Module 4 Communicating Effectively. Communication to me is,………
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Transcript of Module 4 Communicating Effectively. Communication to me is,………
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