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Finding Your Selling Style
Learning Objectives: Recognize the different behavioral styles. Identify your own dominant social style. Learn how to deal with people who operate from
each of the various styles. Understand the concept of versatility and how it
affects your ability to relate to all social styles. Become familiar with gender issues in selling. Discover how neurolinguistic programming can be
useful to salespeople.
Chapter 5
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• Failure to understand social styles can cause lost sales, frustration, resentment, or firing– Understanding styles leads to better
communication– Style analysis was started by Carl Jung and
modified by others
A Difference in Social Style
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• Basic Concepts– Primary style: a person’s favorite style– Back up style: used sometimes (especially under
stress)– Clues to style: manner of speech, use of time,
gestures used– We respond to a style similar to our own
• Behavioral Styles in Selling– Know your style well– Style reflects surface behavior. It is not an in-
depth personality analysis
The Social Styles Model
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Nonassertive(Asking)
(Controlled)Nonresponsive
)
Responsive(Emotional)
Assertive(Telling)
Inquisitive; slow-acting; low risk taker; non-verbal; cooperative
Wants facts and figures; precise about time; task-oriented; objective and reserved
Fast; active; high risk taker; verbal; directive;
competitive
Expressive about feelings; wants feelings and emotions; imprecise about time; people oriented; subjective
The Social Styles Profile
Analytical
“How”
Driver“What”
Amiable“Why”
Expressive
“Who”
D C B A
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Understand the preceding grid which plots assertiveness and responsiveness
Each quartile in the grid represents levels of intensity
Recognizing Social Styles
Identifying the Four Behavioral Styles:
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Conflict can happen if we use or stay in our own style Flexibility or Versatility: the willingness to
control personal behavior and adapt Psychological Reciprocity: when we move
toward their style, then they feel compelled to move toward our style
Versatility as a Communication Tool
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• Three questions to ask yourself to determine a prospect’s pace and priority:– How fast are decisions made? – How competitive is the person? • Not just in sports!
– How much feeling is displayed?
Identifying Pace and Priority
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• Contribution of Gender Issues in the Business World– Proxemics (the distance individuals prefer to keep
between themselves) • Plays a major role in cross-gender communication
– Important to emphasize and encourage the differences between men and women’s communication styles in order to benefit from those differences
Gender Style Differences
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• Ask Yourself: Do gender differences create diverse ways of thinking or different reactions in a sales situation?– Determine what you need to be aware of when
selling to someone of the opposite sex– Adjust your style to use the strengths unique to
the gender of your prospect
Remember…
Relating to the Opposite Sex
Acting on generalities, regardless of gender, can kill a
sale more quickly than anything else.
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• Notice the Prospect’s Surroundings– Office decorations and how things are arranged– Furniture – Pictures, diplomas, awards
Reading the Prospect’s Environment
Being able to identify a social style does not provide a crystal ball
that predicts a prospect’s every
action, but it does provide a basis for forming reasonable expectations about recurring behavior.
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• Decisive in action and decision making• Likes control; dislikes inaction• Prefers maximum freedom to manage
self and others• Cool, independent, and competitive
with others• Low tolerance for feelings, attitudes,
and advice of others• Works quickly and impressively alone• Has good administrative skills
Social Style Profile: Driver
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• Spontaneous actions and decisions• Likes involvement• Exaggerates and generalizes• Tends to dream and get others caught
up in those dreams• Jumps from one activity to another• Works quickly and excitedly with
others• Seeks esteem and group identification• Has good persuasive skills
Social Style Profile: Expressive
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• Slow in making decisions or taking actions
• Likes close, personal relationships• Dislikes interpersonal conflict• Supports and actively listens to others• Weak in goal setting and self-direction• Seeks security and identification with
a group• Has good counseling and listening
skills
Social Style Profile: Amiable
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• Cautious in decisions and action• Likes organization and structure• Dislikes involvement• Asks specific questions• Prefers objective, task-oriented,
intellectual work• Wants to be right, so collects much data• Works slowly, precisely, and alone• Has good problem-solving skills
Social Style Profile: Analytical
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• Perceptual fields are ways in which people view the world– Use these as another way to observe and
understand people– Separate from social style analysis– The science of how the brain learns
Neurolinguistic Programming (NLP)
Modes of Perception - Most of us favor one mode Auditory - Sound Visual - Sight Kinesthetic - Touch
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• Tapping into the prospect’s system of perception – NLP can help you develop the ability to identify a
prospect’s mode of perception– Adapt your mode of selling to their mode of
learning• Ethics of employing social style analysis or
NLP concepts:– Good if they are used as tools to obtain
information that will aid in serving the client– If they are used to satisfy personal greed, then you
have an ethical problem
Identifying a Prospect’s Behavior
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Identifying Modes of Perception
Visual Perception Looking up and left Visualizing (remembering) from
the past; picturing past mentally Looking up and right Visually constructing an image to see what it would look like
Kinesthetic Perception Looking down and right Remembering past feelings
Auditory Perception Looking sideways to left Hearing sounds or voices from the past (remembering) Looking sideways to right Constructing a future conversation; thinking of the right word to use Looking down to left Holding an internal dialogue with oneself; how something sound
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• Listen for word cues– I am watching developments in that particular
stock; before I buy, I want to see the progress it makes this quarter and get a picture of what to expect in the future
– There is so much noise in here that I can’t hear myself think
– The atmosphere was heavy and damp; there was an oppressive stillness, thick with apprehension
• Match word cues with eye cues for better precision
Interpreting Predicate Words