Each and every prospective customer is different. And, included in these differences is a unique communication preference. If you are not adjusting your own style to match each prospect’s preference, you risk pushing potential buyers away. Brooks Group’s Marcia Neese explains in her blog post that reps can adjust their styles to find better ways to communicate with customers based on four specific buyer behavior styles. Neese briefly outlines the four types of behavior styles and points out each style's typical decision-making process. Then, Neese shares how to best communicate with each style of customer. Below are three of them.
Better Ways to Communicate with Customers Based on Behavioral Style
Dominant or Doer
This type of prospect is direct, to the point, and uses confident body language. They typically speak quickly, and they may lose patience if a sales rep isn’t up to their pace. The ways to communicate with customers such as these include:
- Decision-Making Style: You should focus on the bottom line when it comes to helping push these customers toward making a decision. These customers also tend to be spontaneous and impulsive, so flame those desires if you see them.
- Communication Tips: “Salespeople should avoid chit chat, keep a fast pace, and give direct answers without a lot of ‘fluff’,” Neese writes. You should keep the focus of the sales pitch conversation on exactly how what you are selling will help this customer with their particular problem or need.
Steadiness or Pacer
You will recognize these prospects as easygoing, patient and thoughtful. While they may not be extroverts socially, they do have a very people-oriented approach.
- Decision-Making Style: These types of customers make deliberate and methodical decisions. They are resistant to change and very against taking risks, so don't try to push them if they are hesitant to make a decision. Instead, talk about how your product or service can help their existing norm and keep it functioning.
- Communication Tips: Ways to communicate with customers such as these include not rushing into pitching to these buyers. Instead, as Neese explains, “…take time to explain benefits and show that [you’re] interested in building and maintaining a long-term relationship.”
Influence or Talker
These prospects are pretty easy to identify. They are talkative, outgoing and amiable. You’ll likely find it easy to make small talk and find ways to communicate with customers such as these.
- Decision-Making Style: These customers are more focused on big picture than small details. They also respond to client testimonials and social proof, so those are a must in your sales presentation.
- Communication Tips: Be friendly! Engage with these customers and seek out their opinions and ideas. Share personal stories from past and current clients to highlight the benefits of working with you.
These, along with the fourth type, give insight into just how different each prospect can be, and why you need to adapt your communication style. “As a default, most salespeople approach buyers using their natural behavior style,” Neese writes. “But when [you] are able to identify and adapt to customer personality types, they have an immediate advantage over the competition."