Values close the sale. I’m referring to the values held by the buyer and not the values of the product or service. When sellers identify and match those values, buyers relax, let go of their resistance, and begin to trust. They then take a keen interest in the seller’s presentation because their values have been honored.
Core Values of Buyers
What values do buyers have? They vary depending on the decision-making style of the buyer. Fast decision-makers, those who take only one or two contacts to make up their minds, value time. They act quickly based on getting things done immediately. Does your service offer a potential solution that they can access now? Speed is of the essence. Talk about the excitement they’ll feel going forward and the urgency to take action right away. If you fail to pin down this person here and now, chances are good that this buyer will be diverted by the next dazzling option.
A second type of buyer values relationships. Connecting to the seller and forming a friendship is the key to making this sale. These buyers readily share information about themselves and their families. They’re curious to hear personal stories about the seller. Rather than discuss the service, have a conversation with them and be open to talking about yourself. You may spend as much as 95% of your contact time so engaged, and provide very little information about the service. These buyers have a tendency to trust easily, and once trust is earned, they willingly accept the solution you offer. Be warned, however. If they sense that you’re more focused on the transaction than the relationship, you’ll lose this sale outright, or they’ll cancel later on.
People who value tradition take time to make a decision. They often require several contacts and follow-up appointments. It’s important to them that they conform to societal standards and perform within expected norms. They have a strict budget and prefer that the seller be punctual – if not early – well organized, and follow a system. They like things to be in order and predictable. Once they say “yes”, they exert tremendous loyalty and can be a good source of referrals.
The last type of buyer values research. These individuals want to know as much possible about the service and ask many, profound questions. Because they seek lots of data, it takes a long time for them to make up their minds. They can get lost in all the information and not come to a conclusion on the possibility of yet more research becoming available. Patience is an attribute in working with this buyer. At the same time, you may need to have them agree to a timeframe so that you can move them towards action. Be aware that in their quest to know everything, they expect you to demonstrate more knowledge, competence, and expertise than what they have gained. You’ll land their business when you’ve satisfied their desire to make a “smart” buy.
Mismatch = “No $ale”
These four different types of buyers make decisions based on the seller responding to their values. Yet often sellers make sales presentations based upon their own values. This mismatch results in “No Sale.” Instead, expand your repertoire. Carefully listen to the words and read the correspondence of your buyers because they provide lots of clues as to what prompts them to make a decision. Match that person’s values in how you present your product or service and you’ll close more sales.
About Dr. Nancy Zare
A psychologist and retired professor, Dr. Nancy Zare has dedicated her life to helping people communicate more effectively. She earned her masters and doctorate from Boston College and is past president of the National Speakers Association of New England. She is the author of the books, Workplace Hostility, Myth and Reality, and Closing More Sales: Introduction to AlikeAbility™ as well as numerous articles.
Prior to her teaching career, Nancy was the Director of Mount Auburn Hospital Employee Assistance Program that served 20 companies and generated $250,000 in revenues. Her direct sales career in health care products began in 1996.
From her experience in both business to business and business to consumer sales, Nancy founded Rapport Builderz in 2012. It provides sales training, coaching and consultation for professional services. She originated the AlikeAbility™ System to teach people how to read personality styles, build better relationships, and generate more business. Message her to learn what your selling/buying style is with a complimentary analysis.
