Summarize chapter 5 based on instruction and then few in depth questions after reading their bios for joey lacava and nick richardson
Book title is :Selling Today Partnering to Create Value 14th Edition
Chapter 5 title: A key to adaptive Selling Today
After learning about the importance of building relationship with customers, it is necessary to answer the question, how to achieve the objective. Chapter 5, “A key to adaptive Selling Today” attempts to answer the question, focusing on the role of effective communication in building an effective selling strategy. The chapter denotes the need for salespeople to be intentional about their behaviour and social styles through adaptive selling to be successful (Manning et al. 91). Adaptive selling is mostly about the salesperson’s communication style, which is what potential buyers see to make a judgement regarding the seller. Besides, people can form communication style bias based on how the other person communicates. Salespeople should address the issue and strive to always communicate effectively since their style determine the customer’s reaction. The first impression when a seller encounters a customer can determine whether the person completes a sale. Furthermore, the impression can help to create a long-term relationship with the customer.
Salespeople can benefit from understanding communication styles and their impacts on their careers. The knowledge is a source of competitive advantage since the individuals can apply it in categorizing customers and deciding the style to use when interacting with each category. Besides, the knowledge can help in eradicating barriers to effective interpersonal relationship in marketing. For example, communication styles can help to address the tension and misunderstanding that occur between a seller and a buyer. Hence, the most important step for salespeople is understanding their personal communication styles, using available models, to use them appropriately depending on the sales context. Besides, sellers can use available online tools to assess their communication styles to change and adapt them to sales experiences and create strong relationships with their customers (Manning et al. 103). The chapter provides critical information regarding how to use communication style to achieve adaptive selling by controlling the environment for the seller and the customer.
Chapter Relationship with Effective Selling
Salespeople should learn the art of effective selling, which is more than having a simple interaction and transacting with the customer. Effective selling entails creating a relationship and rapport with the client to solve their problems using a service or product (Hu et al. 75). Therefore, effective selling relates to adaptive selling since it focuses on how the seller communicates with the customer to create trust in their ability to address their needs. Salespeople who understand the art of proper communication style to create strong relationships with customers are the effective sellers. Such sellers should create positive first impressions whenever they are in contact with their customers to increase the chances of completing a sale and creating loyalty for repeat sales. Effective sellers should communicate successfully and eradicate communication styles bias, which might cause problems between them. Furthermore, effective sellers know what and when to say something to reduce tensions and misunderstandings that are common in interpersonal communications.
Questions to Guest Speakers
- As a business owner, what can you say is your strength in communication and how has it helped your business?
- Do you know your communication style?
- Since you graduated from one of the leading universities in the country, what did you learn about adaptive selling?
- Do you believe it is necessary for salespeople to learn the art of adaptive selling?
- Does the knowledge of communication styles make an effective seller?
- Can you confidently say that you know your communication style?
- What would be your advise to this class as they prepare for the field?
Hu, Hsiang-Chih, Shu-Hui Chuang, and Shinyi Lin. “How Adaptive Selling Behavior Influences Performance: Complementary Roles of Salespeople Skills and Service Leadership.” International Journal of Technology and Human Interaction (IJTHI) 17.1 (2021): 75-89.
Manning, Gerald L., Michael Ahearne, and Barry L. Reece. Selling Today: Partnering to Create Value. Pearson, 2015.