Selling Today: Partnering to Create Value, 14/e

Adaptive Selling Requires Versatility That Builds Strong Relationships

Personal selling has become more customer-focused than ever before, so every effort should be made to reduce the tension between the salesperson and customer. Dr. David Merrill, one of the early pioneers in the development of communication style instruments and training programs, uses the term versatility to describe our ability to minimize communication style bias.22 Roger Wenschlag, author of The Versatile Salesperson, describes versatility as “the degree to which a salesperson is perceived as developing and maintaining buyer comfort throughout the sales process.” Adapting to the customer’s preferred communication style can enhance sales performance.23

Mature and Immature ...