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Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

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Second, once you know individuals’ styles, you will be able to predict how they<br />

will make decisions, what’s important to them, how they use time, deal with stress,<br />

build trust, and act when they have bought into an idea. And you can predict this<br />

with at least 90 percent accuracy.<br />

What Does It Measure?<br />

The communication style model measures three observable aspects of your behavior:<br />

power, formality, and flexibility. To obtain this information, surveys are<br />

sent to five people who know you well—that is, individuals who have seen you in<br />

a variety of situations. The surveys are completed and returned anonymously. The<br />

power and formality characteristics are plotted on a <strong>gr</strong>id to form your communication<br />

profile.<br />

In addition, you also learn about your flexibility. <strong>Your</strong> flexibility rating tells you<br />

how easily you adapt to the needs of others and to changing situations.<br />

First, let’s look at the two scales that make up your communication style profile.<br />

As characteristics at each end of a continuum are described, think about how<br />

you see yourself. Perhaps you will not relate to all of the characteristics or to the<br />

extreme in which they are described, but you will probably get a good sense of<br />

which end of the continuum more accurately reflects your comfort zone. Also keep<br />

in mind that, while you could probably demonstrate characteristics at both ends<br />

of the continuum, you want to think about preferences, not abilities.<br />

The Power Scale<br />

Figure 9.1, the “Power Scale,” identifies the horizontal continuum. The Power Scale<br />

reflects the amount of control we try to exert in our communication with others.<br />

The following characteristics will add meaning to the continuum. As you continue<br />

reading, you may wish to fill in some of your own ideas.<br />

Figure 9.1. Power Scale<br />

The amount of control we try to exert is one<br />

dimension of our communication style.<br />

Take Charge Easygoing<br />

A Client in Hand Is Worth Ten in <strong>Your</strong> Plan: Will <strong>Your</strong> Clients Market for You? 193

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