As a leader, you have no doubt noticed the old school sales models don’t always work in today’s customized and individualized market. It’s not enough for a sales person to make the sale. It is more about making the sale that best fits the customer.
Let’s face it, from cars to mobile phones to services to custom-made gifts, we have grown accustomed to “having things our way.”
If you lead a team or are in sales (and most everyone is in some form or fashion), you must do three basic things in order to be successful.
- Know your customer.
- Communicate with them in their way.
- Provide the best solution to their particular need or want.
Most adults have been there – the new car showroom. The old school methodology went something like this.
“I know you are looking for this model, but I can get you into this [better-faster-more luxurious] model for just 10% more.”
“This deal is only good for today. If you don’t buy now, you will miss the opportunity.”
And then the presumptive close…”Let’s just fill out the paperwork, and we’ll get this locked in for you.”
The problem is, this doesn’t work for everyone.
In fact, there are customers who will walk away from this kind of pressured sale in a heartbeat.
This misfit approach results in customers who don’t buy and sales teams with a high turnover rate.
In a recent study of Maxwell Method of Sales Impact Report results, it became clear that one methodology does not work for everyone. A wise leader will create a customized sales approach and allow their team members to do the same.
There are two key players: the sales person and the customer.
Contrary to common methodology, the goal of a sales conversation should not be to make a sale; but, rather, to identify a problem and present a solution.
This is the differentiator.
Before you seek to learn the problem, assess the style of your potential customer.
- Are they fast-paced and looking to make a quick decision?
- Or are they upbeat, with high energy, and wearing bright colors?
- Are they soft-spoken, relaxed, and friendly, with questions about details?
- Or are they meticulously dressed and examining everything carefully?
These are clues as to who they are and how you can communicate with them.
Here are four ways you can tailor your approach to fit each type of person.
- D-wired – If they are fast and decisive, don’t slow the process by going over too much detail or making small talk. Answer any questions they have clearly and succinctly, let them make a decision, and then close the deal.
- I-wired – If they are upbeat and high energy, establish camaraderie. They, too, will make a quick decision, but they first want to connect with you as a person. Show them the interesting facets of what you have to offer. Don’t overload them with details and numbers talk.
- S-wired – For those who are more relaxed and soft spoken, slow your pace. They will ask a lot of detailed questions. If you take the time to answer them, you will earn their trust. If what you have to offer is systematic, efficient, and saves time, it will have a natural appeal. With these types of customers, trust is key. If you don’t earn their trust, you don’t make the sale.
- C-wired – These are the quality-minded individuals. You can be assured they have done their research. You cannot push to make a sale to these individuals. They will absolutely walk away. The more you listen, answer their questions with solid expertise, and point out the quality of what you have to offer, the higher your chances of making a sale.
What you should NOT do.
As a leader and a sales person, YOU adapt to the potential customer. Don’t expect them to adapt to you. Be yourself, but measure your approach to meet them at the point of THEIR communication.
By being yourself, you earn their trust. By meeting them at their point of communication, you earn their business.
The Bottom Line
Making a sale is essentially coming to an agreement. Both sides must bring their genuine selves to the table in order to establish trust, and both most work together to fill the customer’s unique needs.
When that happens, the sale is simply an agreement that what the seller has to offer is exactly what the customer needs and wants.
In this scenario, it is a win-win situation – a satisfied customer and a satisfied sales person.
To learn more about how you can use a tailored methodology in sales for your business, click here to learn about the Maxwell Method of Sales Impact Report.
As the CEO of Strength Leader Development, Deb Ingino is a highly sought-after international executive mentor, coach, trainer and speaker. Deb is well versed in global business operations and helps business leaders and their teams to discover and leverage their strengths, so they can create highly collaborative teams that deliver great results. With a refreshingly direct style, Deb helps leaders and their teams to deliver profitable results. Connect with Deb to learn more about her mentorship and coaching programs to equip you with advanced strategies to elevate your results.