現(xiàn)代銷售學(xué)創(chuàng)造顧客價值(第11版)Manning11e04

CHAPTER4CommunicationStyles:AKeytoAdaptiveSellingTodayLearningObjectivesDiscusshowcommunicationstyleinfluencestherelationshipprocessinsalesIdentifythetwomajordimensionsofthecommunication-stylemodelExplainthefourcommunicationstylesinthecommunication-stylemodel4-2Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHallLearningObjectivesLearnhowtoidentifyyourpreferredcommunicationstyleandthatofyourcustomerLearntoachieveinterpersonalversatilityandbuildstrongsellingrelationshipswithstyleflexing4-3Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHallCommunicationStyles:

AnIntroductiontoAdaptiveSelling“Thepatternsofbehaviorthatothersobservecanbecalledcommunicationstyle.〞“Adaptivesellingcanbedefinedasalteringsalesbehaviorsinordertoimprovecommunicationwiththecustomer.〞4-4Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHallCommunication-StyleBiasMostfrequentlyoccurringformofbiasNotcommonlyunderstoodAstateofmindthatisdifficulttoexplainDevelopswhenwehavecontactwithanotherwhosecommunicationstyleisdifferentfromourown4-5Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHallAdaptiveSellingDescribestrainingprogramsthatencouragesalespeopletoadjusttheircommunicationstyletoaccommodatestylesoftheircustomersMorethan7millionhave completedWilsonLearning’s adaptivesellingprogram titledTheVersatileSalesperson4-6Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHallCommunication-StylePrinciples1.

IndividualDifferencesIndividualdifferencesexistandareimportantEachpersondisplaysindividualarrayofverbalandnonverbalcharacteristics2.

CommunicationStyleasaWayofThinkingandBehavingApreferredwayofusingone’sabilitiesAbilityishowwellyoucandosomethingStyleishowyouliketodoit4-7Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHallCommunication-StylePrinciples3.IndividualStylesTendtoBeStableoverTimeBasedonhereditaryandenvironmentalfactorsOur“style〞tendstoremainratherconstantthroughlifeTheabilityto“flex〞canbeenhanced4.ThereIsaFiniteNumberofStylesMostpeopledisplayoneofseveralbehavioralclustersWecanoften“l(fā)abel〞aperson’spreferredcommunicationstyleCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHll4-8

Communication-StylePrinciples5.GetinSyncwithStylesofOthersCommunicationstyledifferencescanbesourceoffrictionDevelopanabilitytoadapttoanotherperson’sstyleCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHall4-9Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHallImprovingRelationshipSkillsFirstgoal:understandyourownpreferredcommunicationstyleSecondgoal:developgreaterunderstandingandappreciationfordifferentstylesThirdgoal:managesellingrelationshipsbyadaptingstyle(style-flexing)4-10Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHallCommunication-StyleModel4-11Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHallFIGURE4.9DominanceContinuumLowdominanceCooperativeLetotherscontrolLowinassertiveness4-12Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHallHighdominanceLiketocontrolInitiatedemandsMoreaggressiveFIGURE4.1SociabilityContinuumLowControlfeelingsPrefersolitudeMorereservedMoreformalHighExpressfeelingsPreferinteractionMoreoutgoingMoreinformalCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHall4-13FIGURE4.2Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHallFrameworkforCommunicationStyleClassification4-14Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHallFIGURE4.3EmotiveStyle4-15Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHallFIGURE4.4EmotiveStyleTraitsAppearsquiteactiveTakessocialinitiativeEncouragesinformalityExpressesemotionalopinions4-16Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHallDirectiveStyle4-17Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHallFIGURE4.5DirectiveStyleTraitsAppearsquitebusyMaygivetheimpressionofnotlisteningDisplaysratherserious

attitudeLikestomaintaincontrol4-18Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHallReflectiveStyle4-19Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHallFIGURE4.6ReflectiveStyleTraitsControlsemotionalexpressionDisplayspreferencefororderTendstoexpressmeasuredopinionsSeemsdifficulttogettoknow4-20Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHallSupportiveStyle4-21Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHallFIGURE4.7SupportiveStyleTraitsAppearstobequietandreservedListensattentivelyTendstoavoiduseofpowerMakesthoughtfuldecisionsindeliberatemanner4-22Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHallPopularityofFour-StyleModelManytraininganddevelopmentcompaniesoffertrainingprogramsthatpresenttheFour-StyleModelFigure4.8onthenextslidefeaturestheapproximateequivalentsofthefourstylespresentedinthischapter4-23Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHallComparisonofStyles4-24Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHallFIGURE4.8Minimizing

Communication-StyleBiasSalespeopleoftenfocustoomuchonthecontentandnotenoughonthedeliveryoftheirsalespresentationItcanbeabarriertosalessuccessOnemustworkwithpeoplefromallfourquadrantsBecomehighlyadaptable4-25Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHallAdaptiveSellingRequiresVersatilityVersatilitydescribesone’sabilitytominimizecommunication-stylebiasAdaptingtothecustomer’spreferredstylecanenhancesalesperformanceMovetowardamorematurestyleStrength-weaknessparadoxIntensityzones4-26Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHallTrainingtheAdaptiveand

VersatileSalesperson4-27Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHallSeetheWebsiteIntensityZones4-28Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHallFIGURE4.9VersatilityThroughStyleFlexingStyle-flexing:thedeliberateattempttoadjustone’scommunicationstyletoaccommodateothers’needsLearnabouteachcustomer’sstyleduringpre-approachstageDonotbecomepreoccupiedwithidentifyingstyleduringsalescallsAnalyzecallafterwardforstyleclues4-29Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHallSellingtoEmotivesandDirectivesSellingtoEmotivesBeenthusiasticDon’tbetoostifforformalTaketimetoestablishgoodwill/relationshipsMaintaineyecontactBegoodlistenerSellingtoDirectivesKeepasbusinesslikeaspossibleBeefficient,timedisciplined,organizedIdentifytheirgoalsAskquestionsandnoteresponsesCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHallCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHall4-30SellingtoReflectivesandSupportivesSellingtoReflectivesUsethoughtful,well-organizedapproachPresentinformationindeliberatemannerProvidedocumentationNeverpressureforquickdecisionsSellingtoSupportivesTaketimetobuildtherelationshipListencarefullytotheiropinionsandfeelingsProvideassurancesfortheirviewsHavepatience,givethemtimetocomprehend

Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHall4-31TheHeartofStyle-Flexing:

ThePlatinumRule4-32Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHallSeetheWebsiteWordsofCautionDonotletlabelsrulebehaviorLabelsmakepeoplefeelboxedinorjudgedAcquireadditionalinformationDonotclassifypeopleperse,classifytheirstrengthsandpreferencesDonotletlabelsjustifyyourinflexibility4-33Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHal