Have you ever talked yourself out of a sale? You might not even know it happened. Here’s an example.
Howie’s Language: Learning
Howie has an amazing knowledge of programming. Never much for school work, when he discovered computers, it was love at first command. Since that first “date”, he has romanced every facet of website development and search engine optimization. His has become an expert and makes his living creating and maintaining websites. Howie’s personality style favors learning that values competence, logic, and data.
Sheila’s Language: Networking
A woman in her 70’s, Sheila has been a savvy business owner and entrepreneur for over 30 years. She recognizes that things have changed and strives to keep up with technology. So she listens carefully, asks questions, reads, and tries to learn as she can. Much to her credit, she doesn’t simply delegate tasks; rather she likes to understand how things work. Sheila is a Networking style and needs to feel a connection with the seller.
Howie and Sheila have two different personality styles.
Their Conversation
Sheila knows that her newest venture requires a robust website. She consults Howie. He comprehends what to do and explains it using common terms from his field. The more he talks, the more words he uses that have no definition in Sheila’s dictionary. She thinks he doesn’t “get it”. She begins to doubt his capability. Rapport goes south. The result? No sale.
Missing: Translation
By analogy, are you guilty of speaking jargon to your prospects? Having knowledge and expertise makes you well qualified to provide your services. However, you must translate your message into a language that your prospects understand. You must be able to read their personality style and match it to make the sale.
By the way, asking if your clients understand does not ensure that they actually do. Have them explain back to you what they heard. This gives you the opportunity to correct misinformation and engage your clients.
About Dr. Nancy Zare
A retired professor and psychologist, Dr. Nancy Zare originated the AlikeAbility™ System to teach insurance and real estate agents how to read buying styles and close more sales. She offers a complimentary AlikeAbility™ Assessment that includes the strengths and challenges of your buying/selling style.
