1. Module Four
Communication Skills

2. Learning Objectives
Explained the importance of collaborative, two-way communication in personal selling.
Explain the primary types of questions and how they are applied in selling.
Illustrate the diverse roles and uses of strategic questioning in personal selling.

3. Learning Objectives
Identify and describe the five steps of the ADAPT questioning sequence.
Discuss the four sequential steps for effective active listening.
Discuss the superiority of pictures over words for explaining concepts and enhancing comprehension.
Described the different forms of nonverbal communication.

4. Capturing the Power of Collaborative Communication
Setting the Stage
Capturing the Power of Collaborative Communication
What is it that John Klich believes he needs to possess in order to be a true resource to his customers?
What did John indicate is “paramount” to retaining clients for a long period of time?
Answers
John believes it is essential to have an intricate understanding of his customers’ goals, objectives, thoughts, and feelings.
John indicated that having clear lines of communication and managing expectations are paramount.

5. Sales Communication as a Collaborative Process
What’s the difference between “talking at the customer” and “talking with the customer”?

6. 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 customer’s understanding

7. Types of Questions: Controlling Amount and Specificity of Information
Open-end Questions
Closed-end Questions
Dichotomous/Multiple-Choice Questions
Specify Response
Limit Response
Free Response
Are you a good or bad time manager?
How do you manage your time?
Do you manage your time well?

8. 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?”

9. 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…?”

10. 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…”

11. 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?”

12. Guidelines for Combining Types of Questions for Maximal Effectiveness
Amount of and Specificity of Information Desired
Choice from
Alternatives
Discussion and
Interpretation
Confirmation and
Agreement
Explore and Dig
for Details
Gain Confirmation
& Discover
Attitudes/Opinions
Change Topics or
Direct Attention
Follow-Up
Previously Elicited
Statements
Open-end Questions
Designed to be
Probing in Nature
Closed-end Questions
Dichotomous or
Multiple-choice Questions
Reactive in Nature
Tactical in Nature
Evaluative in Nature

13. Verbal Communication: Strategic Application of Questioning
Generate Buyer Involvement
Provoke Thinking
Gather Information
Clarification and Emphasis
Show Interest
Gain Confirmation
Advance the Sale

14. Situation Questions Definition: Examples: Impact: Advice:
Finding out facts about the buyer’s existing situation.
How many people do you employ at this location? How do you manage your time and contacts?
Least powerful of the SPIN questions. Negative relationship to success. Most people ask too many.
Eliminate unnecessary Situation Questions by doing your homework in advance.

15. Problem Questions Definition: Examples: Impact: Advice:
Asking about problems, difficulties or dissatisfactions that the buyer is experiencing with the existing situation.
Definition:
Examples:
Impact:
Advice:
Have you ever had trouble managing your time or your contacts? Which parts of the system create error?
More powerful than Situation Questions. People ask more Problem Questions as they become more experienced at selling.
Think of your products or services in terms of the problems they solve for buyers—not in terms of the details or characteristics that your products possess.

16. Implication Questions
Definition:
Examples:
Impact:
Advice:
Asking about the consequences or effects of a buyer’s problems, difficulties, or dissatisfactions.
What effect does that problem have on your productivity? Could that be impeding your ability to develop good relationships with your customers?
The most powerful of all SPIN questions. Top salespeople ask lots of Implication Questions.
These questions are the hardest to ask. Prepare for these questions by identifying and understanding the implications of various suspected needs prior to the sales call.

17. Need-Payoff Questions
Asking about the value or usefulness of a proposed solution. They seek the buyer’s opinion as to what life would be like if the problem was solved.
Definition:
Examples:
Impact:
Advice:
How would better time & customer management help you? Would you like to discuss how we can do that for you?
Versatile questions used a great deal by top 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 that your solution can offer.

18. Funneling Sequence of ADAPT
Broad bases and general facts describing situation
Non-threatening as no interpretation is requested
Open-end questions for maximum information
Assessment 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 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 Questions
Projects what life would be like without the problems
Buyer establishes the value of finding and
implementing a solution
Projection Questions
Confirms interest in solving the problem
Transitions to presentation of solution
Transition Questions

19. Verbal Communication: Listening
Effective Active Listening
Visualize
Encourage
Buyer to Talk
Make No
Assumptions
Paraphrase
& Repeat
Monitor
Non-Verbal
Pay
Attention

20. Types of Listening Social Listening Serious Listening
Little Concentration or Cognition
Requires Concentration and Cognition

21. SIER Hierarchy of Active Listening
Res- ponding
Evaluating
Interpreting
Sensing

22. Verbal Communication Organize Thoughts Paint Word Pictures
Watch Grammar

23. Nonverbal Communication
Facial Expressions
Eye Movements
Placement and Movements of Hands, Arms, Head, and Legs
Body Posture and Orientation
Proxemics
Variation in Voice Characteristics
Speaking Rate and Pause Duration
Pitch or Frequency
Intensity and Loudness
Face
Posture
Feet
Legs
Arms
Hands
Head

24. Me Personal Distance Public Zone: >12 feet Social Zone: 4 - 12 feet
Personal Zone: 2-4 feet
Intimate Zone: 0-2 feet
You Me

25. Common Nonverbal Clusters
Cluster Name
Cluster Meaning
Body Posture & Orientation
Movement of Hands, Arms, & Legs
Eyes & Facial Expression
Openness
Openness, flexibility and sincerity
Moving closer
Leaning forward
Open hands
Removing coat
Unbutton collar
Uncrossed arms & legs
Slight smile
Good eye contact
Defensiveness
Defensiveness, skepticism, and apprehension
Rigid body
Crossed arms & legs
Minimal eye contact
Glancing sideways
Pursed lips
Tilted head
Evaluation
Evaluation and consideration of message
Hand on cheek
Stroking chin
Chin in palm of hand
Dropping glasses to lower nose
Deception
Dishonesty and secretiveness
Patterns of rocking
Fidgeting with objects
Increased leg movement
Increased eye movement
Frequent gazes elsewhere
Forced smile
Readiness
Dedication or commitment
Sitting forward
Hands on hips
Legs uncrossed
Feet flat on floor
Increased eye contact
Boredom
Lack of interest and impatience
Head in palm of hands
Slouching
Drumming fingers
Swinging a foot
Brushing & picking at items
Tapping feet
Poor eye contact
Glancing at watch
Blank stare