How to sell to people with different personality types? Individual approach to the client as the key to successful sales
Nowadays, it is very important not only to have a product for sale, but also to be able to sell, because there is very high competition in business. To better understand this issue, let's look at The 12 Key Principles of Selling.
1. The client is also a person.
This is an obvious fact for everyone, but repetition never hurts, because you work with real people, not with organizations. Remember, all people are completely different, and the approach must be found for each person individually. And no two sales are the same, even if you deal with the same company.
In order to master the skill of the seller, you need to be well versed in the psychology of people, in their characters and mood.
2. Personal factor.
When you sell a product or service, sell yourself. The number of your transactions depends on how you can present yourself. Learn to be interesting to your client. Know that if you tire your buyer, he will stop perceiving information about your product and the transaction may not take place.
Try to broaden your horizons, even if you have a prestigious education. After all, to work with customers, you need to be able to maintain a conversation not only about the product, but also on other topics of interest to the client.
Refrain from being arrogant towards customers, by such behavior you will cause distrust in yourself. Remember, your respect for the client will cause respect for you.
Learn to empathize, showing your sincere interest in communicating with the client.
3. Learn to ask questions and listen to answers.
An experienced salesperson knows one of the basic principles of sales is the ability to ask questions. These questions are traditional - What? When? Where? How? Who? Which? Why? In order to understand everything correctly in communication with the client, do not hesitate to ask clarifying questions. And remember that a successful salesperson listens more than he talks. The ability to listen is key moment in transactions.
4. Personal participation.
Personal participation in the development of your market will allow you to successfully promote your business. Use Internet resources to inform your customers about new products, discuss burning issues on thematic forums and websites. Make sure you have your own blog or website. It will help more customers and colleagues learn about you, and help you develop faster.
5. Features of the approach.
Your offer to the client should create an impression of uniqueness. That is, you should try to convey to the client all the advantages and features of the transaction, developed specifically for each specific case. Use the principle of an individual approach.
6. Work for the result.
Interest the buyer not only in the quality of the product. Try to show the client all the benefits received in the business from the acquisition. That is, draw a picture that will allow the client to see the moments of facilitating work with the purchase of a product or service.
7. Logic and emotionality.
When working with buyers, bet on the features of the emotional perception of the buyer, and not on his logic. After all, an emotional impulse can make a buyer become the owner of a particular product / service. It may be a morbid ego or ambition, perhaps status or prestige. An experienced salesperson subtly understands emotional motivations and uses them wisely.
8. Product and efficiency in use.
A successful seller knows that the client wants to acquire the end result from the use / implementation of the product / service and that is what he sells to the buyer.
9. Unique offer.
If the seller can present his product as unique, and not as one of many on the market, then the transaction will take place. That is, the seller needs to identify the uniqueness of the product and use it when developing an offer. Also keep in mind that the arguments of your proposal must be convincing so that the client cannot defeat them with the usual question: “So what of it?”
10. Price is not the main thing.
Remember, a reduced price for a product / service alerts the buyer. He may even refuse the deal because of this, as he considers that the goods are not of high quality. Therefore, when setting a price, consider all the components - own time, product, its quality, level of supply of goods, uniqueness, etc.
11. Presentations.
Do not be afraid to conduct personal product presentations - this will increase the likelihood of closing a deal. By conducting presentations, you will be able to impress the client with your professionalism, attitude to business and, in particular, to the buyer, and you will also be able to demonstrate all the benefits and uniqueness of your offer.
12. Professionalism.
Do not be afraid not to please the client, it is much more important to be incompetent. If you managed to earn the respect of the client and recognition of professionalism, know that you have done a great job and you will be rewarded for it. You deserve trust and consequently successful transactions.
Nowadays, in a situation of fierce competition, it is no longer enough to have good persuasion skills. Must be able to install
friendly relations with the client and develop them. Other things being equal, the client will always choose the one with whom he has a better relationship.
It is good if such relations develop by themselves. But in most cases, the seller himself needs to form and build them.
The training helps the participants develop the skills to easily establish contact with the client and develop trusting, friendly relationships.
As a result of the training, participants:
Learn to consciously establish contacts at different levels
Learn how to build relationships with clients
Learn to establish and develop relationships with different types of clients
Learn how to have a friendly conversation with a client
Learn to diagnose existing relationships with the client in time and restore them
Learn how to restore relationships with a client even after a conflict situation has occurred
Upon completion of the entire course, each participant receives a Certificate from the Moscow Center for the Training of Business Coaches and Personnel Development "TrainerPROFI",
about the participant's training in the specified program.
TRAINING PROGRAM
Topic 1. Psychology of establishing contact
The concept of contact. Contact as a greeting and contact as the formation of a trusting relationship. Rapport. The concept of rapport.
Levels of contact: superficial, social, partnership, close. What level of contact is appropriate for a business relationship
Signs of good contact and signs of bad contact: external and internal.
Topic 2. Technology of establishing contact
The basic principle of establishing contact: adjustment.
Types of adjustment: non-verbal and verbal
Non-verbal adjustment: to the posture, gestures, rhythm, tempo
Verbal adjustment to interests, values, focus of attention, way of making a decision, etc.
Contact establishment algorithm
Topic 3. Methods of verbal adjustment
Adjustment to interests. Interest types. Connection techniques
Value adjustment. value hierarchy. Pyramid of Logic Levels. Methods for identifying values. Attachment techniques.
Adjustment to the desired image of the client. How to identify it. Compliment as a method of attachment. How to choose the most effective compliment.
Types of customers by focus. Features of establishing contact with each type.
Types of personalities according to the method of decision-making and features of interaction with them.
Types of clients by type of motivation: ruler, accomplice, achiever and features of establishing contact with them.
Topic 4. Methods for developing relationships with a client
Why is it important not only to establish contact with the client, but also to develop relationships.
ARC relationship development model. Common Mistakes sales managers in dealing with customers.
How to use the ARC model to transfer relations with any person to the level of partnerships and loved ones.
Reasons for calling or visiting a client. How to use occasions correctly.
Topic 5. Small talk techniques (communication on free topics)
Small talk concept. The importance of small talk for the development of relationships.
Small talk structure. How to choose the right topics for small talk.
Questions that can be used in a small conversation.
Active listening techniques and how to use them to enhance communication. Common mistakes in active listening
Emotional connection techniques.
Topic 6. Effective interaction with the client in a situation of contact interruption
How to understand that the contact is interrupted: internal and external signs. The main types of contact interruption situations: cooling, irritation, resentment, conflict
Reasons for breaking contact: internal and external.
Conflictogens as one of the reasons for interruption of contact. The concept of conflictogens. Types of conflictogens. personal conflicts.
Techniques and techniques for restoring contact.
Contact recovery algorithm.
Restoring contact in a conflict situation.
- Adjustment to...
More about the program
Topic 1. Psychology of establishing contact
- The concept of contact. Contact as a greeting and contact as the formation of a trusting relationship. Rapport. The concept of rapport.
- Levels of contact: superficial, social, partnership, close. What level of contact is appropriate for a business relationship
- Signs of good contact and signs of bad contact: external and internal.
Topic 2. Technology of establishing contact
- The basic principle of establishing contact: adjustment.
- Types of adjustment: non-verbal and verbal
- Non-verbal adjustment: to the posture, gestures, rhythm, tempo
- Verbal adjustment to interests, values, focus of attention, way of making a decision, etc.
- Contact establishment algorithm
Topic 3. Methods of verbal adjustment
- Adjustment to interests. Interest types. Connection techniques
- Value adjustment. value hierarchy. Pyramid of Logic Levels. Methods for identifying values. Attachment techniques.
- Adjustment to the desired image of the client. How to identify it. Compliment as a method of attachment. How to choose the most effective compliment.
- Types of customers by focus. Features of establishing contact with each type.
- Types of personalities according to the method of decision-making and features of interaction with them.
- Types of clients by type of motivation: ruler, accomplice, achiever and features of establishing contact with them.
Topic 4. Methods for developing relationships with a client
- Why is it important not only to establish contact with the client, but also to develop relationships.
- ARC relationship development model. Common mistakes sales managers make when interacting with customers.
- How to use the ARC model to transfer relations with any person to the level of partnerships and loved ones.
- Reasons for calling or visiting a client. How to use occasions correctly.
Topic 5. Small talk techniques (communication on free topics)
- Small talk concept. The importance of small talk for the development of relationships.
- Small talk structure. How to choose the right topics for small talk.
- Questions that can be used in a small conversation.
- Active listening techniques and how to use them to enhance communication. Common mistakes in active listening
- Emotional connection techniques.
Topic 6. Effective interaction with the client in a situation of contact interruption
- How to understand that the contact is interrupted: internal and external signs. The main types of contact interruption situations: cooling, irritation, resentment, conflict
- Reasons for breaking contact: internal and external.
- Conflictogens as one of the reasons for interruption of contact. The concept of conflictogens. Types of conflictogens. personal conflicts.
- Techniques and techniques for restoring contact.
- Contact recovery algorithm.
- Restoring contact in a conflict situation.
As a result of the training, participants:
- Learn to consciously establish contacts at different levels
- Learn how to build relationships with clients
- Learn to establish and develop relationships with different types of clients
- Learn how to have a friendly conversation with a client
- Learn to diagnose existing relationships with the client in time and restore them
- Learn how to restore relationships with a client even after a conflict situation has occurred
Lead method: games and exercises for training, video analysis, mini-lectures.
Upon completion of the entire course, each participant receives a Certificate from the Moscow Center for the Training of Business Coaches and Personnel Development "TrainerPROFI", confirming that the participant has completed training under the specified program.
PERSONAL SALES
Persuasive Selling Method
Algorithm for handling customer objections.
Identification of purchase criteria.
Customization for the client.
Sales management process. Two approaches to sales.
Topic 9. Personal selling
Chapter 1. How we sell.
Given the dependence of the company's marketing strategy, sales managers can use one or another approach to sales.
1. Sales orientation (method of "hard" sales). Image of the seller: tough and aggressive seller.
Approach postulates:
The customer is unlikely to make a purchase except under duress.
the client is influenced and worthy appearance seller and competent positioning of goods;
The client will not regret the purchase, and if he does, this is his problem.
verbal and non-verbal pressure on the client. Let's decipher this approach. First of all, let's talk about verbal pressure. When working with a client, you can not use words or phrases that have a negative impact on a person.
Communication Postures. The distrust, the desire to maintain their positions is evidenced by the arms crossed on the chest. Interlocked fingers are an indicator of a negative attitude towards a partner or a topic of conversation. The thumbs-up, especially if it is accompanied by a light patting of fingers against each other - “micro-applause to oneself” testifies to imperiousness, a sense of superiority, a desire to emphasize one's status as a professional. Sometimes high status and ostentatious self-confidence is expressed in such a way that a person crosses his arms and sticks out his thumbs at the same time. This is very humiliating for the client. Keep this in mind and work with open palms.
views. Psychologists have proven that in order to establish a good relationship with a client, your gaze should meet his gaze for about 60-70% of the total communication time. A salesperson destroys his chances of selling anything if he avoids the direct gaze of a new prospect. Such sellers look down or through a person. Both are unnerving, people with shifty eyes make us doubt their reliability and honesty. And here, not only the longitude and frequency of glances are important, but also where the gaze is directed. If your gaze will cover the “symbolic triangle” on the face of the client: forehead - pupil of the right eye - pupil of the left eye, then this look is intended for business communication . It is important to note that for social communication(with relatives, friends, with regular customers) you should use the following eye movement: the gaze passes through the partner’s eye line and captures the mouth area. It has been experimentally proven that such a view contributes to the establishment and maintenance of “easy” contacts, friendly conversation in sales.
Appearance seller. Professional sellers are immediately visible. Whether they wear conservative suits, cutting-edge clothing, or something in between, they give off an unmistakable impression of strong personality through their dress and grooming. First of all, it is extremely important to consider psychological impact clothing colors per person. Each color has its own influence on the subconscious of a person.
Other methods of "hard" selling are:
exaggeration of the merits of goods / services - when positioning a product, you need to rely on its real merits and not overpraise the product;
· Criticism of goods/services of competitors or unfair competition - it is not worth speaking badly about competitors, although we are well aware of what is actually happening here;
Offering certain concessions for the immediate purchase of goods, signing a contract or issuing an order - these are any sales promotion measures (discounts, bonuses, discounts, etc.).
2. Orientation to the client (method of "soft" sales). Image of the seller: an assistant in solving the problem.
Approach postulates:
The client has hidden needs, which, from the point of view of the company, are its commercial opportunities;
The client appreciates practical offers;
· The client will be loyal to the seller who takes his long-term interests to heart.
adjust to the client;
identify the needs of the client through competent information promotion and processing of his objections;
· offer effective ways their satisfaction.
It is clear that only the second approach is consistent with the marketing philosophy: "Love the customer, not your product." We will explore these techniques in the following blocks.
In sales training, most often participants are given a standard set of stages or steps that they must complete before the sale takes place - this is the search for potential customers, initial contacts with the decision maker, asking questions to identify needs, developing a solution and presenting it to the client, handling objections and closing the sale. On rare occasions, such training exposes salespeople to the differences in personality typology they will have to face.
If you use the same approach with every client, then you will probably close 25 to 35 percent of your contacts for sale, since you successfully communicate with only one type of personality. One approach in sales does not work for all types of customers. Your customers are people, individuals, with all their diversity, they have different business needs, different personal interests, and to be successful, a salesperson needs to be able to sell to different types of personalities. And if you learn how to work effectively with all types, then theoretically you can close up to 100% of your potential customers for sale.
All 100% is unlikely, but it would be great, agree? How would such a conversion affect your earnings?
No person is wholly a pure type of a particular personality. We are all a mixture of several different types, but as you get to know each other more closely, you will find that people operate primarily in one of four types.
There is a mass different names and equivalents for all four types, but in fact they all somehow relate to the same concepts.
Here are just a small part of the different names for the same personality typologies:
- Choleric, Sanguine, Phlegmatic, Melancholic (according to Hippocrates)
- Dominant, Influencing, Stable, Conscientious (DISC typology by William Moulton Marston)
- Fire, Air, Water, Earth (Western astrology)
- Red, Yellow, Green, Blue (Typology "Colors of Insights")
- Driver, Expressive, Amiable, Analytic (Merrill-Reid/Wilson Typology)
http://www.ucd.ie/t4cms/Personality%20Categories.pdf
http://kindredgrace.com/personality-types/equivalents/
If you look at all the variety of these techniques, at the differences in names, in acronyms (DISC, LEAD, DESA), in comparisons with biblical and fairy-tale characters, even with animals, no matter what they are called, four types or styles cover almost everyone. If you test your personality type, you will probably be able to detect one of the four types in your behavior, or maybe a mixture of two adjacent types.
From a business perspective, understanding personality types can be the key to better effective interaction with your clients and colleagues. Here's how to identify and communicate with each of the four types.
1) Self-confident or Assertive type (Assertive, driver, Dominance, etc.)
What is this person?
This is a man who strives to be the best in everything he does - assertive, determined and purposeful. For people of this type, the end result is more important than personal relationships. If there are such among your clients, then most likely they are not those who send you holiday souvenirs with corporate symbols, but if you keep your word and fulfill all agreements and obligations, then such a client will continue to maintain a healthy business relationship with you.
If such a person requests information, he wants to receive it quickly and “without water”. The assertive type does not like long meetings and meetings, he is not interested in a presentation about the merits of your company and product, only the end result - the result that he receives from this product or company.
How to recognize?
People of this personality type (Confident) are more likely to use declarative sentences in conversation rather than asking questions. Speech is generally clear and louder than the average tone. The body language is lively and confident, the body is tilted forward when communicating, the gestures are more expressive, the handshake is firm.
They are preoccupied with action, they quickly understand the current situation and care little about the past. They know what they want and where they are going, and are very impatient and irritable in case of delay and delay. They will approach other people in a direct and commanding manner, radiating a desire for power and control.
How to sell to them?
- Being professional in sales is always important, but it's especially important to remember this when you're dealing with an Assertive personality type. If you are going to meet with such a person, then you must be 101% ready on all issues discussed, know all the characteristics of your offer, know what result your client will get in the end, etc. If you don't know the answer to a question, then let your client know about it, in which case the best answer is to reassure that you will collect all the information the interlocutor needs instead of trying to formulate a half-correct answer.
- The self-confident type values efficiency. Don't waste your time repeating the same facts or finding out all points of view, get straight to the point.
- Focus the customer's attention on how your product will solve their business problems or problems. Your product's cutting-edge features and competitive advantages won't impress an Assertive type unless you can demonstrate why it's beneficial to their organization.
- Take advantage of their competitive spirit and show how your product will help their company stand head and shoulders above other players in the industry or market niche.
2) Friendly type (Steadiness, amiable, Dependable, etc.)
What is this person?
For a person belonging to the Friendly personality type, personal relationships are of paramount importance. Such people want to trust those with whom they do business. The person is first and foremost for them.
They welcome routines and dislike sudden changes in schedules or working environment. The friendly personality type actively cares about the people around them and puts the needs and wants of others ahead of their own. They are focused on the feelings and emotions of other people and are ready to go to great lengths to maintain a happy and healthy atmosphere in the team or for people close to them.
Unlike the Assertive Type, the Friendly Type tends to be less structured and slow to make quick decisions. Such people want to establish trusting, even friendly relationships with those with whom they do business and are likely to seek help or approval from their colleagues or team members in order to make decisions. own decision. When working with the Friendly type, you will have to set yourself up for a longer sales process than usual.
How to recognize?
These people are great listeners and may ask more personal questions in an attempt to get to know you. different sides, not only with professional. They are friendly, calm and patient during meetings and negotiations. Conversations and meetings with such people tend to be casual and informal, while they defend what they value with quiet determination and perseverance.
At first glance, such people may seem slow or unwilling to change their personal values, despite the obvious logic of the argument or situation. They tend to avoid decisions that violate their values and do not like to risk the unknown.
How to sell to them?
- Sell them a vision. Help them visualize the results their business can achieve with your product or service.
- Take time to make contact. The friendly type needs to feel secure before they do business with you.
- Take on the role of an expert and guide such a client through the entire decision-making process. Instead of overwhelming the Friendly Type with too much information, help them understand the processes and act as a consultant or facilitator.
- Show them happy people. Imagine all the positive reviews from your other customers, about how your product or service made them happy, etc. The friendly type cares the most about people and their feelings: so make sure your customer feels comfortable and your product or service has a positive impact on the climate at their command.
- Try to reduce those aspects of your offer that will lead to changes in the client's company or the climate in the team, focus on the positive aspects, customer focus and building cohesion and unity.
3) Expressive type (Influencing, expressive, Active, etc.)
What is this person?
People of the Expressive type are also sometimes called "humanists" for the reason that, like the Friendly type, personal relationships are very important to them.
The expressive type cares about the well-being of others. Whether it's employees or customers, Expressives want to know how the decisions they make affect the people around them.
These are bright, creative, sociable, spontaneous individuals who rely on their intuition. They don't care too much about competition and rivalry, they love that exciting feeling they get when they do something interesting. The world is full of possibilities and ideas for them.
They value mutual respect, devotion and friendship. If your client is this type of person, then an unfulfilled commitment or promise could spell the end of your relationship.
How to recognize?
People of this type, as a rule, are pronounced extroverts, friendly and positive-minded. They love to be in the company of others, getting real pleasure from this.
Expressive personality types spend their efforts on dreaming about the future. They are busy building the possibility for tomorrow. They move from one idea or activity to another, eager to find a vision for the current moment. Surrounding people very easily fall under their influence. They can become completely absorbed in an idea, and then easily discard it and lose interest, switching to the next tempting idea. Because of this, they can be perceived by others as superficial, impractical, or unrealistic in difficult times.
Like the Confident type, the Expressive type talks more than asks questions.
How to sell to them?
- Introduce concrete examples and business cases. Expressive people want to be sure that you care about them, and The best way prove it - show your track record than tell stories about how your product or business has impacted other people's lives.
- Emphasize constant connection. If your company offers exceptional customer service and maintains long-term partnerships with its customers, then this is the time to talk about it in an Expressive meeting.
- Don't go into details. For the Expressive type, they are not so important, and they will not study them in detail. The big picture is important to them—talk about it. Let them know how your product or service will help them interact with others, or how it can help them gain public recognition. Keep in mind, this type acts and makes decisions quickly, but also quickly loses interest. You must be persuasive and interesting.
4) Analytical type (Analytic,Compliance, Systematic, etc.)
What is this person?
Analytical people live according to the principles, facts, figures, and logic they seek in reality. They like to analyze data and opportunities to avoid making illogical or poorly thought out decisions. People of this type feel uncomfortable if they have to make a decision until they are available, sorted out and analyzed all the facts. They are able to systematically work through tasks from start to finish.
When meeting or negotiating with this type, be prepared for a lot of detailed questions and do not be surprised if it turns out that the Analytical type already knows all your answers - they did research on your product and business even before the meeting.
Analysts stick to deadlines but are slow to make decisions. This type is more logical and cautious than any other type of personality, they will definitely try to secure any decision they make.
How to recognize?
Analysts are less expressive than other personality types. They are interested in facts, not emotions, and they probably won't take the time to connect with you on a personal level. People of this type are introverts, they like to think before acting, and will hold a detached, objective point of view. In communication, analysts are serious, direct and formal. They may not use expressive gestures and be inconspicuous in meetings, but you can be sure that they listened to you carefully. Often such people prefer written communication in order to maintain clarity of thought and accuracy when analyzing information.
How to sell to them?
- Never rush Analytics. Be prepared for a lengthy selling process, as the Analytical Type will take as much time as he sees fit to gather all the information and facts he needs to make a decision. Take the time to answer all Analyst questions in detail. Suggest Additional information or resources where they can learn more about your product or service. The more information they analyze, the more comfortable they will feel in making a decision.
- Suppose the Analyst prepared for the meeting and did his own research. But that doesn't mean you should miss background information you can spend less time talking about common points rather than discuss specific, personalized solutions for their business.
- Avoid high level claims. Always provide numbers and data when making any claims or you risk losing the Analyst's credibility. Embellishing or touting your product may seem suspicious to the analyst, as if you are trying to mask the flaws.
- Provide as much information as possible. Instead of saying, "Our product has boosted the sales of many companies," say, "Our product increased sales at these companies by 20% or more in a year." Give more information than they ask for, don't be afraid to overload the Analyst - the information is exactly what he needs.
- Don't try to force a personal relationship. The analyst is annoyed by people trying to invade his personal space, flattery does not work on him either.
Keep in mind that "pure" types are extremely rare, most often your clients are a mix of two or more types and do not fit into any of the four categories listed above. However, once you are familiar with the basic characteristics of each personality type, it will not be difficult for you to adapt your sales strategy to suit any situation.
