Chapter 4 Flashcards
Trust-based sales communication
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 bestresponse for resolving thecustomer’s needs.
“talking with the customer”
dichotomous questions
ask the customer to choose from 2 or more options
Probing Questions
designed to penetrate below generalized or superficial information Used to: -request clarification -encourage elaboration -verify information
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___?”
“What do you think ____?”
Reactive Questions
refer to or directly result from information previously provided by the other party
You mentioned ____. Can you give me and example of what you mean?
Tactical Questions
used to shift or redirect to topic of discussion when the discussion gets of course or when a line of questioning proves to be of little interest or value
“Earlier you mentioned ____. could you tell me more about how that might effect ___?”
Strategic Questionings
- generates buyer involvement
- provokes thinking
- gathers information
- clarification on emphasis
- shows interest
- gain information
- advance the sale
SPIN
a questioning system that sequences four types of questions designed to uncover a buyers current situation and inherent problems. enhance the buyers understanding of the consequences and implications of those problems, and lead to the proposed solution.
- situation ?’s
- problem ?’s
- implication ?’s
- need-payoff ?’s
situation questions
Finding out facts about the buyer’s existing situation
ex: How many people do you employ at this location? Can you please describe your payroll process?
* least powerful SPIN ?’s, do your research in advance
Problem questions
Asking about problems, difficulties or dissatisfactions that the buyer is experiencing with the existing situation.
Ex: What sorts of challenges do you face with your payroll process? Have you ever had trouble getting the payroll processed on-time?
Implication Questions
Asking about the consequences or effects of a buyer’s problems, difficulties, or dissatisfactions.
ex: How do your employees feel when the payroll process is delayed? Do you have additional expenses as a result of having trouble with the payroll process? How much?
* Most powerful of all SPIN ?’s
need-pay off questions
Asking about the value or usefulness of a proposed solution.
ex: How would your employees respond if you could assure them they will always receive their paychecks on time? Would you like to learn more about how we can help you accomplish this?
ADAPT questioning
a questioning system that uses logic-based funneling sequence of questions, beginning with broad and generalized inquiries designed to identify and assess the buyers situation
- assessment ?’s
- discovery ?’s
- activation ?’s
- projection ?’s
- transition ?’s
assessment questions
-Broad bases and general facts describing situation
-Non-threatening as no interpretation is requested
-Open-end questions for maximum information
ex: What types of operating arrangements do you have with your suppliers?
Who is involved in the purchase decision-making process?
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
ex:
I understand you prefer a JIT relationship with your suppliers – how have they been performing? How do you feel about your current suppliers occasionally being late with deliveries?
Activation questions
Show the negative impact of a problem discovered in the discovery sequence
Designed to activate buyer’s interest and desire to solve the problem.
ex: What effect does your supplier’s late delivery have on your operation?If production drops off, how are your operating costs affected, and how does that affect your customers?
Projection Questions
Projects what life would be like without the problems
Buyer establishes the value of finding and implementing a solution
ex: If a supplier was never late with a delivery, what effects would that have on your JIT operating structure? If a supplier helped you meet the expectations of your customers, what impact would that haveon your business?
Transition Questions
Confirms interest in solving the problem
Transitions to presentation of solution
ex: So having a supplier who is never late with deliveries is important to you? If I can show you how our company ensures on-time delivery, would you be interested in exploring how it could work for yourorganization?
effective listening 6 primary facets
- pay attention
- monitor nonverbals
- paraphrase and repeat
- make no assumptions
- encourage the buyer to talk
- visualize
social listening
an informal mode of listening that can be associated with day-to-day conversation and entertainment. requires little concentration and cognition
serious listening
a form of listening associated with events or topics in which it is important to sort through, interpret, understand, and respond to received messages.
Requires concentration and cognition
active listening
The cognitive process of actively sensing, interpreting, evaluating, and responding to the verbal and nonverbal messages. SIER: -sensing -interpreting -evaluating -responding
Word pictures
- Generate a mental picture in the receiver’s mind.
- Use words and phrases that convey concrete and detailed meaning.
- Integrate relevant visual aids into verbal communication.
Impact of Poor Grammar
- Meaning and credibility of the message are significantly downgraded.
- Receiver begins to focus on the sender rather than the message.
- Receiver dismisses the sender and the sender’s organization as beingunqualified to perform the roleof an effective supplier and partner.
nonverbal communication
the conscious and unconscious reactions, movements, and utterances that people use in addition to the words ad symbols associated with language
*50% or more of the meaning conveyed in interpersonal communication comes through nonverbal behaviors.
Impact of Poor Logical Sequencing
- Presentation will be inefficient and ineffective.
- Receiver will have to ask many questions to gain clarity.
- Receiver may dismisses the sender as incompetent.
nonverbal clusters
groups of related nonverbal expressions, gestures, and movements that can be interpreted to better understand the true message being communicated.
Common nonverbal clusters include
- openness
- defensiveness
- evaluation
- deception
- readiness
- boredom
