|
Whats_Your_Clients_Style
| Whats Your Clients Style?
When it comes to effective selling, one simple fact never
changes: Selling is a relationship business. You already know
all about your company’s products and services – and you’ve
learned the fundamental aspects of the sales cycle.
But have you ever asked yourself … What helps one salesperson
develop immediate rapport with prospects, and not others? What
is he or she doing that is leading to long-term client
relationships? How can I learn to do the same thing?
Research shows that prospects are more likely to buy when they
unconsciously trust, and feel at ease with, the salesperson.
They are more willing to open up and provide information
critical to closing the sale. It appears that they are almost
“helping” you make the sale, as opposed to fighting you in the
process.
So how do you build this rapport?
AND YOU ARE …
The first key is to recognize that different behavioral styles
do exist among prospects. You’ve probably seen from your own
experience how one sales approach worked great with one person,
yet you got a very different reaction from someone else.
Behavioral styles impact:
· How a prospect wants you to sell to them. · How a prospect
wants you to present information. · How much information you
present. · How a prospect makes buying decisions.
The same approach won’t work with everyone. As you learn to
adapt your approach to make the customer feel more at ease, the
relationship will improve and more sales will eventually result.
You can identify an individual’s behavioral style preference by
using the Personal Profile System® developed by Carlson Learning
Company. It classifies behavior into four styles: “D”, “I”, “S”,
and “C”.
HOW DO YOU LIKE MY STYLE????
“D” STYLE
Your ID, please? “Dominant,” or “D” behavioral-style
individuals, are usually results-oriented. They thrive on the
challenge of solving problems and making quick buying decisions.
These individuals are fast-paced and like to be in charge. They
can become impatient with people or situations that hinder them
from accomplishing their goals. This is one of the reasons why
they’re more task-oriented than people-oriented.
You can recognize these individuals as being fast-paced and
direct when speaking – they’re more interested in telling you
information than in asking your opinion. They tend to think in
terms of the bottom line. These individuals may6 have more
formal, “can’t read” facial expressions than other styles.
Sign here, please. When selling to the “D” style, don’t bog them
down with excessive socializing or details – get to the point
quickly. Directly focus on how your product or service can help
them achieve their goals. Emphasize the results you can help
them obtain, while always letting them feel they’re in charge.
In other words, don’t waste their time. Make your sales
presentation direct and meaningful toward helping them achieve
their objectives.
“I” STYLE
Your ID, please? “Influence,” or “I” behavioral-style
individuals are frequently thought of as “people persons.”
They’re enthusiastic and upbeat – enjoying the interaction with
others in a humorous, lighthearted way. These individuals can
appear to be the eternal optimists, usually seeing the glass as
half-full rather than half-empty, and can be quite persuasive
about things they’re passionate about.
You can identify them as being outgoing and direct, very
talkative and interactive. These people tend to speak quickly,
use animated expressions, and express their feelings freely.
They can appear to be casual and friendly in their interactions
with others and love to express themselves in a jovial, humorous
way. Sometimes you’ll notice trinkets or fun gadgets in their
office – it’s their way of adding levity to the work environment.
Sign here, please. When selling to the “I” style, match your
pace and presentation to their energetic approach. Be friendly
and sociable – let them know you like them personally. Where
appropriate, take them to lunch. You need to provide
testimonials and personal stories on how other people have
responded to your company’s product or service. Show enthusiasm
for the benefits your product or service can provide. Also, make
sure you support the individuals by providing whatever detailed
follow-up work is necessary; don’t ask them to do it. Make it
easy for them to buy from you.
“S” STYLE
Your ID, please? The “Steadiness,” or “S” behavioral style, is
also people-oriented – but at a much slower pace than the “I”
style. The “S” person doesn’t like to be forced into making
changes or quick decisions. They’re patient, loyal, and calm,
making them excellent listeners and “peacekeepers” when conflict
breaks out. Their focus is on cooperating with people.
You can identify these individuals by their reserved, indirect,
but people-oriented approach to others. Their speech may appear
softer, with an open posture. They will have relaxed, warm
facial expressions and prefer a casual approach.
Sign here, please. When selling to the “S” style, it’s important
that you listen to them. They need to feel you understand their
needs. Assure the individuals that you and your organization are
customer- and service-oriented. Just don’t push them into quick
buying decisions. Show how you’re interested in a long-term
relationship with their company, and that they can depend on you
whenever necessary. The “S” style customers are more loyal to
you when other vendors come knocking on their door.
“C” STYLE
Your ID, please? The “Conscientiousness,” or “C” behavioral
style, is quality-focused, slow-paced, methodical, and
task-oriented. They focus on the details and are primarily
concerned about doing things the “right” or “correct way.” These
individuals are analytical and frequently set higher standards
for themselves than others.
You can recognize them as being reserved and more indirect than
other styles. These people are formal, with a closed posture and
“can’t read” facial expressions. They don’t like to express
their feelings readily.
Sign here, please. When selling to the “C” style, make sure you
have your facts straight. You’ll need to answer analytical
questions, showing references where possible. These individuals
don’t need you to socialize with them – they really don’t want
you to. These people want you to provide detailed information in
order to make a correct buying decision. Then they will
thoroughly assess your information before coming to a
conclusion. Be slow-paced and formal in your approach with them
– don’t become overly enthusiastic or animated. Focus instead on
facts, logic, and detailed analysis.
SCHIZOS???
Although individuals have the ability to behave within all four
styles, they tend to use one or two most often. There is no
right or wrong style. Each has its own strengths and
limitations. However, there are three key steps when applying
the knowledge of behavioral style sot a sales situation:
1. Understand your own behavioral style in the sales
environment. 2. Identify the prospect’s behavioral style. 3.
Adapt your approach to best fit the prospect’s behavioral style
needs.
DO’s & DON’TS
Most salespeople tend to sell to others the way they would like
someone to sell to them. That’s not going to work!
“D” for Dominant
Do · Focus on “what” · Provide options · Be efficient · Focus on
results
Don’t · Assume without getting an opinion · Over socialize ·
Emphasize unnecessary details · Waste time
“I” for Influence
Do · Focus on “who” · Provide testimonials · Be upbeat and
friendly · Handle details when possible
Don’t · Emphasize technicalities of product · Be overly formal
or reserved · Add to client’s workload · Leave decisions unclear
In sales it’s important to remember this rule: “Do unto others
as they would have you do unto them.”
“S” for Steadiness
Do · Focus on “how” · Assure client’s buying decision · Provide
excellent attention and service · Patiently listen to needs
Don’t · Rush client into quick buying decisions · Forget to
regularly follow up · Have an “I don’t care” attitude · Be
abrupt or fast
“C” for Conscientiousness
Do · Focus on “why” · Use a logical approach · Answer questions
accurately · Provide evidence of quality
Don’t · Be overly enthusiastic or social · Be unprepared or lack
product knowledge · Appear disorganized · Rush decision-making
About the author:
Susan Cullen is President of Quantum Learning Solutions, Inc.,
based in New Jersey. She has over 15 years experience in
Organizational Development and is considered an expert in the
use of blended learning methodologies for lasting organizational
change. For more information go to http://www.quantumlearn.com
or you can reach us at (800) 683-0681.
|
|
| |
| |
