fundamental selling skills -...

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Fundamental Selling Skills

M O D U L E 1 | Effective Communication Skills

Welcome!

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Sysco Fundamental Selling Skills

Sysco's Vision:

"To be our customers' most valued and trusted business partner.”

D i r e c t e d D i s c u s s i o n

Introduction

• Facilitator• Participants

– Why do you feel developing your sales skills is important?

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Fundamental Selling Skills Program

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1. Effective Communication Skills

2. Prospecting for New Business (Part 1 & 2)

3. Planning the Sales Call

4. Identifying Priorities

5. Relating & Reinforcing Benefits

6. Managing Feedback

7. Gaining Commitment

8. Building Positive and Long-term Customer Relationships

Participation

During this class, please:

• Participate

• Be open to new ideas/concepts

• Feel free to challenge

• Share your experiences

• Discuss “real world” application at Sysco

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Learning Objectives

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At the end of this class you will be able to: • Describe the value of using effective communication

in the sales process• Demonstrate how to respond to someone’s

communication style appropriately• Demonstrate how to build rapport• List the steps of active listening• Demonstrate active listening• Demonstrate advanced communication techniques

with the appropriate use of one’s voice and using positive statements

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Effective Communication

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Why Is Communication Important?

Open Discussion on importance to:

• You, the Marketing Associate (MA)

• Customer

• Sysco

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C h a t

Why Is Communication Hard?

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Communication Is Hard Because

Communication is hard because:

• Rate—words per minute

– Speaking

– Listening

• Listening effectiveness

• Typical education

Percentage of Speaking

Percentage of Listening

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How Can We Improve Our Skills?

• Sports

• Music

• Dancing

Practice, Practice, Practice!

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What are the Components of Communication?

These are the components of communication:

• Using active listening

• Emphasizing mutual goals

• Getting commitment

• Agreeing on next steps

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C h a t

Listening or Not Listening

Not ListeningListening

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W o r k b o o k E x e r c i s e

Listening / Not Listening

• .

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• Open your workbook.

• Look at the pictures and write what the person is doing that makes you think they are listening or not listening.

• At the bottom of the exercise write down what you saw in the two columns: Listening / Not Listening.

• Be prepared to discuss your answers.

Summary | Effective Communication

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Now you know:

• The importance and impact of effective communication

• The difference between listening and not listening

• The components of effective communication

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Communication Styles

Do unto others as you would have them do unto you.

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Do unto others as they would want you to do unto them.

Communication Style Dimensions

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There are two dimensions:

• Emotions

• Approach A p p r o a c h

E m o

t io n

s

Communication Style Dimensions - Emotions

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• Emotions

– Internal / External

• ApproachA p p r o a c h

E m o

t io n

s

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Communication Style Dimensions - Approach

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• Emotions

• Approach

– Subtle / Direct

The Four Styles

There are four styles:

• Logical Style

• Deliberate Style

• Free Style

• Assuring Style

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Assuring Style

Logical Style

Deliberate Style

Free Style

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W h i t e B o a r d

What is Your Communication Style?

Use your pre-work to select the way you rated your style:

• Logical Style

• Deliberate Style

• Free Style

• Assuring Style

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C h a t

Characteristics of the Styles - 1

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Logical StyleFocus | Accuracy• Data driven• Cautious, logical decisions• Opinions shared post analysis

C h a t


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Deliberate StyleFocus | Results• Progress oriented• Quick and bold decisions• Strong opinions and expectations


C h a t


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Free StyleFocus | Engagement• Activity oriented• Inspired decisions• Opinions based on intuition



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C h a t


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Free StyleFocus | Engagement• Activity oriented• Inspired decisions• Opinions based on intuition

Assuring StyleFocus | People• Attends to others• Service-oriented decisions• Desires consensus



F i s h b o w l

Analyze Statements for Style-1

Statement 1

Statement 7

Statement 3

Statement 8Customer: I am looking for a 10% increase in business because I have this new happy hour with unique appetizers.

MA Response:

Assuring Style

Logical Style

Deliberate Style

Free Style

Statement 4

Statement 6

Statement 2

Statement 5

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F i s h b o w l

Analyze Statements for Style-2

Statement 1

Statement 7

Statement 3

Statement 8

Customer: I have organized some additional training for my staff and we had a great time as well as learning some new skills. This way both my servers and my kitchen staff will provide much better customer service.

MA Response:Assuring

Style

Logical Style

Deliberate Style

Free Style

Statement 4

Statement 6

Statement 2

Statement 5

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F i s h b o w l

What Is Your Customer’s Style?

• Map the statements in your workbook to one of the four styles.

• Write a response to the customer’sstatement in the same communication style.

• I will ask someone to respond to one of the statements in the same style.

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Summary | Communication Style

Survey:

• What are the two dimensions of communication styles? (Emotions, Style, and Approach)

• You can use what a customer says to detect a customer’s communication style. (Yes, No)

• Which response is a better one for a customer who has a Free style?

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Building Rapport Rapport is a relationship marked by harmony or affinity

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What is Rapport?

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Rapport Defined

Rapport is a relationship marked by harmony or affinity.

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You focus on rapport when:

• It is a new relationship

• A meeting begins

• The conversation switches to business

• Other?

When Do You Focus on Rapport?

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• Take time to make a first impression.

• Show warmth and sincerity.

• Call the customer by name.

• Observer the customer’s body language.

• Mention customer interests.

• Show understanding of the customer’s business.

Simple Steps to Building Rapport

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How Can You Build Rapport with a Customer?

What questions can you ask to build rapport?

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F i s h b o w l

Building Rapport Demonstration

Provide examples of questions to show you can ask about something personal and that you understand the customer’s business.

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Now you know:

• Why building rapport is important

• Questions to ask to build rapport

• How to work with a partner to build rapport

Summary | Building Rapport

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Active Listening Introduction

Active Listening is the key to building rapport.

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• Active Listening makes customers feel:– Understood– Important– Appreciated– Interesting– Respected

• Prevents misunderstandings

• Increases knowledge of what is important

• Deepens the customer relationship

Why Is Active Listening Important?

End Result: Build rapport, customer trust and increase sales.

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Casual vs. Active Listening

Casual Listening

• No specific purpose

• Back and forth not necessarily connected

• Focus can shift

• Definite opinions expressed

• Conversation has indefinite end

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Active Listening

Casual Listening

• No specific purpose

• Back and forth not necessarily connected

• Focus can shift

• Definite opinions expressed

• Conversation has indefinite end

Active Listening

• Purposeful

• Back and forth connected

• Listener focuses on speaker

• Listener has open mind

• Listener summarizes the conversation at the end

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The steps to active listening are:

1. Listen with the intent to understand

2. Focus fully on listening

3. Ask clarifying questions

4. Summarize the conversation

Active Listening Steps

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Listen with the Intent to Understand

Show you are listening:

• Face the customer, shoulders squared to the customer

• If sitting, lean in toward the customer

• Match the posture of the customer

• Maintain eye contact but don’t stare

• Keep on open mind

• Listen until the customer stops speaking

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Stay focused:

• Ignore distractions

• Ignore the thoughts that are not about what the customer is saying

• Take notes

• Focus on the customer’s statements and intentions, not your response

• Let the customer make all his/her points

Focus Fully on Listening

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• Show you are listening

– Nod

– Raise your eyebrows

• Say

– Uh-huh

– Um-hmm

– Really?

Ask Clarifying Questions

• Ask

– Tell me more about...

– So then what happened?

• Clarify

– You received the wrong product?

– You asked customer service for..?

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To summarize the conversation you should:

• Paraphrase

• Summarize key points

• Include understanding of the customer’s emotion

• Use silence to gain agreement

Summarize the Conversation

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Casual vs. Active Listening


• Differentiate the statements by writing casual or active by the statement.

• Be ready to discuss your answers.

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Active Listening Steps


• Write the four steps of active listening.

• Provide an example.

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Active Listening

• Facilitator will model active listening with a participant.

• Practice active listening as homework.

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Now you know:

• Why active listening is important

• The difference between casual and active listening

• The steps to active listening

• How to demonstrate active listening with a partner

Summary | Active Listening

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Advanced Communication Techniques

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Icingon the

Cake

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Using Positive Language

Look at:

• The impact of negative versus positive responses

• Examples of responses

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C h a t

Positive and Negative Responses

Common customer statements:

• “I hear that it is not easy to get a credit extension with Sysco.”

• “I like the time savings of having fewer suppliers, but my customers want local produce.”

• “I had a good relationship with my last MA. Tell me about yourself and how you can support me like she did.”

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F i s h b o w l

Responses to Customer Questions

Provide a positive responsive to: • “I am not too sure I want to switch to that brand of bottled water.”

• “Thanks for introducing me to that new coffee brand. The customers really noticed an improvement.”

• “Would you be able to extend my credit one week?”

• “Could you hold the check until Monday?”

• “Your invoicing is confusing. I can’t make heads or tails out of what I have received and what I have paid for.”

• “I am going to have a big event on Thursday and the customer can’t give me a headcount until Tuesday. I want to order end of day on Tuesday for a Wednesday noon delivery. Can you do that?”

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These are vocal characteristics:

• Clarity

• Pace

• Volume

• Pitch

• Tone

Using Your Voice

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These are the advanced communication techniques:

• Positive responses

• Vocal quality

Summary | Advanced Communication Techniques

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Now you know how to:

• Use positive responses

• Control your vocal quality

Summary | Positive Responses and Vocal Quality

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You now know how to:• Demonstrate how to respond to someone’s

communication style appropriately• Demonstrate how to build rapport• Demonstrate active listening• Demonstrate advanced communication

techniques

Summary | Effective Communication Skills

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Before Next Session

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Coordinate with a colleague or your manager to do these homework assignments: 1. What is Your Customer’s Style

2. Building Rapport

3. Active Listening

Prepare and take the assessment: 1. Review the materials from this module

2. Log on to Sysco Interactive University (SIU)

3. Take the Assessment for Module #1: Effective Communication

Next Time

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1. Effective Communication Skills

2. Prospecting for New Business Part 1

3. Planning the Sales Call

4. Identifying Priorities

5. Relating & Reinforcing Benefits

6. Managing Feedback

7. Gaining Commitment

8. Building Positive and Long-term Customer Relationships

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Thank You

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