"Blessed is the man who, having nothing to say, abstains from giving us wordy evidence of the fact'"

1
"Blessed is the man who, having nothing to say,
abstains from giving us wordy evidence of the
fact."George Eliot (1819-1880)English
Victorian writer
2
Improving Communication Skills

• Why are listening and questioning skills
  important?
• How can salespeople develop listening skills to
  collect information about customers?
• How do people communicate without using words?
• What are the methods for organization the
  questioning process?

3
What is Communication?

• Information exchange process
• Product
• Customer
• Situation
• Needs discovery
• Creates buyer involvement
• Requires both talking and listening
• May be most important skill in selling

4
Basics of Communication

• Must be singing on the same page
• Same goals, use industry jargon, lose the slang
• Eliminate verbal crutches
• Enthusiasm and confidence
• Logical flow of information
• Use multiple communication delivery mechanisms
• Words, pictures, gestures
• Effective use of words
• Watch Nonverbals

5
Effective Use of Words

• Rely on the concrete, eliminate vague and
  abstract
• Which is more effective?
• We ship orders quickly.
• We ship orders within 24 hours after receiving
  them.
• Use similes and metaphors
• This battery backup is like a spare tire for
  your computer system.
• This battery backup is a real workhorse.
• Paint word pictures
• Use stories to help a buyer visualize a point.

6
Careful Selection of Words Can Eliminate Concerns
and Strengthen the Presentation
7
Nonverbal Communication

• Facial Expressions
• Eye Movements
• Placement and Movements of Hands, Arms, Head, and
  Legs
• Body Posture and Orientation
• Variation in Voice Characteristics
• Speaking Rate and Pause Duration
• Pitch or Frequency
• Intensity and Loudness
• Comfort zones

8
Beyond the BasicsQuestioning and Listening

• Use appropriate mix of open- and closed-ended
  questions
• Space out questions
• Ask short, simple questions
• Think about the purpose of your questions
• Collect information?
• Maintain flow?
• Lead customer?

9
Reasons for Listening

• Clears the air lets someone get a problem off
  their chest
• Learning
• Helps speaker solve a problem
• Stimulates speaker
• Involves speaker in conversation
• Leads to mutual problem solving
• Gives you a chance to think

10
Suggestions for Active Listening

• Repeat information
• Restate or rephrase information
• Clarify information
• Summarize the conversation
• Tolerate silences
• Concentrate on what is being communicated

11
Good and Bad Listeners
12
Effective Questioning Types of Questions
Classified by Amount and Specificity of
Information Desired

• Open-end or Nondirective Questions free
  response
• What happens when?
• How do you feel?
• Describe the
• Closed-end Questions response limited to a few
  words.
• Are you
• How many
• How often
• Dichotomous/Multiple-Choice Questions directive
  forms of questioning
• Which do you prefer, the ____ or the ____?

13
Effective Questioning Types of Questions
Classified by Strategic Purpose

• Probing Questions designed to penetrate below
  generalized or superficial information
• Requesting Clarification
• Can you share an example of that with me?
• Encouraging Elaboration
• How are you dealing with that situation now?
• Verifying Information and Responses
• So, if I understand you correctly Is that
  right?

14
Effective Questioning Types of Questions
Classified by 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?

15
Effective Questioning Types of Questions
Classified by 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

16
Effective Questioning Types of Questions
Classified by 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?

17
Organizing Your QuestionsThe SPIN System

• Situation Questions solicits general background
  information and descriptions of the buyers
  existing situation
• Who are your current suppliers?
• Do you typically purchase or lease?
• Who is involved in the purchasing decisions?

18
Organizing Your QuestionsThe SPIN System

• Situation Questions
• Problem Questions follow and relate to
  situation questions probing for specific
  difficulties, developing problems, and areas of
  dissatisfaction
• How critical is this component for your
  production?
• What kind of problems have you encountered with
  your current suppliers?
• What types of reliability problems do you
  experience with your current system?

19
Organizing Your QuestionsThe SPIN System

• Situation Questions
• Problem Questions
• Implication Questions follow and relate to
  information from the problem questions assisting
  the buyer in understanding the potential problems
  of the current problem and the urgency in
  resolving it
• How does this affect profitability?
• What impact does the slow response of your
  current supplier have on the productivity of your
  operation?
• How would a faster piece of equipment improve
  productivity and profits?
• What happens when the supplier is late with a
  shipment?

20
Organizing Your QuestionsThe SPIN System

• Situation Questions
• Problem Questions
• Implication Questions
• Need-payoff Questions used to propose a
  solution and develop commitment from the buyer,
  based on the implications of the problem
• Would more frequent deliveries allow you to
  increase productivity?
• If we could provide you increased reliability,
  would you be interested?
• If we could improve the quality of your
  purchased components, how would that help you?
• Would you be interested in increasing
  productivity by 15 percent?

21
Organizing Your QuestionsThe ADAPT Funneling
System