ENT4122 Ch4 Communication Skills PDF

ENT4122: Go to Market Strategies Communication Skills Learning Objectives After studying this chapter, you will be able to: 4-1 Describe the importance of collaborative, two-way communication in trust-based selling. 4-2 Explain how primary types of questions are applied in sel...

ENT4122: Go to Market Strategies Communication Skills Learning Objectives After studying this chapter, you will be able to: 4-1 Describe the importance of collaborative, two-way communication in trust-based selling. 4-2 Explain how primary types of questions are applied in selling. 4-3 Connect the diverse roles to the use of strategic questioning in trust- based selling. 4-4 Explain the five steps of the ADAPT questioning sequence for effective fact-finding and needs discovery. 4-5 Describe the four sequential steps for effective active listening. 4-6 Demonstrate how the practice of using images instead of words explains concepts and enhances comprehension. 4-7 Compare the different forms of nonverbal communication. 4-1 Sales Communication as a Collaborative Process Trust-based sales communication - Talking with rather than at the customer; - a collaborative and two-way form of communication that allows buyers and sellers to develop a better understanding of the need situation and work together to cocreate the best response for resolving the customer’s needs. 4-1 Sales Communication as a Collaborative Process Virtual and in person selling effectively utilize the same core interpersonal communication skills: - Effectively using purposeful questions - Active listening - Understanding nonverbal dimensions of communication Purposeful, carefully crafted questions can: - Encourage thoughtful responses from a buyer. - Provide richly detailed information about the buyer’s current situation, needs, and expectations. 4-2 Types of Questions Classified by Amount and Specificity of Information Desired Type Description Example Open-end questions Designed to allow the customer What happens when…? respond freely How do you feel…? Describe the…? Closed-end questions Limit the customers’ responses to Do you…? one or two words Are you…? How many…? How often…? Dichotomous questions Allow the customer to select from Which do you prefer, the ___ or two or more options the ___? 4-2 Types of Questions Classified by Strategic Purpose Probing questions: Elicit more articulate and precise details for use in needs discovery and solution identification - Can you share with me an example of that? - How long has this been a problem? - How are you dealing with that situation now? - What is your experience with ___? - That is interesting; could you tell me more? - So, if I understand correctly, ___. Is that right? 4-2 Types of Questions Classified by Strategic Purpose Evaluative questions: Use open-end and closed-end question formats to confirm and uncover attitudes, opinions, and preferences the prospect holds - How do you feel about ? - Do you see the merits of ___? - What do you think ___? 4-2 Types of Questions Classified by Strategic Purpose Tactical questions: Used to shift or redirect the topic of discussion when the conversation gets off course - Earlier you mentioned that ___. - Could you tell me more about how that might affect ___? 4-2 Types of Questions Classified by Strategic Purpose Reactive questions: Refer to or directly result from information previously provided by the other party - “You mentioned that ___. Can you give me an example of what you mean? - That is interesting. Can you tell me how it happened? Exhibit 4.1: Guidelines for Combining Types of Questions Strategic Objective or Purpose of Questioning Amount and Specificity of Explore Gain Confirmation Change Topics or Follow-Up Information and and Discover Redirect Buyer’s Previously Elicited Desired Dig for Details Attitudes/Opinions Attention Statements Open-end Open-end Open-end Open-end Discussion and questions questions designed questions questions Interpretation designed to be to be Evaluative in designed to be designed to be Probing in nature nature Tactical in nature Reactive in nature Closed-end Closed-end Closed-end Closed-end Confirmation and questions questions designed questions questions Agreement designed to be to be Evaluative in designed to be designed to be Probing in nature nature Tactical in nature Reactive in nature Dichotomous or Dichotomous or Dichotomous or Dichotomous or Multiple-choice Multiple-choice Multiple-choice Multiple-choice Choosing from questions questions designed questions questions Alternatives designed to be to be Evaluative in designed to be designed to be Probing in nature nature Tactical in nature Reactive in nature Knowledge Check 1 Which type of questions are used to shift or redirect the topic of discussion when the conversation gets off course? A. Dichotomous questions B. Probing questions C. Reactive questions D. Tactical questions Strategic Application of Questioning in Trust- Based Selling Salespeople combine the different types of questions to accomplish multiple and closely related sales objectives: - Generate buyer involvement - Provoke thinking - Gather information - Clarification and emphasis - Show interest - Gain confirmation - Advance the sale Strategic Application of Questioning in Trust- Based Selling SPIN: Questioning system that sequences four types of questions designed to: - Uncover a buyer’s current situation and inherent problems. - Enhance the buyer’s understanding of the consequences and implications of the problems. - Lead to the proposed solution. Strategic Application of Questioning in Trust- Based Selling Situation questions*: Solicit data and facts needed to develop the buyer’s needs and expectations fully Problem questions*: Follow the more general situation questions to probe further Implication questions*: Follow and relate to the information flowing from problem questions Need-payoff questions*: Based on the implications of a problem 4-4 ADAPT Questioning System ADAPT*: Uses a logic-based funneling sequence of questions, beginning with broad and generalized inquiries designed to identify and assess the buyer’s situation. - Assessment questions - Discovery questions - Activation questions - Projection questions - Transition questions 4-4 ADAPT Questioning System Assessment questions - questions that do not seek conclusions - should address the buyer’s company and operations, goals and objectives, market trends and customers, current suppliers, - and even the buyer as an individual. 4-4 ADAPT Questioning System Discovery questions - follows up on the assessment questions; - they should drill down and probe for further details needed to develop, clarify, and understand the nature of the buyer’s problems fully. 4-4 ADAPT Questioning System Activation questions - used to “activate” the customer’s interest in solving discovered problems - helps them gain insight into the true ramifications of the problem and to realize that what might initially seem to be of little consequence is, in fact, of significant consequence. 4-4 ADAPT Questioning System Projection questions - used to encourage and facilitate the buyer in “projecting” what it would be like without the problems that have been previously “discovered” and “activated.” 4-4 ADAPT Questioning System Transition questions - used to smooth the transition from needs discovery into the presentation and demonstration of the proposed solution’s features and benefits. Figure 4.2: Six Facets of Effective Listening Polling Activity Scenario Nanatte DeLaPuerta is a business development manager for an industry-leader in the development and distribution of software and custom business solution applications. She has a degree in software engineering and 11 years of experience in the digital business solutions industry. Nanatte feels she has a level of expertise and knowledge much greater than most of the prospective buyers with whom she works. This feeling, combined with her unbridled impatience, often results in Nanatte interrupting the statements of buyers, finishing their thoughts for them, and assuming she has a deeper understanding of the buyer’s needs than the buyer. Rather than encouraging the buyer to fully describe their situation and the nature of the buying organization’s challenges and needs, Nanatte often seems to be telling the buyer what their organization should be acquiring and using—solutions that have a closer correspondence with products Nanatte needs to sell rather than the customer’s actual needs. Nanatte continues to sell applications. However, her customer retention level is below average and her sales production has peaked over the past couple of years. Nanatte recognizes that something is wrong and is seeking to change and adopt a more effective selling process. She has recently completed a trust-based selling program and is contemplating changing the way she sells in order to improve her selling performance. Polling Activity What should Nanatte do?  Continue selling based on her experience and obvious superior knowledge of what prospects need.  Use the selling process she is comfortable with and simply call on more prospects to increase sales performance.  Learn to use effective questions to engage prospects; actively listen to gain understanding of prospect’s actual needs; and develop unique solutions based on prospect’s specific needs. 4-5 Using Different Types of Listening Social listening: An informal mode of listening associated with day-to-day conversation and entertainment. Serious listening: A form of listening that is associated with events or topics in which it is important to sort through, interpret, understand, and respond to received messages. Active listening: The cognitive process of actively sensing, interpreting, evaluating, and responding to verbal and nonverbal messages. - Concentration: Required to break through distractions and other interference - Cognition: Used to sort through and select relevant messages and interpret them  Figure 4.3: S I E R Hierarchy of Active Listening SIER*: A model that depicts active listening as a hierarchical, four-step sequence of sensing, interpreting, evaluating, and responding Exhibit 4.7: Ten Keys to Effective Listening 1. Find areas of interest 6. Work at listening 2. Judge content, not 7. Resist distractions delivery 8. Exercise your mind 3. Hold fire until full consideration 9. Keep an open mind 4. Listen for ideas 10.Capitalize on the fact that thought is faster than 5. Be flexible speech 4-5 Using Different Types of Listening Verbal information: Statements of fact, opinion, and attitude encoded in the form of words, pictures, and numbers to convey meaning to a receiver. - Many words and symbols mean different things to different people. Different cultures, experiences, training - To maximize clarity, a salesperson should understand and use the vocabulary and terminology that corresponds with the perspective of the customer. 4-6 Understanding the Superiority of Pictures Over Words Pictures tend to be more memorable than their verbal counterparts. - The verbal message should be constructed in a manner that generates a mental picture in the receiver’s mind. - Use words and phrases that convey concrete and detailed meaning. - Integrate relevant visual sales aids into verbal communication. Hamburger Car Dress 4-6 Understanding the Superiority of Pictures Over Words Absence of proper grammar: - The meaning and credibility of the message is downgraded. - The receiver begins to focus on the sender rather than the message. - The receiver dismisses the sender and the sender’s organization from performing the role of an effective supplier and partner. Logical sequencing provides clarity and assists receiver in following the facts. - If not followed, the: Presentation may be inefficient and ineffective. Receiver will have to ask many clarification questions. Receiver may dismiss the salesperson as incompetent. 4-7 Nonverbal Communication Nonverbal communication: The conscious and unconscious reactions, movements, and utterances that people use in addition to the words and symbols associated with language. 4-7 Nonverbal Communication Facial expressions and eye movements Placement and movements of hands, arms, head, and legs Body posture and orientation Variations in vocal characteristics - Speaking rate, pause duration, pitch or frequency, and intensity or loudness Nonverbal clusters - Groups of related nonverbal expressions, gestures, and movements that can be interpreted to better understand the true message being communicated. Proxemics* - The personal distance that individuals prefer to keep between themselves and other individuals; an important element of nonverbal communication. Figure 4.4: Personal Space and Interpersonal Communication  Movement of Exhibit 4.8: Cluster Common Body Posture Nonverbal Hands, Arms, and Eyes and Facial Clusters Cluster Name Meaning and Orientation Legs Expressions Openness Openness, Moving Open hands Slight smile flexibility, closer Removing coat Good eye contact and Leaning Unbutton collar sincerity forward Uncrossed arms and legs Defensiveness Defensivene Rigid body Crossed arms Minimal eye ss, and legs contact skepticism, Clenched fists Glancing and sideways apprehensio Pursed lips n Evaluation Evaluation Leaning Hand on cheek Tilted head and forward Stroking chin Dropping glasses consideratio Chin in palm of to the tip of the n of hand nose message Exhibit 4.8: Common Nonverbal Clusters Body Posture Cluster and Movement of Hands, Eyes and Facial Cluster Name Meaning Orientation Arms, and Legs Expressions Deception Dishonesty Patterns of Fidgeting with Increased eye and rocking objects movement secretiveness Increased leg Frequent gazes movements elsewhere Forced smile Readiness Dedication or Sitting Hands on hips Increased eye commitment forward Legs uncrossed contact Feet flat on the floor Boredom Lack of Head in Drumming Poor eye contact interest and palm of fingers Glancing at impatience hands Swinging a foot watch Slouching Brushing and Blank stares picking at items Tapping feet Video https://youtu.be/U8vwLb9Z_LA?si=bCUEVtH7ZeYVLnUX Upcoming Dates Projects Sales Presentation Checkpoint #2 – Due Sunday, 10/13 Conclusion Professor Roberts Email: [email protected] Office: 144 RSB Discussion Activity What are some common nonverbal cues that you notice in others? How do they make you feel? What are some common nonverbal cues you are aware of sending yourself? How do you think they are interpreted by others?