manning selling 3ce ch04 (communication types)

8/13/2019 Manning Selling 3ce Ch04 (Communication types)

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CommunicationStyles

MANAGING THE RELATIONSHIP PROCESS

C H A P T E R 4


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Copyright 2004 Pearson Education Canada Inc.4-2

Learning Objectives Discuss communication-style bias

and how it influences therelationship process

Explain the benefits derived froman understanding of communicationstyles

Examine two communication-stylemodels


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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 relationshipswith style flexing


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Communication-Style BiasCommun icat ion-sty le biasis a

state of mind experienced when wehave contact with another person

whose communication style is

different from our own.


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Communication-Style Principles

Communication style is a way ofthinking and behaving.

Individual style differences tend to bestable.

There is a finite number of

communication styles.

We make judgments about peoplebased on communication style.


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Communication Style Models

Low HighDominance continuum

Sociability continuumLow High


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Communication Style Models -

Dominance Continuum

The Dom inance Cont inuumreflects

the tendency to influence others ina relationship.


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Communication Style Models -

Sociability ContinuumThe Soc iabi l ity Cont inuumreflects

the amount of control one exertsover emotional expressiveness.People who are high in sociabilityexpress their feelings freely, whilepeople who are low in sociabilitytend to control their feelings.


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Communication Styles

High dominanceLow dominance

High sociability

Low sociability


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Emotive Style


High sociability

Low sociability

Emotive


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Emotive StyleEmo t ive Commun icat ion Sty ledisplays

characteristics such as activity, social

initiative, encouragement of informality,

and expression of emotional opinions.

These communicators may be

stimulating, excitable, persuasive, anddynamic.


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Director Style


High sociability

Low sociability

Emotive

Director


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Director StyleThe Director Commun icat ion Sty le

characteristically is businesslike,serious in attitude, and strongly

opinionated. Directors like to

maintain control, and may beaggressive, bold, impatient, and

intense, but determined.


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Reflective Style


High sociability

Low sociability

Emotive

DirectorReflective


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Reflective CommunicationStyleRef lect ive Commun icatorstypically

control their emotions, displayorderliness, express measuredopinions, and may be aloof. They

may appear preoccupied andstuffy, however they are precise,disciplined and industrious.


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Supportive Style


High sociability

Low sociability

Emotive

DirectorReflective

Supportive


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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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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 keyissues


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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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Copyright 2004 Pearson Education Canada Inc. 4-21


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

manning selling 3ce ch04 (communication types)

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