Your prospect is super friendly, easy-going and you have a great time at every meeting. So why are you having such a hard time actually closing the deal?
Chances are, the problem isn’t them. It’s you. More specifically, it’s your sales approach.
One of the oldest, most effective, tricks in the book is tailoring your sales pitch to appeal the four common personality types. In fact, you probably learned it in the first sales class or seminar you ever attended. But its proven track record makes it worth revisiting in any discussion on enhancing sales techniques to improve results.
I won’t get too deep into the behavioral research, other than to say that there are four distinct “Social Style” types, each of which takes a different approach to decision-making:
- Analytics are thought-oriented, logical people who enjoy problem solving and tend to focus on accurate details. They are more concerned with content than style and believe it is important to gain a lot of information and understand it thoroughly.
- Drivers are action-oriented people who are decisive, pragmatic and efficient. Competitive and motivated by a desire to control events, drivers know what they want, where they are going and how to get results. They also focus on practical approaches to attaining bottom-line results.
- Expressives are socially oriented, playful, fun loving, and spontaneous. They are energetic, enthusiastic and enjoy being the center of attention. Charming, persuasive and animated, expressives dislike routine, want to make decisions quickly and are apt to express strong opinions.
- Amiables are relationship-oriented, warm, nurturing people who value friendships, cooperative behavior and acceptance by others and avoid risk. (Which is why you really enjoy every meeting you have with an amiable prospect.) They like to achieve objectives with other people, and use understanding and mutual respect as their guides.
The trick is to craft your sales presentation to appeal to each (or all) of these personality types by incorporating four primary elements: data for analytics, options for drivers, testimonials for expressives and guarantees for amiables.
For instance, analytics will want to hear about quantifiable outcomes, such as project deadlines or the dollar amount your solution could save. For drivers, provide multiple approaches to resolving the problem at hand, as well as the pros and cons of each option.
Because expressives place a high value on the opinion of others, including testimonials from peers, competitors or industry experts in your pitch is a smart strategy. Amiables, on the other hand, tend to use their own personal opinions and avoid making decisions that take them outside their comfort zone, so personal assurances and specific guarantees that help eliminate the risk factor are key.
If you know your prospects well enough, you can tailor your presentation to their personality type. When you’re not sure of the primary social style, or if you’re presenting to more than one person, incorporate all four elements into your pitch.
You’ll be amazed at the difference it will make in your success rate!