adaptive sell
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Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
CHAPTE
R
4CommunicationStyles: A Key toAdaptive Selling
Today
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Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Learning Objectives
Discuss how communication styleinfluences the relationship process insales
Identify the two major dimensions of thecommunication-style model
Explain the four communication styles in
the communication-style model
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Learning Objectives
Learn how to identify your preferredcommunication style and that of yourcustomer
Learn to achieve interpersonal versatilityand build strong selling relationships withstyle flexing
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Communication Styles:
An Introduction to Adaptive Selling
The patterns of behavior that othersobserve can be called communicationstyle.
Adaptive selling can be defined asaltering sales behaviors in order toimprove communication with thecustomer.
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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 havecompleted Wilson Learnings
adaptive selling program
titled The Versatile Salesperson
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Communication-Style Principles
1.Indiv idualDifferences
Individual differences
exist and are important Each person displaysindividual array of verbaland nonverbalcharacteristics
2.Communicat ionStyle as a Way o f
Think ing and
Behaving A preferred way of usingones abilities
Ability is how well youcan do something
Style is how you like todo it
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Communication-Style Principles
3. Ind ivid ual Sty les
Tend to Be Stab le
over Time
Based on hereditaryand environmentalfactors
Our style tends toremain rather constantthrough life
The ability to flex canbe enhanced
4. There Is a Fin ite
Number of Sty les
Most people display oneof several behavioralclusters
We can often label apersons preferredcommunication style
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Communication-Style Principles
5. Get in Sync w ith Styles o f Others
Communication style differences can be source of
friction
Develop an ability to adapt to another persons style
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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
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FIGURE 4.9
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Dominance Continuum
Low dominance
Cooperative
Let others control
Low in assertiveness
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High dominance
Like to control
Initiate demands
More aggressive
FIGURE 4.1
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Sociability Continuum
Low
Control feelings
Prefer solitude
More reserved
More formal
High
Express feelings
Prefer interaction
More outgoing
More informal
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FIGURE 4.2
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Framework for Communication
Style Classification
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FIGURE 4.3
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Emotive Style
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FIGURE 4.4
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Emotive Style Traits
Appears quite active
Takes social initiative
Encouragesinformality
Expresses
emotional opinions
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Directive Style
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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
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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
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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 4.8on the next slide features the
approximate equivalents of the four styles
presented in this chapter
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Comparison of Styles
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FIGURE 4.8
Minimizing
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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 tominimize communication-style bias
Adapting to the customers
preferred style can enhancesales performance
Move toward a more mature
style Strength-weakness paradox
Intensity zones
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T i i th Ad ti d
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Training the Adaptive and
Versatile Salesperson
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See the
Website
http://www.excelcom.co.uk/training/sales/versatile.aspxhttp://www.excelcom.co.uk/training/sales/versatile.aspxhttp://www.huthwaite.com/public_seminars_01_01.asphttp://www.excelcom.co.uk/training/sales/versatile.aspxhttp://www.excelcom.co.uk/training/sales/versatile.aspxhttp://www.huthwaite.com/public_seminars_01_01.asp -
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Intensity Zones
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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
Sel ling to Emotives
Be enthusiastic
Dont be too stiff or
formal Take time to establish
goodwill/relationships
Maintain eye contact
Be good listener
Sell ing to Direct ives
Keep as businesslikeas possible
Be efficient, timedisciplined, organized
Identify their goals
Ask questions and
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Selling to Reflectives and Supportives
Sell ing to Reflect ives
Use thoughtful, well-
organized approach
Present information indeliberate manner
Provide documentation
Never pressure forquick decisions
Sel l ing to Suppo rt ives
Take time to build the
relationship
Listen carefully to theiropinions and feelings
Provide assurances for
their views Have patience, give them
time to comprehend
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The Heart of Style Flexing:
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The Heart of Style-Flexing:
The Platinum Rule
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See the
Website
http://www.excelcom.co.uk/training/sales/versatile.aspxhttp://www.excelcom.co.uk/training/sales/versatile.aspxhttp://www.huthwaite.com/public_seminars_01_01.asphttp://www.excelcom.co.uk/training/sales/versatile.aspxhttp://www.excelcom.co.uk/training/sales/versatile.aspxhttp://www.huthwaite.com/public_seminars_01_01.asp -
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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 theirstrengths and
preferences
Do not let labelsjustify your inflexibility
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Key Concept
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Key Concept
Discussion Questions
Discuss how communication styleinfluences the relationship process insales
Identify the two major dimensions of thecommunication-style model
Explain the four communications styles in
the communication-style model
4-34Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Key Concept
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Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Key Concept
Discussion Questions
Describe how you can learn to identifyyour preferred communication style andthat of your customer
Describe how you can learn to achieveinterpersonal versatility and build strongselling relationships with style flexing
4-35Copyright 2010 Pearson Education, Inc. Publishing as Prentice 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.
Copyright 2010 Pearson Education, Inc.Publishing as Prentice Hall
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