Mktg3007_week4_v1.pptx | Course Paper

Chapter 4: Communication Skills

MKTG3007 – Sales and Personal Selling

WEEK 4 LECTURE NOTE

Communication

Skills

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be scanned, copied or duplicated, or posted to a publicly

accessible website, in whole or in part.

LEARNING OUTCOMES

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SELL6 | CH4

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)

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SELL6 | CH4

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

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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

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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