Communication Skills Module Four
Communication SkillsCommunication Skills
Module Four
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Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 4:Communication Skills
Learning ObjectivesLearning Objectives
1. Explained the importance of collaborative, two-way communication in personal 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 personal selling.
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Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 4:Communication Skills
Learning ObjectivesLearning Objectives
4. Identify and describe the five steps of the ADAPT questioning sequence.
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. Described the different forms of nonverbal communication.
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Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 4:Communication Skills
Setting the StageSetting the Stage
1. What is it that John Klich believes he needs to possess in order to be a true resource to his customers?
2. What did John indicate is “paramount” to retaining clients for a long period of time?
Capturing the Power ofCollaborative Communication
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Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 4:Communication Skills
Sales Communication as a Collaborative Process
Sales Communication as a Collaborative Process
What’s the differencebetween “talkingat the customer”and “talking withthe customer”?
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Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 4:Communication Skills
Verbal Communication: QuestioningVerbal Communication: Questioning
• Control the flow and direction of the conversation
• Uncover important information• Demonstrate concern and understanding• Facilitate the customer’s understanding
Salespeople skilled at questioning take a strategic approach to asking questions so that they may:
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Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 4:Communication Skills
Types of Questions: Controlling Amount and Specificity of Information
Types of Questions: Controlling Amount and Specificity of Information
• Open-end Questions
• Closed-end Questions
• Dichotomous/Multiple-Choice Questions
HowHow do you manage your time?Do you manage your time well?Do you manage your time well?Are you a good or bad time manager?Are you a good or bad time manager?
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Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 4:Communication Skills
Types of Questions: Strategic PurposeTypes of Questions: Strategic Purpose
• Probing Questions – designed to penetrate below generalized or superficial information
1. Requesting Clarification
“Can you share an example of that with me?”
2. Encouraging Elaboration
“How are you dealing with that situation now?”
3. Verifying Information and Responses“So, if I understand you correctly… Is that right?”
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Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 4:Communication Skills
Types of Questions: Strategic PurposeTypes of Questions: Strategic Purpose
• Probing Questions • Evaluative Questions – use open- and closed-end
question formats to gain confirmation and to uncover attitudes, opinions, and preferences of customer.– “How do you feel about…?”
– “Do you se the merits of…?”
– “What do you think…?”
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Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 4:Communication Skills
• Probing Questions • Evaluative Questions• Tactical Questions – used to shift or redirect the topic
of discussion– “Earlier you mentioned that…”
– “Could you tell me more about how that might affect…”
Types of Questions: Strategic PurposeTypes of Questions: Strategic Purpose
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Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 4:Communication Skills
• 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?”
Types of Questions: Strategic PurposeTypes of Questions: Strategic Purpose
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Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 4:Communication Skills
Guidelines for Combining Types of Questions for Maximal EffectivenessGuidelines for Combining Types of
Questions for Maximal EffectivenessA
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Explore and Digfor Details
Gain Confirmation& Discover
Attitudes/Opinions
Change Topics orDirect Attention
Follow-UpPreviously Elicited
Statements
Amount of and Specificity of Information Desired
Open-end QuestionsDesigned to be
Probing in Nature
Closed-end QuestionsDesigned to be
Probing in Nature
Dichotomous orMultiple-choice Questions
Designed to beProbing in Nature
Open-end QuestionsDesigned to be
Reactive in Nature
Closed-end QuestionsDesigned to be
Reactive in Nature
Dichotomous orMultiple-choice Questions
Designed to beReactive in Nature
Open-end QuestionsDesigned to be
Tactical in Nature
Closed-end QuestionsDesigned to be
Tactical in Nature
Dichotomous orMultiple-choice Questions
Designed to beTactical in Nature
Open-end QuestionsDesigned to be
Evaluative in Nature
Closed-end QuestionsDesigned to be
Evaluative in Nature
Dichotomous orMultiple-choice Questions
Designed to beEvaluative in Nature
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Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 4:Communication Skills
Verbal Communication:Strategic Application of Questioning
Verbal Communication:Strategic Application of Questioning
• Generate Buyer Involvement• Provoke Thinking• Gather Information• Clarification and Emphasis• Show Interest• Gain Confirmation• Advance the Sale
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Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 4:Communication Skills
Situation QuestionsSituation Questions
Finding out facts about the buyer’s existing situation.
How many people do you employ at this location? How do you manage your time 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:
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Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 4:Communication Skills
Problem QuestionsProblem Questions
Asking about problems, difficulties or dissatisfactions that the buyer is experiencing with the existing situation.
Have you ever had trouble managing your time oryour contacts? 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:
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Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 4:Communication Skills
Implication QuestionsImplication 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:
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Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 4:Communication Skills
Need-Payoff QuestionsNeed-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:
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Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 4:Communication Skills
Funneling Sequence of ADAPTFunneling Sequence of ADAPT
• Broad bases and general facts describing situation• Non-threatening as no interpretation is requested
• Open-end questions for maximum information
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 discoveredin the discovery sequence
• Designed to activate buyer’s interest in anddesire 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
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Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 4:Communication Skills
Verbal Communication: ListeningVerbal Communication: Listening
Effective Active Listening
Visualize
EncourageBuyer to Talk
Make NoAssumptions
Paraphrase& Repeat
MonitorNon-Verbal
PayAttention
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Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 4:Communication Skills
Little Concentration or Cognition
Little Concentration or Cognition
Requires Concentration and Cognition
Requires Concentration and Cognition
Types of ListeningTypes of Listening
Social ListeningSocial Listening Serious ListeningSerious Listening
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Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 4:Communication Skills
SIER Hierarchy of Active ListeningSIER Hierarchy of Active Listening
Res-ponding
Evaluating
Interpreting
Sensing
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Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 4:Communication Skills
Verbal CommunicationVerbal Communication
• Organize Thoughts
• Paint Word Pictures
• Watch Grammar
• Organize Thoughts
• Paint Word Pictures
• Watch Grammar
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Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 4:Communication Skills
Nonverbal CommunicationNonverbal Communication
• Facial Expressions
• 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
FaceFace
PosturePosture
FeetFeet LegsLegs
ArmsArmsHandsHands
HeadHead
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Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 4:Communication Skills
Personal DistancePersonal Distance
• Public Zone: >12 feet
• Social Zone: 4 - 12 feet
• Personal Zone: 2-4 feet
• Intimate Zone: 0-2 feet
MeMe
YouYou
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Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach
Module 4:Communication Skills
Common Nonverbal ClustersCommon Nonverbal ClustersCluster Name Cluster Meaning Body Posture &
OrientationMovement of Hands, Arms, &
LegsEyes & Facial Expression
Openness Openness, flexibility and sincerity
• Moving closer• Leaning forward
• Open hands• Removing coat• Unbutton collar• Uncrossed arms & legs
• Slight smile• Good eye contact
DefensivenessDefensiveness, skepticism, and apprehension
• Rigid body • Crossed arms & legs
• Minimal eye contact• Glancing sideways• Pursed lips• Tilted head
EvaluationEvaluation and consideration of message
• Leaning forward• Hand on cheek• Stroking chin• Chin in palm of hand
• Dropping glasses to lower nose
Deception Dishonesty and secretiveness
• Patterns of rocking• Fidgeting with objects• Increased leg movement
• Increased eye movement• Frequent gazes elsewhere• Forced smile
Readiness Dedication or commitment
• Sitting forward• Hands on hips• Legs uncrossed• Feet flat on floor
• Increased eye contact
Boredom Lack of interest and impatience
• 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