Selling Under the Influence: Introduction

Mark CichowskismartPRENEUR Blog Series

This next blog will be a series of multiple Selling Under the Influence sections that go into communication skills, recognizing how others communicate and like to be communicated with, and how it relates to effective selling.

In an earlier blog, I asked:

What is a sale and what is a salesperson?

The textbook definition of a sale is something like this: A sale is a transaction between two or more parties in which the buyer receives tangible or intangible goods, services or assets in the exchange for money or something else of value.

The definition of a salesperson is a bit trickier so for this example: A salesperson is someone with the ability to communicate effectively with others. That’s a mouthful while being specific and general at this same time. There are styles of communicating and recognizing them is a huge step to selling effectively. It is also critical to recognize YOUR style of communicating since some styles are naturally complimentary and some are like oil and water.

In the next few blogs, some items to take away will be:

  • Understanding your own communication strengths and challenges.
  • Understanding and accepting the communication styles of others.
  • Be more effective in communicating with other people in the way they want to be communicated with. Be responsive, not reactive.
  • Increased opportunities to sell yourself.

Communication Intro

Generally, there are four styles of communication. There is no right or wrong communication style – only different. A person may exhibit three out of four styles, but each of us tends to have a ‘resident’ style from which we communicate when stressed.

How do others read your communication?

By what they hear you say… ??% – Words?

By the sound, speed, tone and pitch of your voice… ??% – Tone?

By what they see… ??% – Body Language?

The answers may surprise you. Below is based out of 100%.

  • 58% by what they see – Body Language
  • 35% on the sound, speed and pitch of voice – Tone
  • 7% on the actual message – Words

As you can see, Words are the least important in communication, by far. Surprised?

In the next section, we’ll explore the four individual communication styles.

About the Author

Mark Cichowski

Mark Cichowski is CEO of Clarity AV International, Inc. and brings over 41 years to the custom installation channel.  Mark is currently working on various projects such as training programs and general business development.