Chaper 5 - Your Selling Style 2-19-21
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Transcript of Chaper 5 - Your Selling Style 2-19-21
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Chapter 5Finding Your Selling Style
MKTG. 377
February 19, 2013
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:
1. Recognize the different behavioral styles.
2. Learn how to deal with people who operate fromeach of the various styles.
3. Understand the concept of versatility and how itaffects your ability to relate to all social styles.
4.
Become familiar with gender issues in selling.5. Discover how neurolinguistic programming (NLP)
can be useful to salespeople.
CHAPTER 5: Finding Your Selling Style
What Youll Learn About Today
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A Difference in Social StyleFailure to understand socialstyles can cause lost sales,
frustration, resentment,firing or just losing it
Understanding styles leads to better communication
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The concept of varying BehavioralStyles is credited to Carl Jung
Swiss psychologist
His work laid the foundation for theMyers-Briggs personality test
Influenced the creation of AlcoholicsAnonymous
Recognized mankind for its flaws
4
Expanded Freuds studies on theadult ego to state that
personalities include 4 functions
1. Intuition
2. Thinking
3. Feeling
4. Sensing...mankind is the origin of evil
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Whose Quotes are these?Neil Young or Carl Jung
The Needle & the Damage Done
X____
X ____
Neil Young: Then & Now
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The Social Styles Model
Basic Concepts1.Primary style: a persons
favorite style
2.Back up style: used sometimes(especially under stress)3.Clues to style: manner of
speech, use of time, gesturesused
4.We respond to a style similar toour own
Behavioral Styles in Selling Know your style well Style reflects surface
behavior. It is not an in-depthpersonality analysis
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Versatility as a Communication
Tool Conflict can happen if we use or
stay in our own style FlexibilityorVersatility: the
willingness to control personal
behavior and adapt
Psychological Reciprocity:
(most desired) when we adjust /move towards the prospects
style, then they feel compelled to
move towards our style
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The Social Styles Model 4 Types
1. DRIVER: Takes it in now and REACTS2. EXPRESSIVE: Intuitive, imaginative,
abstract3. AMIABLE: Touchy / feely & emotional4. ANALYTICAL: Thinks & organizes info
logically
Basic Communication Concepts Style is your approach to receive &
send messages
People chose to operate using theirfavorite style
You can identify someones primarystyle by observing
People respond favorably to astyle that is similar /complimentary to their ownPrimary & Backup styles
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4 Behavioral Styles:
Strengths & Weaknesses
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Recognizing Social Styles
Identifying the 4 Behavioral Styles
DRIVERS - High assertivenessand low responsiveness.
Control specialists EXPRESSIVES - High
assertiveness and highresponsiveness. Socialspecialists
AMIABLES - Low assertivenessand high responsiveness.Support specialists
ANALYTICALS - Lowassertiveness and lowresponsiveness. Technicalspecialists
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Social Style Profile:DRIVER TRAITS
1. Decisive in action and decision making
2. Likes control; dislikes inaction
3. Prefers maximum freedom to manage self andothers
4. Cool, independent, and competitive with others
5. Low tolerance for feelings, attitudes, and advice ofothers
6. Works quickly and impressively alone
7. Seeks esteem and self-actualization
8. Has good administrative skills
DRIVING THE DRIVER
SPEND LITTLE TIME TRYING TO RELATEON A PERSONAL LEVEL
MOVE FAST AND FOCUS ON THE BEST $$RELATED BENEFITS OF YOUR PRODUCTOR SERVICE & USE SOLID EVIDENCE
BE BRIEF AND FOCUS ON THE BOTTOMLINE
THE FEWER VISUAL AIDS THE BETTER
ASK QUESTIONS TO INVOLVE THEM & LETTHEM TALK
BE READY & WILLING TO JOUST WITHTHEM WHEN THEY TEST YOU
ANSWER OBJECTIONS IMMEDIATELY &NEVER BS THEM
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1. Spontaneous actions and decisions
2. Likes involvement3. Exaggerates and generalizes
4. Tends to dream and get others caught up inthose dreams
5. Jumps from one activity to another
6. Works quickly and excitedly with others
7. Seeks esteem and group identification
8. Has good persuasive skills
Social Style Profile:EXPRESSIVE TRAITS
EXCELLING WITH THE EXPRESSIVE SHOW THEM HOW THEY CAN PERSONALLY WIN
& HELP THEIR COMPANY ASK OPEN ENDED QUESTIONS THAT ENABLE
THEM TO TALK AT LENGTH ABOUT THEIR PLANS& THEN RELATE YOUR PRODUCTS BENEFITS TO
THEIR PLANS OPEN WITH INNOVATIVE IDEAS FOR THEM TO
GROW AND WIN WITH VIA YOUR PRODUCT PRESENT PROPOSALS, SEEK FEEDBACK, ASK
THEM TO BE YOUR SOUNDING BOARD - SHOWRESPECT BUT DO NOT BE PATRONIZING
USE SHOWMANSHIP - MAKE IT SOMEWHATFANCY
DONT ARGUE WTH THEM OR BACK THEM INTO
A CORNER ASK THEM IF THEY WANT YOU TO RESPOND TO
THEIR STATED CONCERNS (OR ARE THEY JUSTTHINKING ALOUD?)
USE TESTIMONIALS LET THEM CHOOSE THE MODE OF
IMPLEMENTATION, NOT YOURS
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1. Slow in making decisions or taking actions
2. Likes close, personal relationships3. Dislikes interpersonal conflict
4. Supports and actively listens to others
5. Weak in goal setting and self-direction
6. Seeks security and identification with a group
7. Has good counseling and listening skills
Social Style Profile:AMIABLE TRAITS
ASSURING THE AMIABLE
PLAN AN APPROACH WITH MUCHPERSONAL INFORMATION
AVOID A RIGID CANNED APPROACH
MAKE PRESENTATION INFORMAL WITHVISUALS & TESTIMONIALS USE EMPATHY & PROVE THAT YOU
UNDERSTAND AND ACCEPT THEIRFEELINGS
SPEND TIME RELATING TO THEM, MAKETHEM COMFORTABLE
BE OPEN AND CANDID, DEVLOP APERSONAL RELATIONSHIP
OFFER THEM GUARANTEES ANDASSURANCES TO EASE THEIR FEARS
USE 3rd PARTY REFERENCES & CASEHISTORIES
AVOID ASKING DIRECTLY FOR THEIRBUSINESS. INSTEAD, ASSUME THEY AREFAVORABLE AND ASK THEM TO TELL YOUABOUT NEXT STEPS
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1. Cautious in decisions and action
2. Likes organization and structure
3. Dislikes involvement4. Asks specific questions
5. Prefers objective, task-oriented, intellectualwork
6. Wants to be right, so collects much data
7. Works slowly, precisely, and alone
8. Seeks security and self-actualization
9. Has good problem-solving skills
Social Style Profile:ANALYTICAL TRAITS
ANALYZING THE ANALYTICAL
DO YOUR HOMEWORK AND KNOW THEIRBUSINESS THOROUGHLY
USE A LOGICAL LOW KEYED APPROACHTO RELATE
MAKE SURE THEY UNDERSTAND HOW YOUWILL PRESENT TO THEM
EMPHASIZE TESTED, PROVEN ASPECTS OFYOUR PRODUCTS BENEFITS
MAKE USE OF VISUAL AIDS IN YOURPRESENTATION
PRESENT INFORMATION IN ACONTROLLED, PROFESSIONAL & HIGHLYORGANIZED FASHION
POINT OUT THE PROS AND CONS OF YOUROFFERING
PRESENT A DETAILED SUMMARY AT THEEND OF PRESENTATION
DONT EVER SAY IN MY OPINION THESE PEOPLE WANT FACTS THAT CAN BE
DOCUMENTED
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Social Styles Summary Sheet
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The Impact of Social Style on
Sales Success
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Recognizing Social StylesIdentifying the Behavioral Styles
within this British Company
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What Do You Think Are TheirPrimary (Public) Social Styles?
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& now theres even an App for it
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Identifying Pace and Priority
Important questions to askyourself to determine aprospects pace and priority:
1. How fast are decisions
made?
2. How competitive is the
person?
3. How much feeling is
displayed in verbal & non-
verbal communication?
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Gender Style Differences
Contribution ofGender Issues in theBusiness World Proxemics(the distance individuals prefer to
keep between themselves) Plays a major role in cross-gender communication
Important to emphasize and encourage thedifferences between men and womenscommunication styles in order to benefit fromthose differences
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Relating to the Opposite Sex
Ask Yourself: Do gender differences create diverse ways of thinkingor different reactions in a sales situation?
Determine what you need to be aware of when selling tosomeone of the opposite sex
Adjust your style to use the strengths unique to the gender ofyour prospect
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Suggested Ways That Men andWomen Can Better Relate To
Each Other in Business
FOR SALESMEN:
Use Report Talk vs. Rapport Talk
Stop Interrupting
Feel the Sale
Control your Language
FOR SALESWOMEN:
Speak Confidently &
Clearly
Feed Them Data
Practice Your Humor
Avoid Girl Talk
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Reading the ProspectsEnvironment
Notice the ProspectsSurroundings
Office decorations and howthings are arranged
Furniture Pictures, diplomas, awards
Being able to identify a social styledoes not provide a crystal ball thatpredicts a prospects every action,
Amiables office setting
War Room - Driver
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Neurolinguistic Programming
(NLP)
Perceptual fields are ways inwhich people view the world
Use these as another way toobserve and understand people
Separate from social styleanalysis
The science of how the brainlearns
Modes of Perception-Most of us favor onemode
1. Auditory - Sound
2. Visual - Sight
3. Kinesthetic - Touch
NLP Co-founder Richard Bandler
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NLP can help you develop theability to identify a prospects modeof perception
Adapt your mode of selling to
their mode of learning
Identifying a Prospects Behavior
Tapping into the prospects system of perception
Ethics of employing socialstyle analysis or NLPconcepts:
Good if they are used as tools to obtaininformation that will aid in serving theclient
If they are used to satisfy personalgreed, you have an ethical problem(DONT TAKE ADVANTAGE)
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Identifying Modes of Perception
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Predicate Words:
A Guide to the Modes of Perception
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Interpreting Predicate Words
I am watchingdevelopments in that particularstock; before I buy, I want to see the progress itmakes this quarter and get a picture of what to
expect in the future
KINESTHETIC
AUDITORY
VISUAL
There is so much noise in here that I cant hearmyself think
The atmosphere was heavyand damp;there was an oppressive stillness, thickwith apprehension
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Assignment for Thursday,
February 21st Read Chapter 6 - PREPARATION FOR
SUCCESS IN SELLING in your textbook
and be prepared to discuss key pointsaddressed within it.
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Tuesday, February 26th - EXAM 1 66 Multiple Choice questions worth 1.5 points
each Chapters 1-6 and supplemental ETHICS lecture
Please bring a SCANTRON 882E form to classand a number 2 pencil