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Module Four
Communication Skills
Learning Objectives
1. Explained the importance of collaborative,
two-way communication in personal
selling.
2. Explain the primary types of questions and
how they are applied in selling.
3. Illustrate the diverse roles and uses of
strategic questioning in personal selling.
Professional Selling:
A Trust-Based Approach
Module 4:
Communication Skills
Ingram
LaForge Avila
Schwepker Jr. Williams
Learning Objectives
4. Identify and describe the five steps of the
ADAPT questioning sequence.
5. Discuss the four sequential steps for
effective active listening.
6. Discuss the superiority of pictures over
words for explaining concepts and
enhancing comprehension.
7. Described the different forms of nonverbal
communication.
Professional Selling:
A Trust-Based Approach
Module 4:
Communication Skills
Ingram
LaForge Avila
Schwepker Jr. Williams
Setting the Stage
Capturing the Power of
Collaborative Communication
1. What is it that John Klich believes he
needs to possess in order to be a true
resource to his customers?
2. What did John indicate is “paramount”
to retaining clients for a long period of
time?
Professional Selling:
A Trust-Based Approach
Module 4:
Communication Skills
Ingram
LaForge Avila
Schwepker Jr. Williams
Sales Communication as a
Collaborative Process
What’s the difference
between “talking
at the customer”
and “talking with
the customer”?
Professional Selling:
A Trust-Based Approach
Module 4:
Communication Skills
Ingram
LaForge Avila
Schwepker Jr. Williams
Verbal Communication: Questioning
Salespeople skilled at questioning take a
strategic approach to asking questions
so that they may:
• Control the flow and direction of the
conversation
• Uncover important information
• Demonstrate concern and understanding
• Facilitate the customer’s understanding
Professional Selling:
A Trust-Based Approach
Module 4:
Communication Skills
Ingram
LaForge Avila
Schwepker Jr. Williams
Types of Questions: Controlling
Amount and Specificity of Information
• Open-end Questions
• Closed-end Questions
• Dichotomous/Multiple-Choice Questions
Are
How
Do
youyou
do
a good
you
manage
manage
or bad
your
time
your
time
manager?
well?
time?
Professional Selling:
A Trust-Based Approach
Module 4:
Communication Skills
Ingram
LaForge Avila
Schwepker Jr. Williams
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?”
Professional Selling:
A Trust-Based Approach
Module 4:
Communication Skills
Ingram
LaForge Avila
Schwepker Jr. Williams
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…?”
Professional Selling:
A Trust-Based Approach
Module 4:
Communication Skills
Ingram
LaForge Avila
Schwepker Jr. Williams
Types of Questions: Strategic Purpose
• Probing Questions
• Evaluative Questions
• Tactical Questions – used to shift or redirect the topic of
discussion
– “Earlier you mentioned that…”
– “Could you tell me more about how that might affect…”
Professional Selling:
A Trust-Based Approach
Module 4:
Communication Skills
Ingram
LaForge Avila
Schwepker Jr. Williams
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?”
Professional Selling:
A Trust-Based Approach
Module 4:
Communication Skills
Ingram
LaForge Avila
Schwepker Jr. Williams
Guidelines for Combining Types of
Questions for Maximal Effectiveness
Discussion and
Interpretation
Confirmation and
Agreement
Choice from
Alternatives
Amount of and Specificity of Information Desired
Amount of and Specificity of Information Desired
Explore and Dig
for Details
Gain Confirmation
& Discover
Attitudes/Opinions
Change Topics or
Direct Attention
Follow-Up
Previously Elicited
Statements
Open-end Questions
Designed to be
Probing in Nature
Open-end Questions
Designed to be
Evaluative in Nature
Open-end Questions
Designed to be
Tactical in Nature
Open-end Questions
Designed to be
Reactive in Nature
Closed-end Questions
Designed to be
Probing in Nature
Closed-end Questions
Designed to be
Evaluative in Nature
Closed-end Questions
Designed to be
Tactical in Nature
Closed-end Questions
Designed to be
Reactive in Nature
Dichotomous or
Multiple-choice Questions
Designed to be
Probing in Nature
Dichotomous or
Multiple-choice Questions
Designed to be
Evaluative in Nature
Dichotomous or
Multiple-choice Questions
Designed to be
Tactical in Nature
Dichotomous or
Multiple-choice Questions
Designed to be
Reactive in Nature
Professional Selling:
A Trust-Based Approach
Module 4:
Communication Skills
Ingram
LaForge Avila
Schwepker Jr. Williams
Verbal Communication:
Strategic Application of Questioning
•
•
•
•
•
•
•
Professional Selling:
A Trust-Based Approach
Generate Buyer Involvement
Provoke Thinking
Gather Information
Clarification and Emphasis
Show Interest
Gain Confirmation
Advance the Sale
Module 4:
Communication Skills
Ingram
LaForge Avila
Schwepker Jr. Williams
Situation Questions
Definition:
Finding out facts about the buyer’s existing situation.
Examples:
How many people do you employ at this location? How
do you manage your time and contacts?
Impact:
Least powerful of the SPIN questions. Negative
relationship to success. Most people ask too many.
Advice:
Eliminate unnecessary Situation Questions by doing
your homework in advance.
Professional Selling:
A Trust-Based Approach
Module 4:
Communication Skills
Ingram
LaForge Avila
Schwepker Jr. Williams
Problem Questions
Definition:
Asking about problems, difficulties or dissatisfactions
that the buyer is experiencing with the existing
situation.
Examples:
Have you ever had trouble managing your time or
your contacts? Which parts of the system create error?
Impact:
More powerful than Situation Questions. People ask
more Problem Questions as they become more
experienced at selling.
Advice:
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.
Professional Selling:
A Trust-Based Approach
Module 4:
Communication Skills
Ingram
LaForge Avila
Schwepker Jr. Williams
Implication Questions
Definition:
Asking about the consequences or effects of a
buyer’s problems, difficulties, or dissatisfactions.
Examples:
What effect does that problem have on your productivity?
Could that be impeding your ability to develop good
relationships with your customers?
Impact:
The most powerful of all SPIN questions. Top
salespeople ask lots of Implication Questions.
Advice:
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.
Professional Selling:
A Trust-Based Approach
Module 4:
Communication Skills
Ingram
LaForge Avila
Schwepker Jr. Williams
Need-Payoff Questions
Definition:
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.
Examples:
How would better time & customer management help
you? Would you like to discuss how we can do that for
you?
Impact:
Versatile questions used a great deal by top
salespeople. These questions help the buyer to
understand the benefits of solving the problem.
Advice:
Use these questions to get buyers to tell you the benefits
that your solution can offer.
Professional Selling:
A Trust-Based Approach
Module 4:
Communication Skills
Ingram
LaForge Avila
Schwepker Jr. Williams
Funneling Sequence of ADAPT
Assessment Questions
• Broad bases and general facts describing situation
• Non-threatening as no interpretation is requested
• Open-end questions for maximum information
Discovery Questions
• Questions probing information gained in assessment
• Seeking to uncover problems or dissatisfactions that
could lead to suggested buyer needs
• Open-end questions for maximum information
Activation 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.
Projection Questions
• Projects what life would be like without the problems
• Buyer establishes the value of finding and
implementing a solution
Transition Questions
• Confirms interest in solving the problem
• Transitions to presentation of solution
Professional Selling:
A Trust-Based Approach
Module 4:
Communication Skills
Ingram
LaForge Avila
Schwepker Jr. Williams
Verbal Communication: Listening
Pay
Attention
Monitor
Non-Verbal
Make No
Assumptions
Effective Active
Listening
Paraphrase
& Repeat
Professional Selling:
A Trust-Based Approach
Module 4:
Communication Skills
Encourage
Buyer to Talk
Visualize
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LaForge Avila
Schwepker Jr. Williams
Types of Listening
Social Listening
Serious Listening
Little
Concentration
or Cognition
Requires
Concentration
and Cognition
Professional Selling:
A Trust-Based Approach
Module 4:
Communication Skills
Ingram
LaForge Avila
Schwepker Jr. Williams
SIER Hierarchy of Active Listening
Responding
Evaluating
Interpreting
Sensing
Professional Selling:
A Trust-Based Approach
Module 4:
Communication Skills
Ingram
LaForge Avila
Schwepker Jr. Williams
Verbal Communication
• Organize Thoughts
• Paint Word Pictures
• Watch Grammar
Professional Selling:
A Trust-Based Approach
Module 4:
Communication Skills
Ingram
LaForge Avila
Schwepker Jr. Williams
Nonverbal Communication
• Facial Expressions
Face
• Eye Movements
• Placement and Movements of Hands,
Arms, Head, and Legs
Hands
• Body Posture and Orientation
• Proxemics
• Variation in Voice Characteristics
– Speaking Rate and Pause Duration
– Pitch or Frequency
– Intensity and Loudness
Head
Arms
Feet
Legs
Posture
Professional Selling:
A Trust-Based Approach
Module 4:
Communication Skills
Ingram
LaForge Avila
Schwepker Jr. Williams
Personal Distance
• Public Zone: >12 feet
You
• Social Zone: 4 - 12 feet
• Personal Zone: 2-4 feet
Me
• Intimate Zone: 0-2 feet
Professional Selling:
A Trust-Based Approach
Module 4:
Communication Skills
Ingram
LaForge Avila
Schwepker Jr. Williams
Common Nonverbal Clusters
Cluster Name
Cluster Meaning
Body Posture &
Orientation
• Moving closer
• Leaning forward
Movement of Hands, Arms, &
Legs
Eyes & Facial Expression
• Open hands
• Removing coat
• Unbutton collar
• Uncrossed arms & legs
• Slight smile
• Good eye contact
• Minimal eye contact
• Glancing sideways
• Pursed lips
• Tilted head
Openness
Openness, flexibility and
sincerity
Defensiveness
Defensiveness,
skepticism, and
apprehension
• Rigid body
• Crossed arms & legs
Evaluation
Evaluation and
consideration of
message
• Leaning forward
• Hand on cheek
• Stroking chin
• Chin in palm of hand
Deception
Dishonesty and
secretiveness
• Patterns of rocking
• Fidgeting with objects
• Increased leg movement
• Increased eye movement
• Frequent gazes elsewhere
• Forced smile
Readiness
Dedication or
commitment
• Sitting forward
• Hands on hips
• Legs uncrossed
• Feet flat on floor
• Increased eye contact
Boredom
Lack of interest and
impatience
• Head in palm of hands
• Slouching
• Drumming fingers
• Swinging a foot
• Brushing & picking at items
• Tapping feet
• Poor eye contact
• Glancing at watch
• Blank stare
Professional Selling:
A Trust-Based Approach
Module 4:
Communication Skills
• Dropping glasses to lower
nose
Ingram
LaForge Avila
Schwepker Jr. Williams