We’ve all done sales training courses, and read the sales how-to books, and after a while they all seem to say the same things. People want to buy, but not be ‘sold’, they buy based on emotion and justify that to their friends and family using facts. You state a fact and then sell the benefit, and you raise the objection and cover it off before they mention it. All of that is correct, but it is missing one vital piece, and because of that it isn’t as effective as it could be. Let’s look at why that is.
We all know about Myers-Briggs, DISC, Enneagram and all the other ‘personality’ tests. People answer some questions and are then given insights into their own personality and why they do things the way they do, based on the rules of the test. We only need to accept for now that this means there are different ‘types’ of people. We like different things to others, different things get under our skin, and we like to communicate in different ways to name a few things you may have already noticed. All that is important because each ‘type’ has a different buying strategy, are motivated by different things, and communicate that in different ways, and that means that if your sales and marketing messages are not taking the different types of people into account then your messages are not as effective as they could be.
If this is you then you are not effectively communicating with all of your potential market, you are not giving the right emphasis to what motivates them, you sometimes stray onto topics that turn them off, and you are not ‘in step’ with their Buying Strategy. No wonder your sales and marketing messages are not working properly for you!
That’s like me talking to you in Latin. Some of the words would register, but unless you are in a select group of Latin speakers then the meaning of my message would be lost. If I then also describe features that are not important to you then you can already see that my chances of connecting with you are somewhat limited. That may be a little over-stated, but nearly every business does basically that every day. Even if we use the same language there can be confusion – “LOL” used to mean “Lots of love”. One person’s mother thought that other emoji meant “Well That’s Fantastic”. Different industries and pastimes apply specific meaning to sometimes common words. You drive a car and you drive a golf ball, but they are not the same activity.
So that raises the question: Do you really know what your prospect thinks you said? Have you ever made the perfect pitch, covering everything exactly as it should be, only to have the prospect almost immediately decide not to buy? Almost certainly your pitch was aimed at a different Buying Strategy, and maybe your message didn’t mean to them what it meant to you.
You can find out what your prospect expects by asking them what is important to them, and then focusing on that during your presentation. You can make sure that your message is being understood by introducing trial closes into your sales process.
That makes me wonder – is there benefit to you if you can identify your prospect’s Buying Strategy and Communication Style at the very beginning of a conversation, without having to ask a series of questions? Let us know in the comments section.