Anyone who is considering a career in selling can benefit greatly from the study of communication styles. These concepts provide a practical method of classifying people according to communication styles and give the salesperson a distinct advantage in the marketplace. A salesperson who understands communication style classification methods and learns how to adapt them can avoid common mistakes that threaten interpersonal relations with customers. Awareness of these methods greatly reduces the possibility of tension arising during the sales call.

The first major goal of this chapter is to help you better understand your own most preferred communication style. The second goal is to help you develop greater understanding and appreciation for styles that are different from your own. The third goal is to help you manage your selling relationships more effectively by learning to adapt your style to fit the communication style of the customer. This practice is called “style flexing.”