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Learning Objectives Explain the importance of collaborative, two- way communication in trust-based selling Explain the primary types of questions and how they are applied in selling Illustrate the diverse roles and uses of strategic questioning in trust-based selling Identify and describe the five steps of the ADAPT questioning sequence for effective fact- finding and needs discovery

Learning Objectives (continued) Discuss the four sequential steps for effective active listening Discuss the superiority of pictures over words for explaining concepts and enhancing comprehension Describe and interpret the different forms of nonverbal communication

Sales Communication as a Collaborative Process Trust-based sales communication Collaborative and two-way form of communication Allows buyers and sellers to understand the need by working together to create the best solution for customers Salespeople must ask carefully crafted questions to the customer to: Elicit information from a prospective buyer Redirect, regain, or hold the buyer’s attention

Types of Questions Based on the Amount and Specificity of Information Desired Open-end Allows free customer response Closed-end Limits the customers’ response to one or two words Dichotomous Customer needs to select from two or more options

Types of Questions Based on Strategic Purpose Probing question Elicits articulate and precise responses from the customer Evaluative question Uses open-end and closed-end question formats to discover attitudes, opinions, and preferences that the prospect holds Tactical question Used to shift the topic when the conversation goes off course Reactive question Question based on the information provided previously by the other party

Questioning system that sequences four types of questions designed to: SPIN Questioning system that sequences four types of questions designed to: Uncover a buyer’s current situation and inherent problems Enhance the buyer’s understanding of the consequences and implications of those problems Leads to the proposed solution

Types of Questions under SPIN Situation Problem Implication Need-payoff

ADAPT Logic-based funnelling sequence of questions that identifies and assesses the buyer’s situation Assessment Discovery Activation Projection Transition

4.1 Funnelling Sequence of ADAPT Technique for Needs Discovery

Ethical Dilemma

Facets of Listening Paraphrasing and repeating Monitoring nonverbals Making no assumptions Encouraging the buyer to talk Visualizing Paying attention

Types of Listening Social Serious Informal mode of listening associated with day-to-day conversation and entertainment Serious Involves sorting, interpreting, understanding, and responding received messages

4.3 SIER Hierarchy of Active Listening

Keys to Effective Listening Find areas of interest Keep an open mind Judge content not delivery Keys to effective listening Capital on fact that thought is faster than speech Hold your fire until full consideration Listen for ideas Exercise the mind Be flexible Resist distractions Work at listening

Words and symbols mean different things to different people Verbal Communication Statements of fact, opinion, and attitude encoded in the form of words, pictures, and numbers to convey meaning to a receiver Words and symbols mean different things to different people To maximize clarity, understand and use the vocabulary and terminology that corresponds with the perspective of the customer

Superiority of Pictures Pictures tend to be more memorable than their verbal counterparts Verbal message should be constructed in a manner that generates a mental picture in the receiver’s mind Words and phrases that convey concrete and detailed meaning should be used Relevant visual sales aids should be incorporated into verbal communication

Impact of Poor Grammar Meaning and credibility of the message are downgraded Receiver begins to focus on the sender rather than the message Receiver dismisses the sender and the sender’s organization from performing the role of an effective supplier and partner

Impact of Logical Sequencing Provides clarity and assists the receiver in following the facts If not followed: Presentation will be inefficient and ineffective Receiver will have to ask many questions to gain clarity Receiver may dismiss the sender as incompetent

Nonverbal Communication Facial expressions and eye movements Placement and movements of hands, arms, head, and legs Body posture and orientation Proxemics Variation in voice characteristics Speaking rate and pause duration, pitch or frequency, and intensity and loudness Nonverbal clusters

4.4 Personal Space and Interpersonal Communication

4.8 Common Nonverbal Clusters

4.8 Common Nonverbal Clusters (continued)

Key Terms Trust-based sales communication Open-end questions Closed-end questions Dichotomous questions Probing questions Evaluative questions Tactical questions Reactive questions SPIN Situation questions Problem questions Implication questions Discovery questions Activation questions Projection questions Transition questions

Key Terms (continued) Social listening Serious listening Active listening SIER Nonverbal communication Proxemics Nonverbal clusters

Summary Trust-based sales communication is a two- way collaborative interaction Questions are classified based on amount and specificity of information desired and strategic purpose SPIN and ADAPT are used to achieve multiple objectives Active listening involves sensing, interpreting, evaluating, and responding Pictures help people in understanding ideas than abstract words and symbols