Different Strokes for Different Folks
Most successful salespeople tend to be either socializers or directors, or a
combination of these two styles. A relater-type salesperson would usually be too
sensitive to the opinions of others to ever ask for the order or try to close the
sale. An analyzer-type salesperson would be so concerned about details and
information gathering that he would never call on a prospect. If he did call on a
prospect, he would be far too concerned about getting more information for the
prospect than he would be in asking for the order.
The great problem in sales is that we all tend to see the world through our own
eyes. As a result, we tend to treat everybody else as if they are the way we are. If
you are a socializer, you will treat everyone else as if they are also socializers. If
you are a director-type salesperson, you will be blunt and to the point and expect
people to make quick decisions once you have shown them good reasons to buy.
Personality flexibility. To achieve success in sales, you must develop
personality flexibility. This requires that you take a few moments to assess the
type of prospect you are talking to and adjust your personality accordingly.
If you are talking to a relater, slow down, ask a lot of questions, and focus on
the relationship. Take the time to help the prospect understand how your product
or service will be appreciated and accepted by others who will be affected by it.
Don’t rush the person or try to get her to make a quick decision. By going slowly
and patiently, you will eventually succeed with a relater-type buyer.
When dealing with an analyzer, again you must slow down and concentrate
on details. Take time to answer every question, preferably in writing. Be specific
with regard to your claims. In your conversation, allow silences and give the
prospect an opportunity to think about what you have just said. Be patient,
polite, and persistent.
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