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Chapter 4: Communication Skills
MKTG3007 - Sales and Personal Selling
WEEK 4 LECTURE NOTE
Communication
Skills
4
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be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
LEARNING OUTCOMES
3
SELL6 | CH4
Copyright ©2020 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
1. Explain the importance of collaborative, two-
way communication in trust-based 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 trust-based selling
4. Identify and describe the five steps of the ADAPT
questioning sequence for effective fact-finding and
needs discovery
LEARNING OUTCOMES (continued)
4
SELL6 | CH4
Copyright ©2020 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
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. Describe and interpret the different forms of
nonverbal communication
5
Copyright ©2020 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part. SELL6 | CH4
Trust-Based Sales Communication
•Collaborative and two-way form of
communication
•Allows buyers and sellers to:
•Understand the need situation
•Work together to create the best response for
resolving customer needs
LO 1
6
Copyright ©2020 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part. SELL6 | CH4
Verbal Communication - Questioning
•Salespeople must ask carefully crafted
questions to:
•Elicit information from a prospective buyer
regarding his or her current situation, needs,
and expectations
•Actively involve the buyer in the selling process
•Redirect, regain, or hold the buyer’s attention
LO 1
Types of Questions Based on the Amount and
Specificity of Information Desired
•Open-end questions
•Designed to allow the customer respond freely
•Closed-end questions
•Limit the customers’ responses to one or two
LO 2
