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CHAPTER4CommunicationStyles:AKeytoAdaptiveSellingTodayLearningObjectivesDiscusshowcommunicationstyleinfluencestherelationshipprocessinsalesIdentifythetwomajordimensionsofthecommunication-stylemodelExplainthefourcommunicationstylesinthecommunication-stylemodel4-2Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallLearningObjectivesLearnhowtoidentifyyourpreferredcommunicationstyleandthatofyourcustomerLearntoachieveinterpersonalversatilityandbuildstrongsellingrelationshipswithstyleflexing4-3Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallCommunicationStyles:
AnIntroductiontoAdaptiveSelling“Thepatternsofbehaviorthatothersobservecanbecalledcommunicationstyle.〞“Adaptivesellingcanbedefinedasalteringsalesbehaviorsinordertoimprovecommunicationwiththecustomer.〞4-4Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallCommunication-StyleBiasMostfrequentlyoccurringformofbiasNotcommonlyunderstoodAstateofmindthatisdifficulttoexplainDevelopswhenwehavecontactwithanotherwhosecommunicationstyleisdifferentfromourown4-5Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallAdaptiveSellingDescribestrainingprogramsthatencouragesalespeopletoadjusttheircommunicationstyletoaccommodatestylesoftheircustomersMorethan7millionhave completedWilsonLearning’s adaptivesellingprogram titledTheVersatileSalesperson4-6Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallCommunication-StylePrinciples1.
IndividualDifferencesIndividualdifferencesexistandareimportantEachpersondisplaysindividualarrayofverbalandnonverbalcharacteristics2.
CommunicationStyleasaWayofThinkingandBehavingApreferredwayofusingone’sabilitiesAbilityishowwellyoucandosomethingStyleishowyouliketodoit4-7Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallCommunication-StylePrinciples3.IndividualStylesTendtoBeStableoverTimeBasedonhereditaryandenvironmentalfactorsOur“style〞tendstoremainratherconstantthroughlifeTheabilityto“flex〞canbeenhanced4.ThereIsaFiniteNumberofStylesMostpeopledisplayoneofseveralbehavioralclustersWecanoften“label〞aperson’spreferredcommunicationstyleCopyright©2021PearsonEducation,Inc.PublishingasPrenticeHll4-8
Communication-StylePrinciples5.GetinSyncwithStylesofOthersCommunicationstyledifferencescanbesourceoffrictionDevelopanabilitytoadapttoanotherperson’sstyleCopyright©2021PearsonEducation,Inc.PublishingasPrenticeHall4-9Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallImprovingRelationshipSkillsFirstgoal:understandyourownpreferredcommunicationstyleSecondgoal:developgreaterunderstandingandappreciationfordifferentstylesThirdgoal:managesellingrelationshipsbyadaptingstyle(style-flexing)4-10Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallCommunication-StyleModel4-11Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallFIGURE4.9DominanceContinuumLowdominanceCooperativeLetotherscontrolLowinassertiveness4-12Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallHighdominanceLiketocontrolInitiatedemandsMoreaggressiveFIGURE4.1SociabilityContinuumLowControlfeelingsPrefersolitudeMorereservedMoreformalHighExpressfeelingsPreferinteractionMoreoutgoingMoreinformalCopyright©2021PearsonEducation,Inc.PublishingasPrenticeHall4-13FIGURE4.2Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallFrameworkforCommunicationStyleClassification4-14Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallFIGURE4.3EmotiveStyle4-15Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallFIGURE4.4EmotiveStyleTraitsAppearsquiteactiveTakessocialinitiativeEncouragesinformalityExpressesemotionalopinions4-16Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallDirectiveStyle4-17Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallFIGURE4.5DirectiveStyleTraitsAppearsquitebusyMaygivetheimpressionofnotlisteningDisplaysratherserious
attitudeLikestomaintaincontrol4-18Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallReflectiveStyle4-19Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallFIGURE4.6ReflectiveStyleTraitsControlsemotionalexpressionDisplayspreferencefororderTendstoexpressmeasuredopinionsSeemsdifficulttogettoknow4-20Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallSupportiveStyle4-21Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallFIGURE4.7SupportiveStyleTraitsAppearstobequietandreservedListensattentivelyTendstoavoiduseofpowerMakesthoughtfuldecisionsindeliberatemanner4-22Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallPopularityofFour-StyleModelManytraininganddevelopmentcompaniesoffertrainingprogramsthatpresenttheFour-StyleModelFigure4.8onthenextslidefeaturestheapproximateequivalentsofthefourstylespresentedinthischapter4-23Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallComparisonofStyles4-24Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallFIGURE4.8Minimizing
Communication-StyleBiasSalespeopleoftenfocustoomuchonthecontentandnotenoughonthedeliveryoftheirsalespresentationItcanbeabarriertosalessuccessOnemustworkwithpeoplefromallfourquadrantsBecomehighlyadaptable4-25Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallAdaptiveSellingRequiresVersatilityVersatilitydescribesone’sabilitytominimizecommunication-stylebiasAdaptingtothecustomer’spreferredstylecanenhancesalesperformanceMovetowardamorematurestyleStrength-weaknessparadoxIntensityzones4-26Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallTrainingtheAdaptiveand
VersatileSalesperson4-27Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallSeetheWebsiteIntensityZones4-28Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallFIGURE4.9VersatilityThroughStyleFlexingStyle-flexing:thedeliberateattempttoadjustone’scommunicationstyletoaccommodateothers’needsLearnabouteachcustomer’sstyleduringpre-approachstageDonotbecomepreoccupiedwithidentifyingstyleduringsalescallsAnalyzecallafterwardforstyleclues4-29Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallSellingtoEmotivesandDirectivesSellingtoEmotivesBeenthusiasticDon’tbetoostifforformalTaketimetoestablishgoodwill/relationshipsMaintaineyecontactBegoodlistenerSellingtoDirectivesKeepasbusinesslikeaspossibleBeefficient,timedisciplined,organizedIdentifytheirgoalsAskquestionsandnoteresponsesCopyright©2021PearsonEducation,Inc.PublishingasPrenticeHallCopyright©2021PearsonEducation,Inc.PublishingasPrenticeHall4-30SellingtoReflectivesandSupportivesSellingtoReflectivesUsethoughtful,well-organizedapproachPresentinformationindeliberatemannerProvidedocumentationNeverpressureforquickdecisionsSellingtoSupportivesTaketimetobuildtherelationshipListencarefullytotheiropinionsandfeelingsProvideassurancesfortheirviewsHavepatience,givethemtimetocomprehend
Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHall4-31TheHeartofStyle-Flexing:
ThePlatinumRule4-32Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallSeetheWebsiteWordsofCautionDonotletlabelsrulebehaviorLabelsmakepeoplefeelboxedinorjudgedAcquireadditionalinformationDonotclassifypeopleperse,classifytheirstrengthsandpreferencesDonotletlabelsjustifyyourinflexibility4-33Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHal
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