Is there one best communications style for selling? Is the friendly, outgoing individual always going to end up with the sale? Perhaps the serious gget-down-to-businessh salesperson is the one who will walk away with the order most often.
The answer is that there is no one best communications style. Success comes to those who are able to adapt their style to one of the four basic personality styles most people display.
Adaptability should not be equated with insincerity or imitation of the customerfs style. Adaptable salespeople seek a reasonable compromise, which allows both the salesperson and the client to win. People respond favorably to a style that is similar or complementary to their own. What is said is often much less important than how it is said.
Each person has a primary communicating style that is blended or fine-tuned by a secondary style. These primary and secondary styles shape peoplefs perceptions of you and filter your perceptions of other people. A second dimension to this model comes into play when you are under stress. At such times, you may shift to a different style of behavior. You may be aware of the shift yet feel unable to prevent it.
Because behavioral style is reflected in behavior, you can identify someone elsefs primary style by observing behavioral clues. These clues include use of time, manner of speech, typical reaction to other people, tone of voice, and manner of speaking.
Remember that the emphasis in studying behavioral style characteristics is on surface behavior, not an in-depth personality analysis. Human behavior is predictable because 90 percent of our actions are controlled by habits and attitudes. These style analyses only describe three basic aspects of behavior: assertiveness, responsiveness, and versatility.
Responsiveness is the readiness with which a person outwardly displays emotions or feelings and develops relationships. Assertiveness represents the degree to which a person attempts to control situations or the thoughts and actions of others. Finally, versatility is an individualfs ability to adjust personal pace and priorities to facilitate interaction with a person of another style.
There are four basic behavioral styles: Driver, Expressive, Amiable, and Analytical. The drivers control others by telling them what to do, but also express their own feelings and emotions. Amiables rely on a personal-feeling approach to get things done. Analyticals are technical specialists, combining personal reserve and emotional control.
Drivers exhibit minimum concern for the feelings of others. They tend to be intense, competitive, fast paced, and very goal oriented. Results are their main concern.
When selling to drivers, stand up to them and show them what your product can do. They are most impressed by what they see and hear and not what others say about your product. Be prepared, organized, and to the point. Do not waste time on small talk. Remain professional and businesslike. Know their goals and suggest several solutions, thereby allowing them to choose.
Expressives are spontaneous in actions and decisions. They like being involved and dislike being alone. They dream and exaggerate. They always seem busy and jump from one topic to another.
In order to sell the expressives, it is a good idea to compliment them. Show them how to reach their dreams and be a winner.
Let them talk and gently refocus them on the matter at hand. Mention names of people who use your product. Testimonials from well-known people who use or people they respect are important. Be interested in them personally. Propose your solution through stories or illustrations, remembering to always tie in their goals.
Amiables are friendly, sensitive individuals who are concerned about how their decisions will affect the people around them. They are emotional, slow to act and undisciplined when making decisions.
When selling to amiables, get to know them personally. Be friendly, professional and non-threatening. Move at a slow pace. Establish trust and credulity. Inside their office, comment on furnishings, family portraits, or anything personal in nature. Small talk will help establish a rapport, reduce tension, and create a personal relationship.
Analyticals are, as the name indicates, analyzers. They need time to assess the situation and look at the details. Product information is crucial, so know your product well.
In communicating with analyticals, be well prepared and ready to answer questions in detail. Also, be prepared to ask questions and then listen carefully to the answer. Their answers will be short and to the point. Be logical, organized, and do not rush them. Help the analytical by supporting your proposal with full documentation. Stick to business „Ÿ small talk does not interest them.
When people of different styles meet and behave strictly according to the characteristics of their own personal styles, conflict often results. The only way to avoid miscommunication or an escalation in conflict is for one of the two people involved to engage in some style flexibility. In an ideal situation, both are willing to move part way, but the salesperson must be capable of making most or all of any necessary temporary adjustment. This willingness to try behaviors not necessarily characteristic of your style is really behavioral versatility, not manipulation.
Once salespeople begin to understand and recognize the four basic personality styles, they must take the responsibility of adapting their own communications style to that of their prospects. Overall communication is thus strengthened and distrust is avoided. When the buyer is comfortable with the communications process, then real selling can take p