Communication Skills Module Four

The Importance of Communication An Expert’s Viewpoint: Lisa Taglianetti is an account manager for Office Depot Business Services Division. Lisa and her sales team were working with a major medical center... they were not there just to sell product, but to establish a mutually valued business relationship. Consequently, the initial goal was to gain information about the prospect’s current situation that might assist them in discovering potential opportunities that the medical center was missing... Action

The Importance of Communication An Expert’s Viewpoint:... as a result of increased levels of interaction and communication, Office Depot is now the single source provider for office supplies.... as a result of increased levels of interaction and communication, Office Depot is now the single source provider for office supplies. Result

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 flow and direction of the conversationControl the flow and direction of the conversation Uncover important informationUncover important information Demonstrate concern and understandingDemonstrate concern and understanding Facilitate the customer’s understandingFacilitate 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 How do You Feel?

Types of Questions: Controlling Amount and Specificity of Information Open-end QuestionsOpen-end Questions Closed-end QuestionsClosed-end Questions Do You Feel Good?

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 Do You Feel Happy or Sad?

Types of Questions: Strategic Purpose Probing Questions – designed to penetrate below generalized or superficial informationProbing Questions – designed to penetrate below generalized or superficial information 1. Requesting Clarification “Can you share an example of that with me?”“Can you share an example of that with me?” 2. Encouraging Elaboration “How are you dealing with that situation now?”“How are you dealing with that situation now?” 3. Verifying 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 gain confirmation and to uncover attitudes, opinions, and preferences of customer.Evaluative Questions – use open- and closed-end question formats to gain confirmation and to uncover attitudes, opinions, and preferences 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 shift or redirect the topic of discussionTactical Questions – used to shift or redirect 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 Open-end Questions Designed to be Probing in Nature 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 Closed-end Questions Designed to be Reactive in Nature Dichotomous or Multiple-choice Questions Designed to be Reactive in Nature Open-end Questions Designed to be Tactical in Nature Closed-end Questions Designed to be Tactical in Nature Dichotomous or Multiple-choice Questions Designed to be Tactical in Nature Open-end Questions Designed to be Evaluative in Nature Closed-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 InvolvementGenerate Buyer Involvement Provoke ThinkingProvoke Thinking Gather InformationGather Information Clarification and EmphasisClarification and Emphasis Show InterestShow Interest Gain ConfirmationGain Confirmation Advance the SaleAdvance the Sale

Situation Questions Finding out facts 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. Negative relationship to success. Most people ask too many. Eliminate unnecessary Situation Questions by doing your homework in advance. Definition:Definition:Examples:Examples: Impact:Impact: Advice:Advice:

Problem Questions Asking about problems, difficulties or dissatisfactions 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 more experienced at selling. Think of your products or services in terms of the problems they solve 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 consequences or effects 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 hardest to ask. Prepare for these questions by identifying and understanding the implications of various suspected needs prior to the sales call. Definition:Definition:Examples:Examples: Impact:Impact: Advice:Advice:

Need-Payoff Questions Asking about the value or usefulness 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? Versatile questions used a great deal by top salespeople. These questions help the buyer to understand the benefits of solving the problem. Use these questions to get buyers to tell you 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 Non-threatening as no interpretation is requested Open-end questions for maximum information Assessment Questions Questions probing information gained in assessment Seeking to uncover problems 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 interest in and desire to solve the problem. Activation Questions Projects what life would be like without the problems Buyer establishes the value of finding and implementing a solution Projection Questions Confirms interest in solving the problem Transitions to presentation of solution Transition Questions

Visualize Encourage Buyer to Talk Make No Assumptions Paraphrase & Repeat MonitorNon-Verbal PayAttention Verbal Communication: Listening Effective Active Listening

Requires Concentration and Cognition Types of Listening Social Listening Serious Listening

SIER Hierarchy of Active Listening Res- ponding Evaluating Interpreting Sensing

Verbal Communication Organize ThoughtsOrganize Thoughts Paint Word PicturesPaint Word Pictures 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