Get Synchronous with Your Customers

When it comes to sales, youve got to get on the same wavelength with your customers. Have you ever considered the cost of a salesperson that loses the sale because he or she misses important clues from the customer? Top salespeople have the ability to identify and adjust to different buyers Social Styles. Studies show that 80 percent of failed sales to qualified prospects are caused when salespeople dont adjust their behaviors to match the buyers.

There are four main social styles analytical, driving, expressive and amiable.

  • Analytical: These individuals are described as serious and more exacting
  • Driving: These individuals are seen as strong-willed and more emotionally controlled.
  • Expressive: These individuals are described as outgoing and more dramatic.
  • Amiable: These individuals are seen as easy-going and supportive.

Every human being has one of these social styles. Here is how to sell to each one:

Selling to the Analytical Style

Slow down. Use facts and historical data. Let the buyer feel in control of the pace and give them time to think. He or she may need the weekend to decide.

Selling to the Driving Style

Be professional with these people. Plan ahead. They want results, now! Give them options so they can be in control. Reduce small talk.

Selling to the Expressive Style

Include others and socialize the issue. Recognition and approval are important elements of the presentation. Ask them for their gut, intuition, feel when asking them to review your proposal.

Selling to the Amiable Style

Trust and establishing a personal relationship is important. Keep needs and benefits up front and circle around often to bring out any new concerns and issues.

Awareness of a prospects social style is the successful salespersons biggest asset. Typically, salespeople tend to be amiable, expressive or driving types of social styles. How often do you suppose that IT buyers are analytical? Probably very often, especially when discussing communications services and equipment. If your fast-paced and energetic presentation is losing the audience, you might need to change your approach. Slow the pace and talk more quietly. Dont wave your arms! Say things like, Based on our results with XYZ Company, our communications solution saved them 20 percent off their current costs and increased productivity by 25 percent. Use diagrams and tables. Give them information.

The message here is even though you may not be the same social style as your audience; you have to be able to think like they do. You must be able to view your offer through their eyes. It will definitely win you more sales. It only makes sense.

Versatility in addressing the needs of different social styles doesnt mean you are being insincere or wishy-washy. Its common sense: be genuine, talk less (no more than 30 percent of the conversation) and make the conversation about the buyer. And when its appropriate, change your behavior to match the buyers social style.

Selling is the subtle art of relationship building. There are two ways to break a sales relationship: acting indifferent to the customer and failing to correct a wrong. Both involve not being versatile with the customer.

Perception of Indifference:

Customers dont start conversations with Hi, Im David. I want to be treated in the following manner. They also dont tell you why theyre dumping you for your competitor. In fact, 68 percent of the reasons why customers defect is a perception that the salesperson is indifferent to the buyer and his or her needs. She just doesnt seem to really care. Im just a commission to her. Practicing Social Style versatility puts the attention back on the customer and makes him or her feel valued.

Not Correcting a Wrong:

Something goes wrong and you dont fix it. Studies show that dissatisfied customers tell 17 people of their poor experience within two weeks. You cannot believe the kind of poor service I got from the telephone company. Not all problems can be fixed, but an attentive salesperson who responds quickly and demonstrates empathy and social style versatility often can keep a customer from defecting.

These two types of broken sales relationships can be costly. But improving relationships with current customers can be quite profitable. Studies have shown that when customer retention is improved by even a little amount, there are large increases in profits.

Social Style versatility can improve or repair sales relationships. Knowing your Social Style preference, being able to identify the preference of others, and when appropriate, adjusting your style to align with theirs is the key to developing long-term customer relationships. Moreover, practicing Social Style versatility can make a good salesperson great.

Net Intent is an authorized distributor of TRACOMs Social Styles training programs. For more information contact Orrin Broberg at 952-915-9007 or visit

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