SALES COMMUNICATION STYLES BEHAVIOR LESSON

Communication styles are patterns of behavior that others observe such as tone of voice patterns, eye movement, facial expression, and posture.  Individual differences exist and are important.  Communication styles are a way of thinking and behaving.  Individual style differences tend to be stable based on hereditary and environmental factors.  There are a finite number of styles.  Most productive relationships, it is necessary to get in sync with the communication style of the people you work with

  • STYLE FLEXING-delivered attempt to adapt one’s communication style to accommodate the needs of another person “people are more apt to buy from you when they perceive you view the world as they view the world”
  • DOMINANCE-can be defined as the tendency to control or prevail over others.  People are competitive, offer opinions readily, are decisive, opinioned, self-assertive, and vocal
  • SOCIABILITY-reflects the amount of control we exert over our emotional expressiveness higher in sociability, express their feelings freely.  Can be defined as the tendency to seek and enjoy reactions with others.
  • BUYING DECISION PROCESS-The role of the salesperson will vary based on where the buyer is in the buying decision process and the role of the salesperson will vary based on the type of buying decision

TYPES OF BUYER NEEDS

Sales presentations are made for seasonal buyers usually over 3-6 months in advance.  Buyer’s needs may be a mix of situational, functional, social, psychological and knowledge needs.

CHARACTERISTICS OF BUSINESS MARKETS

Business Markets operate differently than consumer markets and those differently affect the selling process.  There is concentrated demand, derived demand, higher levels of demand fluctuation, purchasing professionals, multiple buying influences, and close buyer-seller relationships.

CATEGORIES OF BUYERS

  • Consumer Markets-People (Personal Use)
  • Business Markets—Firms, Institutions, Governments, Non-Profit Organization
  • Selling to Gov. very profitable but lots of red tap

MULTI-ATTRIBUTE MODEL           

Base score-Assessment of Product or supplier (P)

P X L=Attribute Score

EX: Compensation, Location, and Training

TYPES OF PURCHASING DECISIONS

  1. Straight Rebuy Buying Situation-Routinized Response Behavior
  2. Modified Rebuy Buying Situation-Limited Problem Solving
  3. New Task Buying Situation-Extensive Problem Solving

BARRIERS TO COMMUNICATION:

95% of all business problems stem from miscommunication barriers.  These include speech or hearing impediments, selective perceptions, noise, negative attitudes, vocabulary, status/authority differences, and emotional status

Many clients ask for written proposals and some provide detailed guidelines.  Most include: Budget and Overview, Schedule, Objective, Rationales, and Strategy.

PRODUCT DEVELOPMENT

Be familiar with product history.  Know the stages of product testing.  Link key features of customer needs.  Quality Control involves measuring against standards.  Extensive Sales-force training is key element of quality control

  • Show interest
  • Gain Confirmation
  • Advance the Sale

Types of Questions: Controlling Amount and Specialty of Information

  • Open-ended Questions
  • Closed-end Questions
  • Dichotomous (Stay away from Yes and No)/Multiple Choice Questions
  • Are you a good or bad time Manager-specify resources

Types of Questions

  • Probing Questions-what if?
  • Evaluative Questions-Are you happy?
  • Tactical Questions
  • Reactive Questions-refer to or directly result from information previously provide by the other party
  • That’s interesting…can you tell me how it happened?
  • You mentioned that.  Can you give me an example of that?

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