4Sales Communication

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Communication Skills

Sales Management


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Module 4:


Sales Communication as a

Collaborative Processit is a two way

communication.

Whats the difference

between talkingatthe customerand talking with

the customer?


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Verbal Communication: Questioning

Control the flow and direction of theconversation

Uncover important information

Demonstrate concern and understanding Facilitate the customers understanding

Salespeople skilled at questioning take astrategic approach to asking questionsso that they may:


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Types of Questions: Controlling

Amount and Specificity of

Information Open-end Questions

Closed-end Questions

Multiple-Choice Questions

How do you manage your time?

Do you manage your time well?

Are you a good or bad time manager?


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Types of Questions: Strategic Purpose

Interesting / Probing Questions - designedto penetrate below generalized orsuperficial information

1. Requesting ClarificationCan 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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InterestingQuestions

Evaluative Questions use open- and closed-endquestion formats to gain confirmation and to uncover

attitudes, opinions, and preferences of customer.

How do you feel about?

Do you see the merits of?

What do you think?


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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 ofwhat you mean?

That is interesting. Can you tell me how it happened?



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Guidelines for Combining Types of Questions forMaximal Effectiveness

AmountofandS

pecificityofInformat

ionDesired

Choicefrom

Alternatives

Discussionand

In

terpretation

C

onfirmationand

Agreement

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-endQuestionsDesigned to be

Probing in Nature

Closed-endQuestionsDesigned to be

Probing in Nature

Dichotomous orMultiple-choice Questions

Designed to beProbing in Nature


Reactive in Nature


Reactive in Nature


Designed to beReactive in Nature


Tacticalin Nature


Tacticalin Nature


Designed to beTacticalin Nature


Evaluative in Nature


Evaluative in Nature


Designed to beEvaluative in Nature


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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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Problem Questions

Asking about problems, difficulties or dissatisfactionsthat the buyer is experiencing with the existingsituation.

Have you ever had trouble managing your time or

your contacts? Which parts of the system create error?

More powerful than Situation Questions. People askmore Problem Questions as they become moreexperienced at selling.

Think of your products or services in terms of theproblems they solve for buyersnot in terms of the

details or characteristics that your products possess.

Definition:

Examples:

Impact:

Advice:


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Implication Questions

Asking about the consequences or effects of abuyers problems, difficulties, or dissatisfactions.

What effect does that problem have on your productivity?

Could that be impeding your ability to develop goodrelationships with your customers?

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

These questions are the hardest to ask. Prepare forthese questions by identifying and understanding theimplications of various suspected needs prior to thesales call.

Definition:

Examples:

Impact:

Advice:


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Need-Payoff Questions

Asking about the value or usefulness of a proposedsolution. They seek the buyers 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 foryou?

Versatile questions used a great deal by topsalespeople. These questions help the buyer tounderstand the benefits of solving the problem.

Use these questions to get buyers to tell youthe benefitsthat your solution can offer.

Definition:

Examples:

Impact:

Advice:


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Funneling 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 buyers interest in anddesire to solve the problem.

Activation Questions

Projects what life would be like without the problems Buyer establishes the value of finding andimplementing a solution

Projection Questions

Confirms interest in solving the problem Transitions to presentation of solution

Transition Questions


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Verbal Communication: Listening

Effective ActiveListening

Visualize

EncourageBuyer to Talk

Make NoAssumptions

Paraphrase

& Repeat

MonitorNon-Verbal

PayAttention


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Little

Concentration

or Cognition

Requires

Concentration

and Cognition

Types of Listening

Social Listening Serious Listening


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SIER Hierarchy of Active Listening

Res-

ponding

Evaluating

Interpreting

Sensing


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Verbal Communication

Organize Thoughts

Paint Word Pictures

Watch Grammar


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Nonverbal Communication

Facial Expressions Eye Movements

Placement and Movements ofHands, Arms, Head, and Legs

Body Posture and Orientation

Proxemics

Variation in Voice Characteristics

Speaking Rate and Pause Duration

Pitch or Frequency

Intensity and Loudness

Face

Posture

Feet Legs

ArmsHands

Head


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Personal Distance

Public Zone: >12 feet

Social Zone: 4 - 12 feet

Personal Zone: 2-4 feet

Intimate Zone: 0-2 feet

Me

You


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C i ti Skill

Common Nonverbal Clusters

Cluster Name Cluster Meaning Body Posture &

Orientation

Movement of Hands, Arms,

& Legs

Eyes & Facial Expression

OpennessOpenness, flexibilityand 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 andconsideration ofmessage

Leaning forward

Hand on cheek

Stroking chin

Chin in palm of hand

Dropping glasses tolower nose

DeceptionDishonesty andsecretiveness

Patterns of rocking Fidgeting with objects

Increased leg movement

Increased eyemovement

Frequent gazeselsewhere

Forced smile

ReadinessDedication orcommitment

Sitting forward

Hands on hips

Legs uncrossed

Feet flat on floor

Increased eye contact

BoredomLack of interest andimpatience

Head in palm ofhands

Slouching

Drumming fingers

Swinging a foot

Brushing & picking atitems

Tapping feet

Poor eye contact

Glancing at watch

Blank stare

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4Sales Communication