Adaptive Sell

8/22/2019 Adaptive Sell

1/36

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

CHAPTE

R

4CommunicationStyles: A Key toAdaptive Selling

Today


2/36


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

4-2Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall


3/36


Learning Objectives

Learn how to identify your preferredcommunication style and that of yourcustomer

Learn to achieve interpersonal versatilityand build strong selling relationships withstyle flexing



4/36


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.



5/36


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



6/36


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



7/36

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



8/36


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

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hll 4-8


9/36


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




10/36


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)



11/36


Communication-Style Model


FIGURE 4.9


12/36


Dominance Continuum

Low dominance

Cooperative

Let others control

Low in assertiveness


High dominance

Like to control

Initiate demands

More aggressive

FIGURE 4.1


13/36

Sociability Continuum

Low

Control feelings

Prefer solitude

More reserved

More formal

High

Express feelings

Prefer interaction

More outgoing

More informal


4-13

FIGURE 4.2



14/36


Framework for Communication

Style Classification


FIGURE 4.3


15/36


Emotive Style


FIGURE 4.4


16/36


Emotive Style Traits

Appears quite active

Takes social initiative

Encouragesinformality

Expresses

emotional opinions



17/36


Directive Style


FIGURE 4.5


18/36


Directive Style Traits

Appears quite busy

May give the impression

of not listening

Displays rather serious

attitude

Likes to maintain control



19/36


Reflective Style


FIGURE 4.6


20/36


Reflective Style Traits

Controls emotional expression

Displays preference for order

Tends to express

measured opinions

Seems difficult to

get to know



21/36


Supportive Style


FIGURE 4.7


22/36


Supportive Style Traits

Appears to be quiet and

reserved

Listens attentively

Tends to avoid use of power

Makes thoughtful decisions in

deliberate manner



23/36


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



24/36

Comparison of Styles


FIGURE 4.8

Minimizing


25/36


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



26/36


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


T i i th Ad ti d


27/36


Training the Adaptive and

Versatile Salesperson


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


28/36


Intensity Zones


FIGURE 4.9


29/36


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



30/36

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

note responsesCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 4-30


31/36

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

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 4-31

The Heart of Style Flexing:


32/36


The Heart of Style-Flexing:

The Platinum Rule


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


33/36


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


Key Concept


34/36


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


Key Concept


35/36


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



36/36

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

Adaptive Sell

Documents

Transcript of Adaptive Sell