Selling Today: Partnering to Create Value, 14/e

Minimizing Communication Style Bias

1. 5.4 Learn how to identify your preferred communication style and that of your customer

Salespeople often make the mistake of focusing too much on the content of their sales presentation and not enough on how they deliver their message.20 Communication style bias is a barrier to success in selling. This form of bias is a common problem in sales work simply because salespeople deal with people from all four quadrants. You cannot select potential customers on the basis of their communication style. You must be able to develop a rapport with people from each of the four quadrants. When people of different styles work together but don’t adapt to one another, serious problems can develop.21

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