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Chapter 4: Communication Skills
Terms in this set (36)
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 co-create the best response for resolving the customer's needs
Types of questions classified by amount an specificity of information desired (controlling amount and specificity of information)
a directive form of questions; these questions ask the customer to choose from two or more options. Ex: "which do you prefer, the ___ or the ___?"
Types of questions classified by strategic purpose
1. Probing questions
2. evaluative questions
3. tactical questions
4. Reactive questions
questions designed to penetrate below generalized or superficial information to elicit more articulate and precise details for use in needs discovery and solution identification
3 steps to probing questions
1. Request clarification
2. Encourage elaboration
3. Verify information and responses
questions that use the open-and closed-end question formats to gain confirmation and to uncover attitudes, opinions, and preferences the prospect holds
questions used to shift or redirect the topic of discussion when the discussion gets off course or when a line of questioning proves to be of little interest or value. Ex: "Earlier you mentioned that...." or "Could you tell me more about how that might affect ___"
questions that refer to or directly result from information the other party previously provided. Ex: "You mentioned that ____, can you give me an example of what you meant?" "That is interesting, Can you tell me how it happened?"
1. Generate buyer involvement
2. Provoke thinking
3. Gather information
4. Clarification and emphasis
5. Show Interest
6. Gain confirmation
7. Advance the sale
a questioning system that sequences four types of questions designed to uncover a buyer's current situation and inherent problems, enhance the buyers understanding of the consequences and implications of those problems, and lead to the proposed solution.
one of the four types of questions in the SPIN questioning system used early in the sales call that provides salespeople with leads to develop the buyer's needs and expectations fully.
one of the 4 types of questions in the SPIN questioning system that follows the more general situation questions to further probe for specific difficulties, developing problems, and areas of dissatisfaction that might be positively addressed by the salesperson's proposed sales offering.
one of the 4 types of questions in the SP[ON questioning system that follows and relates to the information flowing from problem questions; they are used to assist the buyer in thinking about the potential consequences of the problem and understanding the urgency of resolving the problem in a way that motivates him or her to seek a solution. Ex: "What happens when the supplier is late with a shipment?" "How would a faster piece of equipment improve productivity?"
one of the 4 types of questions in the SPIN questioning system that is based on the implications of a problem; they are used to propose a solution and develop commitment from the buyer. Ex: Would more frequent deliveries allow you to increase productivity? " "If we could provide you with increased reliability, would you be interested?"
a questioning system that uses a logic-based funneling sequence of questions, beginning with broad and generalized inquiries designed to identify and assess the buyer's situation
5 stages of ADAPT
one of the 5 stages of questions in the ADAPT questioning system that do not seek conclusions but rather should address the buyer's company and operations, goals and objectives, market trends and customers, current suppliers, and even the buyer as an individual. Macro or 40,000 ft. level of focus.
one of the 5 stages of questions in the ADAPT questioning system that 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. Micro or ground level focus.
one of the 5 stages of questions in the ADAPT questioning system used to "activate" the customer's interest in solving discovered problems by helping him or her 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. Ex: "What effect does your supplier's late delivery have on your operation?" "If production drops off, how are you operating costs affected?"
one of the 5 stages of question in the ADAPT questioning system used to encourage and facilitate the buyer in "projecting" what it would be like without the problems that have been previously "discovered" and "activated". Ex: "If a supplier was never late with a delivery, what effects would that have on your operations?"
one of the 5 stages of questions in the ADAPT questioning system used to smooth the transition from needs discovery into the presentation and demonstration of the proposed solution's features and benefits. Ex: "So having a supplier who is never late with deliveries is important to you?"
Effective listening can be broken down into six primary facets:
1. pay attention
3. Monitor non-verbals
3. Paraphrase and repeat
4. Make no assumptions
5. Encourage the buyer to talk
2 primary categories of listening
Social and Serious listening
an informal mode of listening that can be associated with day-to-day conversation and entertainment. The received messages are taken at face value and do not require a high degree of concentration or thinking to sort through, interpret and understand.
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.
the cognitive process of actively sensing, interpreting, evaluating, and responding to the verbal and non-verbal messages of current or potential customers
a model that depicts active listening as a hierarchical, four-step sequence of sensing, interpreting, evaluating, and responding
SIER Hierarchy of Active Listening
(From bottom to top of pyramid)
10 keys to effective listening
1. Find areas of interest
2. Judge content, not delivery
3. Hold your fire until full consideration
4. Listen for ideas
5. Be flexible
6. Work at listening
7. Resist distractions
8. Exercise your mind
9. Keep an open mind
10. Capitalize on the fact that thought is faster than speech
the conscious and unconscious reactions, movements, and utterances that people use in addition to the words and symbols associated with language.
nonverbal communication examples
1. Facial Expressions
2. Eye movements
3. Placement and movement of hands, arms, head, and legs
4. body posture and orientation
6. Variations in vocal characteristics
7. Speaking rates and pause duration
8. Pitch or frequency
9. Intensity and loudness
10. Using nonverbal clusters
the personal distance that individuals prefer to keep between themselves and other individuals' and important element of nonverbal communications
groups of related nonverbal expressions, gestures, and movements that can be interpreted to better understand the true message being communicated
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