| Ever heard the expression, "It's not WHAT you say...it's | | | | - High-S: People with a High-S (Steadiness) style want |
| HOW you say it"? | | | | you to get to know them. For a High-S, it is all about |
| Well, it's probably safe to assume we all agree with | | | | the relationship. They will buy from you because they |
| the concept here, at least on the most basic level. | | | | like you and trust you. They will shut down if you |
| Reality is, WHAT we say Is still important. But I'm sure | | | | become pushy or demanding. |
| if you took a moment you could think of several | | | | - High-C: Firstly, this group of individuals has nothing to |
| instances when it was HOW a person said something | | | | do with the popular, juice-box drink. High-Cs |
| that made all the difference. | | | | (Compliance) want to be sure they are making the |
| The same applies in sales. | | | | right decision. They want you to present information in |
| To win the business, you have to speak the | | | | a logical, linear fashion. They want the details and time |
| customers "language". | | | | to go through them. They will tune out if you make |
| Striking Gold | | | | claims you can't back up with hard data or try to force |
| You have to figure out how each prospective buyer | | | | a decision before they are ready. |
| prefers to be approached...Do they want to skip the | | | | Here's the wringer: most sales people sell the way |
| small-talk and get right into the details? Or do they | | | | they want to be sold to, instead of changing their style |
| want to "shoot the breeze" a while first? Are they | | | | to align with their customer's buying style. |
| assertive or passive? Creative or analytical? | | | | So what happens when a High-D (get to the point) |
| The answers to these questions will define your | | | | sales person tries to sell to a High-S (get to know me) |
| customers "buying style". Once you master the art of | | | | customer or when a High-I storyteller tries to sell to a |
| adjusting your selling style to match your customers | | | | High-C (give me the facts) customer? Usually |
| buying styles, you've struck gold! | | | | nothing...nada...zip...zero...sale lost! |
| DISCLAIMER: Whooooa...Ok - let's pause a minute...I | | | | If you're not adapting to your customer's buying styles, |
| know there are at least 5.2 bazillion articles, books, | | | | you're losing sales - not because the product doesn't |
| training programs, and so on out there on the market, | | | | meet the customer's need or because the prices is |
| all attempting to convince you that their sales | | | | too high - simply because you're selling using the |
| processes, platforms, strategies, models, techniques | | | | wrong style. |
| etc...are hands-down THE BEST. There's "Strategic | | | | Recognizing Buying Styles |
| Selling", "Solution Selling", "CustomerCentric Selling", | | | | Truth - More people than you think can use, can afford |
| "How to Master the Art of Selling Anything", "SPIN | | | | and genuinely do want to buy what you have to offer, |
| Selling", to name a few. | | | | but they are secretly desperate for you to sell to them |
| I'm not attempting to compete with those guys; quite | | | | using their buying style. |
| the contrary, actually. While they focus on WHAT you | | | | So, how exactly do you recognize a person's buying |
| do, this article focuses on HOW you do it. | | | | style? It's actually fairly easy once you train yourself to |
| The goal is to: | | | | look for "the clues". And people leave clues about their |
| - Improve your success/close rate by up to 40% | | | | buying styles everywhere - in the things they say and |
| - Avoid costly mistakes | | | | do, the way they decorate their office, even in their |
| - Recognize each buying style when you encounter | | | | voice mail messages. |
| them | | | | For example: |
| - Connect with prospects/customers immediately | | | | - If you call and get someone's voice mail and you |
| - Know what to do/not to do when selling to | | | | hear, "You know what to do," then you know right |
| customers with different styles | | | | away, this person's buying style is a High-D: you should |
| In short, the "buying styles" philosophy will complement | | | | be brief and direct. Get to the point; don't waste time |
| any sales methodology you currently use | | | | with idle chatter. And you know this from just four |
| What are "Buying Styles"? | | | | words! |
| The "Buying Styles" philosophy is based on the D-I-S-C | | | | - Or, suppose you hear, "I am sorry that I am not here |
| behavioral model. There are four basic buying styles. | | | | to answer, but your call is very important to me. |
| Granted, people use a combination of buying styles; | | | | Please leave a message and I'll be sure to get back |
| but, in general, one of these four styles will dominate | | | | with you. Have a nice day." You can tell from the |
| each of your customers' buying patterns. | | | | language that this person is screaming "Relate to me" - |
| - High-D: The High-D (Drive) buying style is direct and | | | | a very High-S message. This person wants you to get |
| decisive. They want you to cut to the chase, tell them | | | | to know them. They want you to take your time, |
| what you want them to do and let them know what's | | | | understand their needs, and build trust. The point is |
| in it for them. They will tune out if you take too long to | | | | people are telling you how to sell to them, if you are |
| get to the point. | | | | paying attention and know what to look for. |
| - High-I: The High-I (Influence) style enjoys engaging in | | | | Harvesting the Gold |
| conversation and discussing the big picture. They want | | | | You've probably had some success selling using your |
| the stage: they want you to get them talking about | | | | own, personal style. Imagine how much more |
| their needs and experiences and to engage them in | | | | successful you could be if you recognized and |
| how they will use your product. They will lose interest if | | | | adjusted to the way each of your customers buys. |
| you go into details or don't keep the conversation | | | | But, the message here is simple: adapt or continue to |
| interactive. | | | | be much less successful than you could be. |