Professional Documents
Culture Documents
Selling for
Relationship
Building
chapter 5
McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
Some Questions Answered in This
Chapter Are:
• What is adaptive selling?
• Why is it important for salespeople to practice
adaptive selling?
• What kind of knowledge do salespeople need to
practice adaptive selling?
• How can salespeople acquire this knowledge?
• How can salespeople adapt their sales strategies,
presentations, and social styles to various
situations?
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“When meeting with so many business
owners, it is vital for me to figure out what
type of social style each prospective client is.”
Meggie Dominguez
District Manager, ADP
5-3
5.1 Types of sales presentations
• Personal selling is the most expensive form of
communicating with customers, yet firms use it
anyway. Why?
• Personal selling is more effective than other
communication vehicles! Why?
• Note that the flexibility increases as you move from
a standard memorized presentation, through an
outlined presentation, and then to a customized
presentation.
• Personal selling is unique in that salespeople can
customize a presentation for each customer and 5-4
5-5
2. Outlined Presentation
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Example of an Outlined
Presentation
Exhibit 5.1
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3. Customized Presentation
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Adaptive Selling and Sales Success
5-10
5.3 Knowledge Management
5-12
Knowledge Management
5-13
Knowledge Management
5-14
5.4 The Social Style Matrix
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Dimensions of Social Styles
• Assertiveness
– The degree to which people have opinions about
issues and make their positions clear to others
– Speak out
– Make strong statements
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Dimensions of Social Styles
• Unassertive people
– Rarely dominate a social situation
– Often keep their opinions to themselves
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Indicators of Assertiveness
Exhibit 5.2
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Dimensions of Social Styles
• Responsiveness
– Based on how emotional people tend to get in
social situations
– Responsive people readily express joy, anger,
and sorrow.
– Concerned with others
– Informal and casual in social situations
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Dimensions of Social Styles
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Indicators of Responsiveness
Exhibit 5.3
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Social Style Matrix
Exhibit 5.4
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Selling to Various Social Styles
• Drivers • Expressives
– Task-oriented people – Warm, approachable,
– swift, efficient competitive
decision makers. – focus on the future,
– focus on the present directing their time
and appear to have and effort toward
little concern with the achieving their vision.
past or future – have little concern for
– Have great desire to practical details in
get ahead in their present situations
companies and 5-23
careers.
Selling to Various Social Styles
• Amiables • Analyticals
– Close relationships and – like facts, principles,
cooperation are and logic
important . – suspicious of power
– achieve their objectives and personal
by working with relationships
people, developing an – Make decisions slowly
atmosphere of mutual
respect
– Make decisions slowly
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5.5 Identifying Customer’s Social
Styles
• Concentrate on the customer’s behavior and
disregard how you feel about the behavior
• Avoid assuming that specific jobs or
functions are associated with a social style
• Test your assessments
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Cues for Recognizing Social Styles
Exhibit 5.5
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Social Styles and Sales
Presentations
• There is no one best social style for a
salesperson.
• Salespeople must recognize the customer’s
needs and expectations.
• The salesperson’s personal social style tends
to determine the sales technique he or she
typically uses.
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Customer Expectations Based on
Social Styles
Exhibit 5.7
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Versatility
• Versatility
– The effort people make to increase the
productivity of a relationship by adjusting to the
needs of the other party
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Adjusting Social Styles
Exhibit 5.8
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5.6 Systems for Developing
Adaptive Selling Skills
• It is crucial that salespeople adjust to their
audience
• Training methods such as the social style
matrix and expert systems are simply a first
step in developing knowledge for practicing
adaptive selling
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