| My Customer is Ticking Me Off!
That was the recent comment I heard from a seasoned sales
professional. He then described the customer's controlling nature including how he would
often interrupt, and want answers in Cliffs Notes version.
The sales person had a style mismatch. He was choosing to
be upset by the customer's actions.
After letting him unload, I asked him how he's adapting to
the customer.
"Adapt?" he asked, puzzled.
I said, "You could just live in your hurt feelings,
like you've been doing. Or you could choose to pay closer attention to your customer and
work with him the way he wants to be worked with. Specifically, allow this customer to
have control over the sales call, give him the information he needs in the timing he needs
it, and allow him to cut you off."
Ultimately when you allow your customer to win, you'll end
up winning too. Your customers don't necessarily want to be your friends. They want to be
your customers because they need your products and services, don't they?"
How to Make Sales, Not War
War metaphors such as "It was a hard fought
battle" or "We had to punch the proposal through their defenses" are often
used to describe the sales process. However, a more elegant and effective sales close
approach is to give the customer what he or she wants in the way they want it with a nice
ribbon around the package.
When the customer perceives you as the expert who really
understands what he or she needs and when you give it to them in the way they recognize as
serving their needs, you automatically turn an adversary into an ally. This will turn your
customers into lifetime customers.
The Ultimate Secret to Turning Customers Into Lifetime
Customers
Many companies struggle when differentiating their products
or services. When you know how to adapt your personal selling style to align with that of
the customer, you become the point of differentiation.
This requires you to be very aware of your approach to
selling and the customer's approach to buying.
For example, high-steadiness behavior types hate change.
When a sales person shows up, he or she represents change, and that alone is enough to
cause the customer to freeze. High-conscientious types often want detailed facts and
figures, delivered with precision.
We're most successful when our approach is identical to the
customers. So you may find it beneficial to adapt your approach to theirs, even if it's
not your natural style.
Salespeople who have learned the secret to adapting
profoundly increase their sales because they possess the ability to sell to different
kinds of people.
How to Identify Your Style and the Style of Your Customers
I gave the person I was coaching the following explanation
so he could identify his style and the styles of his customers:
"D" Behavior ? Demanding, directing and
domineering. Individuals with this behavior style are usually ambitious, bold and
impatient. They can also be argumentative and stubborn.
"I" Behavior ? Interacting, inspiring, and
influencing. Individuals with this behavior style are often expressive, charming,
optimistic, cheerful and enthusiastic.
"S" Behavior ? Supporting, stabilizing and
steadying. These individuals are usually loyal, calm, patient, cooperative and humble.
"C" Behavior ? Conscientious, cautious and
correcting. These individuals are often diplomatic, meticulous, private, incisive and
exact.
How to Put This Knowledge Into Action During Two Key
Stages of the Sales Process
Opening the call:
- Customer behavior type D: Be clear, specific, brief, and
to the point.
- Customer behavior type I: Be friendly. Listen for both
facts and feelings. Make time for relating and socializing.
- Customer behavior type S: Be genuinely sincere. Create a
non-threatening environment for them.
- Customer behavior type C: Ask lots of questions and be
patient while they answer in minute detail.
Obtaining commitment:
- Customer behavior type D ? Briefly highlight their key
options and ask for the order assertively.
- Customer behavior type I ? Inspire them to action. Keep
the close relaxed and friendly.
- Customer behavior type S ? Detail how they can take
practical action and confirm without pushing or rushing them.
- Customer behavior type C ? Create a scheduled approach to
implementing action with step-by-step timetables. Point out guarantees.
You can double or even triple your sales by getting a grasp
on your customer's behavioral style. It will make a difference in your sales figures and
will turn one-time customers into lifetime customers. |
