communication skills module four. learning objectives 1.explained the importance of collaborative,...

Communication SkillsCommunication Skills

Module FourModule Four

Learning ObjectivesLearning Objectives

1.1. Explained the importance of collaborative, two-Explained the importance of collaborative, two-way communication in personal selling.way communication in personal selling.

2.2. Explain the primary types of questions and how Explain the primary types of questions and how they are applied in selling.they are applied in selling.

3.3. Illustrate the diverse roles and uses of strategic Illustrate the diverse roles and uses of strategic questioning in personal selling.questioning in personal selling.

4.4. Identify and describe the five steps of the ADAPT Identify and describe the five steps of the ADAPT questioning sequence.questioning sequence.

Learning ObjectivesLearning Objectives

5.5. Discuss the four sequential steps for effective Discuss the four sequential steps for effective active listening.active listening.

6.6. Discuss the superiority of pictures over words for Discuss the superiority of pictures over words for explaining concepts and enhancing explaining concepts and enhancing comprehension.comprehension.

7.7. Described the different forms of nonverbal Described the different forms of nonverbal communication.communication.

Key ThoughtsKey Thoughts

• For professional salespeople, the ability to ask good For professional salespeople, the ability to ask good questions and then actively listen to the answers is questions and then actively listen to the answers is as, if not more, important than their ability to present as, if not more, important than their ability to present information.information.

• Salespeople should be strategic with the questions Salespeople should be strategic with the questions they ask. They should have a reason for asking the they ask. They should have a reason for asking the questions and a need for the answers.questions and a need for the answers.

• Active listening requires concentration, focus,Active listening requires concentration, focus,and determination.and determination.

• Successful professional salespeopleSuccessful professional salespeopleare able to read and correctly are able to read and correctly interpret non-verbal communication.interpret non-verbal communication.

Sales Communication asSales Communication asa Collaborative Processa Collaborative Process

What’s the differenceWhat’s the differencebetween “talkingbetween “talkingatat the customer” the customer”and “talking and “talking withwiththe customer”?the customer”?

Verbal Communication: QuestioningVerbal Communication: Questioning

• Control the flow and direction of the conversationControl the flow and direction of the conversation

• Uncover important informationUncover important information

• Demonstrate concern and understandingDemonstrate concern and understanding

• Facilitate the customer’s understandingFacilitate the customer’s understanding

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

Types of Questions: Controlling AmountTypes of Questions: Controlling Amountand Specificity of Informationand Specificity of Information

• Open-end QuestionsOpen-end Questions

• Closed-end QuestionsClosed-end Questions

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

HowHow do you manage your time?Do you manage your time well?Do you manage your time well?Are you a good or bad time manager?Are you a good or bad time manager?

Types of Questions: Strategic PurposeTypes of Questions: Strategic Purpose

• Probing Questions – designed to penetrate below Probing Questions – designed to penetrate below generalized or superficial informationgeneralized or superficial information

1. Requesting Clarification1. Requesting Clarification

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

2. Encouraging Elaboration2. Encouraging Elaboration

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

3. Verifying Information and Responses3. Verifying 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 gain confirmation and to uncover question formats to gain confirmation and to uncover attitudes, opinions, and preferences of customer.attitudes, opinions, and preferences 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 shift or redirect the topic of – used to shift or redirect the topic of

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

you mean?”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 ofGuidelines for Combining Types ofQuestions for Maximal EffectivenessQuestions for Maximal Effectiveness

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Explore and DigExplore and Digfor Detailsfor Details

Gain ConfirmationGain Confirmation& Discover& Discover

Attitudes/OpinionsAttitudes/Opinions

Change Topics orChange Topics orDirect AttentionDirect Attention

Follow-UpFollow-UpPreviously ElicitedPreviously Elicited

StatementsStatements

Amount of and Specificity of Information DesiredAmount of and Specificity of Information Desired

Open-endOpen-end Questions QuestionsDesigned to beDesigned to beProbingProbing in Nature in Nature

Closed-end QuestionsClosed-end QuestionsDesigned to beDesigned to be

Probing in NatureProbing in Nature

Dichotomous orDichotomous orMultiple-choiceMultiple-choice

QuestionsQuestionsDesigned to beDesigned to be

Probing in NatureProbing in Nature

Open-end QuestionsOpen-end QuestionsDesigned to beDesigned to be

Reactive in NatureReactive in Nature







Tactical in NatureTactical in Nature







Evaluative in NatureEvaluative in Nature






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

• Generate Buyer InvolvementGenerate Buyer Involvement• Provoke ThinkingProvoke Thinking• Gather InformationGather Information• Clarification and EmphasisClarification and Emphasis• Show InterestShow Interest• Gain ConfirmationGain Confirmation• Advance the SaleAdvance the Sale

Situation QuestionsSituation Questions

Finding out facts about the buyer’s existing situation.Finding out facts 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 time and contacts?you manage your time and contacts?

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

Eliminate unnecessary Situation Questions by doing your Eliminate unnecessary Situation Questions by doing your homework in advance.homework in advance.

Definition:Definition:Definition:Definition:

Examples:Examples:Examples:Examples:

Impact:Impact:Impact:Impact:

Advice:Advice:Advice:Advice:

Problem QuestionsProblem Questions

Asking about problems, difficulties or dissatisfactions that Asking about problems, difficulties or dissatisfactions that the buyer is experiencing with the existing situation.the buyer is experiencing with the existing situation.

Have you ever had trouble managing your time orHave you ever had trouble managing your time oryour contacts? Which parts of the system create error?your contacts? 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 more experienced at Problem Questions as they become more experienced at selling.selling.

Think of your products or services in terms of the problems Think of your products or services in terms of the problems they solve for buyers—not in terms of the details or they solve 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 consequences or effects of a buyer’s Asking about the consequences or effects of a buyer’s problems, difficulties, or dissatisfactions.problems, 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 hardest to ask. Prepare for these These questions are the hardest to ask. Prepare for these questions by identifying and understanding the questions by identifying and understanding the implications of various suspected needs prior to the sales implications of various suspected needs prior to the sales call.call.





Need-Payoff QuestionsNeed-Payoff Questions

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

Versatile questions used a great deal by top salespeople. Versatile questions used a great deal by top salespeople. These questions help the buyer to understand the benefits These questions help the buyer to understand the benefits of solving the problem.of solving the problem.

Use these questions to get buyers to Use these questions to get buyers to tell youtell you the benefits that the benefits that your solution can offer.your solution can offer.





Funneling Sequence of ADAPTFunneling Sequence of ADAPT

Assessment QuestionsAssessment Questions

Discovery QuestionsDiscovery Questions

Activation QuestionsActivation Questions

Projection QuestionsProjection Questions

Transition QuestionsTransition Questions







• Broad bases and general facts Broad bases and general facts describing situationdescribing situation

• Non-threatening as no interpretation Non-threatening as no interpretation is requestedis requested

• Open-end questions for maximum Open-end questions for maximum informationinformation


• Questions probing information gained Questions probing information gained in assessmentin assessment

• Seeking to uncover problems or Seeking to uncover problems or dissatisfactions that could lead to dissatisfactions that could lead to suggested buyer needssuggested buyer needs

• Open-end questions for maximum Open-end questions for maximum informationinformation


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

• Designed to activate buyer’s interest in Designed to activate buyer’s interest in and desire to solve the problem.and desire to solve the problem.


• Projects what life would be like without the problems

• Buyer establishes the value of finding and implementing a solution


• Confirms interest in solving the problem

• Transitions to presentation of solution

Verbal Communication: ListeningVerbal Communication: Listening

Effective Active Effective Active ListeningListening

VisualizeVisualize

EncourageEncourageBuyer to TalkBuyer to Talk

Make NoMake NoAssumptionsAssumptions

ParaphraseParaphrase& Repeat& Repeat

MonitorMonitorNon-VerbalNon-Verbal

PayPayAttentionAttention

Little Little Concentration Concentration or Cognitionor Cognition

Little Little Concentration Concentration or Cognitionor Cognition

Requires Requires Concentration Concentration and Cognitionand Cognition

Requires Requires Concentration Concentration and Cognitionand Cognition

Types of ListeningTypes of Listening

Social ListeningSocial Listening Serious ListeningSerious Listening

SIER Hierarchy of Active ListeningSIER Hierarchy of Active Listening

Res-Res-pondingponding

EvaluatingEvaluating

InterpretingInterpreting

SensingSensing

Verbal CommunicationVerbal Communication

• Organize ThoughtsOrganize Thoughts

• Paint Word PicturesPaint Word Pictures

• Watch GrammarWatch Grammar

Nonverbal CommunicationNonverbal Communication

• Facial ExpressionsFacial Expressions

• Eye MovementsEye Movements

• Placement and Movements of Hands, Placement and Movements of Hands, Arms, Head, and LegsArms, 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 feet

MeMe

YouYou

Common Nonverbal ClustersCommon Nonverbal ClustersCluster NameCluster Name Cluster MeaningCluster Meaning Body Posture & Body Posture &

OrientationOrientationMovement of Hands, Arms, & Movement of Hands, Arms, &

LegsLegsEyes & Facial ExpressionEyes & Facial Expression

OpennessOpenness Openness, flexibility Openness, flexibility and sincerityand sincerity

• 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

EvaluationEvaluationEvaluation and Evaluation and consideration of consideration of messagemessage

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

• Dropping glasses toDropping glasses to lower nose lower nose

DeceptionDeception Dishonesty and Dishonesty and secretivenesssecretiveness

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

• Increased eyeIncreased eye movement 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 Head in palm of hands hands• SlouchingSlouching

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

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

communication skills module four. learning objectives 1.explained the importance of collaborative,...

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