Module Four

Communication Skills
 Learning Objectives

1. Explained the importance of collaborative,

two-way communication in personal
selling.
2. Explain the primary types of questions and
how they are applied in selling.
3. Illustrate the diverse roles and uses of
strategic questioning in personal selling.

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A Trust-Based Approach Communication Skills Schwepker Jr. Williams
 Learning Objectives

4. Identify and describe the five steps of the

ADAPT questioning sequence.
5. Discuss the four sequential steps for
effective active listening.
6. Discuss the superiority of pictures over
words for explaining concepts and
enhancing comprehension.
7. Described the different forms of nonverbal
communication.

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A Trust-Based Approach Communication Skills Schwepker Jr. Williams
 Setting the Stage

Capturing the Power of

Collaborative Communication

1. What is it that John Klich believes he

needs to possess in order to be a true
resource to his customers?
2. What did John indicate is paramount
to retaining clients for a long period of
time?

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 Sales Communication as a
Collaborative Process

Whats the difference

between talking
at the customer
and talking with
the customer?

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A Trust-Based Approach Communication Skills Schwepker Jr. Williams
 Verbal Communication: Questioning

Salespeople skilled at questioning take a

strategic approach to asking questions
so that they may:
Control the flow and direction of the
conversation
Uncover important information
Demonstrate concern and understanding
Facilitate the customers understanding

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 Types of Questions: Controlling
Amount and Specificity of Information

Open-end Questions

Closed-end Questions

Dichotomous/Multiple-Choice Questions

Are
How
Do
youyou
do
a good
you
manage
manage
or bad
your
time
your
time
manager?
well?
time?

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 Types of Questions: Strategic Purpose

Probing Questions designed to penetrate

below generalized or superficial information
1. Requesting Clarification
Can you share an example of that with me?
2. Encouraging Elaboration
How are you dealing with that situation now?
3. Verifying Information and Responses
So, if I understand you correctly Is that right?

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A Trust-Based Approach Communication Skills Schwepker Jr. Williams
 Types of Questions: Strategic Purpose

Probing Questions
Evaluative Questions use open- and closed-end
question formats to gain confirmation and to uncover
attitudes, opinions, and preferences of customer.
How do you feel about?
Do you se the merits of?
What do you think?

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A Trust-Based Approach Communication Skills Schwepker Jr. Williams
 Types of Questions: Strategic Purpose

Probing Questions
Evaluative Questions
Tactical Questions used to shift or redirect the topic
of discussion
Earlier you mentioned that
Could you tell me more about how that might affect

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A Trust-Based Approach Communication Skills Schwepker Jr. Williams
 Types of Questions: Strategic Purpose

Probing Questions
Evaluative Questions
Tactical Questions
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?

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 Guidelines for Combining Types of
Questions for Maximal Effectiveness
Amount of and Specificity of Information Desired
Explore and Dig Gain Confirmation Change Topics or Follow-Up
for Details & Discover Direct Attention Previously Elicited
Attitudes/Opinions Statements
Amount of and Specificity of Information Desired
Discussion and
Interpretation

Open-end Questions Open-end Questions Open-end Questions Open-end Questions

Designed to be Designed to be Designed to be Designed to be
Probing in Nature Evaluative in Nature Tactical in Nature Reactive in Nature
Confirmation and
Agreement

Closed-end Questions Closed-end Questions Closed-end Questions Closed-end Questions

Designed to be Designed to be Designed to be Designed to be
Probing in Nature Evaluative in Nature Tactical in Nature Reactive in Nature
Choice from
Alternatives

Dichotomous or Dichotomous or Dichotomous or Dichotomous or

Multiple-choice Questions Multiple-choice Questions Multiple-choice Questions Multiple-choice Questions
Designed to be Designed to be Designed to be Designed to be
Probing in Nature Evaluative in Nature Tactical in Nature Reactive in Nature

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 Verbal Communication:
Strategic Application of Questioning

Generate Buyer Involvement

Provoke Thinking
Gather Information
Clarification and Emphasis
Show Interest
Gain Confirmation
Advance the Sale

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 Situation Questions

Definition: Finding out facts about the buyers existing situation.

How many people do you employ at this location? How

Examples: do you manage your time and contacts?

Least powerful of the SPIN questions. Negative

Impact: relationship to success. Most people ask too many.

Eliminate unnecessary Situation Questions by doing

Advice: your homework in advance.

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

Have you ever had trouble managing your time or

Examples:
your contacts? Which parts of the system create error?

More powerful than Situation Questions. People ask

Impact: more Problem Questions as they become more
experienced at selling.

Think of your products or services in terms of the

Advice: problems they solve for buyersnot in terms of the
details or characteristics that your products possess.

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 Implication Questions
Asking about the consequences or effects of a
Definition: buyers problems, difficulties, or dissatisfactions.

What effect does that problem have on your productivity?

Examples: Could that be impeding your ability to develop good
relationships with your customers?

The most powerful of all SPIN questions. Top

Impact: salespeople ask lots of Implication Questions.

These questions are the hardest to ask. Prepare for

Advice: these questions by identifying and understanding the
implications of various suspected needs prior to the
sales call.
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 Need-Payoff Questions
Asking about the value or usefulness of a proposed
Definition: solution. They seek the buyers opinion as to what life
would be like if the problem was solved.

How would better time & customer management help

Examples: you? Would you like to discuss how we can do that for
you?

Versatile questions used a great deal by top

Impact: salespeople. These questions help the buyer to
understand the benefits of solving the problem.

Use these questions to get buyers to tell you the benefits

Advice: that your solution can offer.

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A Trust-Based Approach Communication Skills Schwepker Jr. Williams
 Funneling Sequence of ADAPT
Assessment Questions
Broad bases and general facts describing situation
Non-threatening as no interpretation is requested
Open-end questions for maximum information

Discovery 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

Activation Questions
Show the negative impact of a problem discovered
in the discovery sequence
Designed to activate buyers interest in and
desire to solve the problem.

Projection Questions
Projects what life would be like without the problems
Buyer establishes the value of finding and
implementing a solution

Transition Questions
Confirms interest in solving the problem
Transitions to presentation of solution

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A Trust-Based Approach Communication Skills Schwepker Jr. Williams
 Verbal Communication: Listening

Pay Make No
Attention Assumptions

Monitor Effective Active Encourage

Non-Verbal Listening Buyer to Talk

Paraphrase
Visualize
& Repeat

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 Types of Listening

Social Listening Serious Listening

Little Requires
Concentration Concentration
or Cognition and Cognition

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 SIER Hierarchy of Active Listening

Res-
ponding

Evaluating

Interpreting

Sensing

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 Verbal Communication

Organize Thoughts

Paint Word Pictures

Watch Grammar

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A Trust-Based Approach Communication Skills Schwepker Jr. Williams
 Nonverbal Communication
Facial Expressions
Face Head
Eye Movements
Placement and Movements of Hands,
Arms, Head, and Legs Hands Arms
Body Posture and Orientation
Proxemics
Variation in Voice Characteristics
Speaking Rate and Pause Duration
Feet Legs
Pitch or Frequency
Intensity and Loudness

Posture

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 Personal Distance

Public Zone: >12 feet

You

Social Zone: 4 - 12 feet

Personal Zone: 2-4 feet

Me
Intimate Zone: 0-2 feet

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A Trust-Based Approach Communication Skills Schwepker Jr. Williams
 Common Nonverbal Clusters
Cluster Name Cluster Meaning Body Posture & Movement of Hands, Arms, & Eyes & Facial Expression
Orientation Legs

Open hands
Openness, flexibility and Moving closer Removing coat Slight smile
Openness
sincerity Leaning forward Unbutton collar Good eye contact
Uncrossed arms & legs

Minimal eye contact

Defensiveness, Glancing sideways
Defensiveness skepticism, and Rigid body Crossed arms & legs
apprehension Pursed lips
Tilted head

Evaluation and Hand on cheek Dropping glasses to lower

Evaluation consideration of Leaning forward Stroking chin nose
message Chin in palm of hand

Increased eye movement

Dishonesty and Fidgeting with objects
Deception Patterns of rocking Frequent gazes elsewhere
secretiveness Increased leg movement
Forced smile

Hands on hips
Dedication or
Readiness Sitting forward Legs uncrossed Increased eye contact
commitment
Feet flat on floor
Drumming fingers
Poor eye contact
Lack of interest and Head in palm of hands Swinging a foot
Boredom Glancing at watch
impatience Slouching Brushing & picking at items
Blank stare
Tapping feet

Professional Selling: Module 4: Ingram LaForge Avila

A Trust-Based Approach Communication Skills Schwepker Jr. Williams