Marketing
Want Results? Fit Questions to the Buyerby Mary Jane Mapes
"To sell John Brown what John Brown buys, you must learn to see through John Brown's eyes.” Clearly, understanding the viewpoint of the buyer is critical for sales success.
Just as there are different types of products, there are different types of people. Your ability to quickly size up people can have a direct impact on your sales success. Are you working with a Decisive Daniel, a Talkative Tom, a Steady Stephanie, or an Accurate Alice? Let's look at each type and consider the kinds of questions to ask to discover their needs. We'll begin with Decisive Daniel.
My four-year-old nephew was sitting in the backseat of the car being driven by my brother Tom. In an attempt to keep my nephew engaged, Tom was making small talk. After a few minutes of this, my nephew said, "Uncle Tom, I really hate chitchat!"
My nephew is a Decisive Daniel in-the-making. He likes to get things done. He definitely is not interested in small talk. He expects to be congratulated for what he’s accomplished; he probably doesn't much care whether you like him or not. When he's old enough to buy, it would be wise for anyone attempting to sell him anything to get right to the point and not waste his time. Present the big picture, hit the high points, outline your recommendations and let him decide. He fears being taken advantage of and likes to be in control.
To establish rapport and identify the needs of a Decisive Daniel, it is important to ask questions that focus on results desired. Also, ask him how you can help accomplish even more, or what you could do to help save resources, e.g. time, money.
My brother, on the other hand, is a Talkative Tom. He loves being in a position to influence and please others. He likes chitchat. He likes people and wants them to like him. Therefore, he cares about the impact your product/service/idea will have on others.
To establish rapport and identify the needs of a Talkative Tom, it is important to take time for small talk. Ask questions about who would be involved in the buying decisions, what others like or how others think and feel, how others will be effected by what you are suggesting, and how he personally feels about your offering. Take time to socialize. Be enthusiastic. Make your time with him “fun.” Get this type involved personally and you will go a long way toward building "like." A Talkative Tom likes to do business with people he like and who like him.
Then there is Stable Stephanie. Stephanie is not a boat rocker. She wants to get along with people; she likes things to be stable and dependable. When you behave in a stable, dependable manner, Stable Stephanie is comfortable with you. She doesn't like to take risks; she prefers the status quo. Therefore, to identify the needs of this Stable Stephanie and move forward in the sales process, you must ask questions that uncover what would help her do her job better. Find out what risks you can help her avoid, what's worked for her in the past, and what she would need to be comfortable with you and what you're offering. Emphasize the importance of things going smoothly; don’t rush Stable Stephanie. Take some time to know her personally. Because she likes to be helpful, asking her to help you probably wouldn't be a bad idea either.
The fourth type, Accurate Alice, can be cool and aloof. Don't expect to read her facial expressions because she mostly puts her face in "park." To her, organization, efficiency, and a smooth running operation are what's important. She, like Decisive Daniel, may not be interested in chitchat. She prefers logic to emotion, and she likes to deal in facts and specifics and documented evidence. To identify the needs of Accurate Alice, you will want to ask her to share her expertise. Focus on specific facts, find out how she'd like things done, and uncover the kind of return on investment she expects. And, in all your communications with her, be specific and accurate.
One size does not fit all where buying decisions are concerned. John Brown does buy, but not for your reasons; he buys for his reasons, and those you must discover. Learn to quickly size-up the type of person with whom you are dealing. Zero in on what’s important to them. Present yourself and your product or service in a manner that’s comfortable for them, and you will find it easier to turn prospects into customers, customers into clientele, and clientele into business success.
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Author of self-study learning systems, Kalamazoo, MI-based Mary Jane Mapes helps people turn prospects into customers and customers into clients. For free catalog or to book her to speak at your next meeting, contact her at mjmapes@aol.com, 800-851-2270,
