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Communication Styles
MANAGING THE RELATIONSHIP PROCESS

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Learning Objectives
Discuss communication-style bias and how it influences the relationship process Explain the benefits derived from an understanding of communication styles Examine two communication-style models
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Learning Objectives (Continued)

List and describe the four major communication styles in the communication-style model Learn how to identify your preferred communication style and that of your customer Learn to overcome communication-style bias to build strong selling relationships with style flexing
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Communication-Style Bias
Communication-style bias is a state of mind experienced when we have contact with another person whose communication style is different from our own.

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Communication-Style Principles
Communication style is a way of thinking and behaving. Individual style differences tend to be stable. There is a finite number of communication styles. We make judgments about people based on communication style.
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Communication Style Models

Low Dominance continuum High

Low

Sociability continuum

High

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Communication Style Models Dominance Continuum

The Dominance Continuum reflects the tendency to influence others in a relationship.

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Communication Style Models Sociability Continuum

The Sociability Continuum reflects the amount of control one exerts over emotional expressiveness. People who are high in sociability express their feelings freely, while people who are low in sociability tend to control their feelings.
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Communication Styles
High sociability

Low dominance

High dominance

Low sociability
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Emotive Style
High sociability

Emotive

Low dominance

High dominance

Low sociability
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Emotive Style
Emotive Communication Style displays characteristics such as activity, social initiative, encouragement of informality, and expression of emotional opinions. These communicators may be stimulating, excitable, persuasive, and dynamic.
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Director Style
High sociability

Emotive

Low dominance

High dominance

Director

Low sociability
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Director Style
The Director Communication Style characteristically is businesslike, serious in attitude, and strongly opinionated. Directors like to maintain control, and may be aggressive, bold, impatient, and intense, but determined.
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Reflective Style
High sociability

Emotive

Low dominance

High dominance

Reflective

Director

Low sociability
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Reflective Communication Style

Reflective Communicators typically control their emotions, display orderliness, express measured opinions, and may be aloof. They may appear preoccupied and stuffy, however they are precise, disciplined and industrious.
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Supportive Style
High sociability
Supportive Emotive

Low dominance

High dominance

Reflective

Director

Low sociability
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The Supportive Style

The Supportive Style Communicators typically appear to be quiet and reserved. They are attentive listeners and make decisions in a thoughtful and deliberate manner without the use of power. They may be passive and relaxed, yet sensitive and patient.
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Developing Communication Style Flexibility Selling to Emotives

Be enthusiastic Take time to establish goodwill Back off on facts and details Support their opinions and ideas Ask questions and listen attentively
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Developing Communication Style Flexibility Selling to Directors

Be businesslike Be efficient, to the point Be organized Use facts and figures Help them meet their objectives Ask specific questions related to the key issues
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Developing Communication Style Flexibility Selling to Reflectives

Be prompt and organized No nonsense, businesslike approach Show proof and documentation Never pressure them to make a quick decision

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Developing Communication Style Flexibility Selling to Supportives

Try to build a social relationship Listen carefully Professional, but friendly approach Offer personal assurances and support Be patient Avoid conflict if possible
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