Sales Ch. 5: Communication Styles

Adaptive selling

Altering sales behaviors in order to improve communication with the customer; relates a salesperson's ability to collect information regarding the customer's needs and to respond appropriately

Four styles of communication

By combining the two dimensions of human behavior, dominance and sociability, we can form a partial outline of the communications style model. Dominance is represented by the horizontal axis, and sociability is represented by the vertical axis

Directive style

Defines a style that combines higher dominance and lower sociability; a person with directive style appears quite busy, may give the impression of not listening, displays a serious attitude, and likes to maintain control (Lower-right quadrant of the figure)

Emotive style

Defines a style that combines higher sociability and higher dominance; usually stand out in a crowd, are expressive, outspoken, and enthusiastic; a person with emotive style appears quite active and takes the social initiative; likes to encourage informality and expresses emotional opinions (Upper-right quadrant of the figure)

Supportive style

Defines a style that combines lower dominance with higher sociability; these people find it easy to listen and usually do not express their views in a forceful manner; they give the appearance of being quiet and reserved, listen attentively to other people, tend to avoid the use of power, and make decisions in a thoughtful and deliberate manner (Upper-left quadrant of the figure)

Reflective style

Defines a style that combines lower dominance with lower sociability; a person with reflective style tends to examine all the facts carefully before arriving at a decision; controls emotional expression and tends to express measured opinions; displays a preference for order; seems difficult to get to know (Lower-left quadrant of the figure)

Versatility

Our ability to minimize communication style bias

Communication style principles

Principles that comprise the theory of behavioral or communication style bias 1. Individual differences exist and are important 2. A communication style is a way of thinking and behaving 3. Individual style differences tend to be stable 4. There is a finite number of styles 5. To create the most productive relationships, it is necessary to get in sync with the communication style of the people you work with

Sociability

Reflects the amount of control we exert over our emotional expressiveness; individuals who are higher in sociability tend to express their feelings freely, while people who are low in this dimension tend to control their feelings

The platinum rule

Simple, proven method for building strong relationships with customers "Do unto others as they want done unto them"

Communication style bias

State of mind that almost every one of us experiences from time to time, but we usually find it difficult to explain the symptoms; can develop when we have contact with another person whose communication style is different than our own

Style flexing

The deliberate attempt to adapt one's communication style to accommodate the needs of the other person; attempting to communicate with the other person on his or her own "channel"

Communication style

The patterns of behavior that others observe

Dominance

The tendency to control or prevail over others; dominant people tend to be competitive and tend to offer opinions readily; they are also decisive, opinionated, self-assertive, and vocal

Personality

The thoughts, feelings, and actions that characterize someone

Lower dominance

These people have a tendency to be quite cooperative and let others control things; they tend to be lower in assertiveness

Higher dominance

These people tend to like to control things and frequently initiate demands; they are more aggressive in dealing with others