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Communication Skills
Sales Communication as a
Collaborative Process
• Relational Sales Communication
– A two-way and naturally collaborative
interaction
– Allows buyers and sellers to
• Develop a better understanding of the need
situation
• Work together to best provide for the
customer’s needs
Verbal Communication:
Questioning
Types of Questions Classified by Amount
and Specificity of Information Desired
• Open-end or Nondirective Questions – free response
What happens when…?
How do you feel…?
Describe the…
• Closed-end Questions – response limited to a few words.
– Are you…
– How many…
– How often…
• Dichotomous/Multiple-Choice Questions – directive
forms of questioning
– Which do you prefer, the ____ or the ____?
Verbal Communication:
Questioning
Types of Questions Classified by
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?”
Verbal Communication:
Questioning
Types of Questions Classified by
Strategic Purpose
• Probing Questions
• Evaluative Questions – use open- and closedend 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…?”
Verbal Communication:
Questioning
Types of Questions Classified by
Strategic Purpose
• 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…”
Verbal Communication:
Questioning
Types of Questions Classified by
Strategic Purpose
•
•
•
•
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
Guidelines for Combining Types of Questions
for Maximal Effectiveness
(Exhibit 4.1)
Discussion and
Interpretation
Confirmation and
Agreement
Choice from
Alternatives
Amount of and Specificity of Information Desired
Amount of and Specificity of Information Desired
Explore and Dig
for Details
Gain Confirmation
& Discover
Attitudes/Opinions
Change Topics or
Direct Attention
Follow-Up
Previously Elicited
Statements
Open-end Questions
Designed to be
Probing in Nature
Open-end Questions
Designed to be
Evaluative in Nature
Open-end Questions
Designed to be
Tactical in Nature
Open-end Questions
Designed to be
Reactive in Nature
Closed-end Questions
Designed to be
Probing in Nature
Closed-end Questions
Designed to be
Evaluative in Nature
Closed-end Questions
Designed to be
Tactical in Nature
Closed-end Questions
Designed to be
Reactive in Nature
Dichotomous or
Multiple-choice Questions
Designed to be
Probing in Nature
Dichotomous or
Multiple-choice Questions
Designed to be
Evaluative in Nature
Dichotomous or
Multiple-choice Questions
Designed to be
Tactical in Nature
Dichotomous or
Multiple-choice Questions
Designed to be
Reactive in Nature
Verbal Communication:
Strategic Application of
Questioning
• Generate Buyer
Involvement
• Provoke Thinking
• Gather Information
• Clarification and Emphasis
• Show Interest
• Gain Confirmation
• Advance the Sale
Verbal Communication:
SPIN Questioning System
• Situation Questions – solicits general background
information and descriptions of the buyer’s existing
situation
– “Who are your current suppliers?”
– “Do you typically purchase or lease?”
– “Who is involved in the purchasing decisions?”
Verbal Communication:
SPIN Questioning System
• Situation Questions
• Problem Questions – follow and relate to situation
questions probing for specific difficulties, developing
problems, and areas of dissatisfaction
– “How critical is this component for your production?”
– “What kind of problems have you encountered with your
current suppliers?”
– “What types of reliability problems do you experience with your
current system?”
Verbal Communication:
SPIN Questioning System
• Situation Questions
• Problem Questions
• Implication Questions – follow and relate to
information from the problem questions assisting the
buyer in understanding the potential problems of the
current problem and the urgency in resolving it
– “How does this affect profitability?”
– “What impact does the slow response of your current supplier
have on the productivity of your operation?”
– “How would a faster piece of equipment improve productivity
and profits?”
– “What happens when the supplier is late with a shipment?”
Verbal Communication:
SPIN Questioning System
•
•
•
•
Situation Questions
Problem Questions
Implication Questions
Need-payoff Questions – used to propose a solution
and develop commitment from the buyer, based on the
implications of the problem
– “Would more frequent deliveries allow you to increase
productivity?”
– “If we could provide you increased reliability, would you be
interested?”
– “If we could improve the quality of your purchased components,
how would that help you?”
– “Would you be interested in increasing productivity by 15
percent?”
Funneling Sequence of ADAPT
Techniques for Needs Discovery
(Figure 4.1)
Assessment Questions
• Broad bases and general facts describing situation
• Non-threatening as no interpretation is requested
• Open-end questions for maximum information
Discovery 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
Activation Questions
• Show the negative impact of a problem discovered in the
discovery sequence
• Designed to activate buyer’s interest in and desire
to solve the problem.
Projection Questions
• Projects what life would be like without the problems
• Buyer establishes the value of finding and
implementing a solution
Transition Questions
• Confirms interest in solving the problem
• Transitions to presentation of solution
Verbal Communication:
Listening
(Figure 4.2)
Pay
Attention
Monitor
Non-Verbals
Visualize
Effective
Active
Listening
Encourage
Buyer to Talk
Paraphrase
and Repeat
Make No
Assumptions
Verbal Communication:
Using Different Types of
Listening
• Social Listening
• Serious Listening
– Active Listening
– Concentration
– Cognition
Verbal Communication:
SIER Hierarchy Active
Listening
Responding
Evaluating
Interpreting
Sensing
Verbal Communication:
Giving Information
• Understanding the Superiority of Pictures
over Words
• Impact of Grammar and Logical Sequencing
Nonverbal 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
Common Nonverbal Clusters
(Exhibit 4.8)
Cluster
Name
Cluster Meaning
Body Posture &
Orientation
Movement of Hands,
Arms, & Legs
Open hands
Removing coat
Unbutton collar
Uncrossed arms & legs
Eyes & Facial
Expression
Openness
Openness, flexibility
and sincerity
• Moving closer
• Leaning forward
•
•
•
•
• Slight smile
• Good eye contact
Defensivene
ss
Defensiveness,
skepticism, and
apprehension
• Rigid body
• Crossed arms & legs
•
•
•
•
Evaluation
Evaluation 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
• Poor eye contact
• Glancing at watch
• Blank stare
Minimal eye contact
Glancing sideways
Pursed lips
Tilted head
Written Communication:
Sales Proposals
The Seven Deadly Mistakes of Proposal
Writing
1.
2.
3.
4.
5.
6.
7.
Not writing a proposal.
Not fully understanding the customer’s business.
Missing the buyer’s deadline.
Producing a proposal with little “drive-up” appeal.
Not saying anything that really makes a
difference.
Using a standardized boilerplate approach.
No one owning the responsibility or having the
authority to create quality and effective
proposals.
Written Communication:
Sales Proposals
5 Common Parts of a Proposal
1.
2.
3.
4.
5.
Executive Summary
Needs and Benefits Analysis
Company Description
Pricing and Sales Agreement
Suggested Action and
Timetable
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