Ch.5 - Textbook Help
Which of the following is a major principle supporting communication style theory? A) Individual differences exist but are negligible in business conversations. B) Successful business and social relationships require identical styles. C) There are unlimited communication styles that are unique to each person. D) Individual style differences change constantly. E) A communication style is a way of thinking and behaving.
A communication style is a way of thinking and behaving.
The combination of high dominance and low sociability defines a style known as: A) communicative B) reflective C) supportive D) emotive E) directive
Directive
________ can be defined as the tendency to control or prevail over others.
Dominance
An individual who is high on the sociability continuum tends to communicate in an ordered and measured manner. T/F
False
Communication style does not affect other people's perceptions of us. T/F
False
Emotive customers are frank, demanding, serious, and opinionated. T/F
False
In a selling situation, the reflective customer wants plenty of facts presented as rapidly as possible. T/F
False
In the communication-style model, people who fall into zone two display their unique behavior characteristics with less intensity than in zone one. T/F
False
The more strongly a person displays the trait of dominance, the less sociable they are. T/F
False
The psychological continuum and the sociability continuum are the two main components that form the communication-style model. T/F
False
For a salesperson, why is style flexing more important in consultative sales than in transactional sales? A) In consultative sales the buyer needs to be able to believe the claims of the salesperson about the product. In transactional sales, the buyer knows the claims about the product are likely to be exaggerated or untrue as a matter of course. B) In consultative sales, sales managers are more likely to be assessing the salesperson's rapport with each customer, so proving that the salesperson is making the customer feel comfortable is key to receiving a good performance review. In transactional sales, performance reviews are based solely on hitting sales quotas. C) In consultative sales, salespeople often have to service the customer once the sale is complete, acting as account managers as well as salespeople, which means flexing styles according to the roles they play. In transactional sales, there is often no follow-up to the sale. D) In consultative sales, the salesperson and customer are building a relationship with each other toward the correct purchase, so they must feel comfortable with and trust each other. In transactional sales, a long-term relationship is not important. E) In consultative sales the customer expects to be catered to, so salespeople must use the customer's preferred communication style, or else the customer will switch to another service provider. In transactional sales, the customer often has no say over the terms of the sales interaction.
In consultative sales, the salesperson and customer are building a relationship with each other toward the correct purchase, so they must feel comfortable with and trust each other. In transactional sales, a long-term relationship is not important.
Jared James is a top salesperson at a leading manufacturer of agricultural machinery parts. He is a classic directive: decisive, fact-oriented, direct, and focused on closing the deal. He understands the importance of style flexing, however, as not all buyers respond to the directive style. Jared has been thinking about how to approach a new client, Alex Doyle, who is a buyer for a huge combine manufacturer. Alex has a supportive style. What adjustments should Jared make in his usual mode of communicating? A) Jared should focus more on benefits and less on facts in his sales presentation to Alex. B) Jared should make an effort to develop rapport with Alex and plan for several conversations before he attempts to close the sale. C) Jared should take Alex out for dinner at a high-profile restaurant so they can develop a personal relationship before he begins to talk about the product. D) Jared should be sure he has the facts to back up any claims he makes to Alex, and consider sending Alex the research and quality-control reports before their first meeting so Alex can examine the documentation. E) Jared should hang back to let Alex guide the conversation during sales calls so that Alex doesn't feel overwhelmed by Jared's blunt presentation style.
Jared should make an effort to develop rapport with Alex and plan for several conversations before he attempts to close the sale.
hich of the following is another benefit to a salesperson of learning to style flex, aside from putting the customer at ease? A) Style flexing improves a salesperson's acting skills, which helps the salesperson to persuade reluctant buyers to place orders. B) Paying attention to the customer's communication style helps the salesperson better understand the customer's product or service needs. C) Additional time spent with a customer helps the salesperson to create a positive relationship that will likely result in closing the sale. D) Customers are more likely to purchase from salespeople who seem successful, so it is important for salespeople to make sure that their own personal styles are current. E) Style flexing allows a salesperson to divide customers into four groups, write one script for each, and standardize sales calls.
Paying attention to the customer's communication style helps the salesperson better understand the customer's product or service needs.
Which style flexing technique is most appropriate for a salesperson to use in the presence of an emotive customer? A) Cite research and statistics. B) Avoid an open display of enthusiasm. C) Avoid wasting time on rapport-building. D) Take a slow, business-like, and formal approach. E) Provide support for the customer's opinions and ideas.
Provide support for the customer's opinions and ideas.
Which of the following statements regarding communications-style bias is most likely true? A) Communication-style bias is quite rare. B) Communication-style bias can manifest as a general feeling of discomfort with another person. C) Communication-style bias is commonly understood in our society. D) Communication-style bias will not surface between two people with the same communication style. E) Communication-style bias will make a consulting sales relationship impossible. Answer: B
Which of the following statements regarding communications-style bias is most likely true? A) Communication-style bias is quite rare. B) Communication-style bias can manifest as a general feeling of discomfort with another person. C) Communication-style bias is commonly understood in our society. D) Communication-style bias will not surface between two people with the same communication style. E) Communication-style bias will make a consulting sales relationship impossible.
An effective and practical way to minimize communication-style bias is to: A) choose customers based on their communication styles B) write presentation materials that appeal to all communication styles C) send trained communicators to talk to customers with unfamiliar styles D) adapt your style to the way the customer communicates E) focus more on the content of sales presentations than on message delivery
adapt your style to the way the customer communicates
Changing sales behaviors in order to improve communication with the customer is known as ________.
adaptive selling
A customer who is higher in dominance tends to do which of the following? A) display an eagerness to agree quickly B) curb a desire to initiate demands C) cooperate excessively with others D) attempt to control situations E) wait for others to speak first
attempt to control situations
When a reflective salesperson moves into the excess zone, he or she is apt to: A) express highly emotional opinions B) become extremely competitive C) agree with everyone D) avoid making decisions E) make rash decisions
avoid making decisions
Relative to Americans, Canadians are more likely to be: A) passive and stiff B) happy and casual C) sociable and casual D) educated and informal E) bilingual and formal
bilingual and formal
A sales manager is writing the script for his salespeople to follow when approaching new potential clients. What part of the process is most important for the manager to leave open for sales reps to flex according to the communications style of the prospective client? A) asking for the close B) presenting the benefits of the services C) developing rapport with the prospective client D) presenting the pricing structure E) discovering the prospective client's needs
developing rapport with the prospective client
A newly-hired salesperson, Jun-Hee Kim, is taking over the sales territory of Arvin Vasquez, a salesperson for her company who is moving out of the area. Arvin left detailed notes on his clients within the CRM system, so Jun-Hee is reviewing these notes. Jun-Hee reads the following about Bob Costello: "Bob is super-friendly and outgoing. He loves to deep sea fish and goes on three trips a year to fish in the Caribbean. His wife is Carol and his kids are Taylor (4th grade) and Jordan (6th grade) (both girls). Bob's buying focus is durability and price, and he expects a relationship with a trustworthy sales rep. Bob can be impatient and doesn't like to waste time during meetings. He tends to maintain control and set the agenda." Based on this summary, what communications style does Bob Costello most likely have? A) sociable B) directive C) emotive D) supportive E) reflective
directive
If you have a preferred communication style, you will most likely: A) use that style exclusively B) change that style as you grow older C) display other communication styles at times D) be unable to understand people with other styles E) need to maintain that habitual style in all contexts
display other communication styles at times
For each person, one of the four styles is usually: A) dominant but hidden B) dominant and easily detectable C) dominant and problematic D) recessive and easily detectable E) recessive and transitional
dominant and easily detectable
Communication-style bias is most likely to occur when a salesperson: A) has a different communication style than a customer B) is unable to understand a customer's regional accent C) fails to use standard terms when describing products D) lacks a grasp of social customs in the customer's culture E) talks too quickly during most sales presentations
has a different communication style than a customer
The quadrant model of communication styles assumes that most people: A) understand the quadrant model well enough to choose their point on the quadrant B) fit into four discrete, unchanging categories and can be easily assessed in that category by others C) change from quadrant to quadrant somewhat regularly D) are aware of their communication style and can alter it depending on the situation E) have a relatively consistent point on both the dominance and sociability continuums
have a relatively consistent point on both the dominance and sociability continuums
Salespeople should use the tactic of style flexing with customers and prospects because: A) it is a breach of etiquette to speak more or less than your customer does in a sales meeting B) a prospect will not buy from someone who presents as more dominant than the prospect is C) it is the C for courtesy in the CARE model D) people like to do business with others they perceive as being similar to themselves E) it is unethical to use the power differential in different communication styles to close a sale
people like to do business with others they perceive as being similar to themselves
The combination of low dominance and low sociability defines a communication style known as: A) mature B) supportive C) emotive D) reflective E) directive
reflective
A customer who displays the reflective communication style can be described as: A) reserved B) sensitive C) frank D) sociable E) malleable
reserved
The scale designed to measure the amount of control we exert over our emotional expressiveness is the: A) communication bias B) emotional index C) sensitivity scale D) excess zone E) sociability continuum
sociability continuum
Which combination of communication styles between salesperson and customer will likely result in a good relationship, but will LEAST likely lead to a firm sale? A) directive salesperson with directive customer B) directive salesperson with supportive customer C) supportive salesperson with supportive customer D) supportive salesperson with reflective customer E) reflective salesperson with emotive customer
supportive salesperson with supportive customer
The words "aloof" and "stuffy" describe which side of which of the following styles? A) the immature side of the supportive style B) the mature side of the supportive style C) the immature side of the reflective style D) the mature side of the reflective style E) the mature side of the directive style
the immature side of the reflective style
On the communication style grid, the two communication styles with low dominance are reflective and supportive. Salespeople with these two communication styles would be best suited for sales situations in which: A) the product is simple to understand so the salespeople don't have to spend much time with potential clients B) the product is highly technical and requires a strong focus on partnering over the long term to discover solutions for the client C) the customers understand the low dominance of the salespeople and are willing to work with them despite their communication differences D) the customers are all reflective or supportive communication styles E) the salespeople are not required to have direct contact with potential clients
the product is highly technical and requires a strong focus on partnering over the long term to discover solutions for the client
Craig is a classic emotive salesperson-friendly, interested in people, excited about the product he sells, and ready to sell to anyone who wants to buy. His sales manager cautions him to consider how he will approach the buyer for a major client, who is known to be blunt, humorless, and focused only on quality assurance reports and pricing. What aspect of Craig's normal approach should he consider altering the most? A) Craig should consider lowering the prices he offers to this buyer from the beginning in order to make the sale. B) Craig should consider presenting features instead of benefits, since the buyer will not respond to anything emotional. C) Craig should consider advanced information-gathering to discover what the buyer's hobbies and interests are to be able to discuss them at the first sales call. D) Craig should consider pulling back on the relationship-building moves, since the buyer is not interested in personal rapport. E) Craig should consider waiting longer to ask for the close than he usually does to give the buyer adequate time to think thoroughly through the decision.
Craig should consider pulling back on the relationship-building moves, since the buyer is not interested in personal rapport.
Which statement is most likely true about the communication-style model? A) It is based on three important dimensions of human behavior. B) Emotion and dominance are the two primary dimensions. C) It is composed of four distinct quadrants. D) It is based on a highly accurate self-rating system. E) Successful salespeople tend to score high on dominance.
It is composed of four distinct quadrants.
Which of the following is most likely true about our individual communication style? A) It is formed before we are born. B) It is formed during the first year of our life. C) It is formed before we enter elementary school. D) It is constantly changing throughout life. E) It is based on environmental factors, not heredity.
It is formed before we enter elementary school.
If the prospect's most preferred communication style is reflective, the salesperson should avoid actions that are too informal. T/F
True
If your customer's preferred communication style is directive, you should keep the relationship as businesslike as possible. T/F
True
When we move into the excess zone, which of the following usually happens? A) Stress levels decrease. B) Style flexing decreases. C) Style flexing increases. D) Speech becomes more cautious. E) Speech becomes erratic and slurred.
Style flexing decreases.
________ is communicating in a way more readily understood by and more agreeable to persons of another communication style.
Style Flexing
A customer is rude to the salesperson during sales calls, requests additional research and market data, and refuses to accept courtesy calls from the salesperson. However, the customer places several large orders for the product from the salesperson. Which statement best explains the customer's discordant behavior? A) The salesperson represents an inferior product that the customer does not need. B) The salesperson has used the wrong approach by not establishing rapport with the customer. C) The customer is not the ultimate decision maker for the account but would like to be. D) The customer is a directive who dislikes extraneous contact with the salesperson but makes decisions rapidly based on data. E) The customer is a reflective who cannot concentrate when the salesperson engages in frequent interruptions.
The customer is a directive who dislikes extraneous contact with the salesperson but makes decisions rapidly based on data.
Adapting to the customer's preferred communication style can enhance sales performance. T/F
True
Communication style bias can cause a feeling that we simply do not like another person, without knowing exactly why. T/F
True
Sociability reflects the amount of control we exert over our emotional expressiveness. T/F
True
Tone of voice can be a clue to identifying a customer's communication style. T/F
True
________ is the degree to which a salesperson is perceived as developing and maintaining buyer comfort throughout the sales process.
Versatility
If a prospect has low dominance, the salesperson should: A) be aware that the prospect might not actively raise objections during the sales call B) persuade the prospect to buy, since the prospect is unlikely to resist C) know that this prospect cannot make a buying decision D) speak more quietly and slowly when presenting to the prospect E) be prepared to be peppered with questions
be aware that the prospect might not actively raise objections during the sales call
The immature characteristics of each style can most likely: A) never be altered because of heredity B) overcome communication-bias issues C) enhance overall sales performance D) change with time and effort E) lead to increased sociability
change with time and effort
"Behavior style" and "social style" are other ways of referring to: A) communication style B) emotive style C) directive style D) higher dominance E) lower dominance
communication style
A customer who is lower in dominance would most likely be: A) deliberate B) hurried C) talkative D) cooperative E) decisive
cooperative
The stereotype of salespeople is that they are all Emotives: good at talking and influencing people into buying the product they are selling. It would most likely be harmful to the sales process to have an emotive sales representative if the: A) customer is low on the sociability continuum B) customer is high on the sociability continuum C) product being sold is viewed as costly by the customer D) product being sold is in the mature stage of the product life cycle E) salesperson engages in style flexing to accommodate the customer's needs
customer is low on the sociability continuum
A customer who takes the social initiative in most cases and expresses feelings openly is displaying characteristics of which of the following styles? A) dominant B) reflective C) supportive D) directive E) emotive
emotive
The ________ communication style combines high sociability and high dominance.
emotive
The four-style communication model described in the text is: A) increasingly used in training programs B) applicable only to salespeople in the United States C) limited in its usefulness in the real world D) the basis for developing customer strategies E) based on research developed in the last decade
increasingly used in training programs
Zone one, zone two, and the excess zone are used to describe which dimension of our communication styles? A) maturity B) intensity C) predictability D) flexibility E) adaptability
intensity
A salesperson with low dominance who is selling to a customer with high dominance may run the risk of: A) intimidating the customer into buying B) focusing on features instead of benefits tailored to the customer C) being afraid to speak to the customer D) letting the customer drive the closing process instead of the salesperson guiding it E) losing the sale if the customer thinks the salesperson does not have product knowledge
letting the customer drive the closing process instead of the salesperson guiding it
Eli's position at Global-Mach involves purchasing complex manufacturing components, making decisions based on technical data, and creating detailed, scientific reports. Although Eli is very effective at his job, he experiences significant difficulty when engaging in communication with the highly sociable salesperson who services the account. When the salesperson wants to discuss personal matters, Eli appears aloof, reserved, and preoccupied. Eli most likely has a(n) ________ communication style. A) emotive B) directive C) reflective D) passive E) supportive
reflective
CRM software can most likely help a salesperson to do all of the following EXCEPT: A) remember the names of the customer's family members B) develop a partnering relationship with the customer C) track which products a customer prefers to purchase D) shift the customer from a reflective to emotive style E) adapt to the customer's communication style
shift the customer from a reflective to emotive style
The idea that the characteristics that make others respect you can also make others frustrated with you is called the ________ paradox. A) sociability B) dominance C) strength-weakness D) flexing E) communication-bias
strength-weakness
A customer who combines low dominance and high sociability displays which of the following styles? A) emotive B) supportive C) directive D) reflective E) communicative
supportive
The words "reserved," "warm," and "compliant" describe the ________ style.
supportive
Understanding a customer's communication style tells the salesperson: A) the customer's preferences in how they are communicated with and what their product needs are B) the customer's preferences in how they are communicated with, but not what their product needs are C) the customer's product needs, but not their preferences in how they are communicated with D) neither the customer's product needs nor their preferences in how they are communicated with E) what the approximate length of the sales cycle will be for this customer
the customer's preferences in how they are communicated with, but not what their product needs are
Communication style is an important aspect of our personality. T/F
true
Communication style is based on a combination of hereditary and environmental factors. T/F
true
Which term refers to the degree to which a salesperson is perceived as developing and maintaining buyer comfort throughout the sales process? A) rigidity B) sensitivity C) maturity D) believability E) versatility
versatility
A salesperson who is having trouble determining his own communication style most likely falls into: A) the excess zone B) zone one C) zone two D) the flex zone E) the bias zone
zone one
People who display their emotions with less intensity are said to be in: A) zone one B) zone two C) zone three D) zone four E) the excess zone
zone one
Gavin's position at Pharma-Tech involves purchasing complex manufacturing components, making decisions based on technical data, and creating detailed, scientific reports. Tanya, the sales representative assigned to work with Gavin, has experienced difficulties in the past when attempting to communicate with Gavin, who is precise, aloof, serious, and disciplined. Which of the following would most likely help Tanya build a relationship with Gavin? A) Tanya should use both verbal and nonverbal communication styles to keep Gavin engaged in the sales presentation. B) Tanya should express great enthusiasm for the products she sells and ask Gavin many questions to draw him into the presentation. C) Tanya should give a quick-paced presentation and attempt to close the sale quickly to prevent wasting too much of Gavin's time. D) Tanya should take time to learn about Gavin's personal and work life before giving a brief overview of the product she is selling. E) Tanya should give a well-organized presentation with extensive documentation and avoid pressuring Gavin to make a quick decision. Answer: E
Tanya should give a well-organized presentation with extensive documentation and avoid pressuring Gavin to make a quick decision.
A salesperson is required by his employer to use a script when making a sales presentation. The script includes standard jokes and repeated attempts at relationship building, plus a rapid close to the sale. The salesperson recognizes that a potential client has a reflective communication style and may be offended by some of the elements in the script. What should the salesperson do? A) The salesperson should omit the jokes and downplay the relationship-building attempts, while drawing out the close to give the potential client longer to decide. B) The salesperson should abandon the script without telling her manager and be blunt and direct with the potential client. C) The salesperson should double up on the research and facts she presents during the presentation to appeal to the potential client's deliberate side. D) The salesperson should ask her sales manager to come with her to the first sales call so that the potential client knows the company is serious about winning the client's business. E) The salesperson should stick with the script and timing as written, as it's been tested by her manager and has a high rate of success.
The salesperson should omit the jokes and downplay the relationship-building attempts, while drawing out the close to give the potential client longer to decide.
Style flexing is the deliberate attempt to accommodate the needs of your customer. T/F
True
The zones in the communication-style model might be thought of as "intensity zones." T/F
True