Sales Chapter #5

Your communication style is the

"you" that is on display every day—the outer pattern of behavior that others see. If your style is very different from the other person's, it may be difficult for the two of you to develop a rapport

Communication Style Principles

- Individual differences exist and are important - A communication style is a way of thinking and behaving - Individual style differences tend to be subtle - There are a finite number of styles - Being in sync with those you work with helps to create the most productive relationship

Some of the verbal and nonverbal clues that identify the Emotive person follow:

Appears quite active. Takes the social initiative in most cases. Likes to encourage informality Expresses emotional opinions

A few of the behaviors displayed by Directives follow:

Appears to be quite busy. May give the impression of not listening. Displays a serious attitude. Likes to maintain control.

Some additional behaviors that characterize this style follow:

Controls emotional expression Displays a preference for orderliness. Tends to express measured opinions. Seems difficult to get to know.

Dominance Continuum

Every person falls somewhere on a continuum ranging from low dominance to high dominance.

Other behaviors that commonly characterize the Supportive person follow:

Gives the appearance of being quiet and reserved. Listens attentively to other people. Tends to avoid the use of power. Makes decisions in a thoughtful and deliberate manner.

Building Relationships with Emotive Customers

If you are attempting to sell products to an Emotive person, keep in mind the need to move at a pace that holds the attention of the prospect. Be enthusiastic and avoid an approach that is too stiff and formal. Take time to establish goodwill and build relationships. Do not place too much emphasis on the facts and details. To deal effectively with Emotive people, plan actions that provide support for their opinions, ideas, and dreams.

two dominance categories:

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.

Four Styles of Communication

Supportive, emotive, reflective, directive

Building Relationships with Supportive Customers

Take time to build a social relationship with the Supportive person. Spend time learning about the matters that are important in this individual's life—family, hobbies, and major interests. Listen carefully to personal opinions and feelings. Supportive individuals like to conduct business with sales personnel who are professional but friendly.

Building Relationships with Reflective Customers

The Reflective person responds in a positive way to a thoughtful, well-organized approach. Arrive at meetings on time and be well prepared. In most cases, it is not necessary to spend a great deal of time building a social relationship. Reflective people appreciate a no-nonsense, businesslike approach to personal selling

Building Relationships with Directive Customers

The key to relating to Directives is to keep the relationship as businesslike as possible.

Reflective Style

The lower-left quadrant of the communication style model features a combination of lower dominance and lower sociability The Reflective person tends to examine all the facts carefully before arriving at a decision. The Reflective type is usually a stickler for detail.

Directive Style

The lower-right quadrant defines a style that combines higher dominance and lower sociability. These people have been described as frank, demanding, assertive, and determined.

communication style bias

The most frequently occurring form of bias a state of mind that almost every one of us experiences from time to time, but we usually find it difficult to explain the symptoms. Communication style bias can develop when we have contact with another person whose communication style is different from our own.

Supportive Style

The upper-left quadrant shows a combination of lower dominance and higher sociability these people find it easy to listen and usually do not express their views in a forceful manner Low visibility generally characterizes the lifestyle of Supportive people. They complete their tasks in a quiet, unassuming manner and seldom draw attention to what they have accomplished. In terms of assertiveness, persons with the Supportive style rank quite low. Someone who ranks higher on the dominance continuum might view the Supportive individual as being too easygoing.

Emotive Style

The upper-right quadrant a style that combines higher sociability and higher dominance They are expressive and willing to spend time maintaining and enjoying a large number of relationships. They are outspoken, enthusiastic, and stimulating. The Emotive person wants to create a social relationship quickly and usually feels more comfortable in an informal atmosphere.

Strength-Weakness Paradox

Zone one: People who fall within this zone display their unique behavioral characteristics with less intensity than those in zone two. Zone two Persons who fall within this zone display their unique behavioral characteristics with greater intensity than persons in zone one. Excess zone The excess zone is characterized by a high degree of intensity and rigidity. When people allow themselves to drift into this zone, they become very inflexible, which is often interpreted by others as a form of bias toward their style.

Dominance

can be defined as the tendency to control or prevail over others

Individuals who are low in sociability tend to

control their feelings. Lower sociability is an indicator of a person's desire to work in an environment where the person has more time alone instead of having to make conversation with others. The person who is classified as being lower in the area of sociability is more reserved and formal in social relationships.

Individuals who are higher in sociability tend to

express their feelings freely high sociability is an indication of a person's preference to interact with other people.

Style flexing

is the deliberate attempt to adapt one's communication style to accommodate the needs of the other person.

versatility

our ability to minimize communication style bias

Dominant people tend to be

quite competitive. They also tend to offer opinions readily and to be decisive, opinionated, self-assertive, and vocal.

Sociability Continuum

reflects the amount of control we exert over our emotional expressiveness

communication style

the ways in which someone interacts with and delivers information to others when communicating The impressions that others form about us are based on what they observe us saying and doing. They have no way of knowing our innermost thoughts and feelings, so they make decisions about us based on what they see and hear.