Communication Skills Module Four. Sales Communication as a Collaborative Process What’s the difference between “talking at the customer” and “talking

Communication SkillsCommunication Skills

Module FourModule Four

Sales Communication as a Sales Communication as a Collaborative ProcessCollaborative Process

What’s the difference between “talking What’s the difference between “talking atat the customer” and “talking the customer” and “talking withwith the the customer”?customer”?

Verbal Communication: QuestioningVerbal Communication: Questioning

• Control the ______________ of the Control the ______________ of the conversationconversation

• _______ important information_______ important information• Demonstrate _______ and ________Demonstrate _______ and ________• _______ the customer’s understanding_______ the customer’s understanding

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

Types of Questions: Controlling Types of Questions: Controlling Amount and Specificity of InformationAmount and Specificity of Information

• Open-end QuestionsOpen-end Questions

• Closed-end QuestionsClosed-end Questions

• Dichotomous/Multiple-Choice QuestionsDichotomous/Multiple-Choice Questions

Types of Questions: Strategic PurposeTypes of Questions: Strategic Purpose

• Probing Questions – designed to _________ Probing Questions – designed to _________ below generalized or superficial informationbelow generalized or superficial information

1. Requesting _________1. Requesting _________

• ““Can you share an example of that with me?”Can you share an example of that with me?”

2. _________ Elaboration2. _________ Elaboration

• ““How are you dealing with that situation now?”How are you dealing with that situation now?”

3. __________ Information and Responses3. __________ Information and Responses• ““So, if I understand you correctly… Is that right?”So, if I understand you correctly… Is that right?”


• Probing Questions Probing Questions • Evaluative Questions Evaluative Questions – – use open- and closed-end use open- and closed-end

question formats to ___________ and to uncover question formats to ___________ and to uncover ________, ________, and _________ of customer.________, ________, and _________ of customer.– ““How do you feel about…?”How do you feel about…?”– ““Do you se the merits of…?”Do you se the merits of…?”– ““What do you think…?”What do you think…?”

• Probing Questions Probing Questions • Evaluative QuestionsEvaluative Questions• Tactical QuestionsTactical Questions – – used to _______ or _______ used to _______ or _______

the topic of discussionthe topic of discussion– ““Earlier you mentioned that…”Earlier you mentioned that…”– ““Could you tell me more about how that might affect…”Could you tell me more about how that might affect…”


• Probing Questions Probing Questions • Evaluative QuestionsEvaluative Questions• Tactical QuestionsTactical Questions

• Reactive QuestionsReactive Questions – – refer to or directly result refer to or directly result from information previously provided by the other from information previously provided by the other party.party.– ““You mentioned that … Can you give me an example of You mentioned that … Can you give me an example of

what you mean?”what you mean?”– ““That is interesting. Can you tell me how it happened?”That is interesting. Can you tell me how it happened?”


Guidelines for Combining Types of Guidelines for Combining Types of Questions for Maximal EffectivenessQuestions for Maximal Effectiveness

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Des

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Con

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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

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


Designed to beReactive in Nature

Closed-end QuestionsDesigned to be

Tactical in Nature

Open-end QuestionsDesigned to be

Evaluative in Nature


Designed to beEvaluative in Nature

Verbal Communication:Verbal Communication:Strategic Application of QuestioningStrategic Application of Questioning

• Generate Buyer _________Generate Buyer _________• ________ Thinking________ Thinking• Gather InformationGather Information• Clarification and EmphasisClarification and Emphasis• Show InterestShow Interest• Gain _________Gain _________• Advance the SaleAdvance the Sale

Situation QuestionsSituation Questions

Finding out _______ about the buyer’s existing situation.Finding out _______ about the buyer’s existing situation.

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

Least powerful of the SPIN questions. _____ relationship to Least powerful of the SPIN questions. _____ relationship to success. Most people ask too many.success. Most people ask too many.

Eliminate unnecessary Situation Questions by _________ Eliminate unnecessary Situation Questions by _________ _____________._____________.

Definition:Definition:Definition:Definition:

Examples:Examples:Examples:Examples:

Impact:Impact:Impact:Impact:

Advice:Advice:Advice:Advice:

Problem QuestionsProblem Questions

Asking about ____________________ that the buyer is Asking about ____________________ that the buyer is experiencing with the existing situation.experiencing with the existing situation.

Have you ever had trouble managing your time & Have you ever had trouble managing your time & customers?customers?Which parts of the system create error?Which parts of the system create error?

More powerful than Situation Questions. People ask more More powerful than Situation Questions. People ask more Problem Questions as they become _________________ at Problem Questions as they become _________________ at selling.selling.

Think of your products or services in terms of the _________ Think of your products or services in terms of the _________ ___________ for buyers—not in terms of the details or ___________ for buyers—not in terms of the details or characteristics that your products possess.characteristics that your products possess.





Implication QuestionsImplication Questions

Asking about the ______________ of a buyer’s problems, Asking about the ______________ of a buyer’s problems, difficulties, or dissatisfactions.difficulties, or dissatisfactions.

What effect does that problem have on your productivity?What effect does that problem have on your productivity?Could that be impeding your ability to develop good Could that be impeding your ability to develop good relationships with your customers?relationships with your customers?

The most powerful of all SPIN questions. Top salespeople The most powerful of all SPIN questions. Top salespeople ask lots of Implication Questions.ask lots of Implication Questions.

These questions are the ________ to ask. Prepare for These questions are the ________ to ask. Prepare for these questions by identifying and understanding the these questions by identifying and understanding the ________________ of various suspected needs prior to ________________ of various suspected needs prior to the sales call.the sales call.





Need-Payoff QuestionsNeed-Payoff Questions

Asking about the ______________ of a proposed solution. Asking about the ______________ of a proposed solution. They seek the buyer’s opinion as to what life would be They seek the buyer’s opinion as to what life would be like if the problem was solved.like if the problem was solved.

How would better time & customer management help you?How would better time & customer management help you?Would you like to discuss how we can do that for you?Would you like to discuss how we can do that for you?

_________ questions used a great deal by top salespeople. _________ questions used a great deal by top salespeople. These questions help the buyer to __________________ of These questions help the buyer to __________________ of solving the problem.solving the problem.

Use these questions to get buyers to Use these questions to get buyers to ________________ the benefits the benefits that your solution can offer.that your solution can offer.





ADAPT Techniques for Needs DiscoveryADAPT Techniques for Needs Discovery

• Broad bases and general facts describing situation• _______________ as no interpretation is requested

• Open-end questions for maximum information

Assessment QuestionsAssessment Questions

• Questions probing information gained in assessment• Seeking to ______________ or dissatisfactions that

could lead to suggested buyer needs• Open-end questions for maximum information

Discovery QuestionsDiscovery Questions

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

• Designed to activate buyer’s ___________ in and _________ to solve the problem.

Activation QuestionsActivation Questions

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

implementing a solution

Projection QuestionsProjection Questions

• Confirms interest in solving the problem• Transitions to presentation of solution

Transition QuestionsTransition Questions

VisualizeVisualize

____________________Buyer to TalkBuyer to Talk

Make ___Make ___AssumptionsAssumptions

ParaphraseParaphrase& Repeat& Repeat

__________________Non-VerbalNon-Verbal

PayPay____________________

Verbal Communication: ListeningVerbal Communication: Listening

Effective Active Effective Active ListeningListening

Requires Requires ____________ ____________ and _________and _________

Types of ListeningTypes of Listening

Social ListeningSocial Listening Serious ListeningSerious Listening

SIER Hierarchy of Active ListeningSIER Hierarchy of Active Listening

Res-Res-pondingponding

__________________

InterpretingInterpreting

SensingSensing

Verbal CommunicationVerbal Communication

• Organize ThoughtsOrganize Thoughts

• Paint ___________Paint ___________

• Watch GrammarWatch Grammar

Nonverbal CommunicationNonverbal Communication

• Facial ExpressionsFacial Expressions• Eye MovementsEye Movements• Placement and Movements of Placement and Movements of

Hands, Arms, Head, and LegsHands, Arms, Head, and Legs• Body Posture and OrientationBody Posture and Orientation• ProxemicsProxemics• Variation in Voice CharacteristicsVariation in Voice Characteristics

– Speaking Rate and Pause DurationSpeaking Rate and Pause Duration– Pitch or FrequencyPitch or Frequency– Intensity and LoudnessIntensity and Loudness

FaceFace

PosturePosture

FeetFeet LegsLegs

ArmsArmsHandsHands

HeadHead

Personal DistancePersonal Distance

• Public Zone: >12 feetPublic Zone: >12 feet

• Social Zone: 4 - 12 feetSocial Zone: 4 - 12 feet

• Personal Zone: 2-4 feetPersonal Zone: 2-4 feet

• Intimate Zone: 0-2 feetIntimate Zone: 0-2 feetMeMe

YouYou

Common Nonverbal ClustersCommon Nonverbal ClustersCluster Cluster NameName

Cluster MeaningCluster Meaning Body Posture & Body Posture & OrientationOrientation

Movement of Hands, Arms, Movement of Hands, Arms, & Legs& Legs

Eyes & Facial Eyes & Facial ExpressionExpression

OpennessOpenness Openness, flexibility and Openness, flexibility and sinceritysincerity

• Moving closerMoving closer• Leaning forwardLeaning forward

• Open handsOpen hands• Removing coatRemoving coat• Unbutton collarUnbutton collar• Uncrossed arms & legsUncrossed arms & legs

• Slight smileSlight smile• Good eye contactGood eye contact

DefensivenessDefensivenessDefensiveness, Defensiveness, skepticism, and skepticism, and apprehensionapprehension

• Rigid bodyRigid body • Crossed arms & legsCrossed arms & legs

• Minimal eye contactMinimal eye contact• Glancing sidewaysGlancing sideways• Pursed lipsPursed lips• Tilted headTilted head

EvaluationEvaluation Evaluation and Evaluation and consideration of messageconsideration of message

• Leaning forwardLeaning forward• Hand on cheekHand on cheek• Stroking chinStroking chin• Chin in palm of handChin in palm of hand

• Dropping glasses to lower Dropping glasses to lower nosenose

DeceptionDeception Dishonesty and Dishonesty and secretivenesssecretiveness

• Patterns of rockingPatterns of rocking• Fidgeting with objectsFidgeting with objects• Increased leg movementIncreased leg movement

• Increased eye movementIncreased eye movement• Frequent gazes elsewhereFrequent gazes elsewhere• Forced smileForced smile

ReadinessReadiness Dedication or Dedication or commitmentcommitment

• Sitting forwardSitting forward• Hands on hipsHands on hips• Legs uncrossedLegs uncrossed• Feet flat on floorFeet flat on floor

• Increased eye contactIncreased eye contact

BoredomBoredom Lack of interest and Lack of interest and impatienceimpatience

• Head in palm of handsHead in palm of hands• SlouchingSlouching

• Drumming fingersDrumming fingers• Swinging a footSwinging a foot• Brushing & picking at itemsBrushing & picking at items• Tapping feetTapping feet

• Poor eye contactPoor eye contact• Glancing at watchGlancing at watch• Blank stareBlank stare

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Communication Skills Module Four. Sales Communication as a Collaborative Process What’s the difference between “talking at the customer” and “talking