Do they know?
Have you ever been turned off by a salesperson?
Learning and applying behavioural intelligence to understand the 4 main buyer styles helps increase sales.
As Certified Professional Behavioural Analysts (CPBAs), we understand the importance of learning about and applying behavioural science to personal and professional relationships. We've worked with many from C-suite leaders, sales teams, administrators, professional service firms, to the U.S. Marine Corps, and with each of these groups it was easy to see the value and ROI for learning about behavioural styles. But not everyone gets it. No matter where you are, it's easy to find examples of the "sales fails" that result from a lack of behavioural intelligence.
Even with the growth of online marketing and artificial intelligence (AI), good sales professionals continue to be in demand, and their skills can be amplified with new technology. However, the human touch doesn’t guarantee success. Can you recall an experience where you were “turned off”, and opted not to buy a product or service because of the behaviour of a sales person?
Do you think they do that intentionally? With their compensation likely based on establishing a successful relationship with the client, they probably don’t mean to offend. But the best of intentions are of little value when you don’t have the knowledge to carry them out. I once walked out of a car dealership, resolving to change car brands and end a relationship that spanned over 12 years and 3 vehicles. My previous sales manager, Gord, was no longer there and the new guy was an awful listener – more like a vacation timeshare salesman at month end. He most certainly wanted to keep me as a customer, but his behaviour drove me away.
Studies show that clients change suppliers mainly due to their dissatisfaction with the human interactions, rather than with to the product. The behaviour of a sales professional has an enormous amount of influence on the client or customer’s decision to continue or to conclude a relationship.
Studies indicate that:
In short, a behavioural style clash can result in a sales crash.
Whether it be in financial services, real estate, professional services or B2B, most traditional sales development focuses on the same few areas. Salespeople everywhere focus on following up on target marketing, identifying and understanding needs, building trust, qualifying, handling objections, closing skills, etc. Although these sales competencies are important, the ability to use them in a way that uniquely matches each customer will largely determine their effectiveness. If you want to build trust with your clients, the ability to understand their behaviour and adapt yours to match it will be a critical success factor.
There are a variety of 4-quadrant behavioural profiling systems (like DISC) that are available to help you learn about your behavioural style. Full Disclosure: We use a special integrated psychometric instrument with Motivators and DISC that is highly validated by TTI. (Sales Leaders, see below for how you can receive a complimentary profile.)
Tends to be: extroverted, fast-paced, strong, direct personality style, task-focused, direct communicators, and comfortable with taking calculated risks aligned with their goals.
Tends to be: outgoing, fast-paced, extroverted, creative, conversational, optimistic and people-oriented.
Tends to be: relaxed, introverted, people-oriented, reserved, a good listener, indirect communicator, a team player and risk-averse.
Tends to be: analytical, detailed, task-oriented, introverted, and more interested in quality and accuracy of work than the pace.
If you’re a sales professional, behavioural science can help you and your team…
1) Gain some self-awareness about your own behavioural style, and
2) Understand the different styles of clients, customers and prospects, to engage them more effectively than the competition.
You’ll be rewarded with superior sales, increased business and referrals.
P.S. If you're in sales leadership and planning a team meeting, we'd be delighted to provide you with a complimentary profile. Just drop us a note here>. (https://www.xlteamwork.com/complimentary-sales-leader- profile)
XLTeamwork.com, works with organizations to enhance Team, Sales and Leadership Effectiveness at Conferences and Meetings. #sales #salesmeeting #salesconference #salesteam #salesdevelopment #salestraining #salesmanagement.