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Slide 1 - Communication Skills Module Four
Slide 2 - Communication Skills Module Four 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.
Slide 3 - Communication Skills Module Four 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. 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.
Slide 4 - Communication Skills Module Four 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. 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. Setting the Stage 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? Capturing the Power of Collaborative Communication
Slide 5 - Communication Skills Module Four 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. 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. Setting the Stage 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? Capturing the Power of Collaborative Communication Sales Communication as a Collaborative Process
Slide 6 - Communication Skills Module Four 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. 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. Setting the Stage 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? Capturing the Power of Collaborative Communication Sales Communication as a Collaborative Process Verbal Communication: Questioning Control the flow and direction of the conversation Uncover important information Demonstrate concern and understanding Facilitate the customer’s understanding Salespeople skilled at questioning take a strategic approach to asking questions so that they may:
Slide 7 - Communication Skills Module Four 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. 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. Setting the Stage 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? Capturing the Power of Collaborative Communication Sales Communication as a Collaborative Process Verbal Communication: Questioning Control the flow and direction of the conversation Uncover important information Demonstrate concern and understanding Facilitate the customer’s understanding Salespeople skilled at questioning take a strategic approach to asking questions so that they may: Types of Questions: Controlling Amount and Specificity of Information Open-end Questions Closed-end Questions Dichotomous/Multiple-Choice Questions How do you manage your time? Do you manage your time well? Are you a good or bad time manager?
Slide 8 - Communication Skills Module Four 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. 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. Setting the Stage 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? Capturing the Power of Collaborative Communication Sales Communication as a Collaborative Process Verbal Communication: Questioning Control the flow and direction of the conversation Uncover important information Demonstrate concern and understanding Facilitate the customer’s understanding Salespeople skilled at questioning take a strategic approach to asking questions so that they may: Types of Questions: Controlling Amount and Specificity of Information Open-end Questions Closed-end Questions Dichotomous/Multiple-Choice Questions How do you manage your time? Do you manage your time well? Are you a good or bad time manager? 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?”
Slide 9 - Communication Skills Module Four 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. 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. Setting the Stage 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? Capturing the Power of Collaborative Communication Sales Communication as a Collaborative Process Verbal Communication: Questioning Control the flow and direction of the conversation Uncover important information Demonstrate concern and understanding Facilitate the customer’s understanding Salespeople skilled at questioning take a strategic approach to asking questions so that they may: Types of Questions: Controlling Amount and Specificity of Information Open-end Questions Closed-end Questions Dichotomous/Multiple-Choice Questions How do you manage your time? Do you manage your time well? Are you a good or bad time manager? 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?” 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…?”
Slide 10 - Communication Skills Module Four 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. 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. Setting the Stage 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? Capturing the Power of Collaborative Communication Sales Communication as a Collaborative Process Verbal Communication: Questioning Control the flow and direction of the conversation Uncover important information Demonstrate concern and understanding Facilitate the customer’s understanding Salespeople skilled at questioning take a strategic approach to asking questions so that they may: Types of Questions: Controlling Amount and Specificity of Information Open-end Questions Closed-end Questions Dichotomous/Multiple-Choice Questions How do you manage your time? Do you manage your time well? Are you a good or bad time manager? 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?” 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…?” 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…” Types of Questions: Strategic Purpose
Slide 11 - Communication Skills Module Four 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. 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. Setting the Stage 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? Capturing the Power of Collaborative Communication Sales Communication as a Collaborative Process Verbal Communication: Questioning Control the flow and direction of the conversation Uncover important information Demonstrate concern and understanding Facilitate the customer’s understanding Salespeople skilled at questioning take a strategic approach to asking questions so that they may: Types of Questions: Controlling Amount and Specificity of Information Open-end Questions Closed-end Questions Dichotomous/Multiple-Choice Questions How do you manage your time? Do you manage your time well? Are you a good or bad time manager? 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?” 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…?” 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…” 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?” Types of Questions: Strategic Purpose
Slide 12 - Communication Skills Module Four 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. 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. Setting the Stage 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? Capturing the Power of Collaborative Communication Sales Communication as a Collaborative Process Verbal Communication: Questioning Control the flow and direction of the conversation Uncover important information Demonstrate concern and understanding Facilitate the customer’s understanding Salespeople skilled at questioning take a strategic approach to asking questions so that they may: Types of Questions: Controlling Amount and Specificity of Information Open-end Questions Closed-end Questions Dichotomous/Multiple-Choice Questions How do you manage your time? Do you manage your time well? Are you a good or bad time manager? 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?” 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…?” 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…” 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?” Types of Questions: Strategic Purpose Guidelines for Combining Types of Questions for Maximal Effectiveness
Slide 13 - Communication Skills Module Four 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. 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. Setting the Stage 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? Capturing the Power of Collaborative Communication Sales Communication as a Collaborative Process Verbal Communication: Questioning Control the flow and direction of the conversation Uncover important information Demonstrate concern and understanding Facilitate the customer’s understanding Salespeople skilled at questioning take a strategic approach to asking questions so that they may: Types of Questions: Controlling Amount and Specificity of Information Open-end Questions Closed-end Questions Dichotomous/Multiple-Choice Questions How do you manage your time? Do you manage your time well? Are you a good or bad time manager? 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?” 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…?” 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…” 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?” Types of Questions: Strategic Purpose Guidelines for Combining Types of Questions for Maximal Effectiveness Verbal Communication: Strategic Application of Questioning Generate Buyer Involvement Provoke Thinking Gather Information Clarification and Emphasis Show Interest Gain Confirmation Advance the Sale
Slide 14 - Communication Skills Module Four 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. 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. Setting the Stage 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? Capturing the Power of Collaborative Communication Sales Communication as a Collaborative Process Verbal Communication: Questioning Control the flow and direction of the conversation Uncover important information Demonstrate concern and understanding Facilitate the customer’s understanding Salespeople skilled at questioning take a strategic approach to asking questions so that they may: Types of Questions: Controlling Amount and Specificity of Information Open-end Questions Closed-end Questions Dichotomous/Multiple-Choice Questions How do you manage your time? Do you manage your time well? Are you a good or bad time manager? 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?” 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…?” 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…” 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?” Types of Questions: Strategic Purpose Guidelines for Combining Types of Questions for Maximal Effectiveness Verbal Communication: Strategic Application of Questioning Generate Buyer Involvement Provoke Thinking Gather Information Clarification and Emphasis Show Interest Gain Confirmation Advance the Sale Situation Questions 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. Definition: Examples: Impact: Advice:
Slide 15 - Communication Skills Module Four 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. 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. Setting the Stage 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? Capturing the Power of Collaborative Communication Sales Communication as a Collaborative Process Verbal Communication: Questioning Control the flow and direction of the conversation Uncover important information Demonstrate concern and understanding Facilitate the customer’s understanding Salespeople skilled at questioning take a strategic approach to asking questions so that they may: Types of Questions: Controlling Amount and Specificity of Information Open-end Questions Closed-end Questions Dichotomous/Multiple-Choice Questions How do you manage your time? Do you manage your time well? Are you a good or bad time manager? 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?” 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…?” 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…” 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?” Types of Questions: Strategic Purpose Guidelines for Combining Types of Questions for Maximal Effectiveness Verbal Communication: Strategic Application of Questioning Generate Buyer Involvement Provoke Thinking Gather Information Clarification and Emphasis Show Interest Gain Confirmation Advance the Sale Situation Questions 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. Definition: Examples: Impact: Advice: Problem Questions Asking about problems, difficulties or dissatisfactions that the buyer is experiencing with the existing situation. 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. Definition: Examples: Impact: Advice:
Slide 16 - Communication Skills Module Four 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. 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. Setting the Stage 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? Capturing the Power of Collaborative Communication Sales Communication as a Collaborative Process Verbal Communication: Questioning Control the flow and direction of the conversation Uncover important information Demonstrate concern and understanding Facilitate the customer’s understanding Salespeople skilled at questioning take a strategic approach to asking questions so that they may: Types of Questions: Controlling Amount and Specificity of Information Open-end Questions Closed-end Questions Dichotomous/Multiple-Choice Questions How do you manage your time? Do you manage your time well? Are you a good or bad time manager? 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?” 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…?” 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…” 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?” Types of Questions: Strategic Purpose Guidelines for Combining Types of Questions for Maximal Effectiveness Verbal Communication: Strategic Application of Questioning Generate Buyer Involvement Provoke Thinking Gather Information Clarification and Emphasis Show Interest Gain Confirmation Advance the Sale Situation Questions 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. Definition: Examples: Impact: Advice: Problem Questions Asking about problems, difficulties or dissatisfactions that the buyer is experiencing with the existing situation. 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. Definition: Examples: Impact: Advice: Implication Questions 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. Definition: Examples: Impact: Advice:
Slide 17 - Communication Skills Module Four 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. 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. Setting the Stage 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? Capturing the Power of Collaborative Communication Sales Communication as a Collaborative Process Verbal Communication: Questioning Control the flow and direction of the conversation Uncover important information Demonstrate concern and understanding Facilitate the customer’s understanding Salespeople skilled at questioning take a strategic approach to asking questions so that they may: Types of Questions: Controlling Amount and Specificity of Information Open-end Questions Closed-end Questions Dichotomous/Multiple-Choice Questions How do you manage your time? Do you manage your time well? Are you a good or bad time manager? 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?” 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…?” 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…” 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?” Types of Questions: Strategic Purpose Guidelines for Combining Types of Questions for Maximal Effectiveness Verbal Communication: Strategic Application of Questioning Generate Buyer Involvement Provoke Thinking Gather Information Clarification and Emphasis Show Interest Gain Confirmation Advance the Sale Situation Questions 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. Definition: Examples: Impact: Advice: Problem Questions Asking about problems, difficulties or dissatisfactions that the buyer is experiencing with the existing situation. 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. Definition: Examples: Impact: Advice: Implication Questions 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. Definition: Examples: Impact: Advice: 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. 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. Definition: Examples: Impact: Advice:
Slide 18 - Communication Skills Module Four 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. 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. Setting the Stage 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? Capturing the Power of Collaborative Communication Sales Communication as a Collaborative Process Verbal Communication: Questioning Control the flow and direction of the conversation Uncover important information Demonstrate concern and understanding Facilitate the customer’s understanding Salespeople skilled at questioning take a strategic approach to asking questions so that they may: Types of Questions: Controlling Amount and Specificity of Information Open-end Questions Closed-end Questions Dichotomous/Multiple-Choice Questions How do you manage your time? Do you manage your time well? Are you a good or bad time manager? 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?” 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…?” 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…” 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?” Types of Questions: Strategic Purpose Guidelines for Combining Types of Questions for Maximal Effectiveness Verbal Communication: Strategic Application of Questioning Generate Buyer Involvement Provoke Thinking Gather Information Clarification and Emphasis Show Interest Gain Confirmation Advance the Sale Situation Questions 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. Definition: Examples: Impact: Advice: Problem Questions Asking about problems, difficulties or dissatisfactions that the buyer is experiencing with the existing situation. 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. Definition: Examples: Impact: Advice: Implication Questions 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. Definition: Examples: Impact: Advice: 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. 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. Definition: Examples: Impact: Advice: 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
Slide 19 - Communication Skills Module Four 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. 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. Setting the Stage 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? Capturing the Power of Collaborative Communication Sales Communication as a Collaborative Process Verbal Communication: Questioning Control the flow and direction of the conversation Uncover important information Demonstrate concern and understanding Facilitate the customer’s understanding Salespeople skilled at questioning take a strategic approach to asking questions so that they may: Types of Questions: Controlling Amount and Specificity of Information Open-end Questions Closed-end Questions Dichotomous/Multiple-Choice Questions How do you manage your time? Do you manage your time well? Are you a good or bad time manager? 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?” 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…?” 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…” 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?” Types of Questions: Strategic Purpose Guidelines for Combining Types of Questions for Maximal Effectiveness Verbal Communication: Strategic Application of Questioning Generate Buyer Involvement Provoke Thinking Gather Information Clarification and Emphasis Show Interest Gain Confirmation Advance the Sale Situation Questions 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. Definition: Examples: Impact: Advice: Problem Questions Asking about problems, difficulties or dissatisfactions that the buyer is experiencing with the existing situation. 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. Definition: Examples: Impact: Advice: Implication Questions 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. Definition: Examples: Impact: Advice: 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. 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. Definition: Examples: Impact: Advice: 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 Verbal Communication: Listening
Slide 20 - Communication Skills Module Four 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. 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. Setting the Stage 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? Capturing the Power of Collaborative Communication Sales Communication as a Collaborative Process Verbal Communication: Questioning Control the flow and direction of the conversation Uncover important information Demonstrate concern and understanding Facilitate the customer’s understanding Salespeople skilled at questioning take a strategic approach to asking questions so that they may: Types of Questions: Controlling Amount and Specificity of Information Open-end Questions Closed-end Questions Dichotomous/Multiple-Choice Questions How do you manage your time? Do you manage your time well? Are you a good or bad time manager? 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?” 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…?” 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…” 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?” Types of Questions: Strategic Purpose Guidelines for Combining Types of Questions for Maximal Effectiveness Verbal Communication: Strategic Application of Questioning Generate Buyer Involvement Provoke Thinking Gather Information Clarification and Emphasis Show Interest Gain Confirmation Advance the Sale Situation Questions 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. Definition: Examples: Impact: Advice: Problem Questions Asking about problems, difficulties or dissatisfactions that the buyer is experiencing with the existing situation. 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. Definition: Examples: Impact: Advice: Implication Questions 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. Definition: Examples: Impact: Advice: 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. 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. Definition: Examples: Impact: Advice: 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 Verbal Communication: Listening Little Concentration or Cognition Requires Concentration and Cognition Types of Listening Social Listening Serious Listening
Slide 21 - Communication Skills Module Four 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. 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. Setting the Stage 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? Capturing the Power of Collaborative Communication Sales Communication as a Collaborative Process Verbal Communication: Questioning Control the flow and direction of the conversation Uncover important information Demonstrate concern and understanding Facilitate the customer’s understanding Salespeople skilled at questioning take a strategic approach to asking questions so that they may: Types of Questions: Controlling Amount and Specificity of Information Open-end Questions Closed-end Questions Dichotomous/Multiple-Choice Questions How do you manage your time? Do you manage your time well? Are you a good or bad time manager? 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?” 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…?” 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…” 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?” Types of Questions: Strategic Purpose Guidelines for Combining Types of Questions for Maximal Effectiveness Verbal Communication: Strategic Application of Questioning Generate Buyer Involvement Provoke Thinking Gather Information Clarification and Emphasis Show Interest Gain Confirmation Advance the Sale Situation Questions 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. Definition: Examples: Impact: Advice: Problem Questions Asking about problems, difficulties or dissatisfactions that the buyer is experiencing with the existing situation. 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. Definition: Examples: Impact: Advice: Implication Questions 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. Definition: Examples: Impact: Advice: 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. 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. Definition: Examples: Impact: Advice: 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 Verbal Communication: Listening Little Concentration or Cognition Requires Concentration and Cognition Types of Listening Social Listening Serious Listening SIER Hierarchy of Active Listening Res- ponding Evaluating Interpreting Sensing
Slide 22 - Communication Skills Module Four 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. 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. Setting the Stage 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? Capturing the Power of Collaborative Communication Sales Communication as a Collaborative Process Verbal Communication: Questioning Control the flow and direction of the conversation Uncover important information Demonstrate concern and understanding Facilitate the customer’s understanding Salespeople skilled at questioning take a strategic approach to asking questions so that they may: Types of Questions: Controlling Amount and Specificity of Information Open-end Questions Closed-end Questions Dichotomous/Multiple-Choice Questions How do you manage your time? Do you manage your time well? Are you a good or bad time manager? 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?” 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…?” 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…” 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?” Types of Questions: Strategic Purpose Guidelines for Combining Types of Questions for Maximal Effectiveness Verbal Communication: Strategic Application of Questioning Generate Buyer Involvement Provoke Thinking Gather Information Clarification and Emphasis Show Interest Gain Confirmation Advance the Sale Situation Questions 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. Definition: Examples: Impact: Advice: Problem Questions Asking about problems, difficulties or dissatisfactions that the buyer is experiencing with the existing situation. 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. Definition: Examples: Impact: Advice: Implication Questions 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. Definition: Examples: Impact: Advice: 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. 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. Definition: Examples: Impact: Advice: 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 Verbal Communication: Listening Little Concentration or Cognition Requires Concentration and Cognition Types of Listening Social Listening Serious Listening SIER Hierarchy of Active Listening Res- ponding Evaluating Interpreting Sensing Verbal Communication Organize Thoughts Paint Word Pictures Watch Grammar
Slide 23 - Communication Skills Module Four 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. 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. Setting the Stage 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? Capturing the Power of Collaborative Communication Sales Communication as a Collaborative Process Verbal Communication: Questioning Control the flow and direction of the conversation Uncover important information Demonstrate concern and understanding Facilitate the customer’s understanding Salespeople skilled at questioning take a strategic approach to asking questions so that they may: Types of Questions: Controlling Amount and Specificity of Information Open-end Questions Closed-end Questions Dichotomous/Multiple-Choice Questions How do you manage your time? Do you manage your time well? Are you a good or bad time manager? 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?” 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…?” 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…” 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?” Types of Questions: Strategic Purpose Guidelines for Combining Types of Questions for Maximal Effectiveness Verbal Communication: Strategic Application of Questioning Generate Buyer Involvement Provoke Thinking Gather Information Clarification and Emphasis Show Interest Gain Confirmation Advance the Sale Situation Questions 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. Definition: Examples: Impact: Advice: Problem Questions Asking about problems, difficulties or dissatisfactions that the buyer is experiencing with the existing situation. 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. Definition: Examples: Impact: Advice: Implication Questions 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. Definition: Examples: Impact: Advice: 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. 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. Definition: Examples: Impact: Advice: 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 Verbal Communication: Listening Little Concentration or Cognition Requires Concentration and Cognition Types of Listening Social Listening Serious Listening SIER Hierarchy of Active Listening Res- ponding Evaluating Interpreting Sensing Verbal Communication Organize Thoughts Paint Word Pictures Watch Grammar 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
Slide 24 - Communication Skills Module Four 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. 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. Setting the Stage 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? Capturing the Power of Collaborative Communication Sales Communication as a Collaborative Process Verbal Communication: Questioning Control the flow and direction of the conversation Uncover important information Demonstrate concern and understanding Facilitate the customer’s understanding Salespeople skilled at questioning take a strategic approach to asking questions so that they may: Types of Questions: Controlling Amount and Specificity of Information Open-end Questions Closed-end Questions Dichotomous/Multiple-Choice Questions How do you manage your time? Do you manage your time well? Are you a good or bad time manager? 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?” 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…?” 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…” 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?” Types of Questions: Strategic Purpose Guidelines for Combining Types of Questions for Maximal Effectiveness Verbal Communication: Strategic Application of Questioning Generate Buyer Involvement Provoke Thinking Gather Information Clarification and Emphasis Show Interest Gain Confirmation Advance the Sale Situation Questions 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. Definition: Examples: Impact: Advice: Problem Questions Asking about problems, difficulties or dissatisfactions that the buyer is experiencing with the existing situation. 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. Definition: Examples: Impact: Advice: Implication Questions 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. Definition: Examples: Impact: Advice: 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. 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. Definition: Examples: Impact: Advice: 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 Verbal Communication: Listening Little Concentration or Cognition Requires Concentration and Cognition Types of Listening Social Listening Serious Listening SIER Hierarchy of Active Listening Res- ponding Evaluating Interpreting Sensing Verbal Communication Organize Thoughts Paint Word Pictures Watch Grammar 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 Personal Distance Public Zone: >12 feet Social Zone: 4 - 12 feet Personal Zone: 2-4 feet Intimate Zone: 0-2 feet Me You
Slide 25 - Communication Skills Module Four 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. 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. Setting the Stage 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? Capturing the Power of Collaborative Communication Sales Communication as a Collaborative Process Verbal Communication: Questioning Control the flow and direction of the conversation Uncover important information Demonstrate concern and understanding Facilitate the customer’s understanding Salespeople skilled at questioning take a strategic approach to asking questions so that they may: Types of Questions: Controlling Amount and Specificity of Information Open-end Questions Closed-end Questions Dichotomous/Multiple-Choice Questions How do you manage your time? Do you manage your time well? Are you a good or bad time manager? 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?” 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…?” 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…” 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?” Types of Questions: Strategic Purpose Guidelines for Combining Types of Questions for Maximal Effectiveness Verbal Communication: Strategic Application of Questioning Generate Buyer Involvement Provoke Thinking Gather Information Clarification and Emphasis Show Interest Gain Confirmation Advance the Sale Situation Questions 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. Definition: Examples: Impact: Advice: Problem Questions Asking about problems, difficulties or dissatisfactions that the buyer is experiencing with the existing situation. 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. Definition: Examples: Impact: Advice: Implication Questions 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. Definition: Examples: Impact: Advice: 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. 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. Definition: Examples: Impact: Advice: 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 Verbal Communication: Listening Little Concentration or Cognition Requires Concentration and Cognition Types of Listening Social Listening Serious Listening SIER Hierarchy of Active Listening Res- ponding Evaluating Interpreting Sensing Verbal Communication Organize Thoughts Paint Word Pictures Watch Grammar 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 Personal Distance Public Zone: >12 feet Social Zone: 4 - 12 feet Personal Zone: 2-4 feet Intimate Zone: 0-2 feet Me You Common Nonverbal Clusters