Articulos en Inglés

You will analyze your client and sell him better

By Maru Panganiba

Find out why you MUST NOT apply the same sales strategy (no matter how effective it has been on many occasions) with all your customers.

Have you realized that some of the best sales strategies that have been highly effective dozens of times for breaking the ice with a client and negotiating with him do not work with other clients?

Do you know why this happens?

It is because not all your clients think the same.

Hundreds of experts have shared with us in their books and conferences their greatest strategies to attract the attention of new prospects, break their objections and sell. However, very few have revealed to us why all these valuable strategies do not serve the same with all clients.

And, if you really want to know what and how to negotiate with your client, you have to FIRST learn to decipher with what KIND of PROSPECT you are dealing with.

This is precisely what he reveals to us in his very interesting book, “Overcoming customer objections. Rebuttal techniques and responses to the 55 most frequent objections”, the French international speaker, author of more than 18 volumes, business coach and sales expert Michael Aguilar.

Before applying any strategy, you must first LEARN TO DISCOVER THE PSYCHOLOGICAL PROFILE of the client who is giving you their objections.

This may seem like a colossal task since specialists in the area have detected that there are more than 500 psychological profiles. However, the American researchers John Geir and William M. Marston managed to highlight, thanks to their exhaustive work, 4 personality profiles creating the DISC model:

There are 4 main customer profiles: The dominant, the influential, the stable and the conformist.

If you want to close more sales, you must therefore learn to detect what type of personality you are dealing with and thus be able to know how to adapt your speech with each of them. You must always remember that the 4 personality profiles perceive their environment very differently so their decision making varies enormously.

Michael Aguilar’s incredible book presents us with an adaptation of personality types to customer types and explains the best ways to act with them and what to avoid. As your valuable book is only written in the beautiful language of Moliere, I have allowed myself to ask for a translation from French and compose a short summary of pages 32 to 39 to share with you, my dear readers of EMPODERAMIA, this valuable content so that you can benefit from this invaluable information.

Are you ready? Thankyou Michael Aguilar for your priceless gift to the world of sales!

Client with dominant profile

HOW IS HE: Authoritarian, direct, determined and ambitious and, sometimes, aggressive or blunt.

FREQUENT OBJECTION: It’s too expensive / I don’t need it / It doesn’t work

YES: Be concrete. Answer their objections with a question. For example, if he tells you that your product is not the right thing for him, answer him something like: What made him reach that conclusion? Be bold and original in your answers. Talk about the effectiveness of your product in hard numbers.

DON’T: joke around, tell anecdotes, change plans or strategies

KEY WORDS TO USE WITH HIM: Win / Succeed / Fight / Win / Lose / Victory / Dominate

Client with influential profile

HOW IS HE: Sociable, friendly, sensitive, enthusiastic and hospitable. Good communicator, open and outgoing.

FREQUENT OBJECTION: Better price for me / The dealer is my friend

YES: Joke around, tell anecdotes. Make analogies. Be sociable and talk to him on an emotional level. Use expressions such as I am sorry, it is a pleasure, It´s a shame. Use analogies to demonstrate the benefits of your product.

NO: Make lists and present the technical details. Bombard him with facts, figures and technical information.

KEY WORDS TO USE WITH HIM: Relationships / Relating / Recognition / Interaction / Pleasure / Taste / Pleasant

Client with stable profile

HOW IS HE: Conservative. He resists change, seeks harmony and comfort, is reliable and a good listener and very thoughtful. He hates pressure and is very indecisive.

FREQUENT OBJECTION: I am going to think about it /I need to talk to my wife, friend / Everything works very well with our current supplier

YES: Give him his time. Respect his rhythm. Accompany him throughout all the purchase process, the implementation of your product and the follow-up. Present past results with hard facts and figures to reassure them. Present your offer exclusively based on the results it will bring to his company.

DON’T: joke, tell anecdotes, change your sales plan or strategy

KEY WORDS TO USE WITH HIM: Harmony / Stability / Tranquility / Peace / Balance / Comfort / Reliable

Client with a conscientious or conscientious profile

HOW IS HE: Analytical, rational (very Cartesian), detailed, rigorous, nonconformist, perfectionist. Is often listless and rarely shows interest.

FREQUENT OBJECTION: Your quality standards do not convince me / You do not have such certification

YES: Present your results with percentages and tables of results. The formalisms, the social hierarchy. Value their professionalism. Mainly present the information and data that demonstrate the absence of risks.

DON’T: joke, tell anecdotes, change your sales plan or strategy

KEY WORDS TO USE WITH HIM: Rules / Process / Safety / Respect / Regulation / Rigor / reliable / Objectivity / Standard / Quality

Do you recognize any of your clients in these models?

It is not very easy to achieve it from the first entry. Remember. You’re not alone. Training and business advice will always be two of your best allies to achieve this.

And are you ready to discover the dominant profile of your customers to better tailor your sales pitch?

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