Selling Today: Partnering to Create Value, 14e (Manning/Ahearne/Reece)
Chapter 5 Communication Styles: A Key to Adaptive Selling Today
1) “Behavior style” and “social style” are other ways of referring to:
A) communication style
B) emotive style
C) directive style
D) higher dominance
E) lower dominance
2) Which of the following statements regarding communications–style bias is most likely true?
A) Communication–style bias is quite rare.
B) Communication–style bias can manifest as a general feeling of discomfort with another
person.
C) Communication-style bias is commonly understood in our society.
D) Communication–style bias will not surface between two people with the same communication
style.
E) Communication–style bias will make a consulting sales relationship impossible.
3) Communication-style bias is most likely to occur when a salesperson:
A) has a different communication style than a customer
B) is unable to understand a customer’s regional accent
C) fails to use standard terms when describing products
D) lacks a grasp of social customs in the customer’s culture
E) talks too quickly during most sales presentations
4) Which of the following is most likely true about our individual communication style?
A) It is formed before we are born.
B) It is formed during the first year of our life.
C) It is formed before we enter elementary school.
D) It is constantly changing throughout life.
E) It is based on environmental factors, not heredity.
5) Which of the following is a major principle supporting communication style theory?
A) Individual differences exist but are negligible in business conversations.
B) Successful business and social relationships require identical styles.
C) There are unlimited communication styles that are unique to each person.
D) Individual style differences change constantly.
E) A communication style is a way of thinking and behaving.
6) The quadrant model of communication styles assumes that most people:
A) understand the quadrant model well enough to choose their point on the quadrant
B) fit into four discrete, unchanging categories and can be easily assessed in that category by
others
C) change from quadrant to quadrant somewhat regularly
D) are aware of their communication style and can alter it depending on the situation
E) have a relatively consistent point on both the dominance and sociability continuums
7) Communication style is an important aspect of our personality.
8) Communication style bias can cause a feeling that we simply do not like another person,
without knowing exactly why.
9) Communication style is based on a combination of hereditary and environmental factors.
10) Communication style does not affect other people’s perceptions of us.
11) Changing sales behaviors in order to improve communication with the customer is known as
________.
12) The theory of behavioral- or communication-style bias is based on a number of underlying
principles. List the principles.
13) Which statement is most likely true about the communication–style model?
A) It is based on three important dimensions of human behavior.
B) Emotion and dominance are the two primary dimensions.
C) It is composed of four distinct quadrants.
D) It is based on a highly accurate self–rating system.
E) Successful salespeople tend to score high on dominance.
14) A customer who is higher in dominance tends to do which of the following?
A) display an eagerness to agree quickly
B) curb a desire to initiate demands
C) cooperate excessively with others
D) attempt to control situations
E) wait for others to speak first
15) A customer who is lower in dominance would most likely be:
A) deliberate
B) hurried
C) talkative
D) cooperative
E) decisive
16) The scale designed to measure the amount of control we exert over our emotional
expressiveness is the:
A) communication bias
B) emotional index
C) sensitivity scale
D) excess zone
E) sociability continuum
17) If a prospect has low dominance, the salesperson should:
A) be aware that the prospect might not actively raise objections during the sales call
B) persuade the prospect to buy, since the prospect is unlikely to resist
C) know that this prospect cannot make a buying decision
D) speak more quietly and slowly when presenting to the prospect
E) be prepared to be peppered with questions
18) On the communication style grid, the two communication styles with low dominance are
reflective and supportive. Salespeople with these two communication styles would be best suited
for sales situations in which:
A) the product is simple to understand so the salespeople don’t have to spend much time with
potential clients
B) the product is highly technical and requires a strong focus on partnering over the long term to
discover solutions for the client
C) the customers understand the low dominance of the salespeople and are willing to work with
them despite their communication differences
D) the customers are all reflective or supportive communication styles
E) the salespeople are not required to have direct contact with potential clients
19) A salesperson with low dominance who is selling to a customer with high dominance may
run the risk of:
A) intimidating the customer into buying
B) focusing on features instead of benefits tailored to the customer
C) being afraid to speak to the customer
D) letting the customer drive the closing process instead of the salesperson guiding it
E) losing the sale if the customer thinks the salesperson does not have product knowledge
20) The psychological continuum and the sociability continuum are the two main components
that form the communication–style model.
21) An individual who is high on the sociability continuum tends to communicate in an ordered
and measured manner.
22) Sociability reflects the amount of control we exert over our emotional expressiveness.
23) The more strongly a person displays the trait of dominance, the less sociable they are.
24) ________ can be defined as the tendency to control or prevail over others.
25) Describe the difference between lower dominance and higher dominance.
26) A customer who takes the social initiative in most cases and expresses feelings openly is
displaying characteristics of which of the following styles?
A) dominant
B) reflective
C) supportive
D) directive
E) emotive
27) The combination of high dominance and low sociability defines a style known as:
A) communicative
B) reflective
C) supportive
D) emotive
E) directive
28) A customer who displays the reflective communication style can be described as:
A) reserved
B) sensitive
C) frank
D) sociable
E) malleable
29) The combination of low dominance and low sociability defines a communication style
known as:
A) mature
B) supportive
C) emotive
D) reflective
E) directive
30) A customer who combines low dominance and high sociability displays which of the
following styles?
A) emotive
B) supportive
C) directive
D) reflective
E) communicative
31) The four-style communication model described in the text is:
A) increasingly used in training programs
B) applicable only to salespeople in the United States
C) limited in its usefulness in the real world
D) the basis for developing customer strategies
E) based on research developed in the last decade
32) For each person, one of the four styles is usually:
A) dominant but hidden
B) dominant and easily detectable
C) dominant and problematic
D) recessive and easily detectable
E) recessive and transitional
33) If you have a preferred communication style, you will most likely:
A) use that style exclusively
B) change that style as you grow older
C) display other communication styles at times
D) be unable to understand people with other styles
E) need to maintain that habitual style in all contexts
34) A newly-hired salesperson, Jun-Hee Kim, is taking over the sales territory of Arvin Vasquez,
a salesperson for her company who is moving out of the area. Arvin left detailed notes on his
clients within the CRM system, so Jun–Hee is reviewing these notes. Jun–Hee reads the following
about Bob Costello:
“Bob is super-friendly and outgoing. He loves to deep sea fish and goes on three trips a year to
fish in the Caribbean. His wife is Carol and his kids are Taylor (4th grade) and Jordan (6th
grade) (both girls). Bob’s buying focus is durability and price, and he expects a relationship with
a trustworthy sales rep. Bob can be impatient and doesn’t like to waste time during meetings. He
tends to maintain control and set the agenda.”
Based on this summary, what communications style does Bob Costello most likely have?
A) sociable
B) directive
C) emotive
D) supportive
E) reflective
35) Craig is a classic emotive salesperson–friendly, interested in people, excited about the
product he sells, and ready to sell to anyone who wants to buy. His sales manager cautions him
to consider how he will approach the buyer for a major client, who is known to be blunt,
humorless, and focused only on quality assurance reports and pricing. What aspect of Craig’s
normal approach should he consider altering the most?
A) Craig should consider lowering the prices he offers to this buyer from the beginning in order
to make the sale.
B) Craig should consider presenting features instead of benefits, since the buyer will not respond
to anything emotional.
C) Craig should consider advanced information-gathering to discover what the buyer’s hobbies
and interests are to be able to discuss them at the first sales call.
D) Craig should consider pulling back on the relationship-building moves, since the buyer is not
interested in personal rapport.
E) Craig should consider waiting longer to ask for the close than he usually does to give the
buyer adequate time to think thoroughly through the decision.
36) Which combination of communication styles between salesperson and customer will likely
result in a good relationship, but will LEAST likely lead to a firm sale?
A) directive salesperson with directive customer
B) directive salesperson with supportive customer
C) supportive salesperson with supportive customer
D) supportive salesperson with reflective customer
E) reflective salesperson with emotive customer
37) The stereotype of salespeople is that they are all Emotives: good at talking and influencing
people into buying the product they are selling. It would most likely be harmful to the sales
process to have an emotive sales representative if the:
A) customer is low on the sociability continuum
B) customer is high on the sociability continuum
C) product being sold is viewed as costly by the customer
D) product being sold is in the mature stage of the product life cycle
E) salesperson engages in style flexing to accommodate the customer’s needs
38) A customer is rude to the salesperson during sales calls, requests additional research and
market data, and refuses to accept courtesy calls from the salesperson. However, the customer
places several large orders for the product from the salesperson. Which statement best explains
the customer’s discordant behavior?
A) The salesperson represents an inferior product that the customer does not need.
B) The salesperson has used the wrong approach by not establishing rapport with the customer.
C) The customer is not the ultimate decision maker for the account but would like to be.
D) The customer is a directive who dislikes extraneous contact with the salesperson but makes
decisions rapidly based on data.
E) The customer is a reflective who cannot concentrate when the salesperson engages in frequent
interruptions.
39) Eli’s position at Global-Mach involves purchasing complex manufacturing components,
making decisions based on technical data, and creating detailed, scientific reports. Although Eli
is very effective at his job, he experiences significant difficulty when engaging in
communication with the highly sociable salesperson who services the account. When the
salesperson wants to discuss personal matters, Eli appears aloof, reserved, and preoccupied. Eli
most likely has a(n) ________ communication style.
A) emotive
B) directive
C) reflective
D) passive
E) supportive
40) Gavin’s position at Pharma-Tech involves purchasing complex manufacturing components,
making decisions based on technical data, and creating detailed, scientific reports. Tanya, the
sales representative assigned to work with Gavin, has experienced difficulties in the past when
attempting to communicate with Gavin, who is precise, aloof, serious, and disciplined. Which of
the following would most likely help Tanya build a relationship with Gavin?
A) Tanya should use both verbal and nonverbal communication styles to keep Gavin engaged in
the sales presentation.
B) Tanya should express great enthusiasm for the products she sells and ask Gavin many
questions to draw him into the presentation.
C) Tanya should give a quick-paced presentation and attempt to close the sale quickly to prevent
wasting too much of Gavin’s time.
D) Tanya should take time to learn about Gavin’s personal and work life before giving a brief
overview of the product she is selling.
E) Tanya should give a well–organized presentation with extensive documentation and avoid
pressuring Gavin to make a quick decision.
41) Emotive customers are frank, demanding, serious, and opinionated.
42) In a selling situation, the reflective customer wants plenty of facts presented as rapidly as
possible.
43) The ________ communication style combines high sociability and high dominance.
44) The words “reserved,” “warm,” and “compliant” describe the ________ style.
45) The words “aloof” and “stuffy” describe which side of which of the following styles?
A) the immature side of the supportive style
B) the mature side of the supportive style
C) the immature side of the reflective style
D) the mature side of the reflective style
E) the mature side of the directive style
46) An effective and practical way to minimize communication–style bias is to:
A) choose customers based on their communication styles
B) write presentation materials that appeal to all communication styles
C) send trained communicators to talk to customers with unfamiliar styles
D) adapt your style to the way the customer communicates
E) focus more on the content of sales presentations than on message delivery
47) Which term refers to the degree to which a salesperson is perceived as developing and
maintaining buyer comfort throughout the sales process?
A) rigidity
B) sensitivity
C) maturity
D) believability
E) versatility
48) The immature characteristics of each style can most likely:
A) never be altered because of heredity
B) overcome communication-bias issues
C) enhance overall sales performance
D) change with time and effort
E) lead to increased sociability
49) The idea that the characteristics that make others respect you can also make others frustrated
with you is called the ________ paradox.
A) sociability
B) dominance
C) strength–weakness
D) flexing
E) communication–bias
50) CRM software can most likely help a salesperson to do all of the following EXCEPT:
A) remember the names of the customer’s family members
B) develop a partnering relationship with the customer
C) track which products a customer prefers to purchase
D) shift the customer from a reflective to emotive style
E) adapt to the customer’s communication style
51) People who display their emotions with less intensity are said to be in:
A) zone one
B) zone two
C) zone three
D) zone four
E) the excess zone
52) Zone one, zone two, and the excess zone are used to describe which dimension of our
communication styles?
A) maturity
B) intensity
C) predictability
D) flexibility
E) adaptability
53) When we move into the excess zone, which of the following usually happens?
A) Stress levels decrease.
B) Style flexing decreases.
C) Style flexing increases.
D) Speech becomes more cautious.
E) Speech becomes erratic and slurred.
54) When a reflective salesperson moves into the excess zone, he or she is apt to:
A) express highly emotional opinions
B) become extremely competitive
C) agree with everyone
D) avoid making decisions
E) make rash decisions
55) A salesperson who is having trouble determining his own communication style most likely
falls into:
A) the excess zone
B) zone one
C) zone two
D) the flex zone
E) the bias zone
56) Adapting to the customer’s preferred communication style can enhance sales performance.
57) In the communication-style model, people who fall into zone two display their unique
behavior characteristics with less intensity than in zone one.
58) The zones in the communication-style model might be thought of as “intensity zones.”
59) ________ is the degree to which a salesperson is perceived as developing and maintaining
buyer comfort throughout the sales process.
60) The Platinum Rule is:
A) Do Unto Others As You Would Have Them Do To You
B) Do Unto Others As They Want Done Unto Them
C) Do Unto Others As You Know You Should
D) Ask Others To Do To You As You Would Do To Them
E) Ask Others To Do To You As They Would Do To Themselves
61) Relative to Americans, Canadians are more likely to be:
A) passive and stiff
B) happy and casual
C) sociable and casual
D) educated and informal
E) bilingual and formal
62) Which style flexing technique is most appropriate for a salesperson to use in the presence of
an emotive customer?
A) Cite research and statistics.
B) Avoid an open display of enthusiasm.
C) Avoid wasting time on rapport-building.
D) Take a slow, business-like, and formal approach.
E) Provide support for the customer’s opinions and ideas.
63) Salespeople should use the tactic of style flexing with customers and prospects because:
A) it is a breach of etiquette to speak more or less than your customer does in a sales meeting
B) a prospect will not buy from someone who presents as more dominant than the prospect is
C) it is the C for courtesy in the CARE model
D) people like to do business with others they perceive as being similar to themselves
E) it is unethical to use the power differential in different communication styles to close a sale
64) Understanding a customer’s communication style tells the salesperson:
A) the customer’s preferences in how they are communicated with and what their product needs
are
B) the customer’s preferences in how they are communicated with, but not what their product
needs are
C) the customer’s product needs, but not their preferences in how they are communicated with
D) neither the customer’s product needs nor their preferences in how they are communicated with
E) what the approximate length of the sales cycle will be for this customer
65) Jared James is a top salesperson at a leading manufacturer of agricultural machinery parts.
He is a classic directive: decisive, fact-oriented, direct, and focused on closing the deal. He
understands the importance of style flexing, however, as not all buyers respond to the directive
style. Jared has been thinking about how to approach a new client, Alex Doyle, who is a buyer
for a huge combine manufacturer. Alex has a supportive style. What adjustments should Jared
make in his usual mode of communicating?
A) Jared should focus more on benefits and less on facts in his sales presentation to Alex.
B) Jared should make an effort to develop rapport with Alex and plan for several conversations
before he attempts to close the sale.
C) Jared should take Alex out for dinner at a high-profile restaurant so they can develop a
personal relationship before he begins to talk about the product.
D) Jared should be sure he has the facts to back up any claims he makes to Alex, and consider
sending Alex the research and quality-control reports before their first meeting so Alex can
examine the documentation.
E) Jared should hang back to let Alex guide the conversation during sales calls so that Alex
doesn’t feel overwhelmed by Jared’s blunt presentation style.
66) A salesperson is required by his employer to use a script when making a sales presentation.
The script includes standard jokes and repeated attempts at relationship building, plus a rapid
close to the sale. The salesperson recognizes that a potential client has a reflective
communication style and may be offended by some of the elements in the script. What should
the salesperson do?
A) The salesperson should omit the jokes and downplay the relationship-building attempts, while
drawing out the close to give the potential client longer to decide.
B) The salesperson should abandon the script without telling her manager and be blunt and direct
with the potential client.
C) The salesperson should double up on the research and facts she presents during the
presentation to appeal to the potential client’s deliberate side.
D) The salesperson should ask her sales manager to come with her to the first sales call so that
the potential client knows the company is serious about winning the client’s business.
E) The salesperson should stick with the script and timing as written, as it’s been tested by her
manager and has a high rate of success.
67) A sales manager is writing the script for his salespeople to follow when approaching new
potential clients. What part of the process is most important for the manager to leave open for
sales reps to flex according to the communications style of the prospective client?
A) asking for the close
B) presenting the benefits of the services
C) developing rapport with the prospective client
D) presenting the pricing structure
E) discovering the prospective client’s needs
68) Which of the following is another benefit to a salesperson of learning to style flex, aside
from putting the customer at ease?
A) Style flexing improves a salesperson’s acting skills, which helps the salesperson to persuade
reluctant buyers to place orders.
B) Paying attention to the customer’s communication style helps the salesperson better
understand the customer’s product or service needs.
C) Additional time spent with a customer helps the salesperson to create a positive relationship
that will likely result in closing the sale.
D) Customers are more likely to purchase from salespeople who seem successful, so it is
important for salespeople to make sure that their own personal styles are current.
E) Style flexing allows a salesperson to divide customers into four groups, write one script for
each, and standardize sales calls.
69) For a salesperson, why is style flexing more important in consultative sales than in
transactional sales?
A) In consultative sales the buyer needs to be able to believe the claims of the salesperson about
the product. In transactional sales, the buyer knows the claims about the product are likely to be
exaggerated or untrue as a matter of course.
B) In consultative sales, sales managers are more likely to be assessing the salesperson‘s rapport
with each customer, so proving that the salesperson is making the customer feel comfortable is
key to receiving a good performance review. In transactional sales, performance reviews are
based solely on hitting sales quotas.
C) In consultative sales, salespeople often have to service the customer once the sale is complete,
acting as account managers as well as salespeople, which means flexing styles according to the
roles they play. In transactional sales, there is often no follow-up to the sale.
D) In consultative sales, the salesperson and customer are building a relationship with each other
toward the correct purchase, so they must feel comfortable with and trust each other. In
transactional sales, a long–term relationship is not important.
E) In consultative sales the customer expects to be catered to, so salespeople must use the
customer’s preferred communication style, or else the customer will switch to another service
provider. In transactional sales, the customer often has no say over the terms of the sales
interaction.
70) Style flexing is the deliberate attempt to accommodate the needs of your customer.
71) Tone of voice can be a clue to identifying a customer’s communication style.
72) If the prospect’s most preferred communication style is reflective, the salesperson should
avoid actions that are too informal.
73) If your customer’s preferred communication style is directive, you should keep the
relationship as businesslike as possible.
74) ________ is communicating in a way more readily understood by and more agreeable to
persons of another communication style.
75) What is the Platinum Rule and how do communication styles relate to it?