Communicating with Style

That’s where flexibility and fit come in. Flexibility and fit refer to matching or fitting your style of communication to another person’s to improve the accurate exchange of information.

It is always the salesperson’s responsibility to adjust to the buyer’s communication style. To do that effectively, you need to understand the primary ways people absorb information:

Visual Learners prefer to have information presented to them as charts, graphics, memos, e-mail, fax or videos—things they can look at repeatedly over time. With these people, it helps to describe subjects in visual terms, such as “I can see that.” or “What a bright idea.”

Auditory Learners prefer to have information presented in conversations, discussions, voice messages, audio tapes or phone calls. This type of person may listen better when the speaker uses auditory terminology, such as “That sounds great to me.” or “I can hear what you’re saying.”

In addition to visual and auditory ways of taking in information, communication is also affected by the way people think.

Some people pay considerable attention to detail; prefer to focus on a single task at a time and perform the task step by step; and are well organized.

Others pay attention to the bigger picture; focus on several tasks at once and perform them in a multi-task fashion; and complete tasks at varying intervals. Although these people can sometimes appear scatter brained, they often are not, so don’t underestimate them.

Exercise 4 (40 MINUTES)

Write down your clients’ names. Next to each name, list that client’s listening and thinking characteristics.

Describe your clients’ and prospects’ listening and thinking characteristics. Now ask yourself how you might tailor your next presentation to take advantage of these traits.

I’m beginning to bore myself just listening to myself write this blog. I’m going to take a nap while you get out there and sell something.