Manning Selling 3ce Ch04 (Communication types)
Transcript of Manning Selling 3ce Ch04 (Communication types)
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CommunicationStyles
MANAGING THE RELATIONSHIP PROCESS
C H A P T E R 4
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Learning Objectives Discuss communication-style bias
and how it influences therelationship process
Explain the benefits derived froman understanding of communicationstyles
Examine two communication-stylemodels
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Learning Objectives (Continued) List and describe the four major
communication styles in the
communication-style model Learn how to identify your preferred
communication style and that of your
customer Learn to overcome communication-style
bias to build strong selling relationshipswith style flexing
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Communication-Style BiasCommun icat ion-sty le biasis a
state of mind experienced when wehave contact with another person
whose communication style is
different from our own.
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Communication-Style Principles
Communication style is a way ofthinking and behaving.
Individual style differences tend to bestable.
There is a finite number of
communication styles.
We make judgments about peoplebased on communication style.
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Communication Style Models
Low HighDominance continuum
Sociability continuumLow High
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Communication Style Models -
Dominance Continuum
The Dom inance Cont inuumreflects
the tendency to influence others ina relationship.
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Communication Style Models -
Sociability ContinuumThe Soc iabi l ity Cont inuumreflects
the amount of control one exertsover emotional expressiveness.People who are high in sociabilityexpress their feelings freely, whilepeople who are low in sociabilitytend to control their feelings.
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Communication Styles
High dominanceLow dominance
High sociability
Low sociability
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Emotive Style
High dominanceLow dominance
High sociability
Low sociability
Emotive
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Emotive StyleEmo t ive Commun icat ion Sty ledisplays
characteristics such as activity, social
initiative, encouragement of informality,
and expression of emotional opinions.
These communicators may be
stimulating, excitable, persuasive, anddynamic.
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Director Style
High dominanceLow dominance
High sociability
Low sociability
Emotive
Director
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Director StyleThe Director Commun icat ion Sty le
characteristically is businesslike,serious in attitude, and strongly
opinionated. Directors like to
maintain control, and may beaggressive, bold, impatient, and
intense, but determined.
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Reflective Style
High dominanceLow dominance
High sociability
Low sociability
Emotive
DirectorReflective
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Reflective CommunicationStyleRef lect ive Commun icatorstypically
control their emotions, displayorderliness, express measuredopinions, and may be aloof. They
may appear preoccupied andstuffy, however they are precise,disciplined and industrious.
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Supportive Style
High dominanceLow dominance
High sociability
Low sociability
Emotive
DirectorReflective
Supportive
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Developing Communication Style Flexibility -
Selling to Emotives
Be enthusiastic
Take time to establish goodwill Back off on facts and details
Support their opinions and
ideas Ask questions and listen
attentively
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Developing Communication Style Flexibility -
Selling to Directors
Be businesslike
Be efficient, to the point
Be organized
Use facts and figures
Help them meet their objectives
Ask specific questions related to the keyissues
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Developing Communication Style Flexibility -
Selling to Reflectives
Be prompt and organized
No nonsense, businesslike approach
Show proof and documentation
Never pressure them to make a quick
decision
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Developing Communication Style Flexibility -
Selling to Supportives
Try to build a social relationship
Listen carefully
Professional, but friendly approach
Offer personal assurances and support
Be patient Avoid conflict if possible