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 and warmer in your presentation. Once you know the customer’s style, flexing your style can strengthen the relationship and make the difference between a presentation that falters and one that exceeds your expectations.28 Style sensitivity and flexing add value to the sales process.

Throughout the preapproach, you should learn as much as possible about the customer and try to determine his or her style. Once you are in the presence of the customer, do not become preoccupied analyzing the person’s style. If you are trying hard to analyze the person’s style, you may not listen closely enough to what she is trying to tell you. If you are truly tuned into the customer, you can absorb many cues that help you determine her style. After the sales call, analyze the communication and record your findings. Use this information to plan your next contact with the customer.29 Listen closely to the customer’s tone of voice. A Supportive person sounds warm and friendly. The Reflective customer’s voice is more likely to be controlled and deliberate. Pay particular attention to gestures. The Emotive individual uses his hands to communicate thoughts and ideas. The Directive also uses gestures to communicate but is more controlled and less spontaneous. The Reflective person appears more relaxed, less intense. The Emotive individual is an open, impulsive communicator, whereas the Reflective person is quite cautious. The Supportive type is personal and friendly, while the Reflective person may seem difficult to get to know. To avoid relationship tension, consider the following suggestions for each of the four styles.