【正文】 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…?” 1 Verbal Communication: Questioning Types of Questions Classified by 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?” 1 Knowledge Bases Help Build Trust and Relationships (Figure ) Industry Service Product Competition Company Price/ Promotion Technology Market/ Customer Possible Knowledge Bases 1 Complex Mix of Business Buyer Needs (Figure ) Organizational Needs Individual Needs Functional Functional Psychological Psychological Knowledge Knowledge Social Social Situational Situational 1 Verbal Communication: Listening (Figure ) Effective Active Listening Pay Attention Monitor NonVerbals Paraphrase and Repeat Make No Assumptions Encourage Buyer to Talk Visualize 1 Phase Five Acquisition and Analysis of Proposals MultiAttribute Model of Adhesives by GM Buyers E xh i b i t 2 .5W e i g h te d A v e r a g e s fo r P e r fo r m a n c e a n d O v e r a l l Ev a l u a ti o n S c o r e sC h a r a c t e r i s t i c s B o n d I t 3 0 2 A d C o 4 5 S ti k F a s t 2 1 7P I P* I P I P* I P I P* IQ u o t e d Pr i c e 5 10 50 9 10 90 7 10 70D u r a b i l i t y 6 9 54 8 9 72 9 9 81E a s e o f A p p l i c a t i o n 10 8 80 5 8 40 8 8 64S e r v i c e F a c t o r s 5 8 40 8 8 64 10 8 80R e l i a b i l i t y 8 7 56 10 7 70 5 7 35B o n d i n g T i m e 8 6 48 6 6 36 4 6 24N o n T o x i c 8 6 48 10 6 60 8 6 48S h e l f l i f e i n S t o r a g e 9 6 54 6 6 36 6 6 36O v e r a l l Ev a l u a ti o n S c o r e 430 468 438 P = Pr o d u c t Pe r f o r m a n c e S c o r e s I = R e l a t i v e I m p o r t a nc e o f C ha r a c t e r i s t i c 1 Module 4 Communication Skills 1 How to Earn Trust Trust Builders (Figure ) Trust Expertise Dependability Representation Competence Compatibility/ Likeability Candor Contribution Customer Orientation 1 Verbal Communication: Using Different Types of Listening ? Social Listening ? Serious Listening ? Active Listening ? Concentration ? Cognition 1 Funneling Sequence of ADAPT Techniques for Needs Discovery (Figure ) ? Broad bases and general facts describing situation ? Nonthreatening as no interpretation is requested ? Openend questions for maximum information Assessment Questions ? Questions probing information gained in assessment ? Seeking to uncover problems or dissatisfactions that could lead to suggested buyer needs ? Openend questions for maximum information Discovery 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. Activation Questions ? Projects what life would be like without the problems ? Buyer establishes the value of finding and implementing a solution Projection Questions ? Confirms interest in solving the problem ? Transitions to presentation of solution Transition Questions 1 Verbal Communication: SIER Hierarchy Active Listening (Figure ) Sensing Interpreting Evaluating Responding 1 Verbal Communication: Strategic Application of Questioning ? Generate Buyer Involvement ? Provoke Thinking ? Gather Information ? Clarification and Emphasis ? Show Interest ? Gain Confirmation ? Advance the Sale 1 Verbal Communication: SPIN Questioning System ? Situation Questions – solicits general background information and descriptions of the buyer’s existing situation ? ―Who are your current suppliers?‖ ? ―Do you typically purchase or lease?‖ ? ―Who is involved in the purchasing decisions?‖ 1 Verbal Communication: SPIN Questioning System ? Situation Questions ? Problem Questions – follow and relate to situation questions probing for specific difficulties, developing problems, and areas of dissatisfaction ? ―How critical is this ponent for your production?‖ ? ―What kind of problems have you encountered with your current suppliers?‖ ? ―What types of reliability problems do you experience with your current system?‖ 1 Verbal Communication: SPIN Questioning System ? Situation Questions ? Problem Questions ? Implication Questions – follow and relate to information from the problem questions assisting the buyer in understanding the potential problems of the current problem and the urgency in resolving it ? ―How does this affect profitability?‖ ? ―What impact does the slow response of your current supplier have on the productivity of your operation?‖ ? ―How would a faster piece of equipment improve productivity and profits?‖ ? ―What happens when the supplier is late with a shipment?‖ 1 Verbal Communication: SPIN Questioning System ? Situation Questions ? Problem Questions ? Implication Questions ? Needpayoff Questions – used to propose a solution and develop mitment from the buyer, based on the implications of the problem ? ―Would more frequent deliveries allow you to increase productivity?‖ ? ―If we could provide you increased reliability, would you be interested?‖ ? ―If we could improve the quality of your purchased ponents, how would that help you?‖ ? ―Would you be interested in increasing productivity by 15 percent?‖ 1 Verbal Communication: Giving Information ? Understanding the Superiority of Pictures