Jeffrey has been in sales his whole life. A confident man, he is driven to succeed and won’t take “No” for an answer. He comes across as a bulldog, tenacious and focused. He’s certain that he has the solution for whatever ails you and has a uniform presentation that he uses with everyone he meets.
Like many sales professionals in the baby boom generation, Jeffrey has attended at least 20 sales training programs over the course of his career. He knows lots of formulas for starting a conversation, probing for the client’s pain points, and handling objections. Being persistent as a bulldog, he has won at times, but admittedly, it’s been hard work. He’s convinced that sales is a numbers game and it’s just a matter of going through the leads saying “Next” until he finds a “live” one. Could there be an easier way?
4 Styles of Buyers
Buyers come in 4 styles. Some decide quickly, often on the first encounter, because they’re eager for results and relief. Jeffery excels with this buyer. Others take longer to make a purchase and must be assured that there is an on-going relationship, not just a transaction. They might succumb to Jeffery’s pressure but often cancel or return the purchase.
A different group of buyers wants the security of tried and true products or services. Once convinced, they’re a great source of referrals because they are extremely brand loyal. The last group of buyers consumes volumes of research, asks countless questions, and seeks scientific evidence so that they can make a “smart” choice. Both of these categories of buyers are repelled by Jeffery’s bulldog tactics.
One-note Approach to Prospects
Are you like Jeffrey who has a one-note approach to any and all prospects? Since he has but one approach, he naturally connects with buyers just 25% of the time. That means that 75% of his prospects do not respond well to his manner. No wonder why he has to play the numbers game.
However, If he’s open to finding another way, Jeffery can use his resources more efficiently and be rewarded by more sales. When he learns to read each buying style quickly and adjust accordingly, Jeffrey will build rapport, develop trust, and win more clients — all with less effort.
Yes, a bulldog can close sales by looking through the lens of the prospect’s buying style and developing AlikeAbility™.
About Dr. Nancy Zare
A retired professor and psychologist, Dr. Nancy Zare originated the AlikeAbility™ System to teach service-based sales professionals how to read buying styles and close more sales. She offers a complimentary video, “If the Shoe Fits” that helps you identify your prospect’s buying style from the shoes they wear. Contact her at nancy@RapportBuilderz.com to receive your copy.
