In today’s post, I’d like to share how a simple idea can help you develop a massively more effective way to sell your products or services.
Styles make sales
When I started out in sales and marketing, one of the first things I learned is that styles make sales. It works something like this.
Certain salespeople have a style of selling that is very effective with certain prospective customers. Conversely, if a salesperson’s style is at odds with a prospective customer’s buying style, the salesperson is less likely to get the sale.
In the companies I worked for back then, there were large and diverse sales-forces. A sales manager would look at the data they had on a prospect, then try and match our styles to the prospect’s profile.
I know you’ve spotted the challenge here.
As a small business owner, you don’t have that same abundance of salespeople to mix and match to the prospect’s buying style.
Sometimes the salesperson is you.
This begs the question: How do you sell effectively to prospective clients or customers, who have a buying style that’s different to your sales style?
The answer is to align as closely as you can with what motivates them.
Develop your own ‘styles make sales’ model!
Here’s a quick look at how to get yourself started.
Before you begin your pitch or presentation, spend a little while asking the prospective customer a few informal, pre-prepared questions that require useful answers.
For example, you could ask questions, where the replies will indicate whether they are more (or less) influenced by facts, figures and graphs… than by stories, feelings and pictures. Then, match your presentation style to their preference.
As your presentation continues, look and listen for other signals from the prospect, which indicate that you’re on (or off) the right track.
Ultimately, you’ll need to create several easy to answer questions, which uncover your prospect’s buying style. You’ll also need to park the idea of a one-size-fits-all approach to sales, if that’s what you currently use. Spend the time required to get this right. It’s worth it.
What’s the pay-off?
If you get it right you’ll enjoy the rewards of having a fluid presentation model, which matches the motivation your prospects need, in order to buy from you.
Just think what that would do to your sales figures, my friend.