Communication Skills Module Four

Sales Communication as a Collaborative Process What’s the difference between “talking at the customer” and “talking with the customer”?

Verbal Communication: Questioning Control the ______________ of the conversationControl the ______________ of the conversation _______ important information_______ important information Demonstrate _______ and ________Demonstrate _______ and ________ _______ the customer’s understanding_______ the customer’s understanding Salespeople skilled at questioning take a strategic approach to asking questions so that they may:

Types of Questions: Controlling Amount and Specificity of Information Open-end QuestionsOpen-end Questions Closed-end QuestionsClosed-end Questions Dichotomous/Multiple-Choice QuestionsDichotomous/Multiple-Choice Questions

Types of Questions: Strategic Purpose Probing Questions – designed to _________ below generalized or superficial informationProbing Questions – designed to _________ below generalized or superficial information 1. Requesting _________ “Can you share an example of that with me?”“Can you share an example of that with me?” 2. _________ Elaboration “How are you dealing with that situation now?”“How are you dealing with that situation now?” 3. __________ Information and Responses “So, if I understand you correctly… Is that right?”“So, if I understand you correctly… Is that right?”

Types of Questions: Strategic Purpose Probing QuestionsProbing Questions Evaluative Questions – use open- and closed-end question formats to ___________ and to uncover ________, ________, and _________ of customer.Evaluative Questions – use open- and closed-end question formats to ___________ and to uncover ________, ________, and _________ of customer. –“How do you feel about…?” –“Do you se the merits of…?” –“What do you think…?”

Probing QuestionsProbing Questions Evaluative QuestionsEvaluative Questions Tactical Questions – used to _______ or _______ the topic of discussionTactical Questions – used to _______ or _______ the topic of discussion –“Earlier you mentioned that…” –“Could you tell me more about how that might affect…” Types of Questions: Strategic Purpose

Probing QuestionsProbing Questions Evaluative QuestionsEvaluative Questions Tactical QuestionsTactical Questions Reactive Questions – refer to or directly result from information previously provided by the other party.Reactive Questions – refer to or directly result from information previously provided by the other party. –“ You mentioned that … Can you give me an example of what you mean?” –“That is interesting. Can you tell me how it happened?” Types of Questions: Strategic Purpose

Guidelines for Combining Types of Questions for Maximal Effectiveness Amount of and Specificity of Information Desired Choice from Alternatives Discussion and Interpretation Confirmation and Agreement Explore and Dig for Details Gain Confirmation & Discover Attitudes/Opinions Change Topics or Direct Attention Follow-Up Previously Elicited Statements Amount of and Specificity of Information Desired Closed-end Questions Designed to be Probing in Nature Dichotomous or Multiple-choice Questions Designed to be Probing in Nature Open-end Questions Designed to be Reactive in Nature Dichotomous or Multiple-choice Questions Designed to be Reactive in Nature Closed-end Questions Designed to be Tactical in Nature Open-end Questions Designed to be Evaluative in Nature Dichotomous or Multiple-choice Questions Designed to be Evaluative in Nature

Verbal Communication: Strategic Application of Questioning Generate Buyer _________Generate Buyer _________ ________ Thinking________ Thinking Gather InformationGather Information Clarification and EmphasisClarification and Emphasis Show InterestShow Interest Gain _________Gain _________ Advance the SaleAdvance the Sale

Situation Questions Finding out _______ about the buyer’s existing situation. How many people do you employ at this location? How do you manage your customers and contacts? Least powerful of the SPIN questions. _____ relationship to success. Most people ask too many. Eliminate unnecessary Situation Questions by _________ _____________. Definition:Definition:Examples:Examples: Impact:Impact: Advice:Advice:

Problem Questions Asking about ____________________ that the buyer is experiencing with the existing situation. Have you ever had trouble managing your time & customers? Which parts of the system create error? More powerful than Situation Questions. People ask more Problem Questions as they become _________________ at selling. Think of your products or services in terms of the _________ ___________ for buyers—not in terms of the details or characteristics that your products possess. Definition:Definition:Examples:Examples: Impact:Impact: Advice:Advice:

Implication Questions Asking about the ______________ of a buyer’s problems, difficulties, or dissatisfactions. What effect does that problem have on your productivity? Could that be impeding your ability to develop good relationships with your customers? The most powerful of all SPIN questions. Top salespeople ask lots of Implication Questions. These questions are the ________ to ask. Prepare for these questions by identifying and understanding the ________________ of various suspected needs prior to the sales call. Definition:Definition:Examples:Examples: Impact:Impact: Advice:Advice:

Need-Payoff Questions Asking about the ______________ of a proposed solution. They seek the buyer’s opinion as to what life would be like if the problem was solved. How would better time & customer management help you? Would you like to discuss how we can do that for you? _________ questions used a great deal by top salespeople. These questions help the buyer to __________________ of solving the problem. Use these questions to get buyers to ________ the benefits that your solution can offer. Definition:Definition:Examples:Examples: Impact:Impact: Advice:Advice:

ADAPT Techniques for Needs Discovery Broad bases and general facts describing situation _______________ as no interpretation is requested Open-end questions for maximum information Assessment Questions Questions probing information gained in assessment Seeking to ______________ or dissatisfactions that could lead to suggested buyer needs Open-end questions for maximum information Discovery Questions Show the negative impact of a problem discovered in the discovery sequence Designed to activate buyer’s ___________ in and _________ to solve the problem. Activation Questions Projects what life would be like without the problems Buyer establishes the _________ of finding and implementing a solution Projection Questions Confirms interest in solving the problem Transitions to presentation of solution Transition Questions

Visualize __________ Buyer to Talk Make ___ Assumptions Paraphrase & Repeat _________Non-Verbal Pay__________ Verbal Communication: Listening Effective Active Listening

Requires ____________ and _________ Types of Listening Social Listening Serious Listening

SIER Hierarchy of Active Listening Res- ponding _________ Interpreting Sensing

Verbal Communication Organize ThoughtsOrganize Thoughts Paint ___________Paint ___________ Watch GrammarWatch Grammar

Nonverbal Communication Facial ExpressionsFacial Expressions Eye MovementsEye Movements Placement and Movements of Hands, Arms, Head, and LegsPlacement and Movements of Hands, Arms, Head, and Legs Body Posture and OrientationBody Posture and Orientation ProxemicsProxemics Variation in Voice CharacteristicsVariation in Voice Characteristics –Speaking Rate and Pause Duration –Pitch or Frequency –Intensity and Loudness Face Posture FeetLegs ArmsHands Head

Personal Distance Public Zone: >12 feetPublic Zone: >12 feet Social Zone: feetSocial Zone: feet Personal Zone: 2-4 feetPersonal Zone: 2-4 feet Intimate Zone: 0-2 feetIntimate Zone: 0-2 feet Me You

Common Nonverbal Clusters Cluster Name Cluster Meaning Body Posture & Orientation Movement of Hands, Arms, & Legs Eyes & Facial Expression Openness Openness, flexibility and sincerity Moving closer Moving closer Leaning forward Leaning forward Open hands Open hands Removing coat Removing coat Unbutton collar Unbutton collar Uncrossed arms & legs Uncrossed arms & legs Slight smile Slight smile Good eye contact Good eye contact Defensiveness Defensiveness, skepticism, and apprehension Rigid body Rigid body Crossed arms & legs Crossed arms & legs Minimal eye contact Minimal eye contact Glancing sideways Glancing sideways Pursed lips Pursed lips Tilted head Tilted head Evaluation Evaluation and consideration of message Leaning forward Leaning forward Hand on cheek Hand on cheek Stroking chin Stroking chin Chin in palm of hand Chin in palm of hand Dropping glasses to lower nose Dropping glasses to lower nose Deception Dishonesty and secretiveness Patterns of rocking Patterns of rocking Fidgeting with objects Fidgeting with objects Increased leg movement Increased leg movement Increased eye movement Increased eye movement Frequent gazes elsewhere Frequent gazes elsewhere Forced smile Forced smile Readiness Dedication or commitment Sitting forward Sitting forward Hands on hips Hands on hips Legs uncrossed Legs uncrossed Feet flat on floor Feet flat on floor Increased eye contact Increased eye contact Boredom Lack of interest and impatience Head in palm of hands Head in palm of hands Slouching Slouching Drumming fingers Drumming fingers Swinging a foot Swinging a foot Brushing & picking at items Brushing & picking at items Tapping feet Tapping feet Poor eye contact Poor eye contact Glancing at watch Glancing at watch Blank stare Blank stare