Module Four Communication Skills Sales Communication as a

Module Four Communication Skills

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 _______ of the conversation • _______ important information • Demonstrate _______ and ____ • _______ the customer’s understanding

Types of Questions: Controlling Amount and Specificity of Information • Open-end Questions • Closed-end Questions • Dichotomous/Multiple-Choice Questions

Types of Questions: Strategic Purpose • Probing Questions – designed to _____ below generalized or superficial information 1. Requesting _____ • “Can you share an example of that with me? ” 2. _____ Elaboration • “How are you dealing with that situation now? ” 3. _____ 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 ______ and to uncover ________, and _____ 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 _______ or _______ 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 Discussion and Interpretation Confirmation and Agreement Choice from Alternatives Amount of and Specificity of Information Desired Explore and Dig for Details Gain Confirmation & Discover Attitudes/Opinions Change Topics or Direct Attention Open-end Questions Designed to be Evaluative in Nature Open-end Questions Designed to be Reactive in Nature Closed-end Questions Designed to be Tactical in Nature Closed-end Questions Designed to be Probing in Nature Dichotomous or Multiple-choice Questions Designed to be Probing in Nature Follow-Up Previously Elicited Statements Dichotomous or Multiple-choice Questions Designed to be Evaluative in Nature Dichotomous or Multiple-choice Questions Designed to be Reactive in Nature

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

Situation Questions Definition: Finding out _______ about the buyer’s existing situation. Examples: How many people do you employ at this location? How do you manage your customers and contacts? Impact: Least powerful of the SPIN questions. _____ relationship to success. Most people ask too many. Advice: Eliminate unnecessary Situation Questions by _____________.

Problem Questions Definition: Asking about __________ that the buyer is experiencing with the existing situation. Examples: Have you ever had trouble managing your time & customers? Which parts of the system create error? Impact: More powerful than Situation Questions. People ask more Problem Questions as they become _________ at selling. Advice: Think of your products or services in terms of the ___________ for buyers—not in terms of the details or characteristics that your products possess.

Implication Questions Definition: Asking about the _______ of a buyer’s problems, difficulties, or dissatisfactions. Examples: What effect does that problem have on your productivity? Could that be impeding your ability to develop good relationships with your customers? Impact: The most powerful of all SPIN questions. Top salespeople ask lots of Implication Questions. Advice: These questions are the ____ to ask. Prepare for these questions by identifying and understanding the ________ of various suspected needs prior to the sales call.

Need-Payoff Questions Definition: Asking about the _______ of a proposed solution. They seek the buyer’s opinion as to what life would be like if the problem was solved. Examples: How would better time & customer management help you? Would you like to discuss how we can do that for you? Impact: _____ questions used a great deal by top salespeople. These questions help the buyer to _________ of solving the problem. Advice: Use these questions to get buyers to ____ the benefits that your solution can offer.

ADAPT Techniques for Needs Discovery Assessment Questions • Broad bases and general facts describing situation • ________ as no interpretation is requested • Open-end questions for maximum information Discovery Questions • Questions probing information gained in assessment • Seeking to _______ 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 ______ in and _____ to solve the problem. Projection Questions • Projects what life would be like without the problems • Buyer establishes the _____ of finding and implementing a solution Transition Questions • Confirms interest in solving the problem • Transitions to presentation of solution

Verbal Communication: Listening Pay _____ Non-Verbal Make ___ Assumptions Effective Active Listening Paraphrase & Repeat _____ Buyer to Talk Visualize

Types of Listening Social Listening Serious Listening Requires ______ and _____

SIER Hierarchy of Active Listening Responding _____ Interpreting Sensing

Verbal Communication • Organize Thoughts • Paint ______ • Watch Grammar

Nonverbal Communication • • • Facial Expressions Face 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 Head Arms Feet Legs Posture

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 Openness, flexibility and sincerity Defensiveness, skepticism, and apprehension Evaluation and consideration of message Deception Dishonesty and secretiveness Readiness Dedication or commitment Boredom Lack of interest and impatience Body Posture & Orientation Movement of Hands, Arms, & Legs Eyes & Facial Expression • Open hands • Removing coat • Unbutton collar • Uncrossed arms & legs • Slight smile • Good eye contact • Rigid body • Crossed arms & legs • Minimal eye contact • Glancing sideways • Pursed lips • Tilted head • Leaning forward • Hand on cheek • Stroking chin • Chin in palm of hand • Patterns of rocking • Fidgeting with objects • Increased leg movement • Increased eye movement • Frequent gazes elsewhere • Forced smile • Sitting forward • Hands on hips • Legs uncrossed • Feet flat on floor • Increased eye contact • 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 • Moving closer • Leaning forward • Dropping glasses to lower nose