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1、,CHAPTER,4,Communication Styles: A Key to Adaptive Selling Today,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,
2、4-2,Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall,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,4-3,Copyright 2010 Pearso
3、n Education, Inc. Publishing as Prentice Hall,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.”
4、,4-4,Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall,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,
5、4-5,Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall,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 Learnings adaptive selling program tit
6、led The Versatile Salesperson,4-6,Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall,Communication-Style Principles,1. Individual Differences Individual differences exist and are important Each person displays individual array of verbal and nonverbal characteristics,2. Communication
7、Style as a Way of Thinking and Behaving A preferred way of using ones abilities Ability is how well you can do something Style is how you like to do it,4-7,Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall,Communication-Style Principles,3. Individual Styles Tend to Be Stable over Ti
8、me Based on hereditary and environmental factors Our “style” tends to remain rather constant through life The ability to “flex” can be enhanced,4. There Is a Finite Number of Styles Most people display one of several behavioral clusters We can often “label” a persons preferred communication style,Co
9、pyright 2010 Pearson Education, Inc. Publishing as Prentice Hll 4-8,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 persons style,Copyright 2010 Pearson Education, Inc. Publishing as
10、Prentice Hall,4-9,Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall,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 b
11、y adapting style (style-flexing),4-10,Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall,Communication-Style Model,4-11,Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall,Dominance Continuum,Low dominance Cooperative Let others control Low in assertiveness,4-12,Copyri
12、ght 2010 Pearson Education, Inc. Publishing as Prentice Hall,High dominance Like to control Initiate demands More aggressive,Sociability Continuum,Low Control feelings Prefer solitude More reserved More formal,High Express feelings Prefer interaction More outgoing More informal,Copyright 2010 Pearso
13、n Education, Inc. Publishing as Prentice Hall,4-13,Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall,Framework for Communication Style Classification,4-14,Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall,Emotive Style,4-15,Copyright 2010 Pearson Education, Inc. Pub
14、lishing as Prentice Hall,Emotive Style Traits,Appears quite active Takes social initiative Encourages informality Expresses emotional opinions,4-16,Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall,Directive Style,4-17,Copyright 2010 Pearson Education, Inc. Publishing as Prentice Ha
15、ll,Directive Style Traits,Appears quite busy May give the impression of not listening Displays rather serious attitude Likes to maintain control,4-18,Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall,Reflective Style,4-19,Copyright 2010 Pearson Education, Inc. Publishing as Prentice
16、 Hall,FIGURE,4.6,Reflective Style Traits,Controls emotional expression Displays preference for order Tends to express measured opinions Seems difficult to get to know,4-20,Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall,Supportive Style,4-21,Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall,
