Do This to Communicate Better With Prospects
Each and every prospect is different. And, included in these differences is a unique communication preference. If you aren’t adjusting your own style for each prospect’s, you risk pushing potential buyers away. Brooks Group’s Marcia Neese explains, in her blog post, that reps can adjust their styles based on four specific buyer behavior styles. She briefly outlines the four types, pointing out their typical decision-making style, then shares how to best communicate with each. Below are three:
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 rep isn’t up to their pace.
- Decision-Making Style: focus on the bottom line, spontaneous and impulsive
- Communication Tips: “Salespeople should avoid chit chat, keep a fast pace, and give direct answers without a lot of ‘fluff’,” she writes. Keep the focus on exactly how what you’re selling will help them.
Steadiness or Pacer
You’ll 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: deliberate, methodical; resistant to change, risk
- Communication Tips: Don’t rush into pitching with 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.
- Decision-Making Style: More focused on big picture than small details, Respond to testimonials and social proof
- Communication Tips: Be friendly! Engage with them 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,” she writes. “But when [you] are able to identify and adapt to customer personality types, they have an immediate advantage over the competition."