Module 4

Communicating Effectively

Communication to me is,………

Effective Communication can,….

http://video.google.ca/videoplay?docid=-109358107575560791&total=42&start=0&num=10&so=0&type=search&plindex=9

Sales Communication as a Collaborative Process

What’s the difference between “talking What’s the difference between “talking atat the customer” and “talking the customer” and “talking withwith the the customer”?customer”?

Provide an example!Provide an example!

Listening Skills Inventory Exercise

How do you measure up?

Page 121 – Exhibit 4.7 – 10 Keys to Effective Listening

How Well Do We Listen?

People use 1/4 of their listening capacity People use 1/10 of their memory potential People forget 1/2 of what they have heard

within eight hours Eventually, people forget 95% of what they

have heard unless cued by something later on

People usually distort what little they do remember

In a Selling Context

Put in a selling context, if you spend six hours a day with prospects, you might spend three hours listening to them. Then you would...

... Hear about 90 minutes worth ... Listen to 45 minutes worth ... Understand 22 1/2 minutes of it ... Believe only 11 minutes of it, ... Remember only 5 5/8 minutes of it

Put in a selling context, if you spend six hours a day with prospects, you might spend three hours listening to them. Then you would...

... Hear about 90 minutes worth ... Listen to 45 minutes worth ... Understand 22 1/2 minutes of it ... Believe only 11 minutes of it, ... Remember only 5 5/8 minutes of it

Verbal Communication: Listening

Types of Listening

Marginal/Social Listening Recipients hear the words but are easily distracted

and may allow their minds to wander Evaluative Listening

Listeners are concentrating on what is being said but do not sense what is being communicated nonverbally or through more subtle verbal cues

Active Listening A process in which the listener receives messages,

processes them, and responds so as to encourage further communication

SIER Hierarchy of Active Listening

Res-Res-pondingponding

EvaluatingEvaluating

InterpretingInterpreting

SensingSensing

In-class Exercise – Arco Company

Nonverbal Communication Facial Expressions Eye Movements Placement and Movements of Hands, Arms,

Head, and Legs Body Posture and Orientation Variation in Voice Characteristics

Speaking Rate and Pause Duration Pitch or Frequency Intensity and Loudness

Proxemics Note page 125, Exhibit 4.8, is a guide only,

not always 100% accurate.

FaceFace

PosturePosture

FeetFeet LegsLegs

ArmsArmsHandsHands

HeadHead

Reading and Reacting to Nonverbal Signals Nonverbal signals are processed at a sub-

conscious level There are five major nonverbal

communication channels Body Angle Face Arms Hands Legs

Nonverbal Communication

More information is communicated nonverbally than through any other form of communication Tone of voice and accents Body language (facial expressions, gestures,

and attitudes) Choice of dress influences nonverbal

communication

Personal Distance/Proxemics

Public Zone: >12 feet

Social Zone: 4 - 12 feet

Personal Zone: 2-4 feet

Intimate Zone: 0-2 feet MeMe

YouYou

Verbal Communication: Questioning

Control the flow and direction of the conversation

Uncover important information (disclosure) Demonstrate concern and understanding Facilitate the customer’s understanding

Salespeople skilled at questioning take a strategic Salespeople skilled at questioning take a strategic approach to asking questions so that they may:approach to asking questions so that they may:

Verbal Communication:Strategic Application of Questioning

Generate Buyer Involvement Provoke Thinking Gather Information through

disclosure Clarification and Emphasis Show Interest Gain Confirmation Advance the Sale

Types of Questions:

Open-end Questions

How do You Feel?How do You Feel?

Types of Questions:

Open-end Questions

Closed-end Questions

Do You Feel Good?Do You Feel Good?

Types of Questions:

Open-end Questions

Closed-end Questions

Dichotomous/Multiple-Choice Questions

Do You Feel Happy or Sad?Do You Feel Happy or Sad?

Discussion Question – page 129 (Q:4)

Explain the difference in the uses of probing, evaluative, tactical, and reactive questions in trust-based selling.

Questions Classified by Strategic Purpose Probing – used for digging, useful during

discovery and objection handling Evaluative – uncovers attitudes, opinions and

preferences Tactical – used to shift or redirect the

discussion/conversation Reactive – used in response to the reaction

of a buyer/customer

SPIN Questioning System

Four types of questions: Situational Problem Implication Need-Payoff

Situation Questions

Finding out facts about the buyer’s existing situation.Finding out facts about the buyer’s existing situation.

How many people do you employ at this location? How do How many people do you employ at this location? How do you manage your customers and contacts?you manage your customers and contacts?

Least powerful of the SPIN questions. Negative relationship Least powerful of the SPIN questions. Negative relationship to success. Most people ask too many.to success. Most people ask too many.

Eliminate unnecessary Situation Questions by doing your Eliminate unnecessary Situation Questions by doing your homework in advance.homework in advance.

Definition:Definition:Definition:Definition:

Examples:Examples:Examples:Examples:

Impact:Impact:Impact:Impact:

Advice:Advice:Advice:Advice:

SPIN – Situation Questions

Buyer: SteveESI Enterprises

Seller: EthanACT!

Problem Questions

Asking about problems, difficulties or dissatisfactions that Asking about problems, difficulties or dissatisfactions that the buyer is experiencing with the existing situation.the buyer is experiencing with the existing situation.

Have you ever had trouble managing your time & Have you ever had trouble managing your time & customers?customers?Which parts of the system create error?Which parts of the system create error?

More powerful than Situation Questions. People ask more More powerful than Situation Questions. People ask more Problem Questions as they become more experienced at Problem Questions as they become more experienced at selling.selling.

Think of your products or services in terms of the problems Think of your products or services in terms of the problems they solve for buyers—not in terms of the details or they solve for buyers—not in terms of the details or characteristics that your products possess.characteristics that your products possess.

Definition:Definition:Definition:Definition:

Examples:Examples:Examples:Examples:

Impact:Impact:Impact:Impact:

Advice:Advice:Advice:Advice:

SPIN – Problem Questions

Buyer: SteveESI Enterprises

Seller: EthanACT!

Implication Questions

Asking about the consequences or effects of a buyer’s Asking about the consequences or effects of a buyer’s problems, difficulties, or dissatisfactions.problems, difficulties, or dissatisfactions.

What effect does that problem have on your productivity?What effect does that problem have on your productivity?Could that be impeding your ability to develop good Could that be impeding your ability to develop good relationships with your customers?relationships with your customers?

The most powerful of all SPIN questions. Top salespeople The most powerful of all SPIN questions. Top salespeople ask lots of Implication Questions.ask lots of Implication Questions.

These questions are the hardest to ask. Prepare for these These questions are the hardest to ask. Prepare for these questions by identifying and understanding the questions by identifying and understanding the implications of various suspected needs prior to the sales implications of various suspected needs prior to the sales call.call.

Definition:Definition:Definition:Definition:

Examples:Examples:Examples:Examples:

Impact:Impact:Impact:Impact:

Advice:Advice:Advice:Advice:

SPIN – Implication Questions

Buyer: SteveESI Enterprises

Seller: EthanACT!

Need-Payoff QuestionsAsking about the value or usefulness of a proposed Asking about the value or usefulness of a proposed solution. They seek the buyer’s opinion as to what life solution. They seek the buyer’s opinion as to what life would be like if the problem was solved.would be like if the problem was solved.

How would better time & customer management help you?How would better time & customer management help you?Would you like to discuss how we can do that for you?Would you like to discuss how we can do that for you?

Versatile questions used a great deal by top salespeople. Versatile questions used a great deal by top salespeople. These questions help the buyer to understand the benefits These questions help the buyer to understand the benefits of solving the problem.of solving the problem.

Use these questions to get buyers to Use these questions to get buyers to tell youtell you the benefits that the benefits that your solution can offer.your solution can offer.

Definition:Definition:Definition:Definition:

Examples:Examples:Examples:Examples:

Impact:Impact:Impact:Impact:

Advice:Advice:Advice:Advice:

SPIN – Need-Payoff Questions

Buyer: SteveESI Enterprises

Seller: EthanACT!

ADAPT Techniques for Needs Discovery

• Broad bases and general facts describing situation• Non-threatening as no interpretation is requested• Open-end questions for maximum information

Assessment QuestionsAssessment Questions

•Build on Assessment Questions• Questions probing information gained in assessment• Seeking to uncover problems or dissatisfactions that

could lead to suggested buyer needs• Open-end questions for maximum information

Discovery QuestionsDiscovery Questions

• Show the negative impact of a problem discovered in the discovery sequence

• Designed to activate buyer’s interest and desire to solve the problem.

Activation QuestionsActivation Questions

• Projects what life would be like without the problems• Buyer establishes the value of finding and

implementing a solution

Projection QuestionsProjection Questions

• Confirms interest in solving the problem

• Transitions to presentation of solution

Transition QuestionsTransition Questions

Reacting Duringthe Questioning Stage Question-based presentations are the link between

salespeople’s ability to listen and to uncover buyer motivations

Salespeople who are empathetic are better able to understand their prospects’ motives

“Check the pulse” of prospects regularly

Remain alert for any signals that prospects may send

Responding to Tough Questions

When your prospect asks you tough, uncertain questions Restate the question to make sure you

understand it correctly. Ask:

“Can I think about that for a while?” “That is a good question and I do not readily have

the answer” You could also start with a general reply Don’t fake it