Typecasting
We've all heard that we should tailor our presentations to fit our prospects, using tools such as mirroring body language and using familiar phrases to put the prospect at ease and increase the likelihood of a sale. But, how do you know how to present yourself if you are meeting this person for the first time? Well, upon introduction, take a few minutes to size up the merchant and figure our what makes them tick. Then you can gear your presentation to be the most effective for that "type" of person.
Some of the most common "Types" of people you will encounter are The Coordinator, The Manager, and The Associate.
The Coordinator -At first glance, a Coordinator may appear to be a Manager, but, upon closer examination your will recognize a Coordinator because they are charismatic and generally well liked. They prefer to be active, rather than sitting behind a desk, and enjoy the thrill of the chase. Lucky for you, Coordinators are usually drawn to calculated risks, so position your service as a well thought our risk, such as "gotta spend money to make money."
The Manager -Like the Coordinator, the Manager is a take charge person, but unlike the Coordinator, Managers may put some people off because they can be controlling and obsessive. They like to feel in control, therefore, don't pressure Managers into a decision, they may become defensive. You will need to be flexible and make Managers feel that they are controlling the meeting. A key is to focus on how your service will help them stay in control.
The Associate -Unlike the Manager and Coordinator, Associates tend to focus on the company as a whole and are usually trusted by co-workers. When calling on an Associate, you may find that he is polite and sensitive to your feelings, but that doesn't mean you have an easy sale. Associates need to feel that you are considering the feelings of the individuals in the company and that your service will help all. Of course, since the Associate focuses on the needs of others, she will need to consult others before making a buying decision. Be patient and you will have a better chance of getting the sale.
Knowing who your audience is can be the difference between a sale and a missed opportunity.
