task, since it will be able to give to the recipient a more personalized dealing.
• The knowledge. The formation and experience of the individual also influence the communication process.
• The negative attitude. It refers to the words, gestures or situations that can provoke in the recipient an effect opposite to the one that the issuer wants to produce.

GRAPH 1. PROCESS OF THE COMMUNICATION

In any case, to take to good term the communication in a commercial management, we must know that not only we are judged for our words and arguments, but there exist a series of social skills and rules of behavior and protocol that will make us have major or minor success in the negotiation. For it, we must always bear in mind two ways of coming to our client who offers us the communication:

• The verbal communication.
• The nonverbal communication.