8 4 Communication Skills Copyright 2017 Cengage Learning

  • Slides: 27
Download presentation
8 4 Communication Skills Copyright © 2017 Cengage Learning. All Rights Reserved. May not

8 4 Communication Skills Copyright © 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

LEARNING OUTCOMES 1 Explain the importance of collaborative, twoway communication in trust-based selling 2

LEARNING OUTCOMES 1 Explain the importance of collaborative, twoway communication in trust-based selling 2 Explain the primary types of questions and how they are applied in selling 3 Illustrate the diverse roles and uses of strategic questioning in trust-based selling 4 Identify and describe the five steps of the ADAPT questioning sequence for effective fact-finding and needs discovery Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. SELL 5 | CH 4 2

LEARNING OUTCOMES 5 Discuss the four sequential steps for effective active listening 6 Discuss

LEARNING OUTCOMES 5 Discuss the four sequential steps for effective active listening 6 Discuss the superiority of pictures over words for explaining concepts and enhancing comprehension 7 Describe and interpret the different forms of nonverbal communication Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. SELL 5 | CH 4 3

Sales Communication as a Collaborative Process • Trust-based sales communication • Collaborative and two-way

Sales Communication as a Collaborative Process • Trust-based sales communication • Collaborative and two-way form of communication • Allows buyers and sellers to understand the need by working together to create the best solution for customers • Salespeople must ask carefully crafted questions to the customer to: - Elicit information from a prospective buyer - Redirect, regain, or hold the buyer’s attention Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. SELL 5 | CH 4 4

Types of Questions Based on the Amount and Specificity of Information Desired Open-end •

Types of Questions Based on the Amount and Specificity of Information Desired Open-end • Allows free customer response Closed-end • Limits the customers’ response to one or two words Dichotomous • Customer needs to select from two or more options Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. SELL 5 | CH 4 5

Types of Questions Based on Strategic Purpose Probing question • Elicits articulate and precise

Types of Questions Based on Strategic Purpose Probing question • Elicits articulate and precise responses from the customer Evaluative question • Uses open-end and closed-end question formats to discover attitudes, opinions, and preferences that the prospect holds Tactical question • Used to shift the topic when the conversation goes off course Reactive question • Question based on the information provided previously by the other party Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. SELL 5 | CH 4 6

SPIN • Questioning system that sequences four types of questions designed to: • Uncover

SPIN • Questioning system that sequences four types of questions designed to: • Uncover a buyer’s current situation and inherent problems • Enhance the buyer’s understanding of the consequences and implications of those problems - Leads to the proposed solution Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. SELL 5 | CH 4 7

Types of Questions under SPIN Situation Problem Implication Need-payoff Copyright © 2016 Cengage Learning.

Types of Questions under SPIN Situation Problem Implication Need-payoff Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. SELL 5 | CH 4 8

ADAPT Logic-based funnelling sequence of questions that identifies and assesses the buyer’s situation Assessment

ADAPT Logic-based funnelling sequence of questions that identifies and assesses the buyer’s situation Assessment Discovery Activation Projection Transition Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. SELL 5 | CH 4 9

Figure 4. 1 Funnelling Sequence of ADAPT Technique for Needs Discovery Copyright © 2016

Figure 4. 1 Funnelling Sequence of ADAPT Technique for Needs Discovery Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. SELL 5 | CH 4 10

Ethical Dilemma Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned,

Ethical Dilemma Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. SELL 5 | CH 4 11

Facets of Listening Paraphrasing and repeating Encouraging the buyer to talk Visualizing Monitoring nonverbals

Facets of Listening Paraphrasing and repeating Encouraging the buyer to talk Visualizing Monitoring nonverbals Making no assumptions Paying attention Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. SELL 5 | CH 4 12

Types of Listening Social Serious • Informal mode of listening associated with day-to-day conversation

Types of Listening Social Serious • Informal mode of listening associated with day-to-day conversation and entertainment • Involves sorting, interpreting, understanding, and responding received messages Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. SELL 5 | CH 4 13

Figure 4. 3 SIER Hierarchy of Active Listening Copyright © 2016 Cengage Learning. All

Figure 4. 3 SIER Hierarchy of Active Listening Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. SELL 5 | CH 4 14

Keys to Effective Listening Find areas of interest Keep an open mind Capital on

Keys to Effective Listening Find areas of interest Keep an open mind Capital on fact that thought is faster than speech Judge content not delivery Keys to effective listening Hold your fire until full consideration Listen for ideas Exercise the mind Resist distractions Be flexible Work at listening Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. SELL 5 | CH 4 15

Verbal Communication • Statements of fact, opinion, and attitude encoded in the form of

Verbal Communication • Statements of fact, opinion, and attitude encoded in the form of words, pictures, and numbers to convey meaning to a receiver • Words and symbols mean different things to different people • To maximize clarity, understand use the vocabulary and terminology that corresponds with the perspective of the customer Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. SELL 5 | CH 4 16

Superiority of Pictures • Pictures tend to be more memorable than their verbal counterparts

Superiority of Pictures • Pictures tend to be more memorable than their verbal counterparts • Verbal message should be constructed in a manner that generates a mental picture in the receiver’s mind • Words and phrases that convey concrete and detailed meaning should be used • Relevant visual sales aids should be incorporated into verbal communication Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. SELL 5 | CH 4 17

Impact of Poor Grammar • Meaning and credibility of the message are downgraded •

Impact of Poor Grammar • Meaning and credibility of the message are downgraded • Receiver begins to focus on the sender rather than the message • Receiver dismisses the sender and the sender’s organization from performing the role of an effective supplier and partner Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. SELL 5 | CH 4 18

Impact of Logical Sequencing • Provides clarity and assists the receiver in following the

Impact of Logical Sequencing • Provides clarity and assists the receiver in following the facts • If not followed: • Presentation will be inefficient and ineffective • Receiver will have to ask many questions to gain clarity • Receiver may dismiss the sender as incompetent Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. SELL 5 | CH 4 19

Nonverbal Communication • Facial expressions and eye movements • Placement and movements of hands,

Nonverbal Communication • Facial expressions and 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, and intensity and loudness • Nonverbal clusters Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. SELL 5 | CH 4 20

Figure 4. 4 Personal Space and Interpersonal Communication Copyright © 2016 Cengage Learning. All

Figure 4. 4 Personal Space and Interpersonal Communication Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. SELL 5 | CH 4 21

Exhibit 4. 8 Common Nonverbal Clusters Copyright © 2016 Cengage Learning. All Rights Reserved.

Exhibit 4. 8 Common Nonverbal Clusters Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. SELL 5 | CH 4 22

Exhibit 4. 8 Common Nonverbal Clusters (continued) Copyright © 2016 Cengage Learning. All Rights

Exhibit 4. 8 Common Nonverbal Clusters (continued) Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. SELL 5 | CH 4 23

KEY TERMS • Trust-based sales communication • Open-end questions • Closed-end questions • Dichotomous

KEY TERMS • Trust-based sales communication • Open-end questions • Closed-end questions • Dichotomous questions • Probing questions • Evaluative questions • Tactical questions • • • Reactive questions SPIN Situation questions Problem questions Implication questions Discovery questions Activation questions Projection questions Transition questions Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. SELL 5 | CH 4 24

KEY TERMS Social listening Serious listening Active listening SIER Nonverbal communication • Proxemics •

KEY TERMS Social listening Serious listening Active listening SIER Nonverbal communication • Proxemics • Nonverbal clusters • • • Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. SELL 5 | CH 4 25

SUMMARY • Trust-based sales communication is a twoway collaborative interaction • Questions are classified

SUMMARY • Trust-based sales communication is a twoway collaborative interaction • Questions are classified based on amount and specificity of information desired and strategic purpose • SPIN and ADAPT are used to achieve multiple objectives • Active listening involves sensing, interpreting, evaluating, and responding • Pictures help people in understanding ideas than abstract words and symbols Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. SELL 5 | CH 4 26

Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or

Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. SELL 5 | CH 4 27

Communication Skills Week 3 Communication Skills Communication skillsCommunication Skills Week 3 Communication Skills Communication skills
8 Copyright 2008 Cengage Learning Copyright 2008 Cengage8 Copyright 2008 Cengage Learning Copyright 2008 Cengage
Chapter 13 Heart 2017 Cengage 2017 Learning CengageChapter 13 Heart 2017 Cengage 2017 Learning Cengage
Chapter 12 Blood 2017 Cengage 2017 Learning CengageChapter 12 Blood 2017 Cengage 2017 Learning Cengage
Chapter 3 Cells 2017 Cengage 2017 Learning CengageChapter 3 Cells 2017 Cengage 2017 Learning Cengage
Chapter 6 Applying Communication Skills Copyright 2017 CengageChapter 6 Applying Communication Skills Copyright 2017 Cengage
2010 Cengage Learning Organizational Communication 1 2010 Cengage2010 Cengage Learning Organizational Communication 1 2010 Cengage
8 Communication Copyright 2017 Cengage Learning All Rights8 Communication Copyright 2017 Cengage Learning All Rights
8 Communication Copyright 2017 Cengage Learning All Rights8 Communication Copyright 2017 Cengage Learning All Rights
15 Managing Communication Copyright 2017 Cengage Learning All15 Managing Communication Copyright 2017 Cengage Learning All
2013 Cengage Learning Leadership 1 2013 Cengage Learning2013 Cengage Learning Leadership 1 2013 Cengage Learning
2013 Cengage Learning Leadership 1 2013 Cengage Learning2013 Cengage Learning Leadership 1 2013 Cengage Learning
5 Learning Copyright 2017 Cengage Learning All Rights5 Learning Copyright 2017 Cengage Learning All Rights
LIFE SKILLS SKILLS What are Skills Skills isLIFE SKILLS SKILLS What are Skills Skills is
Chapter 20 Laboratory Assistant Skills Copyright 2017 CengageChapter 20 Laboratory Assistant Skills Copyright 2017 Cengage
Chapter 23 Physical Therapy Skills Copyright 2017 CengageChapter 23 Physical Therapy Skills Copyright 2017 Cengage
Chapter 22 Nurse Assistant Skills Copyright 2017 CengageChapter 22 Nurse Assistant Skills Copyright 2017 Cengage
INTERPERSONAL SKILLS Interpersonal Skills Facilitation Skills language communicationINTERPERSONAL SKILLS Interpersonal Skills Facilitation Skills language communication
INTERPERSONAL SKILLS Interpersonal Skills Facilitation Skills language communicationINTERPERSONAL SKILLS Interpersonal Skills Facilitation Skills language communication
COMMUNICATION INTERPERSONAL SKILLS Interpersonal skills are the skillsCOMMUNICATION INTERPERSONAL SKILLS Interpersonal skills are the skills
Chapter 2 Skills Copyright 2014 Cengage Learning AllChapter 2 Skills Copyright 2014 Cengage Learning All
Communication Skills CHS 446 Communication Skills for theCommunication Skills CHS 446 Communication Skills for the
Psychological Basis of Communication Communication skills The skillsPsychological Basis of Communication Communication skills The skills
Personal selling skills Communication Skills Communication refers toPersonal selling skills Communication Skills Communication refers to