Chapter 4

bordem

Body: head in palm of hands, slouching Movement: drumming fingers, swinging a foot, tapping feet Expressions: poor eye contact, blank stares

Keys to effective listening

Find areas of interest. Judge content, not delivery. Hold your fire. Keep an open mind. Work at listening resist distractions

Strategic application of questioning in trust-based selling

Generate buyer involvement, Provoke thinking, Gather information, Clarification and emphasis, Show interest, Gain confirmation, Advance the sale

Types of questions under spin

Situation questions problem questions implication questions need-payoff questions

trust-based sales communication:

Talking with rather than at the customer. A collaborative and two-way form of communication that allows buyers and sellers to develop a better understanding of the need situation and work together to co-create the best response for resolving the customer's needs.

voice characteristics

-Speech rate -loudness -inflection -articulation

optimal rate of speech

120 words/min

Listen___% and talk no more than _____

80/20

we can listen to more than

800 words per minute

Concrete

=universal and precise

Abstract

=value-> means something different to everyone

To be effective, a salesperson must understand which type of question will best accomplish his or her desired outcome

Amount of information and level of specificity desired, Strategic purpose of intent

Sending messages to customer examples

Asking questions, voice characteristics, using body language and appearance to send messages

Tactical questions used to shift or redirect the topic of discussion when the discussion gets off course or when a line of questioning proves to be of little interest or value.

Earlier you mentioned that____

Evaluative questions that use the open and closed-end question formats to gain confirmation and to uncover attitudes, opinions, and preferences the prospect holds.

Go beyond generalized fact-finding and uncover perceptions and feelings regarding existing and desired circumstances and potential solutions How do you feel about___? Have we answered your question? Helps gauge where you are in the sales process

Nonverbal clusters

Groups of related nonverbal expressions, gestures, and movements that can be interpreted to better understand the true message being communicated.

assessment questions

One of the five stages of questions in the ADAPT questioning system that do not seek conclusions but rather should address the buyer's company and operations, goals and objectives, market trends and customers, current suppliers, and even the buyer as an individual.

projection questions

One of the five stages of questions in the ADAPT questioning system used to encourage and facilitate the buyer in "projecting" what it would be like without the problems that have been previously "discovered" and "activated."

Explain the primary types of questions and how they are applied in selling.

Questions can be grouped into two categories according to (1) the amount of information and specificity desired and (2) the strategic purpose of the question. Questions typed by the amount of information and specificity desired include open-end questions, closed-end questions, and dichotomous questions. Open-end questions encourage the customer to respond freely and provide more expansive information. They are used to probe for descriptive information. Closed-end questions limit responses to one or two words and are used to confirm or clarify information. Dichotomous questions request the buyer to choose between specified alternatives. Questions typed by their strategic purpose include questions for (1) probing, (2) evaluative, (3) tactical, and (4) reactive purposes. Probing questions penetrate beneath surface information to provide more useful details. Evaluative questions uncover how the buyer feels about something. Tactical questions are used to shift the topic of discussion. Reactive questions respond to information provided by the other party and ask for additional details about that information.

Closed-end questions designed to limit the customer's responses to one or two words.

Response limited to one or two words

Explain the importance of collaborative, two-way communication in trust-based selling.

The two-way exchange inherent in collaborative communication facilitates accurate and mutual understanding of the objectives, problems, needs, and capabilities of each of the parties. As a result, solutions can be generated that provide mutual benefits to all participants. This would not be possible without collaboration, and one party would benefit at the expense of the other. Although this might be good for the "winning" party, the disadvantaged party would be less inclined to continue doing business and would seek out other business partners.

Grammar and logical sequencing are also important in the process of giving information to others

When absent, the receiver of the message tends to exhibit three closely related behaviors, Meaning and credibility are downgraded, The receiver begins to focus on the sender rather than the message, Receiver dismisses the sender and the sender's organization as being unqualified to perform the role of an effective supplier and partner

Dichotomous questions directive forms of questioning; these questions ask the customer to choose from two or more options.

Which do you prefer, the ___ or the ___?

Reactive questions that refer to or directly result from information the other party previously provided.

You mentioned that_____, Can you give me an example of what you mean

ADAPT: A questioning system that uses

a logic-based funneling sequence of questions, beginning with broad and generalized inquiries designed to identify and assess the buyer's situation.

To paint pictures you need a scenario and a situation

a plausible option or a likely situation they would encounter, that way they remember how you say it

when selling, start with

abstract then move onto concrete words

Successful salespeople

are experts at considering what information they need to know and purposefully planning and asking the questions they need to ask

proxemics

body distance

Openness examples

body posture: moving closer, leaning forward movement: open hands, uncrossed arms and legs expressions: slight smile, good eye contact

defensiveness

body posture: rigid body movement: crossed arms and legs expressions: minimal eye contact, glancing sideways, pursed lips

evaluation

body: leaning forward movement: hand on cheek, stroking chin expressions: titled head, dropping glasses to the tip of nose

deception

body: patterns of rocking movement: fidgeting, increasing leg movements expressions: increased eye movement, frequent gazes elsewhere, forced smile

Readiness

body: sitting forward movement: hands on hips, legs uncrossed, feet flat on the floor expressions, increased eye contact

Salespeople must ask carefully craft questions to:

elicit info from prospective buyer regarding his or her current situation, needs, and expectations actively involve the buyer in the selling process regain, redirect, or hold the buyer's attention

Verbal communication-questioning

help you redirect the convo; regain control; and let you listen to the customers feedback

Noise

internal (own thoughts) or external (loud outside noise)

Receiving messages from customer

listening, reading body language, appearance

Communication errors are created by

noise and environment

50% or more of the meaning conveyed within the communication process stems from

nonverbal behavior

The purpose of sales co immunization is

not an agreement but rather the maximization of common understanding among participants

Types of questions (7)

open-ended close-ended dichotomous probing evaluative tactical reactive

Facets of effective listening (6)

paying attention monitoring nonverbals paraphrasing and repeating making no assumptions encouraging the buyer to talk visualizing

probing questions

questions designed to help critical thinking by examining information and reasoning in more depth

Through asking questions you build

rapport-connections/relationship

two-way communication process

sender: encodes customer: receives, decodes, feedback/encodes sender now receiver: receives, decodes

SIER Hierarchy of Active Listening

sensing, interpreting, evaluating, responding

Buyer should be in what zone

social zone: 4-12 feet

Environment

temperature, barrier between you and someone

SIER model

that depicts active listening as a hierarchical, four-step sequence of sensing, interpreting, evaluating, and responding.

Open-end questions designed to let the customer respond freely

the customer is not limited to one- or two-word answers but is encouraged to disclose personal and/or business information. and Include what, how, where, when, tell, describe, and why

Salespeople should think like doctors

they ask relevant questions to methodically diagnose the situation and problems would be malpractice,salespeoplee must be masters at thinking through what they need to know, planning the questions they need to ask, then asking those diagnostic questions in a sequential manner that builds understanding of the situation for themselves as well as for the customer

Effective communication skills are needed

to identify buying needs and to demonstrate to the buyer how a salesperson's proposed solution can satisfy those needs better than competitors

Inflection

tone and emphasis; words you are stressing and at what tone level of enthusiasm are you stressing those words

SPIN: four types of questions designed to

uncover a buyer's current situation and inherent problems, enhance the buyer's understanding of the consequences and implications of those problems, and lead to the proposed solution

Trust-based sales communication allows buyers and sellers to

understand the need situation; work together to create the best response for solving customers needs

Many words and symbols mean different things to different people therefore to maximize clarity

use the vocabulary and terminology that corresponds with the perspective of the customer

Superiority of pictures

will remember words and imagery to paint effective pictures in someone's mind comes down to the vocabulary