1. CHAPTER 4
Communication Styles: A Key to Adaptive Selling Today

2. Learning Objectives
Discuss how communication style influences the relationship process in sales
Identify the two major dimensions of the communication-style model
Explain the four communication styles in the communication-style model
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3. Learning Objectives
Learn how to identify your preferred communication style and that of your customer
Learn to achieve interpersonal versatility and build strong selling relationships with style flexing
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4. Communication Styles: An Introduction to Adaptive Selling
“The patterns of behavior that others observe can be called communication style.”
“Adaptive selling can be defined as altering sales behaviors in order to improve communication with the customer.”
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5. Communication-Style Bias
Most frequently occurring form of bias
Not commonly understood
A state of mind that is difficult to explain
Develops when we have contact with another whose communication style is different from our own
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6. Adaptive Selling
Describes training programs that encourage salespeople to adjust their communication style to accommodate styles of their customers
More than 7 million have
completed Wilson Learning’s
adaptive selling program
titled The Versatile Salesperson
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7. Communication-Style Principles
1. Individual Differences
Individual differences exist and are important
Each person displays individual array of verbal and nonverbal characteristics
2. Communication Style as a Way of Thinking and Behaving
A preferred way of using one’s abilities
Ability is how well you can do something
Style is how you like to do it
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8. Communication-Style Principles
4. There Is a Finite Number of Styles
Most people display one of several behavioral clusters
We can often “label” a person’s preferred communication style
3. Individual Styles Tend to Be Stable over Time
Based on hereditary and environmental factors
Our “style” tends to remain rather constant through life
The ability to “flex” can be enhanced

9. Communication-Style Principles
5. Get in Sync with Styles of Others
Communication style differences can be source of friction
Develop an ability to adapt to another person’s style
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4-9

10. Improving Relationship Skills
First goal: understand your own preferred communication style
Second goal: develop greater understanding and appreciation for different styles
Third goal: manage selling relationships by adapting style (style-flexing)
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11. Communication-Style Model
FIGURE
4.9
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12. Dominance Continuum Low dominance High dominance Cooperative
Let others control
Low in assertiveness
High dominance
Like to control
Initiate demands
More aggressive
FIGURE
4.1
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13. Sociability Continuum
Low
Control feelings
Prefer solitude
More reserved
More formal
High
Express feelings
Prefer interaction
More outgoing
More informal
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FIGURE
4.2
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14. Framework for Communication Style Classification
FIGURE
4.3
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15. Emotive Style
FIGURE
4.4
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16. Emotive Style Traits Appears quite active Takes social initiative
Encourages informality
Expresses emotional opinions
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17. Directive Style FIGURE 4.5
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18. Directive Style Traits
Appears quite busy
May give the impression of not listening
Displays rather serious attitude
Likes to maintain control
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19. Reflective Style FIGURE 4.6
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20. Reflective Style Traits
Controls emotional expression
Displays preference for order
Tends to express measured opinions
Seems difficult to get to know
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21. Supportive Style FIGURE 4.7
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22. Supportive Style Traits
Appears to be quiet and reserved
Listens attentively
Tends to avoid use of power
Makes thoughtful decisions in deliberate manner
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23. Popularity of Four-Style Model
Many training and development companies offer training programs that present the Four-Style Model
Figure 4.8 on the next slide features the approximate equivalents of the four styles presented in this chapter
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24. Comparison of Styles FIGURE 4.8
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25. Minimizing Communication-Style Bias
Salespeople often focus too much on the content and not enough on the delivery of their sales presentation
It can be a barrier to sales success
One must work with people from all four quadrants
Become highly adaptable
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26. Adaptive Selling Requires Versatility
Versatility describes one’s ability to minimize communication-style bias
Adapting to the customer’s preferred style can enhance sales performance
Move toward a more mature style
Strength-weakness paradox
Intensity zones
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27. Training the Adaptive and Versatile Salesperson
See the Website
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28. Intensity Zones FIGURE 4.9
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29. Versatility Through Style Flexing
Style-flexing: the deliberate attempt to adjust one’s communication style to accommodate others’ needs
Learn about each customer’s style during pre-approach stage
Do not become preoccupied with identifying style during sales calls
Analyze call afterward for style clues
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30. Selling to Emotives and Directives
Be enthusiastic
Don’t be too stiff or formal
Take time to establish goodwill/relationships
Maintain eye contact
Be good listener
Selling to Directives
Keep as businesslike as possible
Be efficient, time disciplined, organized
Identify their goals
Ask questions and note responses
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31. Selling to Reflectives and Supportives
Use thoughtful, well-organized approach
Present information in deliberate manner
Provide documentation
Never pressure for quick decisions
Selling to Supportives
Take time to build the relationship
Listen carefully to their opinions and feelings
Provide assurances for their views
Have patience, give them time to comprehend

32. The Heart of Style-Flexing: The Platinum Rule
See the Website
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33. Words of Caution Do not let labels rule behavior
Labels make people feel boxed in or judged
Acquire additional information
Do not classify people per se, classify their strengths and preferences
Do not let labels justify your inflexibility
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34. Key Concept Discussion Questions
Discuss how communication style influences the relationship process in sales
Identify the two major dimensions of the communication-style model
Explain the four communications styles in the communication-style model
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

35. Key Concept Discussion Questions
Describe how you can learn to identify your preferred communication style and that of your customer
Describe how you can learn to achieve interpersonal versatility and build strong selling relationships with style flexing
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

36. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
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Publishing as Prentice Hall