ENT4122: Go to Market Strategies Quiz

Course Information

• Course Title: ENT4122: Go to Market Strategies
• Course Subtitle: Communication Skills
• Institution: FSU Jim Moran College of Entrepreneurship

Learning Objectives

• Describe the significance of collaborative, two-way communication in trust-based sales.
• Explain the various types of questions used in selling.
• Connect various roles in selling with strategic questioning in trust-based selling.
• Explain the five steps of the ADAPT questioning sequence for effective fact-finding and needs discovery.
• Describe the steps for effective active listening.
• Show how using images instead of words helps explain concepts and improves comprehension.
• Compare different types of nonverbal communication.

Sales Communication as a Collaborative Process

• Trust-based sales communication involves talking with, rather than at, the customer.
• It's a collaborative, two-way communication style.
• Buyers and sellers must work together to understand the needs and create a solution.
• Effective strategies use purposeful questions and active listening.
• Virtual and in-person selling utilize similar interpersonal skills.
• Purposeful questions encourage detailed responses to understand needs, expectations and current situation.

Types of Questions

• Open-end questions allow customers to answer freely.
• Closed-end questions limit responses to one or two words.
• Dichotomous questions give the customer choices between two or more options.
• Probing questions elicit more elaborate and precise details used for needs discovery.
• Evaluative questions uncover attitudes, opinions and preferences.
• Tactical questions change the focus or course of a conversation.
• Reactive questions follow up on previous information from the other party.
• These questions can be combined strategically to manage a sales conversation, gain information, and develop trust.

SPIN Questioning System

• An effective questioning system that strategically follows a sequence.
• Its four question types uncover a buyer's situation, problems and implications of the problems, leading to the proposed solution.
• Situation questions: Gather background information and facts to understand fully the buyer's needs and expectations.
• Problem questions: Probe deeper into the general situation questions to discover problems or dissatisfaction.
• Implication questions: Connect to the problems to find the consequences of these problems.
• Need-payoff questions: Base questions on the implications of the problem to get buyer to recognize the need and value for a solution.

ADAPT Questioning System

• A logic-based system, moving from wide to narrow questions.
• Assessment questions: Broad questions about the buyer's company’s situations, goals and objectives.
• Discovery questions: Probe further to uncover problems and dissatisfaction.
• Activation questions: Reveal how solving the problem will benefit the buyer.
• Projection questions: Ask about the buyer’s future without the problem.
• Transition questions: Focus on translating needs into proposed solution features and benefits.
• Assessment questions should be non-judgmental and open-ended.

Effective Listening

• Several types exist, including:
  • Social Listening
  • Serious Listening
  • Active Listening
  • SI ER Hierarchy Model
• Active listening involves sensing, interpreting, evaluating and responding to verbal and nonverbal information.
• Ten Keys to Effective Listening include finding areas of interest, judging content and not delivery, holding questions until full consideration, listening for ideas, being flexible, working at listening, and exercising your mind.

Using Different Types of Listening

• Verbal information using words, pictures, and numbers to convey meaning.
• Words and symbols mean different things to individuals based on background.
• Effectively use customer's vocabulary to maximize clarity.

Pictures Over Words

• Visual information can be more memorable than verbal counterparts.
• Visual aids can be better processed by the buyer.
• Good visuals help convert ideas into concrete ideas and detailed meaning.
• Integration of visual aids into verbal communication.

Nonverbal Communication

• Nonverbal communication involves conscious and unconscious reactions, movements and utterances besides words and symbols.
• Elements include facial expressions, eye movements, body posture and orientation, and variations in speaking characteristics.
• Nonverbal clusters help better understanding.
• Proxemics is the study of personal space.

Personal Space and Interpersonal Communication

• Defined by Distance Zones: Intimate Zone (0-2ft), Personal Zone (2-4ft), Social Zone(4-12ft) and Public Zone(over 12ft).
• The distance between individuals contributes to nonverbal communication.
• Some examples of body language clusters, include openness, defensiveness, and evaluation.

Upcoming Dates

• Sales Presentation Checkpoint #2 is due Sunday, October 13th.