Targeting The Personality of The Decision Maker
If you've been pounding the pavement for any time at all you know that there are different types of buyers out there.
In fact, these buying types are just as often found today in small and medium sized companies as they once were in large corporations.
Each time you make your pitch you need to tailor it to the personality of your prospect. This will allow you to answer their objections and lead them to the correct decision ... a buying decision.
Here are some personality types that you will meet along the road to your next pinnacle of success. None of these types are limited to a specific gender, and some examples may be exaggerated (you be the judge).
Priscilla Purchaser-Punctilious Priscilla should have been an English teacher, but she's landed the purchasing position for a mid-sized retailer. She has a significant job and a parade of sales people travel through her office daily. Her decisions are based on price and performance, and she'll replace you with the competition on a moment's notice.
Your presentation should be facts and figures. Don't try to smooth talk this one, stick to your service's strengths and cost-saving benefits. You'll stand out from the crowd of "typical" salespersons maintaining a low profile. Remember your sales etiquette, confirm all of your meetings in writing and send thank you notes.
Bob Bargainer-Bob's role model is "Let's Make a Deal." He wants door number one and number two, and throw in the surprise gift while you're at it. However, if you give him anything he'll make sure that everyone knows about it (and possibly upset some of your customers/prospects along the way).
Bob is the type to ask you for a "Kick Back" for the "Association." Let Bob know that you may well be able to accomplish what he is asking, however, the Association Members must of course know that the Association will enjoy a piece of the members discount rate. This will often eliminate the request, but at the very least show Bob that you and your organization are honest. In all your dealings, let Bob know that you respect his business sense. You may not have to give the store away, try sending him thank you notes and a few extra phone calls. Point out which features "courtesies" make the most sense in his business and how your service can positively effect his bottom line. Honesty in dealings will often over come, "let's make a deal."
Marketing Moses-This guy knows exactly what he wants and wants it delivered on a silver platter. He will check all of the "i's" and "t's" and wants to control every aspect of the deal. Remain calm and superbly organized when dealing with Moses.
Confirm every detail, agreement, meeting in writing. Fax your follow-ups then mail the originals to him. Double check every figure you quote-don't let any disorganization enter into this relationship. Once Moses knows he can depend on you and your company, he'll remain committed to you.
Loyal Larry-Larry already thinks that the company you represent is the greatest. He may have become aware of the company from a friend or business associate. But you and he just met, so show him your integrity through your excellent product knowledge and willingness to meet his special needs. Don't under-sell Larry. Provide the service he needs by keeping him abreast of product upgrades and new services.
Matching your presentation style to the prospect's personality will greatly enhance your closing percentage and allow you to appeal to a larger market. Your tone, pace, emphasis, and level of detail should be easily modified while you size up the merchant (say in the first 5 - 7 seconds of the meeting). Do your homework, know your products and services intimately so that your professionalism is never in question. Remain positive and remember, get the check.
Good Selling!
SM
Paul H. Green
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