Do you sell to
clients the way they buy, or the way you want to sell?
We know that
people like to do business with people that they like, trust and feel
comfortable with. People like to buy from people similar to themselves.
One of the most
powerful courses I attended many years ago was one about dealing with different
personalities and being able to adapt your selling style to suit the client’s
way of buying.
It made me
realise that everyone is different; there is no wrong or right personality
style, people are just different and as great salespeople we have to have great
versatility to recognise their style immediately and adapt ourselves to make it
easy for the e clients to want to do business with us.
There are many
styles and sub styles, but I am just going to highlight the four major styles,
see if you can recognise your clients that fit the profile or indeed which
style you are.
Task Focused
buyers
STRENGTHS
Determined
Assertive
Efficient
Decisive
Thorough
WEAKNESSES
Pushy
Severe
Tough-minded
Dominating
Harsh
BUSINESS
ATMOSPHERE
Wants to reach
a decision quickly
No small talk
No time wasting
WHERE YOU
FIND THEM
Decision Makers
Directors
Management
Politicians
Self-employed
business owners
Solicitors
OFFICE
Efficient
Picture to fit
office, Awards (no posters or slogans)
Desk may be
packed with work materials
Desk used as a
barrier
ATMOSPHERE
Businesslike
PRIORITIES
Disciplined -
Wants effectiveness and efficiency
PACE
Fast/Quick -
gets to the point
ABOUT YOU
Wants to know
your qualifications/ company record (strengths/past performance) / how good is
your product
WINNING
ACCEPTANCE
Documentation
stressing results
YOUR PRODUCT
What your
product can do
PROBLEM SOLVING
Support their
ideas
How to win them over
Impress them
by: Getting
to the point
Ask
questions that: Are relevant
Support
their: Actions
Demonstrate
your: Experience
Make
benefits: Tangible
& concrete
Show
commitment by: Getting
things done
Be impressed
by their: Strength
Best close: Be direct
Relationship focused buyers - Enthusiasts
STRENGTHS
Personable
Stimulating
Enthusiast
Dramatic
Inspiring
WEAKNESSES
Opinionated
Excitable
Undisciplined
Reacting
Self
Promotional
BUSINESS
ATMOSPHERE
Open,
friendly and enthusiastic
Wants
proof of your success
WHERE YOU FIND THEM
Trainers
Salespeople
Sales
Managers
Creative,
Advertising & Media people
OFFICE
Motivation
is the theme
Walls
contain recognition certificates slogans, posters
Open
friendly atmosphere
Office
appears disorganised
ATMOSPHERE
Open
and enthusiastic
PRIORITIES
Develop
the relationship
PACE
Quick
ABOUT
YOU
Who
are you/ your thoughts /who you know/ who uses
your product
WINNING
ACCEPTANCE
Give
recognition and praise
YOUR
PRODUCT
Who
has used it
PROBLEM
SOLVING
Support
their dream, ideas and ambitions
DECISION
MAKING
Testimony
and incentive
How
to win them over
Impress
them by: Your flexibility
Ask
questions that: Support
their dreams
Support
their: Ideas
Demonstrate
your: Originality
& creativity
Make
benefits: Innovative
Show
commitment by: Giving fresh ideas
Be
impressed by their: Achievements
Best
close: Be direct
Security
Focused Buyers
STRENGTHS
Supportive
Respectful
Willing
Dependable
Personal
WEAKNESSES
Conforming
Retiring
Non-committal
Undisciplined
Emotional
OFFICE
Friendly
and open
Family
pictures on desk
Desk
is neat and functional
Open
contact; round desk or couch
ATMOSPHERE
Open
and sincere
PRIORITIES
Develop
the relationship
PACE
Cautious
and deliberate
ABOUT
YOU
You
must be friendly/honest/ non- threatening or pushy
WINNING
ACCEPTANCE
Show
personal interest
YOUR
PRODUCT
Why
your product is best
PROBLEM
SOLVING
Support
their feelings and interests
DECISION
MAKING
How
to win them over
Impress
them by: Friendliness
Ask
questions that: Are
non-threatening
Support
their: Feelings
Demonstrate
your: Warmth
Make
benefits: Personal
Show
commitment by: Working with them
Be
impressed by their: Loyalty
Best
close: Assumptive
Frank
Furness is an international speaker & author who has presented in 58
countries. He is a specialist in sales
& marketing, technology, social media and goal setting and how they work in
tandem to produce great results for organizations.
He has helped
organisations understand how to manage disruptive change and what they should
be doing to embrace it.
Apart from
being a partner in an insurance brokerage in London, Frank consults and works
in-house with companies and marketing teams around the globe.
For more
information on Frank, check out his website at www.frankfurness.com or email him at
frank@frankfurness.com
