Chapter 6 TopicsChapter 6 TopicsChapter 6 TopicsChapter 6 Topics
What is adaptive selling?What is adaptive selling? Why is it important for salespeople Why is it important for salespeople
to practice adaptive selling?to practice adaptive selling? What kind of knowledge do What kind of knowledge do
salespeople need to practice adaptive salespeople need to practice adaptive selling?selling?
How can salespeople acquire this How can salespeople acquire this knowledge?knowledge?
How can salespeople adapt their How can salespeople adapt their sales strategies, presentations, and sales strategies, presentations, and social styles to various situations?social styles to various situations?
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Adaptive SellingAdaptive SellingAdaptive SellingAdaptive Selling
Salespeople practice Salespeople practice adaptive sellingadaptive selling when they when they use different sales use different sales presentations for different presentations for different customers and alter their customers and alter their sales presentation during a sales presentation during a sales call based on the sales call based on the nature of the sales nature of the sales situation.situation.
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Being AdaptiveBeing AdaptiveBeing AdaptiveBeing Adaptive
Is your behavior different at a Is your behavior different at a restaurant if you are there with restaurant if you are there with your best friends than it is when your best friends than it is when you’re there with your parents?you’re there with your parents?
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Buyers want the salesperson to Buyers want the salesperson to understand their business.understand their business.Buyers want the salesperson to Buyers want the salesperson to understand their business.understand their business.
““Do your homework. … Know ahead of Do your homework. … Know ahead of
time what we’re up against in the time what we’re up against in the
market, what we’re trying to do. If I offer market, what we’re trying to do. If I offer
to show you around, jump at the to show you around, jump at the
chance. Or, better yet, ask me yourself.”chance. Or, better yet, ask me yourself.”
Adapted from Jim Organ, “The Best Reps Will Take on their Bosses for You,” Purchasing, November 7, 1996, pp. 50-52. 6-4
Knowledge makes it easier Knowledge makes it easier to practice adaptive selling.to practice adaptive selling.Knowledge makes it easier Knowledge makes it easier to practice adaptive selling.to practice adaptive selling.
Knowledge is organized into categoriesKnowledge is organized into categories Product and company knowledgeProduct and company knowledge Greater knowledge Greater knowledge more flexibility more flexibility
Each category consists ofEach category consists of Method of classifying customer (categorical)Method of classifying customer (categorical) Approach to selling the customer (procedural)Approach to selling the customer (procedural)
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Approaches for Developing KnowledgeApproaches for Developing KnowledgeApproaches for Developing KnowledgeApproaches for Developing Knowledge
Tap knowledge from expertsTap knowledge from expertsRead company materials and trade publicationsRead company materials and trade publicationsUse market research informationUse market research informationAsk for feedbackAsk for feedbackAnalyze successes and failuresAnalyze successes and failuresDevelop an intrinsic orientation toward your workDevelop an intrinsic orientation toward your work
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Social Style MatrixSocial Style MatrixSocial Style MatrixSocial Style Matrix
AnalyticalAnalytical
AmiableAmiable ExpressiveExpressive
DriverDriver
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Exhibit 6.4Exhibit 6.4
Cues for Recognizing Social StylesCues for Recognizing Social StylesCues for Recognizing Social StylesCues for Recognizing Social StylesExhibit 6.5
Analytical Achievement awards on wall Office is work-oriented, showing
much activity Conservative dress Likes solitary activities (e.g.,
reading, individual sports)
AmiableAmiable
DriverDriver
ExpressiveExpressive
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Cues for Recognizing Social StylesCues for Recognizing Social StylesCues for Recognizing Social StylesCues for Recognizing Social StylesExhibit 6.5
Amiable Office has friendly, open
atmosphere Pictures of family displayed Personal mementos on the wall Desk placed for open contact
with people Casual or flamboyant dress Likes solitary activities (e.g.,
reading, individual sports)
AnalyticalAnalytical DriverDriver
ExpressiveExpressive
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Cues for Recognizing Social StylesCues for Recognizing Social StylesCues for Recognizing Social StylesCues for Recognizing Social StylesExhibit 6.5
Expressive Motivational slogan on the wall Office has friendly, open
atmosphere Cluttered, unorganized desk Desk placed for open contact
with people Casual or flamboyant dress Likes group activities (e.g.,
politics, team sports)
AnalyticalAnalytical DriverDriver
AmiableAmiable
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Cues for Recognizing Social StylesCues for Recognizing Social StylesCues for Recognizing Social StylesCues for Recognizing Social StylesExhibit 6.5
Driver Achievement awards on the wall No posters or slogans on office
walls Calendar prominently displayed Furniture placed so contact with
people is across the desk Conservative dress Likes group activities (e.g.,
politics, team sports)
AnalyticalAnalytical
ExpressiveExpressiveAmiableAmiable
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Social Style Matrix:Social Style Matrix:Customer ExpectationsCustomer ExpectationsSocial Style Matrix:Social Style Matrix:Customer ExpectationsCustomer Expectations
DriverAtmosphere: Businesslike
Interview Pace: Quick
Information provided: Salesperson’s qualifications; value of product
ExpressiveAtmosphere: Open, friendly
Interview Pace: Quick
Information provided:What salesperson thinks; whom s/he knows
AnalyticalAtmosphere: Open, honest
Interview Pace: Deliberate
Information provided: Evidence of salesperson’s expertise in solving problems
AmiableAtmosphere: Businesslike
Interview Pace: Deliberate
Information provided: Evidence that salesperson is trustworthy, friendly
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ExhibitExhibit6.66.6
Social Style Matrix:Social Style Matrix:Customer ExpectationsCustomer ExpectationsSocial Style Matrix:Social Style Matrix:Customer ExpectationsCustomer Expectations
DriverSalesperson should provide:
Documented evidence, stress results
Presentation of benefits: What product can do
ExpressiveSalesperson should provide:
Recognition and approvalPresentation of benefits:
Who has used this product
AnalyticalSalesperson should provide:
Evidence that salesperson has analyzed the situation
Presentation of benefits:How product can solve the problem
AmiableSalesperson should provide:
Evidence that salesperson is trustworthy, friendly
Presentation of benefits:Why product is best to solve problem
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ExhibitExhibit6.66.6
Social Style Matrix:Social Style Matrix:Customer ExpectationsCustomer ExpectationsSocial Style Matrix:Social Style Matrix:Customer ExpectationsCustomer Expectations
DriverAssistance to aid decision-
making:Explanation of options and probabilities
ExpressiveAssistance to aid decision-
making:Testimonials
AnalyticalAssistance to aid decision-
making:Evidence and offers of service
AmiableAssistance to aid decision-
making: Guarantees and assurances
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ExhibitExhibit6.66.6
Indicators of VersatilityIndicators of VersatilityIndicators of VersatilityIndicators of Versatility
Exhibit 6.7Exhibit 6.7
Less VersatileLimited ability to adapt
to other’s needsSpecialistWell-defined interestsSticks to principlesPredictableLooks at one side of an
issue
More VersatileAble to adapt to other’s
needsGeneralistBroad interestsNegotiates issuesUnpredictableLooks at many sides of
an issue
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Adaptive BehaviorsAdaptive BehaviorsAdaptive BehaviorsAdaptive Behaviors
Less Adaptive“I’ll tell you how it should
be done.”
“I’m right.”
“It’s always been done this way.”
“You’re wrong.”
“Take me or leave me.”
More Adaptive“Let’s discuss it.”
“I see your point. We’ll do it your way.”
“I’m always looking for new ideas.”
“I want to understand.”
“How can I accommodate you?”
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Adaptive BehaviorsAdaptive BehaviorsAdaptive BehaviorsAdaptive Behaviors
Reducing Assertiveness
Ask for customer’s opinionAcknowledge merits of
customer’s viewpointListen without interruptionBe more deliberate; don’t
rushLet customer direct flow of
conversation
Increasing Assertiveness
Get to the pointDon’t be vague or
ambiguousVolunteer informationBe willing to disagreeTake a standInitiate conversations
Exhibit 6.8Exhibit 6.8
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Adaptive BehaviorsAdaptive BehaviorsAdaptive BehaviorsAdaptive Behaviors
Reducing Responsiveness
Become businesslikeTalk lessRestrain enthusiasmMake decisions based on
factsStop and think
Increasing Responsiveness
Verbalize feelingsExpress enthusiasmPay personal complimentsSpend time on relationships
rather than businessSocialize, engage in small talkUse nonverbal communication
Exhibit 6.8Exhibit 6.8
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Social Style Matrix:Social Style Matrix:Strengths and WeaknessesStrengths and WeaknessesSocial Style Matrix:Social Style Matrix:Strengths and WeaknessesStrengths and Weaknesses
DriverStrengths:Strong-willed, independent, practical, decisive, efficient
Weaknesses:Pushy, severe, tough, dominating, harsh
ExpressiveStrengths:Enthusiastic, ambitious, stimulating, dramatic, friendly
Weaknesses:Manipulative, undisciplined, egotistical, excitable, reacting
AnalyticalStrengths:Industrious, persistent, serious, exacting, orderly.
Weaknesses:Critical, indecisive, stuffy, picky, moralistic
AmiableStrengths:Supportive, respectful, willing, dependable, agreeable
Weaknesses:Conforming, unsure, pliable, dependent, awkward
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