Selling Today: Partnering to Create Value, 14/e

Building Strong Relationships Through Style Flexing

1. 5.5 Learn to adapt interpersonal versatility and build strong selling relationships with style flexing

Style flexing is the deliberate attempt to adapt one’s communication style to accommodate the needs of the other person. You are attempting to communicate with the other person on his or her own “channel.” Ron Willingham, in his book Integrity Selling, reminds us: “People are more apt to buy from you when they perceive you view the world as they view the world.”27 In a selling situation, you should try to determine the customer’s most preferred style and flex your own accordingly. If your preferred communication style is Directive, and your customer is a Supportive, try to be more personal ...