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Chapter Four—Communication Skills
Learning Outcomes
After completing this chapter, you should be able to:
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.
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.
Chapter Outline
I. Introduction
II. Sales Communication as a Collaborative Process
A. Verbal Communication: Questioning
III. Types of Questions Classified by Amount and Specificity of Information Desired
A. Open-End Questions
B. Closed-End Questions
C. Dichotomous/Multiple-Choice Questions
IV. Types of Questions Classified by Strategic Purpose
A. Probing Questions
B. Evaluative Questions
C. Tactical Questions
D. Reactive Questions
V. Strategic Application of Questioning in Trust-Based Selling
A. SPIN Questioning System
VI. ADAPT Questioning System
A. Verbal Communication: Listening
VII. Using Different Types of Listening
VIII. Active Listening
A. Verbal Communication: Giving Information
IX. Understanding the Superiority of Pictures over Words
A. Impact of Grammar and Logical Sequencing
XI. Nonverbal Communication
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A. Facial Expressions
B. Eye Movements
C. Placement and Movements of Hands, Arms, Head and Legs
D. Body Posture and Orientation
E. Proxemics
F. Variations in Vocal Characteristics
G. Speaking Rates and Pause Duration
H. Pitch or Frequency
I. Intensity and Loudness
J. Using Nonverbal Clusters
Exercises
Developing Professional Selling Knowledge
1. Explain why talking with buyers rather than talking at buyers is critical to success in
selling.
Today, success in selling a product requires the establishment of mutually beneficial
relationships with the customers. To build such relationships, the salesperson has to
2. Discuss how salespeople use effective questioning to maintain subtle control over the
buyer-seller communication dialogue.
Salespeople can maintain subtle control over the buyer-seller communication dialogue by
using effective questioning to guide the course and depth of the conversation. Salespeople
3. Distinguish between open-end and closed-end questions and describe how each of these
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question formats might best be used in the trust-based selling process.
Open-end questions encourage free response rather than limiting the buyer’s response to
one or two words. Closed-end questions limit the buyer’s response to one or two words.
4. Explain the difference in the uses of probing, evaluative, tactical, and reactive questions in
trust-based selling.
Probing questions are used to dig below the surface and uncover detailed information.
They are especially useful during need discovery and objection handling. Evaluative
5. Explain the superiority of using verbal communication skills to create mental pictures
compared to simply using words in sales dialogue with buyers.
Salespeople need to communicate effectively and efficiently given the relatively short
amount of time they spend with buyers. When words are used to create mental pictures in
6. Identify and explain each of the individual steps involved in the SPIN sequence of
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questioning. Develop two example questions for each.
SPIN is a progressive questioning technique that is designed to uncover needs (of the
buyer) that the salesperson can satisfy with his or her market offer. SPIN is an acronym for
the following four types of questions making up the multiple question sequence:
7. Identify and explain each of the individual steps involved in the ADAPT sequence of
questioning. Develop two example questions for each step.
Like SPIN, ADAPT is a progressive questioning technique designed to uncover needs that
the salesperson can satisfy with his or her market offer. ADAPT is an acronym for the
following five stages of strategic questioning and represents what the salesperson should
be doing at each stage:
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8. Discuss how the four sequential elements of sensing, interpreting, evaluating, and
responding (SIER) combine to create what is referred to as active listening.
Active listening is the cognitive process of actively sensing, interpreting, evaluating, and
responding to the verbal and nonverbal messages of present or potential customers. In
other words, it means concentrating on identifying the message the buyer is trying to
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9. Explain what is meant by nonverbal clusters and why they are important to salespeople.
Nonverbal communication is often broken down into several individual components.
Nonverbal clusters are groups of related expressions, gestures, and movements. A single
10. What is meant by proxemics? Why is it important for salespeople to understand the
concept of proxemics?
Proxemics refers to the personal distance that individuals prefer to keep between
themselves and other individuals and is an important element of nonverbal communication.
Group Activity
Have the class divide into groups of three to five. Next, present the class with one of the phrases
listed below. Allow the groups five minutes to list as many different meanings as possible from
the phrase. Remind them that they can use verbal and nonverbal variations to convey different
meanings. Then, ask each group to articulate the phrase with a meaning that has not already been
offered by another group. The group should tell the class the meaning it hopes to convey and
then attempt to convey it. Let the class or the instructor decide whether they were successful. The
last group to come up with a unique meaning gets a point and first try at the next phrase.
Phrases
• Hello
• Goodbye
• Are you a smart guy? (guy meant in the
generic sense)
• Bring me the pizza
• I like you
• I said I didn’t steal the money
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Experiential Exercises
1. Developing Effective Listening Skills
Objective: Your students will practice the concentration, discrimination, and comprehension
necessary for effective listening.
Time Required: 15 to 20 minutes in class and 10 to 15 minutes individually outside class.
Teaching Tip: Students should first complete the outside of class activity and then come
together as a class for discussion of their experiences.
Instruct students that the next time they are involved in conversation with another party, to listen
carefully to what the other party is saying and to NOT respond until they have completed these
three actions:
• Paraphrase what they heard the other person say.
• Ask for confirmation that their paraphrasing is correct.
• Receive a positive confirmation that their paraphrasing is correct.
Following the positive confirmation, the student may continue the conversation by responding
and making appropriate remarks.
Using the elements of the SEIR model of active listening discussed in the text, have the students
observe the different levels of active listening they are using: sensing, evaluating, interpreting,
and responding (SEIR) and come to class prepared to discuss these differences.
Chapter Four Case
Tech Solutions and Bartlett & Associates
Background
This case involves a salesperson representing the institutional sales division of Tech Solutions, a
leading reseller of technology hardware and software and Gage Waits, Director of Technology
for Bartlett & Associates, a prominent, Dallas-based law firm specializing in corporate litigation.
Bartlett & Associates is preparing to move to larger facilities and want to update their computer
technology in the new facilities. Chicago-based Tech Solutions has established itself as a major
competitor in the technology marketplace specializing in value-added systems solutions for
business institutions and government entities nationwide. This past year, Tech Solutions has
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added sales and distribution centers in Burlington, New York, Los Angeles, California, and
Dallas, Texas.
Current Situation
As an integral part of their move to new and larger facilities, Bartlett & Associates want to
replace their computers and information technology systems including laptop/desktop
combinations for each of their 21 attorneys, desktop systems for their 10 staff members, along
with archive and e-mail servers. Tech Solutions specializes in this type of systems selling and
uses their network of hardware and software providers in combination with their own in-house
engineering, programming, and systems group to consistently provide higher value solutions
than the competition.
In preparation for an initial meeting with Gage Waits, the Tech Solutions sales representative is
outlining his/her information needs and developing a draft set of needs discovery questions.
These needs discovery questions will be the focus of the meeting with Gage Waits and enable
Tech Solutions to better identify and confirm the actual needs, desires, and expectations of
Bartlett & Associates in relation to new and expanded computer and information technology
capabilities.
Questions
1. What information does the Tech Solutions salesperson need in order to fully understand the
technology needs of Bartlett & Associates?
Tech Solutions salesperson might need the following information in order to understand the
technology needs:
• The preferred operating system
Students’ answers will vary depending upon their knowledge of computer systems.
However, they should address the points mentioned above.
2. Following the ADAPT methodology for needs discovery questioning, develop a series of
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salesperson questions and anticipated buyer responses that might apply to this selling
situation.
Students’ answers will vary based on their knowledge of computer technology. However,
Assessment Questions:
Seller: How do your attorneys currently access the corporate databases?
Discovery Questions:
Seller: What challenges do your attorneys face while working at home or away from the
office?
Activation Questions:
Seller: You indicated it affects their productivity. How so?
Projection Questions:
Seller: How would your attorneys respond if you installed a system that would give them
secure access to the firm’s information system from anywhere in the world?
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Role Play
Situation: Review the above Tech Solutions-Bartlett & Associates case and the ADAPT
questions you developed in response to the questions associated with this case.
Characters: Yourself, salesperson for Tech Solutions; Gage Waits, Director of Technology for
Bartlett & Associates
Scene:
Location—Gage Waits’ office at Bartlett & Associates
Action—As a salesperson for Tech Solutions, you are making an initial sales call to Gage Waits
for the purpose of identifying and detailing the specific needs and expectations Bartlett &
Associates has for new and expanded computers and information technology. Role play this
needs discovery sales call and demonstrate how you might utilize SPIN or ADAPT questioning
sequences to identify the technology needs.
Chapter 4 Role Play
AppLab Services
Background
AppLab Services specializes in providing wireless information technology for businesses having
10 to 500 employees and needs for wireless communication, information processing, and digital
data transmittal. The company offers a full range of services ranging from the one-time design of
applications for smart phones and digital devices to the design and building out of full enterprise
systems. As a business development specialist for AppLab, you are making an initial sales call to
Mark Crandall, technology manager for Southwest Claims & Adjusters, LLC. As a preferred
provider for inspection and adjusting insurance claims across the southern U.S., Southwest
serves as an outsource provider of claims and adjusting services to many of the top 25 property
and casualty insurance companies and has experienced rapid growth over the last five years. The
company currently employs 65 people: 50 adjusters out in the field, 10 assistants located at
company headquarters in Tulsa, and 5 administrative and executive staff members.
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The purpose of this initial call is to assess Southwest’s current use and needs for wireless
communication and data services. According to the initial information you gained from a short
phone conversation with Crandall, Southwest is currently using a variety of different smart
phones on Sprint’s cellular and data service. However, they are exploring the combination of
custom designed apps for the Microsoft Surface Pro Tablet for use by their adjusters in the field.
This combination would enable adjusters to complete and submit data forms complete with
pictures and eliminate the added processing required in their current use of paper-based forms
and records. During the phone conversation, Crandall mentioned that some of the benefits are
obvious; nevertheless they have concerns about the custom apps and transitioning to a fully
digital system.
Role Play
Location—Mark Crandall’s office at Southwest Claims & Adjusters.
Action—Role play this needs discovery sales call and demonstrate how you might utilize SPIN
or ADAPT questioning sequences to identify the needs and concerns of the prospect.
Chapter 4 Continuing Case
Sharpening the Selling Tools
Brenda Smith is working in the office this morning preparing for tomorrow’s sales call with
Gage Waits, managing partner, and Anna Kate Autry, operations manager, at Energy Based
Funds LLC. Energy Based Funds is a major investment banking organization specializing in
managing and marketing a variety of energy based mutual funds. The company operates
throughout the U.S. and employs 175 people with offices occupying the top three floors of a
major office building in the heart of the financial district. For the past several years, Energy
Based Funds has been leasing and purchasing office equipment from Altima Systems, one of
Brenda’s biggest competitors. Brenda has been working her network in order to get a chance to
begin a sales dialogue with Energy Based Funds and she finally has an appointment with the
main players on the purchasing team—Waits and Autry.
Brenda knows that planning is a key part of success in selling and is diligently working on her
strategy and plans in preparation for tomorrow’s sales call with Waits and Autry at Energy Based
Funds. According to the Sales Call Plan that Brenda is developing, the purpose of this initial
meeting is twofold: (1) to discover more about Energy Based Funds’ current operations, future
plans, and the nature of their use of and needs for copiers; (2) to begin acquainting Waits and
Autry with NCC and the value they can provide Energy Based Funds. At this point in her sales
call plan, Brenda is considering the different pieces of information she needs to get from the
dialogue and what questions she might use to elicit that information from Waits and Autry.
Questions
1. Based on the purpose of probing questions explained in your text, explain how Brenda
should utilize probing types of questions in her initial sales dialogue with Waits and Autry
at Energy Based Funds. Consider the types of information Brenda needs and develop
several illustrative examples of probing questions Brenda might use.
Brenda needs to use probing questions to learn as much as she can about Energy Based
Funds LLC’s (EBF) current operations, future plans, and the nature of their use and needs
for copiers. She also needs to ask probing questions to better understand the relationship
Below are some sample probing questions that Brenda might use in her sales dialogue:
• How is the organization structured?
2. Evaluative questions are also effective in sales conversations. Explain the purpose of
evaluative questions and how Brenda might effectively utilize them in this initial sales call.
Provide several illustrative examples of evaluative questions Brenda could use.
Evaluative questions are used to gain confirmation and to uncover the attitudes, opinions,
Below are some sample evaluative questions that Brenda might use in her sales dialogue:
• In your opinion, how well is your current supplier meeting your needs?
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3. The ADAPT questioning system is a logic-based sequence of questions designed for
effective fact-finding and gaining information about a buyer’s situation. Develop a series
of ADAPT questions that Brenda might use in her sales call to develop the information she
needs regarding Energy Based Funds, their operations, and needs for copiers.
Below is a sample set of ADAPT questions that reveal the need for copiers that allow for
wireless network connectivity at EBF:
4. What recommendations would you provide Brenda regarding nonverbal communication
and how she might use it for more effective communication in this sales call?
First, Brenda needs to realize that nonverbal communication often conveys more meaning
than verbal communication. Brenda needs to pay attention not only to the nonverbal
