Chapter 6 TopicsChapter 6 TopicsChapter 6 TopicsChapter 6 Topics

What is adaptive selling?What is adaptive selling? Why is it important for salespeople Why is it important for salespeople

to practice adaptive selling?to practice adaptive selling? What kind of knowledge do What kind of knowledge do

salespeople need to practice adaptive salespeople need to practice adaptive selling?selling?

How can salespeople acquire this How can salespeople acquire this knowledge?knowledge?

How can salespeople adapt their How can salespeople adapt their sales strategies, presentations, and sales strategies, presentations, and social styles to various situations?social styles to various situations?

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Adaptive SellingAdaptive SellingAdaptive SellingAdaptive Selling

Salespeople practice Salespeople practice adaptive sellingadaptive selling when they when they use different sales use different sales presentations for different presentations for different customers and alter their customers and alter their sales presentation during a sales presentation during a sales call based on the sales call based on the nature of the sales nature of the sales situation.situation.

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Being AdaptiveBeing AdaptiveBeing AdaptiveBeing Adaptive

Is your behavior different at a Is your behavior different at a restaurant if you are there with restaurant if you are there with your best friends than it is when your best friends than it is when you’re there with your parents?you’re there with your parents?

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Buyers want the salesperson to Buyers want the salesperson to understand their business.understand their business.Buyers want the salesperson to Buyers want the salesperson to understand their business.understand their business.

““Do your homework. … Know ahead of Do your homework. … Know ahead of

time what we’re up against in the time what we’re up against in the

market, what we’re trying to do. If I offer market, what we’re trying to do. If I offer

to show you around, jump at the to show you around, jump at the

chance. Or, better yet, ask me yourself.”chance. Or, better yet, ask me yourself.”

Adapted from Jim Organ, “The Best Reps Will Take on their Bosses for You,” Purchasing, November 7, 1996, pp. 50-52. 6-4

Knowledge makes it easier Knowledge makes it easier to practice adaptive selling.to practice adaptive selling.Knowledge makes it easier Knowledge makes it easier to practice adaptive selling.to practice adaptive selling.

Knowledge is organized into categoriesKnowledge is organized into categories Product and company knowledgeProduct and company knowledge Greater knowledge Greater knowledge more flexibility more flexibility

Each category consists ofEach category consists of Method of classifying customer (categorical)Method of classifying customer (categorical) Approach to selling the customer (procedural)Approach to selling the customer (procedural)

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Approaches for Developing KnowledgeApproaches for Developing KnowledgeApproaches for Developing KnowledgeApproaches for Developing Knowledge

Tap knowledge from expertsTap knowledge from expertsRead company materials and trade publicationsRead company materials and trade publicationsUse market research informationUse market research informationAsk for feedbackAsk for feedbackAnalyze successes and failuresAnalyze successes and failuresDevelop an intrinsic orientation toward your workDevelop an intrinsic orientation toward your work

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Social Style MatrixSocial Style MatrixSocial Style MatrixSocial Style Matrix

AnalyticalAnalytical

AmiableAmiable ExpressiveExpressive

DriverDriver

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Exhibit 6.4Exhibit 6.4

Cues for Recognizing Social StylesCues for Recognizing Social StylesCues for Recognizing Social StylesCues for Recognizing Social StylesExhibit 6.5

Analytical Achievement awards on wall Office is work-oriented, showing

much activity Conservative dress Likes solitary activities (e.g.,

reading, individual sports)

AmiableAmiable

DriverDriver

ExpressiveExpressive

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Cues for Recognizing Social StylesCues for Recognizing Social StylesCues for Recognizing Social StylesCues for Recognizing Social StylesExhibit 6.5

Amiable Office has friendly, open

atmosphere Pictures of family displayed Personal mementos on the wall Desk placed for open contact

with people Casual or flamboyant dress Likes solitary activities (e.g.,

reading, individual sports)

AnalyticalAnalytical DriverDriver

ExpressiveExpressive

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Cues for Recognizing Social StylesCues for Recognizing Social StylesCues for Recognizing Social StylesCues for Recognizing Social StylesExhibit 6.5

Expressive Motivational slogan on the wall Office has friendly, open

atmosphere Cluttered, unorganized desk Desk placed for open contact

with people Casual or flamboyant dress Likes group activities (e.g.,

politics, team sports)

AnalyticalAnalytical DriverDriver

AmiableAmiable

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Cues for Recognizing Social StylesCues for Recognizing Social StylesCues for Recognizing Social StylesCues for Recognizing Social StylesExhibit 6.5

Driver Achievement awards on the wall No posters or slogans on office

walls Calendar prominently displayed Furniture placed so contact with

people is across the desk Conservative dress Likes group activities (e.g.,

politics, team sports)

AnalyticalAnalytical

ExpressiveExpressiveAmiableAmiable

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Social Style Matrix:Social Style Matrix:Customer ExpectationsCustomer ExpectationsSocial Style Matrix:Social Style Matrix:Customer ExpectationsCustomer Expectations

DriverAtmosphere: Businesslike

Interview Pace: Quick

Information provided: Salesperson’s qualifications; value of product

ExpressiveAtmosphere: Open, friendly

Interview Pace: Quick

Information provided:What salesperson thinks; whom s/he knows

AnalyticalAtmosphere: Open, honest

Interview Pace: Deliberate

Information provided: Evidence of salesperson’s expertise in solving problems

AmiableAtmosphere: Businesslike

Interview Pace: Deliberate

Information provided: Evidence that salesperson is trustworthy, friendly

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ExhibitExhibit6.66.6

Social Style Matrix:Social Style Matrix:Customer ExpectationsCustomer ExpectationsSocial Style Matrix:Social Style Matrix:Customer ExpectationsCustomer Expectations

DriverSalesperson should provide:

Documented evidence, stress results

Presentation of benefits: What product can do

ExpressiveSalesperson should provide:

Recognition and approvalPresentation of benefits:

Who has used this product

AnalyticalSalesperson should provide:

Evidence that salesperson has analyzed the situation

Presentation of benefits:How product can solve the problem

AmiableSalesperson should provide:

Evidence that salesperson is trustworthy, friendly

Presentation of benefits:Why product is best to solve problem

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ExhibitExhibit6.66.6

Social Style Matrix:Social Style Matrix:Customer ExpectationsCustomer ExpectationsSocial Style Matrix:Social Style Matrix:Customer ExpectationsCustomer Expectations

DriverAssistance to aid decision-

making:Explanation of options and probabilities

ExpressiveAssistance to aid decision-

making:Testimonials

AnalyticalAssistance to aid decision-

making:Evidence and offers of service

AmiableAssistance to aid decision-

making: Guarantees and assurances

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ExhibitExhibit6.66.6

Indicators of VersatilityIndicators of VersatilityIndicators of VersatilityIndicators of Versatility

Exhibit 6.7Exhibit 6.7

Less VersatileLimited ability to adapt

to other’s needsSpecialistWell-defined interestsSticks to principlesPredictableLooks at one side of an

issue

More VersatileAble to adapt to other’s

needsGeneralistBroad interestsNegotiates issuesUnpredictableLooks at many sides of

an issue

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Adaptive BehaviorsAdaptive BehaviorsAdaptive BehaviorsAdaptive Behaviors

Less Adaptive“I’ll tell you how it should

be done.”

“I’m right.”

“It’s always been done this way.”

“You’re wrong.”

“Take me or leave me.”

More Adaptive“Let’s discuss it.”

“I see your point. We’ll do it your way.”

“I’m always looking for new ideas.”

“I want to understand.”

“How can I accommodate you?”

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Adaptive BehaviorsAdaptive BehaviorsAdaptive BehaviorsAdaptive Behaviors

Reducing Assertiveness

Ask for customer’s opinionAcknowledge merits of

customer’s viewpointListen without interruptionBe more deliberate; don’t

rushLet customer direct flow of

conversation

Increasing Assertiveness

Get to the pointDon’t be vague or

ambiguousVolunteer informationBe willing to disagreeTake a standInitiate conversations

Exhibit 6.8Exhibit 6.8

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Adaptive BehaviorsAdaptive BehaviorsAdaptive BehaviorsAdaptive Behaviors

Reducing Responsiveness

Become businesslikeTalk lessRestrain enthusiasmMake decisions based on

factsStop and think

Increasing Responsiveness

Verbalize feelingsExpress enthusiasmPay personal complimentsSpend time on relationships

rather than businessSocialize, engage in small talkUse nonverbal communication

Exhibit 6.8Exhibit 6.8

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Social Style Matrix:Social Style Matrix:Strengths and WeaknessesStrengths and WeaknessesSocial Style Matrix:Social Style Matrix:Strengths and WeaknessesStrengths and Weaknesses

DriverStrengths:Strong-willed, independent, practical, decisive, efficient

Weaknesses:Pushy, severe, tough, dominating, harsh

ExpressiveStrengths:Enthusiastic, ambitious, stimulating, dramatic, friendly

Weaknesses:Manipulative, undisciplined, egotistical, excitable, reacting

AnalyticalStrengths:Industrious, persistent, serious, exacting, orderly.

Weaknesses:Critical, indecisive, stuffy, picky, moralistic

AmiableStrengths:Supportive, respectful, willing, dependable, agreeable

Weaknesses:Conforming, unsure, pliable, dependent, awkward

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