Module Four Communication Skills

Learning Objectives Explained the importance of collaborative, two-way communication in personal selling. Explain the primary types of questions and how they are applied in selling. Illustrate the diverse roles and uses of strategic questioning in personal selling. Identify and describe the five steps of the ADAPT questioning sequence.

Learning Objectives Discuss the four sequential steps for effective active listening. Discuss the superiority of pictures over words for explaining concepts and enhancing comprehension. Described the different forms of nonverbal communication.

Key Thoughts For professional salespeople, the ability to ask good questions and then actively listen to the answers is as, if not more, important than their ability to present information. Salespeople should be strategic with the questions they ask. They should have a reason for asking the questions and a need for the answers. Active listening requires concentration, focus, and determination. Successful professional salespeople are able to read and correctly interpret non-verbal communication.

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

Verbal Communication: Questioning Salespeople skilled at questioning take a strategic approach to asking questions so that they may: Control the flow and direction of the conversation Uncover important information Demonstrate concern and understanding Facilitate the customer’s understanding

Types of Questions: Controlling Amount and Specificity of Information Open-end Questions Closed-end Questions Dichotomous/Multiple-Choice Questions Specify Response Limit Response Free Response Are you a good or bad time manager? How do you manage your time? Do you manage your time well?

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

Types of Questions: Strategic Purpose Probing Questions 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…?”

Types of Questions: Strategic Purpose Probing Questions Evaluative Questions Tactical 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 Questions Evaluative Questions Tactical Questions 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?”

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

Verbal Communication: Strategic Application of Questioning Generate Buyer Involvement Provoke Thinking Gather Information Clarification and Emphasis Show Interest Gain Confirmation Advance the Sale

Situation Questions Definition: Examples: Impact: Advice: Finding out facts about the buyer’s existing situation. How many people do you employ at this location? How do you manage your time 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.

Problem Questions Definition: Examples: Impact: Advice: Asking about problems, difficulties or dissatisfactions that the buyer is experiencing with the existing situation. Have you ever had trouble managing your time or your contacts? 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.

Implication Questions Definition: Examples: Impact: Advice: 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.

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. Definition: Examples: Impact: Advice: 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.

Funneling Sequence of ADAPT Assessment Questions Discovery Questions Activation Questions Projection Questions Transition Questions

Assessment Questions Assessment Questions Discovery Questions Broad bases and general facts describing situation Non-threatening as no interpretation is requested Open-end questions for maximum information Assessment Questions Discovery Questions Activation Questions Projection Questions Transition Questions

Discovery 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

Activation 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.

Projection Questions Projects what life would be like without the problems Buyer establishes the value of finding and implementing a solution

Transition Questions Confirms interest in solving the problem Transitions to presentation of solution

Verbal Communication: Listening Effective Active Listening Visualize Encourage Buyer to Talk Make No Assumptions Paraphrase & Repeat Monitor Non-Verbal Pay Attention

Types of Listening Social Listening Serious Listening Little Concentration or Cognition Requires Concentration and Cognition

SIER Hierarchy of Active Listening Res- ponding Evaluating Interpreting Sensing

Verbal Communication Organize Thoughts Paint Word Pictures Watch Grammar

Nonverbal Communication Facial Expressions 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 Intensity and Loudness Face Posture Feet Legs Arms Hands Head

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

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