Reference no: EM133401205

A. Review Questions

1. What is the meaning of the term communication style ?

2. Describe the five major principles that support communication-style theory.

3. What are the benefits to the salesperson who understands communication style?

4. What two dimensions of human behaviour are used to identify communication style?

5. Describe the person who tends to be high in sociability.

6. What are the four communication styles? Develop a brief description of each.

7. What is the reaction of most people who study communication styles for the first time? Why does this reaction surface?

8. Define style flexing . How can style flexing improve sales productivity?

9. Explain the statement, "Your greatest strength can become your greatest weakness."

10. What suggestions would you give to a salesperson who is planning to meet a new prospect who displays the Reflective communication style?

B. Application Questions.

1. Communication, or behaviour, styles are the basis for one of the most popular training programs. Worldwide, 47 million people have participated in Wilson and DiSC programs. An understanding of communication styles assists us in building better personal and business relationships. As indicated in this chapter, the first step in applying what you have learned about communication styles is to identify and understand your own style. Using the Online Communication Style Assessment tool at www.pearsoncanada.ca/manning , assess your communication style.

a. Do you agree with your assessment of your most preferred style? How about your results on your secondary style?

b. Referring back to the material presented in this chapter, identify the strengths and weaknesses of your style.

c. Identify the styles you enjoy working with best. Identify the styles you enjoy working with least. d. Referring to the behaviours listed on pages 116-117 , can you identify those behaviours you tend to exhibit when you feel stressed?

e. Explain why you think so many individuals and companies have participated in these programs. From Figure 5.12on page 112 , list the names of other training programs you could use to identify your most preferred style.

2. Self-awareness is important in personal selling. As we get to know ourselves, we can identify barriers to acceptance by others. Once you have identified your most preferred communication style, you have taken a big step in the direction of self-awareness. We have noted that self-ratings can sometimes be misleading because some people lack a high degree of selfawareness. They do not see themselves as others see them. Consider asking four or five people, co-workers for example, to assess and print the profile of your communication style using the online assessment. Then compare these ratings with your self-rating.

3. Many salespeople, after being introduced to communication-style concepts, attempt to categorize each of their customers. They report that their relationships become mutually more enjoyable and productive. Select four people whom you know quite well (e.g., supervisor, subordinate, customer, teacher, friend, or member of your sports team). Using the two behavioural continuums in this chapter, determine these people's communication styles. Using your own descriptive terminology in conjunction with terminology in this chapter, develop a descriptive behavioural profile of each of these people. Explain how this information could improve your relationship with each of these people.

4. To assess your ability to style flex, assume you are going to make four sales calls on customers displaying each of the four communication styles. For purposes of illustration, consider your first call is on an Emotive customer with a communication style like Rick Mercer's. The second call is on a Supportive customer with a communication style like Anne Murray's; the third is on a Reflective customer with a communication style like Peter Mansbridge, and the last is on a Directive customer like Kevin O'Leary. For each of these customers, refer to the online communication style assessment, and assess the behaviours you would demonstrate as you established your relationship with them. Print each of the profiles and compare them to one another. Did you flex your style of communication to better interact with the customer representing Rick Mercer's style versus the customer representing Anne Murray's style? Did you flex differently for the customers representing Peter Mansbridge and Kevin O'Leary?

5. Myers-Briggs Personality Types and Jungian Personality Types are two very popular descriptions of the material in this chapter. Using your search engine, access the Internet sites that refer to these concepts. Type in "Jungian + personality profiles" to access the Jungian personality types. To access the Myers-Briggs types, type in "Myers-Briggs + personality profiles." Does the number of hits indicate anything about the validity and popularity of these theories? Examine specific queries about both. Do you see the relationship between the theories and the material in this chapter? Each year, about 2.5 million North Americans complete the Myers-Briggs Type Indicator (MBTI). Why is this psychological assessment instrument so popular?