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Communication Styles: A Key to Adaptive Selling Today

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

CHAPTER

Learning Objectives
Discuss how communication style influences the relationship process in sales Identify the two major dimensions of the communication-style model Explain the four communication styles in the communication-style model

Copyright Copyright 2010 2010 Pearson Pearson Education, Education, Inc. Inc. Publishing Publishing as as Prentice Prentice Hall Hall

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Learning Objectives
Learn how to identify your preferred communication style and that of your customer Learn to achieve interpersonal versatility and build strong selling relationships with style flexing

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Communication Styles: An Introduction to Adaptive Selling

The patterns of behavior that others observe can be called communication style. Adaptive selling can be defined as altering sales behaviors in order to improve communication with the customer.

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Communication-Style Bias
Most frequently occurring form of bias Not commonly understood A state of mind that is difficult to explain Develops when we have contact with another whose communication style is different from our own

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Adaptive Selling
Describes training programs that encourage salespeople to adjust their communication style to accommodate styles of their customers More than 7 million have completed Wilson Learnings adaptive selling program titled The Versatile Salesperson

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Communication-Style Principles
1. Individual Differences
Individual differences exist and are important Each person displays individual array of verbal and nonverbal characteristics

2. Communication Style as a Way of Thinking and Behaving

A preferred way of using ones abilities Ability is how well you can do something Style is how you like to do it

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Communication-Style Principles
3. Individual Styles Tend to Be Stable over Time
Based on hereditary and environmental factors Our style tends to remain rather constant through life The ability to flex can be enhanced

4. There Is a Finite Number of Styles

Most people display one of several behavioral clusters We can often label a persons preferred communication style

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Communication-Style Principles
5. Get in Sync with Styles of Others
Communication style differences can be source of friction Develop an ability to adapt to another persons style

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

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Improving Relationship Skills

First goal: understand your own preferred communication style Second goal: develop greater understanding and appreciation for different styles Third goal: manage selling relationships by adapting style (style-flexing)

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Communication-Style Model

FIGURE

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Dominance Continuum
Low dominance
Cooperative Let others control Low in assertiveness

High dominance
Like to control Initiate demands More aggressive

FIGURE

4.1
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Copyright Copyright 2010 2010 Pearson Pearson Education, Education, Inc. Inc. Publishing Publishing as as Prentice Prentice Hall Hall

Sociability Continuum
Low
Control feelings Prefer solitude More reserved More formal

High
Express feelings Prefer interaction More outgoing More informal

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

FIGURE

4.2

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Framework for Communication Style Classification

FIGURE

4.3

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Emotive Style

FIGURE

4.4

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Emotive Style Traits

Appears quite active Takes social initiative Encourages informality Expresses emotional opinions

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Directive Style

FIGURE

4.5

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Directive Style Traits

Appears quite busy May give the impression of not listening Displays rather serious attitude Likes to maintain control

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Reflective Style

FIGURE

4.6

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Reflective Style Traits

Controls emotional expression Displays preference for order Tends to express measured opinions Seems difficult to get to know

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Supportive Style

FIGURE

4.7

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Supportive Style Traits

Appears to be quiet and reserved Listens attentively Tends to avoid use of power Makes thoughtful decisions in deliberate manner

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Popularity of Four-Style Model

Many training and development companies offer training programs that present the Four-Style Model Figure 4.8 on the next slide features the approximate equivalents of the four styles presented in this chapter

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Comparison of Styles

FIGURE

4.8

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Minimizing Communication-Style Bias

Salespeople often focus too much on the content and not enough on the delivery of their sales presentation It can be a barrier to sales success One must work with people from all four quadrants Become highly adaptable

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Adaptive Selling Requires Versatility

Versatility describes ones ability to minimize communication-style bias Adapting to the customers preferred style can enhance sales performance Move toward a more mature style Strength-weakness paradox Intensity zones
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Training the Adaptive and Versatile Salesperson

See the Website

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Intensity Zones

FIGURE

4.9

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Versatility Through Style Flexing

Style-flexing: the deliberate attempt to adjust ones communication style to accommodate others needs Learn about each customers style during pre-approach stage Do not become preoccupied with identifying style during sales calls Analyze call afterward for style clues
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Selling to Emotives and Directives

Selling to Emotives
Be enthusiastic Dont be too stiff or formal Take time to establish goodwill/relationships Maintain eye contact Be good listener

Selling to Directives
Keep as businesslike as possible Be efficient, time disciplined, organized Identify their goals Ask questions and note responses

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Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

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Selling to Reflectives and Supportives

Selling to Reflectives Selling to Supportives
Use thoughtful, wellorganized approach Present information in deliberate manner Provide documentation Never pressure for quick decisions Take time to build the relationship Listen carefully to their opinions and feelings Provide assurances for their views Have patience, give them time to comprehend
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The Heart of Style-Flexing: The Platinum Rule

See the Website

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Words of Caution
Do not let labels rule behavior Labels make people feel boxed in or judged Acquire additional information Do not classify people per se, classify their strengths and preferences Do not let labels justify your inflexibility
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Key Concept Discussion Questions

Discuss how communication style influences the relationship process in sales Identify the two major dimensions of the communication-style model Explain the four communications styles in the communication-style model

Copyright Copyright 2010 2010 Pearson Pearson Education, Education, Inc. Inc. Publishing Publishing as as Prentice Prentice Hall Hall

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Key Concept Discussion Questions

Describe how you can learn to identify your preferred communication style and that of your customer Describe how you can learn to achieve interpersonal versatility and build strong selling relationships with style flexing

Copyright Copyright 2010 2010 Pearson Pearson Education, Education, Inc. Inc. Publishing Publishing as as Prentice Prentice Hall Hall

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All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.

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