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Communication Styles: Managing Selling Relationships

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4-2

Communication Style

“Your communication style is the you that is on display every day—the outer pattern of behavior that others see. If your style is very different from the other person’s, it may be difficult for the two of you to develop a rapport.”

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4-3

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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4-4

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

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4-5

Communication-Style Principles1. 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 one’s abilities

Ability = how well you can do something

Style = how you like to do it

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4-6

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 person’s style

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4-7

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 person’s style

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4-8

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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4-9

Communication-Style Model

FIGURE 4.9

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4-10

Dominance Continuum

Low dominance

Cooperative

Let others control

Low in assertiveness

High dominance

Like to control

Initiate demands

More aggressive

FIGURE 4.1

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4-11

Sociability Continuum

Low

Control feelings

Prefer solitude

More reserved

More formal

High

Express feelings

Prefer interaction

More outgoing

More informal

FIGURE 4.2

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4-12

Emotive Style

FIGURE 4.4

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4-13

Emotive Style Traits

Appears quite active

Takes social initiative

Encourages informality

Expresses emotionalopinions

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4-14

Directive Style

FIGURE 4.5

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4-15

Director Style Traits

Appears quite busy

May give the impression of not listening

Displays rather seriousattitude

Likes to maintain control

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4-16

Reflective Style

FIGURE 4.6

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4-17

Reflective Style Traits

Controls emotional expression

Displays preference for order

Tends to express measuredopinions

Seems difficult to get to know

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4-18

Supportive Style

FIGURE 4.7

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4-19

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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4-20

Discussion Questions

Think of people you know who are:Emotives DirectorsReflectives Supportives

How well do you currently communicate with these people?

• How do you see your communication style playing a role?

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4-21

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

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4-22

Comparison of Styles

FIGURE 4.8

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4-23

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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4-24

Achieving Interpersonal Versatility

Versatility describes one’s ability to minimize communication-style bias

Adapting to the customer’s preferred style can enhance sales performance

Move toward a more mature style

Strength-weakness paradox

Intensity zones

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4-25

Intensity Zones

FIGURE 4.9

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4-26

Versatility Through Style Flexing

Style-flexing: the deliberate attempt to adjust one’s communication style to accommodate others’ needs

Learn about each customer’s style during preapproach stage

Do not become preoccupied with identifying style during sales calls

Analyze call afterward for style clues

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4-27

Selling to Emotives and Directors

Selling to Emotives

Be enthusiastic

Don’t 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

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4-28

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

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4-29

Words of Caution

Do not let labels rule behavior

Labels make people feelboxed in or judged

Acquire additionalinformation

Do not classify people per se, classify their strengths and preferences

Do not let labels justify your inflexibility