Date 06/26/2008

Do You Know Who You Are Selling To?

Has this happened to you? You deliver an outstanding presentation to your prospect, showing that you not only know all the facts about your product, but also about all of your competitors. Your timing is impeccable, you demonstrate professionalism and confidence, your close is strong and affirmative. Then your prospect says he will need to think about whether or not his company can use you. In other words, "No, thank you." What went wrong?

The secret to success is in knowing the types of people to whom you are trying to sell your product. People tend to fall into four basic behavioral types when it comes to buying a service or product: Direct, Interpersonal, Status Quo, and Contemplative. This knowledge can help you distinguish the different types of communication styles of potential customers to help you close a sale effectively.

Today, we will look at two: the Direct Buyer and the Interpersonal Buyer.

The Direct Buyer or the Donald Trump: This type of buyer is usually a Type A personality. Direct Buyers are in a hurry. They are blunt and tend to be direct in conversations. Think of Donald Trump as he manages his real estate empire. Direct Buyers state their opinions as fact. They are competitive and often aggressive. Many times they interrupt the salesperson, impatient to get to the bottom line.

What do you do? Selling to this type of buyer requires that you be direct and specific. Do not go into all of the details. Let the buyer speak while you listen. Trying to control the situation will not work when dealing with a Direct Buyer. Customers like this need to "win." However, the smart salesperson needs to act quickly because Direct Buyers tend not to delay their decision making.

The Interpersonal Buyer, or the Richard Simmons: Like the well-known fitness guru, Richard Simmons, this type of buyer is very friend, excitable, and often animated. They are unable to unable to focus on details and jump from subject to subject. Because they're easily distracted, Interpersonal Buyers may ask the same questions several times. While they may want or need your product, they first need to develop relationships.

What do you do? When you set up your sales meeting with this type of buyer, be sure to schedule enough time for chatting. Letting the buyer speak and demonstrating recognition of what he or she is saying is a way to create and maintain a positive atmosphere. Focus on the "people aspect," which includes how your product or service will help your customer achieve recognition and even popularity. Socialize, restrain from setting hard restrictions unless absolutely necessary.
Tailoring your approach and communication techniques to the specific buyer type can make a difference between sale and no sale. Tomorrow we'll look at The Safety (or Status Quo) and the Contemplative.

Source: Alan Bayham is a sought after business coach with a Masters Degree in Organizational Management combined with more than 30 years of experience in leadership, management, and marking training. As the president of Bayham Consulting, LLC, he has worked with companies ranging from small- to medium-sized businesses to Fortune 500 companies.