Sales Management

Communication Skills

Sales Communication as a Collaborative Process it is a two way communication.

Whats the difference between talking at the customer and talking with the customer?

Module 4: Communication Skills

Verbal Communication: Questioning

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

Control the flow and direction of the conversation Uncover important information Demonstrate concern and understanding Facilitate the customers understanding

Module 4: Communication Skills

Types of Questions: Controlling Amount and Specificity of Information

Open-end Questions Closed-end Questions Multiple-Choice Questions

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

Module 4: Communication Skills

Types of Questions: Strategic Purpose

Interesting / 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?

Module 4: Communication Skills

Types of Questions: Strategic Purpose

Interesting Questions Evaluative Questions use open- and closed-end

question 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?

Module 4: Communication Skills

Types of Questions: 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

Module 4: Communication Skills

Types of Questions: 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 happened?

Module 4: Communication Skills

Guidelines for Combining Types of Questions for Maximal Effectiveness

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

Amount of and Specificity of Information Desired

Discussion and Interpretation

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

Confirmation and Agreement

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

Choice from Alternatives

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

Module 4: Communication Skills

Verbal Communication: Strategic Application of Questioning

Generate Buyer Involvement Provoke Thinking Gather Information Clarification and Emphasis Show Interest Gain Confirmation Advance the Sale

Module 4: Communication Skills

Situation Questions
Definition:
Finding out facts about the buyers existing situation.

Examples:

How many people do you employ at this location? How do you manage your time and contacts?

Impact:

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

Advice:

Eliminate unnecessary Situation Questions by doing your homework in advance.

Module 4: Communication Skills

Problem Questions
Definition:
Asking about problems, difficulties or dissatisfactions that the buyer is experiencing with the existing situation. Have you ever had trouble managing your time or your contacts? Which parts of the system create error? More powerful than Situation Questions. People ask more Problem Questions as they become more experienced at selling. Think of your products or services in terms of the problems they solve for buyersnot in terms of the details or characteristics that your products possess.
Module 4: Communication Skills

Examples:

Impact:

Advice:

Implication Questions
Definition:
Asking about the consequences or effects of a buyers problems, difficulties, or dissatisfactions. What effect does that problem have on your productivity? Could that be impeding your ability to develop good relationships with your customers? The most powerful of all SPIN questions. Top salespeople ask lots of Implication Questions.

Examples:

Impact:

Advice:

These questions are the hardest to ask. Prepare for these questions by identifying and understanding the implications of various suspected needs prior to the sales call.
Module 4: Communication Skills

Need-Payoff Questions
Definition:
Asking about the value or usefulness of a proposed solution. 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 for you? Versatile questions used a great deal by top salespeople. These questions help the buyer to understand the benefits of solving the problem. Use these questions to get buyers to tell you the benefits that your solution can offer.
Module 4: Communication Skills

Examples:

Impact:

Advice:

Funneling Sequence of ADAPT

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 buyers 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

Module 4: Communication Skills

Verbal Communication: Listening

Pay Attention Monitor Non-Verbal Make No Assumptions Encourage Buyer to Talk

Effective Active Listening

Paraphrase & Repeat

Visualize

Module 4: Communication Skills

Types of Listening

Social Listening

Serious Listening

Little Concentration or Cognition

Requires Concentration and Cognition

Module 4: Communication Skills

SIER Hierarchy of Active Listening

Responding
Evaluating Interpreting

Sensing

Module 4: Communication Skills

Verbal Communication
Organize

Thoughts

Paint

Word Pictures

Watch

Grammar

Module 4: Communication Skills

Nonverbal Communication

Facial Expressions Face Eye Movements Placement and Movements of Hands, Arms, Head, and Legs Hands Body Posture and Orientation Proxemics Variation in Voice Characteristics

Head

Arms

Speaking Rate and Pause Duration Feet Pitch or Frequency Intensity and Loudness

Legs

Posture

Module 4: Communication Skills

Personal Distance

Public Zone: >12 feet

You

Social Zone: 4 - 12 feet Personal Zone: 2-4 feet

Me

Intimate Zone: 0-2 feet

Module 4: Communication Skills

Common Nonverbal Clusters

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

Defensiveness

Defensiveness, skepticism, and apprehension Evaluation and consideration of message

Rigid body

Crossed arms & legs

Minimal eye contact Glancing sideways Pursed lips Tilted head

Evaluation

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 Tapping feet

Poor eye contact Glancing at watch Blank stare

Module 4: Communication Skills