How can sales professionals adapt to different communication styles?

1 Identify the communication style

The first step to adapt to different communication styles is to identify the style of your customer or prospect. There are many models and frameworks to categorize communication styles, but one common one is based on two dimensions: assertiveness and responsiveness. Assertive communicators are direct, confident, and decisive, while responsive communicators are empathetic, supportive, and cooperative. Based on these dimensions, you can classify communication styles into four types: driver, expressive, analytical, and amiable.

Driver communicators are assertive and low in responsiveness. They value results, efficiency, and action. They tend to be impatient, demanding, and competitive. To communicate with driver communicators, you need to be clear, concise, and focused. Highlight the benefits and outcomes of your solution, and avoid too much detail or emotion.

Expressive communicators are assertive and high in responsiveness. They value creativity, enthusiasm, and recognition. They tend to be outgoing, optimistic, and persuasive. To communicate with expressive communicators, you need to be engaging, energetic, and friendly. Use stories, examples, and testimonials to illustrate your points, and show appreciation and interest in their ideas.

Analytical communicators are low in assertiveness and low in responsiveness. They value logic, accuracy, and facts. They tend to be cautious, meticulous, and objective. To communicate with analytical communicators, you need to be precise, structured, and data-driven. Provide evidence, statistics, and references to support your claims, and avoid exaggeration or ambiguity.

Amiable communicators are low in assertiveness and high in responsiveness. They value relationships, harmony, and trust. They tend to be warm, cooperative, and loyal. To communicate with amiable communicators, you need to be respectful, sincere, and patient. Build rapport, listen actively, and show empathy and understanding.

2 Adjust your communication style

The second step to adjust to different communication styles is to tailor your own style to match or complement that of your customer or prospect. This does not mean you must completely modify your personality or give up your authenticity, but rather that you should be flexible and accommodating to the situation and the audience. To do so, you can consider using appropriate language and tone, body language and gestures, communication channels and tools, as well as feedback and questions. For example, depending on the communication style of your customer or prospect, you may need to use more formal language with a positive tone, maintain eye contact with facial expressions, utilize video calls with visual aids, and provide feedback with open-ended questions.

3 Monitor and evaluate your communication

The third step to adapt to different communication styles is to monitor and evaluate your communication and its impact on your customer or prospect. Observe verbal and non-verbal cues, ask for feedback, and measure the results to get a better understanding of how you're doing. Are they engaged, comfortable, receptive, satisfied, and clear? Or are they bored, tense, resistant, unhappy, and confused? By monitoring and evaluating your communication, you can identify what works and what doesn't, and make adjustments accordingly. You can also learn from your mistakes and successes to improve your communication skills over time.

4 Respect and appreciate diversity

The fourth step to adapt to different communication styles is to respect and appreciate diversity, even if you don't agree or relate with it. Acknowledging, understanding, and valuing diversity can help you build trust, rapport, and credibility with your customer or prospect. It can also help you avoid misunderstandings, conflicts, and errors while enhancing your creativity, innovation, and problem-solving skills. Moreover, respecting and appreciating diversity can increase your sales performance and customer satisfaction while helping you achieve your goals. Don't forget to respect and appreciate your own communication style too. You can leverage your strengths and improve your weaknesses by seeking feedback, learning from others, and practicing regularly.

5 Develop a communication strategy

Developing a communication strategy is the fifth step to adapting to different communication styles. This plan should include the purpose, audience, message, channel, tone, and timing of your communication. To create such a strategy, you must first define the purpose of your communication and identify the audience. Then craft the message of your communication, selecting the appropriate channel. Determine the tone of your message and plan the timing of your communication. By doing so, you can communicate more effectively and efficiently, as well as increase your chances of success.