Chapter 4
Communication Styles:
A Key to Adaptive Selling
Today
Communication Styles
Patterns of behavior that others
observe
Sometimes called behavior styles or
social styles
Communication-style bias is a state of
mind that can develop when we have
contact with another person whose
communication style is different from
our own
Communication-Style Principles
Individual differences exist and are
important
A communication style is a way of
thinking and behaving
Individual style differences tend to be
stable
There is a finite number of styles
To create the most productive
relationships, it is necessary to get in
sync with the communication style of the
people you work with
Dimensions of Human Behavior
Dominance--the tendency to control
or prevail over others
Dominance indicator on p. 77
Sociability--the amount of control we
exert over our emotional
expressiveness
Sociability indicator on p. 78
Emotive
Style of Communication
Appears quite active
Takes the social initiative in most
cases
Likes to encourage informality
Expresses emotion opinions
Key words: sociable, spontaneous,
zestful, stimulating, emotional,
unstructured, excitable, personable,
persuasive, dynamic
Directive
Style of Communication
Appears to be quite busy
May give the impression of not
listening
Displays a serious attitude
Likes to maintain control
Key words: aggressive, intense,
demanding, pushy, serious,
determined, frank, opinionated,
impatient, bold
Reflective
Style of Communication
Controls emotional expression
Displays a preference for orderliness
Tends to express measured opinions
Seems difficult to get to know
Key words: precise, deliberate,
questioning, disciplined, aloof,
scientific, preoccupied, serious,
industrious, stuffy
Supportive
Style of Communication
Gives the appearance of being quiet
and reserved
Listens attentively to other people
Tends to avoid the use of power
Makes decisions in a thoughtful and
deliberate manner
Key words: lighthearted, reserved,
passive, warm, docile, patient,
sensitive, relaxed, compliant,
softhearted
Intensity Zones
Communication-Style Model
Zone One—less intensity
Zone Two—greater intensity
Excess Zone—high degree of
intensity and rigidity
See excess zone chart on p. 89
Style Flexing
The deliberate attempt to adapt
one’s communication style to
accommodate the needs of the
other person
See examples of how to sell to
different communication styles on
p. 91