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Communication StylesMANAGING THE RELATIONSHIP PROCESS
C H A P T E R 4
Copyright 2004 Pearson Education Canada Inc.
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C H A P T E R 4
Learning Objectives
• Discuss communication-style bias and how it influences the relationship process
• Explain the benefits derived from an understanding of communication styles
• Examine two communication-style models
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Learning Objectives (Continued)
• List and describe the four major communication styles in the communication-style model
• Learn how to identify your preferred communication style and that of your customer
• Learn to overcome communication-style bias to build strong selling relationships with style flexing
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Communication-Style Bias
Communication-style bias is a state of mind experienced when we have contact with another person whose communication style is different from our own.
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Communication-Style Principles
Communication style is a way of thinking and behaving.
Individual style differences tend to be stable.
There is a finite number of communication styles.
We make judgments about people based on communication style.
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Communication Style Models
Low HighDominance continuum
Sociability continuumLow High
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C H A P T E R 4Communication Style Models -
Dominance Continuum
The Dominance Continuum reflects the tendency to influence others in a relationship.
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Communication Style Models -Sociability Continuum
The Sociability Continuum reflects the amount of control one exerts over emotional expressiveness. People who are high in “sociability” express their feelings freely, while people who are low in sociability tend to control their feelings.
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Communication Styles
High dominanceLow dominance
High sociability
Low sociability
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Emotive Style
High dominanceLow dominance
High sociability
Low sociability
Emotive
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Emotive Style
Emotive Communication Style displays characteristics such as activity, social initiative, encouragement of informality, and expression of emotional opinions. These communicators may be stimulating, excitable, persuasive, and dynamic.
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Director Style
High dominanceLow dominance
High sociability
Low sociability
Emotive
Director
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Director Style
The Director Communication Style characteristically is businesslike, serious in attitude, and strongly opinionated. Directors like to maintain control, and may be aggressive, bold, impatient, and intense, but determined.
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Reflective Style
High dominanceLow dominance
High sociability
Low sociability
Emotive
DirectorReflective
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Reflective Communication Style
Reflective Communicators typically control their emotions, display orderliness, express measured opinions, and may be aloof. They may appear preoccupied and stuffy, however they are precise, disciplined and industrious.
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Supportive Style
High dominanceLow dominance
High sociability
Low sociability
Emotive
DirectorReflective
Supportive
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The Supportive Style
The Supportive Style Communicators typically appear to be quiet and reserved. They are attentive listeners and make decisions in a thoughtful and deliberate manner without the use of power. They may be passive and relaxed, yet sensitive and patient.
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Developing Communication Style Flexibility -Selling to “Emotives”
• Be enthusiastic
• Take time to establish goodwill
• Back off on facts and details
• Support their opinions and ideas
• Ask questions and listen attentively
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Developing Communication Style Flexibility -Selling to “Directors”
• Be businesslike• Be efficient, to the point• Be organized• Use facts and figures• Help them meet their objectives• Ask specific questions related to the key
issues
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Developing Communication Style Flexibility -Selling to “Reflectives”
• Be prompt and organized
• No nonsense, businesslike approach
• Show proof and documentation
• Never pressure them to make a quick decision
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Developing Communication Style Flexibility -Selling to “Supportives”
• Try to build a social relationship
• Listen carefully
• Professional, but friendly approach
• Offer personal assurances and support
• Be patient
• Avoid conflict if possible
