chaper 5 - your selling style 2-19-21

7/29/2019 Chaper 5 - Your Selling Style 2-19-21

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Chapter 5Finding Your Selling Style

MKTG. 377

February 19, 2013


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:

1. Recognize the different behavioral styles.

2. Learn how to deal with people who operate fromeach of the various styles.

3. Understand the concept of versatility and how itaffects your ability to relate to all social styles.

4.

Become familiar with gender issues in selling.5. Discover how neurolinguistic programming (NLP)

can be useful to salespeople.

CHAPTER 5: Finding Your Selling Style

What Youll Learn About Today


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A Difference in Social StyleFailure to understand socialstyles can cause lost sales,

frustration, resentment,firing or just losing it

Understanding styles leads to better communication


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The concept of varying BehavioralStyles is credited to Carl Jung

Swiss psychologist

His work laid the foundation for theMyers-Briggs personality test

Influenced the creation of AlcoholicsAnonymous

Recognized mankind for its flaws

4

Expanded Freuds studies on theadult ego to state that

personalities include 4 functions

1. Intuition

2. Thinking

3. Feeling

4. Sensing...mankind is the origin of evil


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Whose Quotes are these?Neil Young or Carl Jung

The Needle & the Damage Done

X____

X ____

Neil Young: Then & Now


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The Social Styles Model

Basic Concepts1.Primary style: a persons

favorite style

2.Back up style: used sometimes(especially under stress)3.Clues to style: manner of

speech, use of time, gesturesused

4.We respond to a style similar toour own

Behavioral Styles in Selling Know your style well Style reflects surface

behavior. It is not an in-depthpersonality analysis


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Versatility as a Communication

Tool Conflict can happen if we use or

stay in our own style FlexibilityorVersatility: the

willingness to control personal

behavior and adapt

Psychological Reciprocity:

(most desired) when we adjust /move towards the prospects

style, then they feel compelled to

move towards our style


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The Social Styles Model 4 Types

1. DRIVER: Takes it in now and REACTS2. EXPRESSIVE: Intuitive, imaginative,

abstract3. AMIABLE: Touchy / feely & emotional4. ANALYTICAL: Thinks & organizes info

logically

Basic Communication Concepts Style is your approach to receive &

send messages

People chose to operate using theirfavorite style

You can identify someones primarystyle by observing

People respond favorably to astyle that is similar /complimentary to their ownPrimary & Backup styles


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4 Behavioral Styles:

Strengths & Weaknesses


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Recognizing Social Styles

Identifying the 4 Behavioral Styles

DRIVERS - High assertivenessand low responsiveness.

Control specialists EXPRESSIVES - High

assertiveness and highresponsiveness. Socialspecialists

AMIABLES - Low assertivenessand high responsiveness.Support specialists

ANALYTICALS - Lowassertiveness and lowresponsiveness. Technicalspecialists


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Social Style Profile:DRIVER TRAITS

1. Decisive in action and decision making

2. Likes control; dislikes inaction

3. Prefers maximum freedom to manage self andothers

4. Cool, independent, and competitive with others

5. Low tolerance for feelings, attitudes, and advice ofothers

6. Works quickly and impressively alone

7. Seeks esteem and self-actualization

8. Has good administrative skills

DRIVING THE DRIVER

SPEND LITTLE TIME TRYING TO RELATEON A PERSONAL LEVEL

MOVE FAST AND FOCUS ON THE BEST $$RELATED BENEFITS OF YOUR PRODUCTOR SERVICE & USE SOLID EVIDENCE

BE BRIEF AND FOCUS ON THE BOTTOMLINE

THE FEWER VISUAL AIDS THE BETTER

ASK QUESTIONS TO INVOLVE THEM & LETTHEM TALK

BE READY & WILLING TO JOUST WITHTHEM WHEN THEY TEST YOU

ANSWER OBJECTIONS IMMEDIATELY &NEVER BS THEM


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1. Spontaneous actions and decisions

2. Likes involvement3. Exaggerates and generalizes

4. Tends to dream and get others caught up inthose dreams

5. Jumps from one activity to another

6. Works quickly and excitedly with others

7. Seeks esteem and group identification

8. Has good persuasive skills

Social Style Profile:EXPRESSIVE TRAITS

EXCELLING WITH THE EXPRESSIVE SHOW THEM HOW THEY CAN PERSONALLY WIN

& HELP THEIR COMPANY ASK OPEN ENDED QUESTIONS THAT ENABLE

THEM TO TALK AT LENGTH ABOUT THEIR PLANS& THEN RELATE YOUR PRODUCTS BENEFITS TO

THEIR PLANS OPEN WITH INNOVATIVE IDEAS FOR THEM TO

GROW AND WIN WITH VIA YOUR PRODUCT PRESENT PROPOSALS, SEEK FEEDBACK, ASK

THEM TO BE YOUR SOUNDING BOARD - SHOWRESPECT BUT DO NOT BE PATRONIZING

USE SHOWMANSHIP - MAKE IT SOMEWHATFANCY

DONT ARGUE WTH THEM OR BACK THEM INTO

A CORNER ASK THEM IF THEY WANT YOU TO RESPOND TO

THEIR STATED CONCERNS (OR ARE THEY JUSTTHINKING ALOUD?)

USE TESTIMONIALS LET THEM CHOOSE THE MODE OF

IMPLEMENTATION, NOT YOURS


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1. Slow in making decisions or taking actions

2. Likes close, personal relationships3. Dislikes interpersonal conflict

4. Supports and actively listens to others

5. Weak in goal setting and self-direction

6. Seeks security and identification with a group

7. Has good counseling and listening skills

Social Style Profile:AMIABLE TRAITS

ASSURING THE AMIABLE

PLAN AN APPROACH WITH MUCHPERSONAL INFORMATION

AVOID A RIGID CANNED APPROACH

MAKE PRESENTATION INFORMAL WITHVISUALS & TESTIMONIALS USE EMPATHY & PROVE THAT YOU

UNDERSTAND AND ACCEPT THEIRFEELINGS

SPEND TIME RELATING TO THEM, MAKETHEM COMFORTABLE

BE OPEN AND CANDID, DEVLOP APERSONAL RELATIONSHIP

OFFER THEM GUARANTEES ANDASSURANCES TO EASE THEIR FEARS

USE 3rd PARTY REFERENCES & CASEHISTORIES

AVOID ASKING DIRECTLY FOR THEIRBUSINESS. INSTEAD, ASSUME THEY AREFAVORABLE AND ASK THEM TO TELL YOUABOUT NEXT STEPS


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1. Cautious in decisions and action

2. Likes organization and structure

3. Dislikes involvement4. Asks specific questions

5. Prefers objective, task-oriented, intellectualwork

6. Wants to be right, so collects much data

7. Works slowly, precisely, and alone

8. Seeks security and self-actualization

9. Has good problem-solving skills

Social Style Profile:ANALYTICAL TRAITS

ANALYZING THE ANALYTICAL

DO YOUR HOMEWORK AND KNOW THEIRBUSINESS THOROUGHLY

USE A LOGICAL LOW KEYED APPROACHTO RELATE

MAKE SURE THEY UNDERSTAND HOW YOUWILL PRESENT TO THEM

EMPHASIZE TESTED, PROVEN ASPECTS OFYOUR PRODUCTS BENEFITS

MAKE USE OF VISUAL AIDS IN YOURPRESENTATION

PRESENT INFORMATION IN ACONTROLLED, PROFESSIONAL & HIGHLYORGANIZED FASHION

POINT OUT THE PROS AND CONS OF YOUROFFERING

PRESENT A DETAILED SUMMARY AT THEEND OF PRESENTATION

DONT EVER SAY IN MY OPINION THESE PEOPLE WANT FACTS THAT CAN BE

DOCUMENTED


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Social Styles Summary Sheet


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The Impact of Social Style on

Sales Success


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Recognizing Social StylesIdentifying the Behavioral Styles

within this British Company


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What Do You Think Are TheirPrimary (Public) Social Styles?


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& now theres even an App for it

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Identifying Pace and Priority

Important questions to askyourself to determine aprospects pace and priority:

1. How fast are decisions

made?

2. How competitive is the

person?

3. How much feeling is

displayed in verbal & non-

verbal communication?


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Gender Style Differences

Contribution ofGender Issues in theBusiness World Proxemics(the distance individuals prefer to

keep between themselves) Plays a major role in cross-gender communication

Important to emphasize and encourage thedifferences between men and womenscommunication styles in order to benefit fromthose differences


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Relating to the Opposite Sex

Ask Yourself: Do gender differences create diverse ways of thinkingor different reactions in a sales situation?

Determine what you need to be aware of when selling tosomeone of the opposite sex

Adjust your style to use the strengths unique to the gender ofyour prospect


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Suggested Ways That Men andWomen Can Better Relate To

Each Other in Business

FOR SALESMEN:

Use Report Talk vs. Rapport Talk

Stop Interrupting

Feel the Sale

Control your Language

FOR SALESWOMEN:

Speak Confidently &

Clearly

Feed Them Data

Practice Your Humor

Avoid Girl Talk


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Reading the ProspectsEnvironment

Notice the ProspectsSurroundings

Office decorations and howthings are arranged

Furniture Pictures, diplomas, awards

Being able to identify a social styledoes not provide a crystal ball thatpredicts a prospects every action,

Amiables office setting

War Room - Driver


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Neurolinguistic Programming

(NLP)

Perceptual fields are ways inwhich people view the world

Use these as another way toobserve and understand people

Separate from social styleanalysis

The science of how the brainlearns

Modes of Perception-Most of us favor onemode

1. Auditory - Sound

2. Visual - Sight

3. Kinesthetic - Touch

NLP Co-founder Richard Bandler


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NLP can help you develop theability to identify a prospects modeof perception

Adapt your mode of selling to

their mode of learning

Identifying a Prospects Behavior

Tapping into the prospects system of perception

Ethics of employing socialstyle analysis or NLPconcepts:

Good if they are used as tools to obtaininformation that will aid in serving theclient

If they are used to satisfy personalgreed, you have an ethical problem(DONT TAKE ADVANTAGE)


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Identifying Modes of Perception


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Predicate Words:

A Guide to the Modes of Perception


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Interpreting Predicate Words

I am watchingdevelopments in that particularstock; before I buy, I want to see the progress itmakes this quarter and get a picture of what to

expect in the future

KINESTHETIC

AUDITORY

VISUAL

There is so much noise in here that I cant hearmyself think

The atmosphere was heavyand damp;there was an oppressive stillness, thickwith apprehension


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Assignment for Thursday,

February 21st Read Chapter 6 - PREPARATION FOR

SUCCESS IN SELLING in your textbook

and be prepared to discuss key pointsaddressed within it.

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Tuesday, February 26th - EXAM 1 66 Multiple Choice questions worth 1.5 points

each Chapters 1-6 and supplemental ETHICS lecture

Please bring a SCANTRON 882E form to classand a number 2 pencil

chaper 5 - your selling style 2-19-21

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