Some people feel they aren’t cut out for sales while others love it, thriving on the adrenaline of a closed deal. The bottom line is that we are all selling something: an idea, our opinion, a product, service or decision. Whether at work, on the road, with family or with friends, we tap into the ability to persuade and negotiate with others. That, my friends, is sales.
Some people are naturally better at sales than others. Some individuals can appear to sell the infamous “ice cube to the Eskimo” while someone else can’t seem to sell a fan to a person in the blazing-hot desert. It starts with understanding people: how they are wired, how they think, and why they do what they do. Many people have slowly learned this principle through trial and error while others continually struggle. Well, I’m about to take the guesswork out of it and provide a “sure-fire way” to sell with style no matter what your level of sales, title, role or position. We start by first seeking to understand how the world is divided.
If we were to take the population and split it into two groups of people, some would be outgoing while others would be reserved. Think of it as an “Internal Motor” that causes us to be one way or the other. The same population is then split into two sub groups: those who are drawn toward tasks and those who are drawn toward people. This “Internal Compass” points us toward completing tasks or being with people.
By recognizing these basic points in your customer, you can adapt your selling style to meet their needs. The four types of customers are:
The Decisive Buyer, representing about 10 percent of the total population. They are outgoing, with their “Internal Compass” directing them toward tasks. They seek power and control. These success-oriented, results-driven individuals have money and will spend it with someone who doesn’t waste their time.
The Impulsive Buyer, representing about 25–30 percent of the total population. They are also outgoing but their “Internal Compass” points them toward people. These interactive, expressive individuals seek popularity and want to have fun. They enjoy the entire shopping experience when it involves people, but they can be easily distracted from their original intent.
The Steady Buyer, representing about 30–35 percent of the total population. They are quiet and shy individuals with an “Internal Compass” leading them toward people. They require stability and avoid change of any kind. Because of their slow pace, chances are they have procrastinated their buying decision, which stresses them out.
The Cautious Buyer, representing about 20–25 percent of the total population. They are reserved, with their “Internal Compass” preferring tasks. These reserved individuals of few words are analytical by nature and are processing machines. They take in everything and sift it through a screening device called logic.
After identifying your customer, your goal is to adapt your message to work for them. In essence, you speak their language. You know your product or service — now understand how you can DOUBLE your sales by delivering your message properly. Come see me at the NABWO Boot Camp at 10:45 a.m. to 11:30 a.m. on Saturday, May 14, 2016! I look forward to seeing you then.
Lorraine Bossé-Smith is the founder of the F.I.T. Leader Formula and a certified professional behavior analyst (CPBA) who has appeared on numerous radio and TV programs across the country. She is a motivational speaker, corporate trainer, business consultant, executive coach, behavioral-wellness expert, and author of eight published books who helps companies rewire their business for success and inspires people toward a healthier, more balanced life. She can be reached at www.lorrainebosse-smith.com
Attend Lorraine’s workshop “Close the Sale at Hello!” at the 12th Annual Women Entrepreneurs’ Small Business Boot Camp on May 7.