Segment your customers into 4 main buying styles and adapt accordingly.
Presentation Tips that influence the Dominant high 'D' buyer..(no nonsense, big shot type company president).
Don’t waste their time.
They won’t want lots of facts and figures; just hit the high points and get to the bottom line quickly.
You and the product must appear credible.
Can be difficult to switch from current, trusted suppliers. But, once switched will remain highly loyal as long as you provide service.
Will not want to see many testimonials, research, data, etc. May delegate this research to subordinates.
Will be impressed with an efficient, no-nonsense, business-like manner.
Will be interested in new products.
Be concise and business-like. Short, bullet type presentations are better.
Don’t waste their time with idle talk.
Get to the point quickly, solve their problems fast and make the sale and get out!!
Presentation Tips that succeed with the high 'I' Influencer types (sales people).
Spare the details; they will not want to hear them.
The buyer will often buy easily from you with only a minimum presentation. But beware! The competition can steal the buyer away from you just as easily. So give plenty of follow-up service.
The buyer will be interested in new and innovative products. They will try almost anything under the right circumstances.
The buyer will want to talk a lot, laugh, joke & socialize, etc. Buy him lunch or a cup of coffee and you’ll have him sold.
Eliminate lots of details. Just hit the high points.
Show him new products, socialize and provide plenty of follow-up.
Presentation Tips that work best with the high 'S' supporter team player types.
Take it slow and easy; if you go too fast, you’ll lose the sale.
Provide plenty of proof and statistics.
Earn their trust and friendship by visiting about family and hobbies.
May require additional visits for reassurances before the sale is made.
Emphasize your proven products.
Earn their trust with facts and figures. Take it slow and easy.
Make repeat visits and be sure ALL questions are answered.
Presentation Tips for the fearful 'C' compliant buyer.... (engineers, accountants, technicians)
Needs lots of proof, background information and proven results before making a purchase.
Needs to take time, absorb details and digest facts before going to the next step.
Highly suspicious of new and unproven products.
Use testimonials or plenty of research information to back up your presentation.
Don’t rush, but don’t waste time with small talk.
Get right to the point with plenty of facts and figures.
Be sure all questions are answered.
Don't stand too near & avoid physical contact
Happy & successful selling!
Chris Wilkinson.
Certified Business Behaviour & Attitudes Analyst.
Business Coach.
Tel: (905) 275-2907 (Mississauga).
E-mail: buspilot@bell.net
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