Chapter 5 Finding Your Selling Style

MKTG. 377 February 19, 2013

What Youll Learn About Today

CHAPTER 5: Finding Your Selling Style :
1. 2.

3.

4. 5.

Recognize the different behavioral styles. Learn how to deal with people who operate from each of the various styles. Understand the concept of versatility and how it affects your ability to relate to all social styles. Become familiar with gender issues in selling. Discover how neurolinguistic programming (NLP) can be useful to salespeople.

A Difference in Social Style

Failure to understand social styles can cause lost sales, frustration, resentment, firing or just losing it

Understanding styles leads to better communication

The concept of varying Behavioral Styles is credited to Carl Jung

Swiss psychologist His work laid the foundation for the Myers-Briggs personality test Influenced the creation of Alcoholics Anonymous Recognized mankind for its flaws Expanded Freuds studies on the adult ego to state that personalities include 4 functions 1. Intuition 2. Thinking 3. Feeling

...mankind is the origin of evil

4. Sensing
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Whose Quotes are these? Neil Young or Carl Jung

Neil Young: Then & Now

X ____

X____
The Needle & the Damage Done

The Social Styles Model

Basic Concepts

1.favorite Primary style: a persons style 2.(especially Back up style: used sometimes under stress) 3.speech, Clues to style: manner of use of time, gestures 4.

used We respond to a style similar to our own

Behavioral Styles in Selling

Know your style well Style reflects surface behavior. It is not an in-depth personality analysis

Versatility as a Communication Tool

Conflict can happen if we use or stay in our own style

Flexibility or Versatility: the willingness to control personal behavior and adapt

Psychological Reciprocity: (most desired) when we adjust / move towards the prospects style, then they feel compelled to move towards our style

The Social Styles Model

1. 2.

4 Types
DRIVER: Takes it in now and REACTS EXPRESSIVE: Intuitive, imaginative, abstract AMIABLE: Touchy / feely & emotional ANALYTICAL: Thinks & organizes info logically

3. 4.

Basic Communication Concepts

Style is your approach to receive & send messages People chose to operate using their favorite style You can identify someones primary style by observing People respond favorably to a style that is similar / complimentary to their own Primary & Backup styles

4 Behavioral Styles: Strengths & Weaknesses

Identifying the 4 Behavioral Styles

Recognizing Social Styles

DRIVERS - High assertiveness and low responsiveness. Control specialists EXPRESSIVES - High assertiveness and high responsiveness. Social specialists AMIABLES - Low assertiveness and high responsiveness. Support specialists ANALYTICALS - Low assertiveness and low responsiveness. Technical specialists

Social Style Profile: DRIVER TRAITS

DRIVING THE DRIVER

1. 2. 3. 4. 5. 6. 7. 8.

Decisive in action and decision making Likes control; dislikes inaction Prefers maximum freedom to manage self and others Cool, independent, and competitive with others Low tolerance for feelings, attitudes, and advice of others Works quickly and impressively alone Seeks esteem and self-actualization Has good administrative skills

SPEND LITTLE TIME TRYING TO RELATE ON A PERSONAL LEVEL MOVE FAST AND FOCUS ON THE BEST $$ RELATED BENEFITS OF YOUR PRODUCT OR SERVICE & USE SOLID EVIDENCE BE BRIEF AND FOCUS ON THE BOTTOM LINE THE FEWER VISUAL AIDS THE BETTER ASK QUESTIONS TO INVOLVE THEM & LET THEM TALK BE READY & WILLING TO JOUST WITH THEM WHEN THEY TEST YOU ANSWER OBJECTIONS IMMEDIATELY & NEVER BS THEM

Social Style Profile: EXPRESSIVE TRAITS

EXCELLING WITH THE EXPRESSIVE

1. 2. 3. 4. 5. 6. 7. 8.

Spontaneous actions and decisions Likes involvement Exaggerates and generalizes Tends to dream and get others caught up in those dreams Jumps from one activity to another Works quickly and excitedly with others Seeks esteem and group identication Has good persuasive skills

SHOW THEM HOW THEY CAN PERSONALLY WIN & HELP THEIR COMPANY ASK OPEN ENDED QUESTIONS THAT ENABLE THEM TO TALK AT LENGTH ABOUT THEIR PLANS & THEN RELATE YOUR PRODUCTS BENEFITS TO THEIR PLANS OPEN WITH INNOVATIVE IDEAS FOR THEM TO GROW AND WIN WITH VIA YOUR PRODUCT PRESENT PROPOSALS, SEEK FEEDBACK, ASK THEM TO BE YOUR SOUNDING BOARD - SHOW RESPECT BUT DO NOT BE PATRONIZING USE SHOWMANSHIP - MAKE IT SOMEWHAT FANCY DONT ARGUE WTH THEM OR BACK THEM INTO A CORNER ASK THEM IF THEY WANT YOU TO RESPOND TO THEIR STATED CONCERNS (OR ARE THEY JUST THINKING ALOUD?) USE TESTIMONIALS LET THEM CHOOSE THE MODE OF IMPLEMENTATION, NOT YOURS

Social Style Profile: AMIABLE TRAITS

ASSURING THE AMIABLE

1. 2. 3. 4. 5. 6. 7.

Slow in making decisions or taking actions Likes close, personal relationships Dislikes interpersonal conict Supports and actively listens to others Weak in goal setting and self-direction Seeks security and identication with a group Has good counseling and listening skills

PLAN AN APPROACH WITH MUCH PERSONAL INFORMATION AVOID A RIGID CANNED APPROACH MAKE PRESENTATION INFORMAL WITH VISUALS & TESTIMONIALS USE EMPATHY & PROVE THAT YOU UNDERSTAND AND ACCEPT THEIR FEELINGS SPEND TIME RELATING TO THEM, MAKE THEM COMFORTABLE BE OPEN AND CANDID, DEVLOP A PERSONAL RELATIONSHIP OFFER THEM GUARANTEES AND ASSURANCES TO EASE THEIR FEARS USE 3rd PARTY REFERENCES & CASE HISTORIES AVOID ASKING DIRECTLY FOR THEIR BUSINESS. INSTEAD, ASSUME THEY ARE FAVORABLE AND ASK THEM TO TELL YOU ABOUT NEXT STEPS

Social Style Profile: ANALYTICAL TRAITS

ANALYZING THE ANALYTICAL

1. 2. 3. 4. 5. 6. 7. 8. 9.

Cautious in decisions and action Likes organization and structure Dislikes involvement Asks specic questions Prefers objective, task-oriented, intellectual work Wants to be right, so collects much data Works slowly, precisely, and alone Seeks security and self-actualization Has good problem-solving skills

DO YOUR HOMEWORK AND KNOW THEIR BUSINESS THOROUGHLY USE A LOGICAL LOW KEYED APPROACH TO RELATE MAKE SURE THEY UNDERSTAND HOW YOU WILL PRESENT TO THEM EMPHASIZE TESTED, PROVEN ASPECTS OF YOUR PRODUCTS BENEFITS MAKE USE OF VISUAL AIDS IN YOUR PRESENTATION PRESENT INFORMATION IN A CONTROLLED, PROFESSIONAL & HIGHLY ORGANIZED FASHION POINT OUT THE PROS AND CONS OF YOUR OFFERING PRESENT A DETAILED SUMMARY AT THE END OF PRESENTATION DONT EVER SAY IN MY OPINION THESE PEOPLE WANT FACTS THAT CAN BE DOCUMENTED

Social Styles Summary Sheet

The Impact of Social Style on Sales Success

Recognizing Social Styles

Identifying the Behavioral Styles within this British Company

What Do You Think Are Their Primary (Public) Social Styles?

& now theres even an App for it

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Identifying Pace and Priority

Important questions to ask yourself to determine a prospects pace and priority:

1.

How fast are decisions made? How competitive is the person? How much feeling is displayed in verbal & nonverbal communication?

2.

3.

Gender Style Differences

Contribution of Gender Issues in the Business World

Proxemics (the distance individuals prefer to keep between themselves)

Plays a major role in cross-gender communication

Important to emphasize and encourage the differences between men and womens communication styles in order to benefit from those differences

Relating to the Opposite Sex

Ask Yourself: Do gender differences create diverse ways of thinking or different reactions in a sales situation? Determine what you need to be aware of when selling to someone of the opposite sex Adjust your style to use the strengths unique to the gender of your prospect

Suggested Ways That Men and Women Can Better Relate To Each Other in Business

FOR SALESMEN:

FOR SALESWOMEN:

Use Report Talk vs. Rapport Talk Stop Interrupting Feel the Sale Control your Language

Speak Confidently & Clearly Feed Them Data Practice Your Humor Avoid Girl Talk

Reading the Prospects Environment

Notice the Prospects Surroundings Office decorations and how things are arranged Furniture Pictures, diplomas, awards

Amiables office setting

War Room - Driver

Being able to identify a social style does not provide a crystal ball that predicts a prospects every action, but it does provide a basis for forming reasonable expectations about recurring behavior.

Neurolinguistic Programming (NLP)

Perceptual fields are ways in which people view the world

NLP Co-founder Richard Bandler

Use these as another way to observe and understand people Separate from social style analysis The science of how the brain learns

Modes of Perception Most of us favor one mode

1. 2. 3.

Auditory - Sound Visual - Sight Kinesthetic - Touch

Identifying a Prospects Behavior

Tapping into the prospects system of perception
NLP can help you develop the ability to identify a prospects mode of perception Adapt your mode of selling to their mode of learning

Ethics of employing social style analysis or NLP concepts:

Good if they are used as tools to obtain information that will aid in serving the client If they are used to satisfy personal greed, you have an ethical problem (DONT TAKE ADVANTAGE)

Identifying Modes of Perception

Predicate Words:
A Guide to the Modes of Perception

Interpreting Predicate Words

VISUAL

I am watching developments in that particular stock; before I buy, I want to see the progress it makes this quarter and get a picture of what to expect in the future There is so much noise in here that I cant hear myself think

AUDITORY

KINESTHETIC

The atmosphere was heavy and damp; there was an oppressive stillness, thick with apprehension

Assignment for Thursday, February 21st

Read Chapter 6 - PREPARATION FOR SUCCESS IN SELLING in your textbook and be prepared to discuss key points addressed within it. Tuesday, February 26th - EXAM 1

66 Multiple Choice questions worth 1.5 points each Chapters 1-6 and supplemental ETHICS lecture Please bring a SCANTRON 882E form to class and a number 2 pencil
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