Communication Skills Module Four. The Importance of Communication An Expert’s Viewpoint: Lisa Taglianetti is an account manager for Office Depot Business

Communication SkillsCommunication Skills

Module FourModule Four

The Importance of CommunicationThe Importance of CommunicationAn Expert’s Viewpoint:An Expert’s Viewpoint:

Lisa Taglianetti is an account manager for Office Depot Lisa Taglianetti is an account manager for Office Depot Business Services Division. Lisa and her sales team were Business Services Division. Lisa and her sales team were working with a major medical center . . . they were not working with a major medical center . . . they were not there just to sell product, but to establish a mutually valued there just to sell product, but to establish a mutually valued business relationship. Consequently, the initial goal was to business relationship. Consequently, the initial goal was to gain information about the prospect’s current situation that gain information about the prospect’s current situation that might assist them in discovering potential opportunities might assist them in discovering potential opportunities that the medical center was missing . . . that the medical center was missing . . .

ActionAction

The Importance of CommunicationThe Importance of CommunicationAn Expert’s Viewpoint:An Expert’s Viewpoint:

. . . as a result of increased levels of interaction and . . . as a result of increased levels of interaction and communication, Office Depot is now the single source communication, Office Depot is now the single source provider for office supplies.provider for office supplies.

ResultResult

Sales Communication as a Sales Communication as a Collaborative ProcessCollaborative 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”?

Verbal Communication: QuestioningVerbal Communication: Questioning

• Control the flow and direction of the Control the flow and direction of the conversationconversation

• Uncover important informationUncover important information• Demonstrate concern and understandingDemonstrate concern and understanding• Facilitate the customer’s understandingFacilitate 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:

Types of Questions: Controlling Types of Questions: Controlling Amount and Specificity of InformationAmount and Specificity of Information

• Open-end QuestionsOpen-end Questions

How do You Feel?How do You Feel?



• Closed-end QuestionsClosed-end Questions

Do You Feel Good?Do You Feel Good?



• Closed-end QuestionsClosed-end Questions

• Dichotomous/Multiple-Choice QuestionsDichotomous/Multiple-Choice Questions

Do You Feel Happy or Sad?Do You Feel Happy or Sad?

Types of Questions: Strategic PurposeTypes of Questions: Strategic Purpose

• Probing Questions – designed to penetrate Probing Questions – designed to penetrate below generalized or superficial informationbelow generalized or superficial information

1. Requesting Clarification1. Requesting Clarification

• ““Can you share an example of that with me?”Can you share an example of that with me?”

2. Encouraging Elaboration2. Encouraging Elaboration

• ““How are you dealing with that situation now?”How are you dealing with that situation now?”

3. Verifying Information and Responses3. Verifying Information and Responses• ““So, if I understand you correctly… Is that right?”So, if I understand you correctly… Is that right?”


• Probing Questions Probing Questions • Evaluative Questions Evaluative Questions – – use open- and closed-end use open- and closed-end

question formats to gain confirmation and to uncover question formats to gain confirmation and to uncover attitudes, opinions, and preferences of customer.attitudes, opinions, and preferences of customer.– ““How do you feel about…?”How do you feel about…?”– ““Do you se the merits of…?”Do you se the merits of…?”– ““What do you think…?”What do you think…?”

• Probing Questions Probing Questions • Evaluative QuestionsEvaluative Questions• Tactical QuestionsTactical Questions – – used to shift or redirect the used to shift or redirect the

topic of discussiontopic of discussion– ““Earlier you mentioned that…”Earlier you mentioned that…”– ““Could you tell me more about how that might affect…”Could you tell me more about how that might affect…”


• Probing Questions Probing Questions • Evaluative QuestionsEvaluative Questions• Tactical QuestionsTactical Questions

• Reactive QuestionsReactive Questions – – refer to or directly result refer to or directly result from information previously provided by the other from information previously provided by the other party.party.– ““You mentioned that … Can you give me an example of You mentioned that … Can you give me an example of

what you mean?”what you mean?”– ““That is interesting. Can you tell me how it happened?”That is interesting. Can you tell me how it happened?”


Guidelines for Combining Types of Guidelines for Combining Types of Questions for Maximal EffectivenessQuestions for Maximal Effectiveness

Am

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Des

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Ch

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Dis

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Con

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Agr

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Explore and Digfor Details

Gain Confirmation& Discover

Attitudes/Opinions

Change Topics orDirect Attention

Follow-UpPreviously Elicited

Statements

Amount of and Specificity of Information Desired

Open-end QuestionsDesigned to be

Probing in Nature

Closed-end QuestionsDesigned to be

Probing in Nature

Dichotomous orMultiple-choice Questions

Designed to beProbing in Nature


Reactive in Nature


Reactive in Nature


Designed to beReactive in Nature


Tactical in Nature


Tactical in Nature


Designed to beTactical in Nature


Evaluative in Nature


Evaluative in Nature


Designed to beEvaluative in Nature

Verbal Communication:Verbal Communication:Strategic Application of QuestioningStrategic Application of Questioning

• Generate Buyer InvolvementGenerate Buyer Involvement• Provoke ThinkingProvoke Thinking• Gather InformationGather Information• Clarification and EmphasisClarification and Emphasis• Show InterestShow Interest• Gain ConfirmationGain Confirmation• Advance the SaleAdvance the Sale

Situation QuestionsSituation 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:

Problem QuestionsProblem 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.





Implication QuestionsImplication 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.





Need-Payoff QuestionsNeed-Payoff Questions

Asking 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.





ADAPT Techniques for Needs DiscoveryADAPT 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

• 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 in 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

VisualizeVisualize

EncourageEncourageBuyer to TalkBuyer to Talk

Make NoMake NoAssumptionsAssumptions

ParaphraseParaphrase& Repeat& Repeat

MonitorMonitorNon-VerbalNon-Verbal

PayPayAttentionAttention

Verbal Communication: ListeningVerbal Communication: Listening

Effective Active Effective Active ListeningListening

Requires Requires Concentration Concentration and Cognitionand Cognition

Types of ListeningTypes of Listening

Social ListeningSocial Listening Serious ListeningSerious Listening

SIER Hierarchy of Active ListeningSIER Hierarchy of Active Listening

Res-Res-pondingponding

EvaluatingEvaluating

InterpretingInterpreting

SensingSensing

Verbal CommunicationVerbal Communication

• Organize ThoughtsOrganize Thoughts

• Paint Word PicturesPaint Word Pictures

• Watch GrammarWatch Grammar

Nonverbal CommunicationNonverbal Communication

• Facial ExpressionsFacial Expressions• Eye MovementsEye Movements• Placement and Movements of Placement and Movements of

Hands, Arms, Head, and LegsHands, Arms, Head, and Legs• Body Posture and OrientationBody Posture and Orientation• ProxemicsProxemics• Variation in Voice CharacteristicsVariation in Voice Characteristics

– Speaking Rate and Pause DurationSpeaking Rate and Pause Duration– Pitch or FrequencyPitch or Frequency– Intensity and LoudnessIntensity and Loudness

FaceFace

PosturePosture

FeetFeet LegsLegs

ArmsArmsHandsHands

HeadHead

Personal DistancePersonal Distance

• Public Zone: >12 feetPublic Zone: >12 feet

• Social Zone: 4 - 12 feetSocial Zone: 4 - 12 feet

• Personal Zone: 2-4 feetPersonal Zone: 2-4 feet

• Intimate Zone: 0-2 feetIntimate Zone: 0-2 feetMeMe

YouYou

Common Nonverbal ClustersCommon Nonverbal ClustersCluster Cluster NameName

Cluster MeaningCluster Meaning Body Posture & Body Posture & OrientationOrientation

Movement of Hands, Arms, Movement of Hands, Arms, & Legs& Legs

Eyes & Facial Eyes & Facial ExpressionExpression

OpennessOpenness Openness, flexibility and Openness, flexibility and sinceritysincerity

• Moving closerMoving closer• Leaning forwardLeaning forward

• Open handsOpen hands• Removing coatRemoving coat• Unbutton collarUnbutton collar• Uncrossed arms & legsUncrossed arms & legs

• Slight smileSlight smile• Good eye contactGood eye contact

DefensivenessDefensivenessDefensiveness, Defensiveness, skepticism, and skepticism, and apprehensionapprehension

• Rigid bodyRigid body • Crossed arms & legsCrossed arms & legs

• Minimal eye contactMinimal eye contact• Glancing sidewaysGlancing sideways• Pursed lipsPursed lips• Tilted headTilted head

EvaluationEvaluation Evaluation and Evaluation and consideration of messageconsideration of message

• Leaning forwardLeaning forward• Hand on cheekHand on cheek• Stroking chinStroking chin• Chin in palm of handChin in palm of hand

• Dropping glasses to lower Dropping glasses to lower nosenose

DeceptionDeception Dishonesty and Dishonesty and secretivenesssecretiveness

• Patterns of rockingPatterns of rocking• Fidgeting with objectsFidgeting with objects• Increased leg movementIncreased leg movement

• Increased eye movementIncreased eye movement• Frequent gazes elsewhereFrequent gazes elsewhere• Forced smileForced smile

ReadinessReadiness Dedication or Dedication or commitmentcommitment

• Sitting forwardSitting forward• Hands on hipsHands on hips• Legs uncrossedLegs uncrossed• Feet flat on floorFeet flat on floor

• Increased eye contactIncreased eye contact

BoredomBoredom Lack of interest and Lack of interest and impatienceimpatience

• Head in palm of handsHead in palm of hands• SlouchingSlouching

• Drumming fingersDrumming fingers• Swinging a footSwinging a foot• Brushing & picking at itemsBrushing & picking at items• Tapping feetTapping feet

• Poor eye contactPoor eye contact• Glancing at watchGlancing at watch• Blank stareBlank stare

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Communication Skills Module Four. The Importance of Communication An Expert’s Viewpoint: Lisa Taglianetti is an account manager for Office Depot Business