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    Chapter 5 Communication Styles

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    kathern
    This document discusses communication styles and their importance for adaptive selling. It identifies four basic communication styles - emotive, director, reflective, and supportive - based on dimensions of dominance and sociability. To be effective communicators, salespeople must understand their own style as well as a customer's style and flex their approach accordingly. Being versatile allows salespeople to minimize biases between differing styles and build rapport to create productive relationships. The document provides tips for tailoring communication to each of the four styles.

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    Chapter 5 Communication Styles

    Uploaded by

    kathern
    192 views7 pages
    This document discusses communication styles and their importance for adaptive selling. It identifies four basic communication styles - emotive, director, reflective, and supportive - based on dimensions of dominance and sociability. To be effective communicators, salespeople must understand their own style as well as a customer's style and flex their approach accordingly. Being versatile allows salespeople to minimize biases between differing styles and build rapport to create productive relationships. The document provides tips for tailoring communication to each of the four styles.

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    This document discusses communication styles and their importance for adaptive selling. It identifies four basic communication styles - emotive, director, reflective, and supportive - based on dimensions of dominance and sociability. To be effective communicators, salespeople must understand their own style as well as a customer's style and flex their approach accordingly. Being versatile allows salespeople to minimize biases between differing styles and build rapport to create productive relationships. The document provides tips for tailoring communication to each of the four styles.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    192 views7 pages

    Chapter 5 Communication Styles

    Uploaded by

    kathern
    This document discusses communication styles and their importance for adaptive selling. It identifies four basic communication styles - emotive, director, reflective, and supportive - based on dimensions of dominance and sociability. To be effective communicators, salespeople must understand their own style as well as a customer's style and flex their approach accordingly. Being versatile allows salespeople to minimize biases between differing styles and build rapport to create productive relationships. The document provides tips for tailoring communication to each of the four styles.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
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    The key takeaways are that there are four basic communication styles based on dominance and sociability, and being able to adapt one's own communication style (style flexing) is important for building relationships.

    The four communication styles discussed are the emotive style, the directive style, the reflective style, and the supportive style.

    Some tips for building relationships with directive customers include being businesslike, being efficient and time disciplined, using facts and figures, and helping them meet their objectives.

    Chapter 5 Communication Styles: A Key to Adaptive Selling Today

    Co-op Advertising: Sales training, sampling, coupons, gift with purchase

    Comminution Styles—An introduction to managing selling relationships


    Personality – the thoughts, feelings, and actions that characterize someone
     Communication Style – patterns of behaviour that others observe
     Voice patterns, eye movement, facial expression, and posture
     aka behaviour style and social style
    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-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 principles
    1) Individual differences exist and are important
    2) A communication style is a way of thinking and behaving
    3) Individual style differences tend to be stable
    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
     Ability to “speak the other person’s language” is an important relationship management skill

    Improving Your Relationship Selling Skills


     Style flexing – the deliberate adjustment of one’s communication style to accommodate the
    needs of the other person
     Can afford you a distinct advantage
     Greatly reduces possibility of tension

    Communication-Style Model
    Four basic communication styles are based on two important dimensions of human behaviour:
     Dominance – reflects 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

    Dominance Continuum
    Sociability Continuum’

    Four Styles of Communication


    Its best to ask the right questions for each different style to get the answer needed.

    The Emotive Style

    Some of the verbal and nonverbal characteristics:


    1) Appears quite active
    2) Takes the social initiative in most cases
    3) Likes to encourage informality
    4) Expresses emotional opinions Wants to create a social relationship quickly and usually feels
    more comfortable in an informal atmosphere

    The Director Style


    Some of the verbal and nonverbal characteristics:
    1) Appears to be quite busy
    2) May give the impression of not listening
    3) Displays a serious attitude
    4) Likes to maintain control Frank, demanding, assertive, and determined

    The Reflective Style

    Some of the verbal and nonverbal characteristics:


    1) Controls emotional expression
    2) Displays a preference for orderliness
    3) Tends to express measured opinions
    4) Seems difficult to get to know Stickler for detail, reserved, and cautious

    The Supportive Style


    Some of the verbal and nonverbal characteristics:
    1) Gives appearance of being quiet & reserved
    2) Listens attentively to other people
    3) Tends to avoid the use of power
    4) Makes decisions in a thoughtful and deliberate manner Lighthearted, quiet, and unassuming

    Minimizing Communications- Style Bias


    Barrier to success in selling
     Common problem because will deal with people 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 adapt, serious problems can develop

    How Communications-Style Bias Develops


    A salesperson who is highly adaptable can usually build rapport with customers regardless of
    their communication style
     Style flexing is a sales strategy that can be learned

    Adaptive Selling Requires Versatility


    Versatility – our ability to minimize communication-style bias
     Degree to which a salesperson is perceived as developing and maintaining buyer comfort
    throughout the sales process
     Each style has:
     Immature and mature side
     Strength/weakness paradox
    Building Strong Relationships Through Style Flexing
    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

    Building Relationships with Emotive Customers


    Move at a pace to hold their attention
     Be enthusiastic; avoid a stiff, formal approach
     Take time to establish goodwill and build relationships
     Back off on facts and details
     Support their opinions, ideas, and dreams
     Ask questions, maintain eye contact, and listen attentively

    Building Relationships with Directive Customers


    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
    Building Relationships with Reflective Customers
    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

    Building Relationships with Supportive Customers


     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

    Word of Caution
    Be careful not to use labels that make people feel boxed in, typecast, or judged
     Do not classify the person
     Classify the person’s strengths and preferences

    Summary
    Ineffective communication will lose the sale
     Style-flexing can minimise the effects
     Four basic communication styles are based on two important dimensions of human behaviour:
    dominance and sociability
     Know your style of communication and those you are attempting to communication with 
    Versatility, a third dimension of human behaviour, can help you deal with people whose
    communication style is different than yours

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