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4 - * Chapter 4 Communication Styles A Key to Adaptive Selling © 2010 Education Canada Inc. Discuss how communication style influences the relationship process in sales Identify the two major dimensions of the communication-style model Explain the four communication styles in the communication-style model Learning Objectives 4- * © 2010 Education Canada Inc. Learn how to identify your preferred communication style and that of your customer Learn to achieve impersonal versatility and build strong selling relationships with style flexing Learning Objectives (continued) 4- * © 2010 Education Canada Inc. Personality – the thoughts, feelings, and actions that characterize someone Communication style is an important aspect of your personality Communication Style – patterns of behaviour that others observe; the “you” on display every day Voice patterns, eye movement, facial expression, and posture Communication Styles – An Introduction to Managing Selling Relationships © 2010 Education Canada Inc. 4- * Adaptive selling – altering sales behaviours in order to improve communication with the customer Ability to collect information regarding the customer’s needs and responding appropriately Requires complex behavioural adjustments Communication Styles – An Introduction to Managing Selling Relationships (continued) © 2010 Education Canada Inc. 4- * Communication-style bias – a state of mind we often experience when we have contact with another person whose communication style is different from our own Makes building rapport difficult Communication-Style Bias © 2010 Education Canada Inc. 4- * Individual differences exist and are important A communication style is a way of thinking and behaving Individual style differences tend to be stable Communication Style Principles © 2010 Education Canada Inc. 4- * There are a finite number of styles To create the most productive relationships, it is necessary to get in sync with the communication styles of the people you work with © 2010 Education Canada Inc. 4- * Communication Style Principles (continued) Style flexing – the deliberate adjustment of one’s communication style to accommodate the needs of the other person Can afford you a crucial advantage in dealing with people Can reduce possibility of tension during a call Improving Your Relationship Selling Skills © 2010 Education Canada Inc. 4- * Four basic communication styles are based on two important dimensions of human behaviour: Dominance – the tendency to influence or exert one’s will over others in a relationship Sociability – reflects the amount of control one exerts over emotional expressiveness Self ratings can be misleading Communication-Style Model © 2010 Education Canada Inc. 4- * Dominance Continuum © 2010 Education Canada Inc. 4- * Quite cooperative Let others control things Low in assertiveness Like to control things Frequently initiate demands More aggressive Sociability Continuum © 2010 Education Canada Inc. 4- * Reserved Likes to be alone More formal Outgoing Seeks interaction Less formal Communication-Style Classification Framework © 2010 Education Canada Inc. 4 - * Insert figure 4.3, page 79 Emotive Style © 2010 Education Canada Inc. 4 - * Figure 4.5, page 80 here Some of the verbal and nonverbal characteristics: Appears quite active Takes the social initiative in most cases Likes to encourage informality Expresses emotional opinions They are outspoken, enthusiastic, and stimulating Emotive Style (continued) © 2010 Education Canada Inc. 4- * Director Style © 2010 Education Canada Inc. 4 - * Fix Figure 4.6,delete caption Figure 4.7, page 81 here Some of the verbal and nonverbal characteristics: Appears to be quite busy May give the impression of not listening Displays a serious attitude Likes to maintain control They are frank, demanding, assertive, and determined Director Style (continued) © 2010 Education Canada Inc. 4- * Reflective Style © 2010 Education Canada Inc. 4 - * Fix Figure 4.8, page 82 Figure 4.9, page 82 here Some of the verbal and nonverbal characteristics : Controls emotional expression Displays a preference for orderliness Tends to express measured opinions Seems difficult to get to know They are a stickler for detail, reserved, and cautious Reflective Style (continued) © 2010 Education Canada Inc. 4- * Supportive Style © 2010 Education Canada Inc. 4 - * Fix Figure 4.10, p. 83 Figure 4.11, page 83 here Some of the verbal and nonverbal characteristics: Gives 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 They are lighthearted, quiet, and unassuming Supportive Style (continued) © 2010 Education Canada Inc. 4- * Barrier to success in selling Common problem because will meet customers from all four quadrants Must be able to develop rapport with people from each quadrant When people of different styles work together but don’t adjust to one another, serious problems can develop Minimizing Communication-Style Bias © 2010 Education Canada Inc. 4- * Versatility – our ability to minimize communication-style bias Adapting to the customer’s preferred communication style can enhance sales performance Each style has: Immature and mature side Strength and weakness paradox Adaptive Selling Requires Versatility © 2010 Education Canada Inc. 4- * Strength/Weakness Paradox © 2010 Education Canada Inc. 4- * Fix figure 4.13 Move here under stress Greater intensity Less intense Style flexing – deliberate attempt to adapt one’s communication style to accommodate the needs of the other person Style sensitivity and flexing add value to the sales process People are more apt to buy from you when they perceive that you view the world as they view the world Achieving Versatility Through Style Flexing © 2010 Education Canada Inc. 4- * “Do Unto Others As They Would Have You Do Unto Them.” www.platinumrule.com The Platinum Rule® © 2010 Education Canada Inc. 4- * Be enthusiastic; avoid a stiff, formal approach Take time to establish goodwill Back off on facts and details Support their opinions, ideas, and dreams Ask questions, maintain eye contact, and listen attentively Selling to “Emotives” © 2010 Education Canada Inc. 4- * Be businesslike Be efficient, time disciplined, and well organized Use facts, figures, and success probabilities Help them meet their objectives Ask specific questions and take careful notes Selling to “Directors” © 2010 Education Canada Inc. 4- * Be prompt and well prepared Use a no nonsense, businesslike approach Present in a slow, deliberate way Show proof and documentation Never pressure them to make a quick decision Selling to “Reflectives” © 2010 Education Canada Inc. 4- * Learn about family, hobbies, and major interests to build a social relationship Listen carefully to personal opinions and feelings Be professional but friendly approach Offer personal assurances and support Be patient and avoid conflict if possible Selling to “Supportives” © 2010 Education Canada Inc. 4- * Be careful not to use labels that make people feel boxed in, typecast, or judged Classify one’s strengths and preferences A Word of Caution © 2010 Education Canada Inc. 4- * Communication-Style Classification Framework © 2010 Education Canada Inc. 4 - * Emotive Style © 2010 Education Canada Inc. 4 - * Director Style © 2010 Education Canada Inc. 4 - * Reflective Style © 2010 Education Canada Inc. 4 - * Some of the verbal and nonverbal characteristics: Controls emotional expression Displays a preference for orderliness Tends to express measured opinions Seems difficult to get to know They are a stickler for detail, reserved, and cautious Reflective Style (continued) © 2010 Education Canada Inc. 4- * Supportive Style © 2010 Education Canada Inc. 4 - * Strength/Weakness Paradox © 2010 Education Canada Inc. 4- * Move here under stress Greater intensity Less intense Learn about family, hobbies, and major interests to build a social relationship Listen carefully to personal opinions and feelings Be professional but have a friendly approach Offer personal assurances and support Be patient and avoid conflict if possible Selling to “Supportives” © 2010 Education Canada Inc. 4- * 4 - * Chapter 4 Communication Styles: A Key to Adaptive Selling © 2010 Education Canada Inc.