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Communication Styles: Managing Selling Relationships

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CHAPTER Selling Today 10th Edition Manning and Reece 4 Communication Styles: Managing Selling Relationships Learning Objectives Discuss communication-style bias and ... – PowerPoint PPT presentation

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Title: Communication Styles: Managing Selling Relationships


1
4
Communication Styles Managing Selling
Relationships
2
Learning Objectives
  • Discuss communication-style bias and how it
    influences the relationship process
  • Explain the benefits derived from an
    understanding of communication styles
  • Identify the two major dimensions of the
    communication-style model

3
Learning Objectives
  • List and describe the four major communication
    styles in the communication-style model
  • Learn how to identify your preferred
    communication style and that of your customer
  • Learn to overcome communication-style bias and
    build strong selling relationships with style
    flexing

4
Communication Style
  • Your communication style is the you that is on
    display every daythe outer pattern of behavior
    that others see. If your style is very different
    from the other persons, it may be difficult for
    the two of you to develop a rapport.

5
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

6
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 adaptive
    selling programs with Wilson Learning
  • See details of Wilsons Social Style Series

7
Communication-Style Principles
  • 1. Individual Differences
  • Individual differences exist and are very
    important
  • Each person displays individual array of verbal
    and nonverbal characteristics
  • 2. Style as a Way of Thinking and Behaving
  • A preferred way of using ones abilities
  • Ability how well you can do something
  • Style how you like to do it

8
Communication-Style Principles
  • 3. Style Tends to Be Stable over Time
  • Based on hereditary and environmental factors
  • Our style tends to remain rather constant
    through life
  • 4. There Is a Finite Number of Styles
  • Most people display one of several behavioral
    clusters
  • We can often label a persons style

9
Communication-Style Principles
  • 5. Get in Sync with Styles of Others
  • Style differences can be source of friction
  • Develop an ability to adapt to another persons
    style

10
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)

11
Communication-Style Model
4.9
FIGURE
12
Dominance Continuum
  • Low dominance
  • Cooperative
  • Let others control
  • Low in assertiveness
  • High dominance
  • Like to control
  • Initiate demands
  • More aggressive

4.1
FIGURE
13
Sociability Continuum
  • Low
  • Control feelings
  • Prefer solitude
  • More reserved
  • More formal
  • High
  • Express feelings
  • Prefer interaction
  • More outgoing
  • More informal

4.2
FIGURE
14
Emotive Style
4.4
FIGURE
15
Emotive Style Traits
  • Appears quite active
  • Takes social initiative
  • Encourages informality
  • Expresses emotional opinions

16
Directive Style
4.5
FIGURE
17
Director Style Traits
  • Appears quite busy
  • May give the impression of not listening
  • Displays rather serious attitude
  • Likes to maintain control

18
Reflective Style
4.6
FIGURE
19
Reflective Style Traits
  • Controls emotional expression
  • Displays preference for order
  • Tends to express measured opinions
  • Seems difficult to get to know

20
Supportive Style
4.7
FIGURE
21
Supportive Style Traits
  • Appears to be quiet and reserved
  • Listens attentively
  • Tends to avoid use of power
  • Makes thoughtful decisions in deliberate manner

22
Discussion Questions
  • Think of people you know who are Emotives Direct
    ors Reflectives Supportives
  • How well do you currently communicate with these
    people?
  • How do you see your communication style playing a
    role?

23
Popularity of Four-Style Model
  • While labels and terms differ, the underlying
    concepts are similar in a number of
    communication-style models
  • See Figure 4.8 on the next slide for a comparison

24
Comparison of Styles
4.8
FIGURE
25
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

26
Achieving Interpersonal 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

27
Intensity Zones
4.9
FIGURE
28
Versatility Through Style Flexing
  • Style-flexing the deliberate attempt to adjust
    ones communication style to accommodate others
    needs
  • Learn about each customers style during
    preapproach stage
  • Do not become preoccupied with identifying style
    during sales calls
  • Analyze call afterward for style clues

29
Selling to Emotives and Directors
  • 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 Directors
  • Keep as businesslike as possible
  • Be efficient, time disciplined, organized
  • Identify their goals
  • Ask questions and note responses

30
Selling to Reflectives and Supportives
  • Selling to Reflectives
  • Use thoughtful, well-organized approach
  • Present information in deliberate manner
  • Provide documentation
  • Never pressure for quick decisions
  • Selling to Supportives
  • 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

31
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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