COMMUNICATING EFFECTIVELY Chapter 4. Communication to me is,………

COMMUNICATING EFFECTIVELY

Chapter 4

Communication to me is,………

Effective Communication can,….

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Sales Communication as a Collaborative Process

What’s the difference between “talking at the customer” and “talking with the customer”?

Provide an example!

Listening Skills Inventory Exercise

How do you measure up?

Effective Listening – page 95

How Well Do We Listen?

People use 1/4 of their listening capacityPeople use 1/10 of their memory potentialPeople forget 1/2 of what they have heard

within eight hoursEventually, people forget 95% of what they

have heard unless cued by something later onPeople usually distort what little they do

remember

Visualize

EncourageBuyer to Talk

Make NoAssumptions

Paraphrase& Repeat

MonitorNon-Verbal

PayAttention

Verbal Communication: Listening

Effective Active Listening

Types of Listening

Marginal/Social Listening Recipients hear the words but are easily distracted

and may allow their minds to wanderEvaluative/Serious Listening

Listeners are concentrating on what is being said but do not sense what is being communicated nonverbally or through more subtle verbal cues

Active Listening A process in which the listener receives messages,

processes them, and responds so as to encourage further communication

SIER Hierarchy of Active Listening

Res-ponding

Evaluating

Interpreting

Sensing

Understanding the Superiority of Word Pictures

Generate a mental picture in the receiver’s mind.

Use words and phrases that convey concrete and detailed meaning.

Integrate relevant visual aids into verbal communication.

“Tropicana juices are bursting with flavor.”

“This new system will increase weekly production by 2,100 units.”

“As you can see by this chart . . . .”

In-class Exercise – Arco Company

Role-Play/ Term Assignment update

Role plays will start on either October 31st or November 2nd.

I will post the presentation schedule in the next couple of days.

Term AssignmentsQuestions? Assignments are due and

presentations will start November 23.Groups have not notified me on their individual

topics as of yet. Do this in the next few days please to ensure you get the topic you want.

Reading and Reacting to Nonverbal Signals

Nonverbal signals are processed at a sub- conscious level

There are five major nonverbal communication channels Body Angle Face Arms Hands Legs

Nonverbal Communication

Facial Expressions Eye Movements Placement and Movements of Hands,

Arms, Head, and Legs Body Posture and Orientation Variation in Voice Characteristics

Speaking Rate and Pause Duration Pitch or Frequency Intensity and Loudness

Proxemics Note page 125, Exhibit 4.8, is a guide

only, not always 100% accurate.

Face

Posture

Feet Legs

ArmsHands

Head

Nonverbal Communication

More information is communicated nonverbally than through any other form of communication Tone of voice and accents Body language (facial expressions, gestures, and

attitudes) Choice of dress influences nonverbal communication

Personal Distance/Proxemics

Public Zone: >12 feet

Social Zone: 4 - 12 feet

Personal Zone: 2-4 feet

Intimate Zone: 0-2 feet Me

You

Verbal Communication: Questioning

Control the flow and direction of the conversation

Uncover important information (disclosure)

Demonstrate concern and understandingFacilitate the customer’s understanding

Salespeople skilled at questioning take a strategic approach to asking questions so that they may:

Impact of Poor Grammar

Meaning and credibility of the message are significantly downgraded.

Receiver begins to focus on the sender rather than the message.

Receiver dismisses the sender and the sender’s organization as beingunqualified to perform the roleof an effective supplier and partner.

Impact of Poor Grammar

Presentation will be inefficient and ineffective.

Receiver will have to ask many questions to gain clarity.

Receiver may dismisses the sender as incompetent.

Verbal Communication:Strategic Application of Questioning

Generate Buyer InvolvementProvoke ThinkingGather Information through

disclosureClarification and EmphasisShow InterestGain ConfirmationAdvance the Sale

Types of Questions:

Open-end Questions

How do You Feel?

Types of Questions:

Open-end Questions

Closed-end Questions

Do You Feel Good?

Types of Questions:

Open-end Questions

Closed-end Questions

Dichotomous/Multiple-Choice Questions

Do You Feel Happy or Sad?

Questions Classified by Strategic Purpose

Probing – used for digging, useful during discovery and objection handling

Evaluative – uncovers attitudes, opinions and preferences

Tactical – used to shift or redirect the discussion/conversation

Reactive – used in response to the reaction of a buyer/customer

SPIN Questioning System

Four types of questions:SituationalProblemImplicationNeed-Payoff

Situation Questions

Finding out facts about the buyer’s existing situation.

How many people do you employ at this location? How do you manage your customers 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.

Definition:Definition:

Examples:Examples:

Impact:Impact:

Advice:Advice:

Problem Questions

Asking about problems, difficulties or dissatisfactions that the buyer is experiencing with the existing situation.

Have you ever had trouble managing your time & customers?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.

Definition:Definition:

Examples:Examples:

Impact:Impact:

Advice:Advice:

Implication Questions

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.

Definition:Definition:

Examples:Examples:

Impact:Impact:

Advice:Advice:

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.

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.

Definition:Definition:

Examples:Examples:

Impact:Impact:

Advice:Advice:

Funneling Sequence of ADAPT

Assessment Questions

Discovery Questions

Activation Questions

Projection Questions

Transition Questions

ADAPT Techniques for Needs Discovery

• Broad bases and general facts describing situation• Non-threatening as no interpretation is requested• Open-end questions for maximum information

Assessment Questions

• Build on Assessment 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

Discovery Questions

• Show the negative impact of a problem discovered in the discovery sequence

• Designed to activate buyer’s interest and desire to solve the problem.

Activation Questions

• Projects what life would be like without the problems• Buyer establishes the value of finding and

implementing a solution

Projection Questions

• Confirms interest in solving the problem

• Transitions to presentation of solution

Transition Questions

Reacting During the Questioning Stage

Question-based presentations are the link between salespeople’s ability to listen and to uncover buyer motivations

Salespeople who are empathetic are better able to understand their prospects’ motives

“Check the pulse” of prospects regularlyRemain alert for any signals that prospects may

send

Responding to Tough Questions

When your prospect asks you tough, uncertain questions Restate the question to make sure you understand it

correctly. Ask:

“Can I think about that for a while?” “That is a good question and I do not readily have the

answer” You could also start with a general reply Don’t fake it