Chapter 4: Communication Skills
Trust-Based Sales Communication Talking with rather than at the customer. A collaborative
and two-way form of communication that allows buyers and sellers to develop a better
understanding of the need situation and work tog
Types of Questions Classified by Amount and Specificity of Information Desired:
Open-End Questions Questions designed to let the customer respond freely;
the customer is not limited to one or two-word answers, but is encouraged to
disclose personal and/or
Summary of The Three Types of Buying Decisions
Newness of Problem
The Growing Importance of Salespeople in Buyers Post-Purchase Evaluations Knowing
the difference between Functional (Must-Haves) and Psychological (Delighters) Attributes is
very important for salespeople.
Functional Attributes Possess a close correspon
Understanding Post-Purchase Evaluation and the Formation of Satisfaction Research
shows that buyers evaluate their experience with a product purchase on the basis of product
characteristics that fall into a Two-Factor Model of Evaluation A post-purchase e
Purchasers Have the responsibility for negotiating final terms of purchase with
suppliers and executing the actual purchase or acquisition. Example: Purchasing Team
Gatekeepers Members who are in the position to control the flow of information to and
Modified Rebuy Decisions A purchase decision that occurs when a buyer has experience in
purchasing a product in the past but is interested in acquiring additional information regarding
alternative products and/or suppliers. This purchasing decision lies b
o Buyers allocate little, if any, time and resources to this form of purchase decision.
o The Salespersons main duties are to: (1) Keep contact with the buyer so that
when there is a change in the buying situation or if the current supplier makes a
1. Amiables Individuals who are high on responsiveness, low on assertiveness, prefer to
belong to groups, and are interested in others.
2. Expressives Individuals who are high on both responsiveness and assertiveness, are
Mastering Communication Style Flexing The ability for a salesperson to flex, not
completely change, their own communication style. A salesperson completely changing
their style may come off as fake.
Buying Teams Teams of individuals in organizations that