COMMUNICATION STYLES: MANAGING THE RELATIONSHIP PROCESS DR EARL STEVENS, OCTOBER 2009

4. Sales Training

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Communication Style Principles

• Individual differences exist and are important.• Individual differences tend to be stable.• There is a finite number of styles.• Everyone makes judgments about people based on

communication style.

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Dominance continuum

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Low High

Sociability Continuum

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Low

High

I Perceive Myself As Somewhat

Cooperative CompetitiveSubmissive AuthoritativeAccommodating DomineeringHesitant DecisiveReserved OutgoingCompromising InsistentCautious Risk-takingPatient HurriedComplacent InfluentialQuiet TalkativeShy BoldSupportive DemandingRelaxed TenseRestrained Assertive

Dominance Indicator

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I Perceive Myself As Somewhat

Disciplined EasygoingControlled ExpressiveSerious LightheartedMethodical UnstructuredCalculating SpontaneousGuarded OpenStalwart HumorousAloof FriendlyFormal CasualReserved Attention-seekingCautious CarefreeConforming UnconventionalReticent DramaticRestrained Impulsive

Sociability Indicator

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High dominance

High sociability

Low dominance

Low sociability

Communication Style Classification

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The Emotive Style

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High dominance

High sociability

Low dominance

Low sociability

Emotive

Emotive Person• Appears quite active• Takes the social initiative in most cases

• Likes to encourage informality

• Expresses emotional opinions

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High dominance

High sociability

Low dominance

Low sociability

Emotive

Director

The Director Style

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Director Person• Appears to be quite busy

• May give the impression of not listening

• Displays a serious attitude

• Likes to maintain control

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High dominance

High sociability

Low dominance

Low sociability

Emotive

DirectorReflective

The Reflective Style

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Reflective Person

• Controls emotional expression

• Displays a preference for orderliness

• Tends to express measured opinions

• Seems difficult to get to know

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High dominance

High sociability

Low dominance

Low sociability

Emotive

DirectorReflective

Supportive

The Supportive Style

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Supportive Person

• Gives the appearance of being quiet and reserved

• Listens attentively to other people

• Tends to avoid the use of power

• Makes decisions in a thoughtful and deliberate manner

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Emotives in the “Excess Zone”

• Express highly emotional opinions• Stop listening to the other person• Try too hard to promote own point of view• Become outspoken to point of being offensive• Use exaggerated gestures and facial expressions to make a point

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Directors in the “Excess Zone”

• Get impatient with the other person• Become dictatorial and bossy• Will not admit being wrong• Become extremely competitive• Are cold and unfeeling when dealing with people

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Reflectives in the “Excess Zone”

• Become stiff and formal during social interactions

• Are unwilling to make a decision• Avoid displaying any type of emotion• Display a strong dislike for change• Are overly interested in detail

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Supportive in the “Excess Zone”

• Agree with everyone• Are unable to take a strong stand• Become overly anxious to win approval of others

• Try to comfort everyone• Constantly seek reassurance

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High dominance

High sociability

Low dominance

Low sociability

Emotive

DirectorReflective

Supportive

What Style is Your Buyer?

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Communication in Business• Good communications are essential within a business if it is to prosper.• In any business, the communication of information is an essential part of three

key business activities:

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Barriers to Communication

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Overlooked Communications Skills• According to a UCLA study , the three V’s have

varying impact:

• Verbal (content) = 7%• Vocal (how you sound) = 38%• Visual (body language) = 55%• you need sizzle with the content!!

• Retention• we only retain 20% of what you hear• but you retain 50% of what we see & hear

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Non Verbal Cues can Help “Influence” the Sales Process

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Cues for Sales Success

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Relationship Building Keys• Challenge is to...

• Quickly build rapport with new prospects• Positive, trustworthy, likeable

• Transforming personal relationship in business relationship in order to gather information and really understand the customers need and wants

• Management of relationship• Long term• Multiple relationship at one time

• Establish a Relationship Strategy• Adapt a win/win philosophy• Project a professional image – integrity• Practice different communication style • Become a problem solver

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END