Identify Your Prospect's Preferred Buying Style

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Identify Your Prospect's Preferred Buying Style

Written by John Boe

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Body Language Predicts Success or Failure of Sales Pitch

Body language, vocal pattern and vocal pitch principles apply to the negotiation phase of the sales process as well. Conveying a negative message during negotiations could kill a perfectly good deal! Are you aware of what you are saying with your non-verbal communication?

Scientists have proven statistically what many of us have known for a long time. Non-verbal communication (body language and tone of voice) is critical to building trust, and without trust, there is no sale. Researches at MIT’s Media Lab found that body language, vocal pattern and vocal pitch are so critical to human trust that the researchers could predict the success of a sales pitch by reading body language alone. (The Washington Post February 15, 2009.) They didn’t even have to hear the content of the pitch.

Body language, vocal pattern and vocal pitch principles apply to the negotiation phase of the sales process as well. Conveying a negative message during negotiations could kill a perfectly good deal! Are you aware of what you are saying with your non-verbal communication?

Fifteen percent of Americans don’t like to negotiate at all. A vast majority of sales people, though, feel more ambivalent about negotiating. Some don’t feel confident and would rather be at another stage in the process. In fact, a colleague of mine bragged that he would rather make 100 cold calls a week than negotiate one complex deal. He just might be conveying unease with his body language at the bargaining table. According to the MIT researchers, there are some very positive things that you can do to win people’s trust.

Use Non-verbal communication to build trust.

First, use positive body language, like nodding your head in agreement or looking the person in the eye, in order to encourage the speaker to continue with her thoughts. It is simple enough, but easily forgotten. Smart phones and email are downright addictive and when you turn your attention away from the speaker to check your messages, you are telling the speaker she is not as important as the email. Other aspects of body language are: gently leaning into the speaker while she is talking, having your hands still and placed where the speaker can see them, and being relaxed in your posture while sitting or standing. These same tips apply just as much when you are on the phone as when you are in person. People can sense when you are distracted during a conversation.

Second, choose your vocal inflection and vocal pitch. There are striking differences between frustration and relaxation in both vocal inflection and vocal pitch. Say for example that you are frustrated that you are not permitted to be more flexible meeting a customer’s needs. If you were to unwittingly convey that frustration towards the customer, it could cost you the account. Your frustration is at the limitations not the customer, but the customer doesn’t know that. They just sense frustration. It is your responsibility during the negotiation phase of the sale to choose the message you want to send.

Finally, match the speed of the person you are talking to. If you are involved in a complex sale, you might talk to the financial buyer, the internal champion and the end user of your product or service. Each of these people will have different speaking patterns. Some may prefer talking rapidly using bullet points, while others may meander around to the point. Your goal will be to match the speaker to the best of your ability. It is not a false mimicking, but giving them the content in the manner that they find most attractive.

Now, more than ever before, sales people want to make the sale. Maybe it’s an internal drive, or maybe the company is setting more aggressive goals. Whatever the reason for your sales goals, you must be careful to send the correct non-verbal message. Come off like you are needy or pushy and you are out. Come off as confident and assured and you are in.

Alex Pentland, one of the MIT researchers said, “We’re still extraordinarily sensitive to socially appropriate behavior, but it is so deeply buried that we are almost unconscious of it.” Get conscious today. Pay attention to your body language at the bargaining table.

Check out Jeanette Nyden's e-book, Negotiation Rules! A Practical Approach to Big Deal Negotiations. Click here.

Have you ever wondered why you seem to hit it off right away with some customers, while with others it's more like oil and water? That's because we respond intuitively to the natural chemistry, or lack there of, between temperament styles. Our temperament style not only determines our behavioral traits, body language patterns and buying style, but it also influences our compatibility with other people.

Today we have access to innovative tools such as the Internet, cell phones, faxes and voice mail all designed to enhance our communications and support us in selling more effectively. Nevertheless, even with all of these technological tools at our disposal, the alarming number of failed relationships, dissatisfied employees and lost sales all reflect the fact that none of us are as effective at understanding others as we would like to believe. For example, what about that sale you thought you had made, but for some unknown reason your prospect changed their mind and didn't buy... or at least they didn't buy from you. Chances are you lost that sale because of your inability to recognize and adjust to your prospect's preferred buying style. This temperament mismatch is often referred to as a "personality conflict."

Research in the field of psychology tells us that we are born into one of four primary temperament styles (Aggressive, Expressive, Passive or Analytical). A person's temperament style is determined genetically and has nothing to do with his or her astrology sign, birth order or childhood experiences. Our temperament style is also unrelated to race or gender. Each of these four primary behavioral styles requires a different approach and selling strategy. Ancient Wisdom Hippocrates, the father of medicine, is credited with originating the basic theory of the four temperament styles twenty-four hundred years ago. Since the days of ancient Greece there have been many temperament theories and a wide variety of evaluation instruments, but essentially they utilize the four temperament styles that Hippocrates identified. Hippocrates observed that these four styles have a direct influence on our physiology, character traits and outlook on life.

The Aggressive or Worker style is:

Extroverted
Determined
Demanding
Domineering
Controlling
Practical
Self-reliant
Decisive
Insensitive

Their major weakness is "anger management". Under pressure the Worker will work harder and may become ill-natured or explosive.

The impatient and goal-oriented Worker prefers a quick, bottom line presentation style. They expect you to be on time and well prepared. They like it when you avoid small talk and get right down to business.

Workers are generally quick to make a decision. They are focused on results and ask "what" questions. Keywords to use when presenting to a Worker are results, speed and control. Give them options so you don't threaten their need for control.

The Expressive or Talker style is:

Extroverted
Enthusiastic
Emotional
Sociable
Impulsive
Optimistic
Persuasive
Unorganized

Their major weakness is "emotional management". Under pressure the Talker will talk more, shop or eat, and may display an emotional outburst.

The playful and friendly Talker prefers a fast paced and enthusiastic presentation style. Use a short warm up and allow extra time in your presentation for them to talk. Talkers can be impulsive shoppers and are generally quick to make a decision. The key to making a sale to a Talker is to keep them focused on the presentation and allow time for them to express their feelings.

Talkers seek social acceptance and are concerned about what other people think of them. They ask "who" questions. Keywords to use when presenting to a Talker are exciting, fun and enthusiastic. Keep your presentation big picture and avoid giving them too much detail. Consider using colorful pictures, pie charts or graphs when presenting to this style.

The Passive or Watcher style is:

Introverted
Accommodating
Harmonious
Indecisive
Patient
Polite
Uninvolved
Friendly
Sympathetic

Their major weakness is "self-esteem management." Under pressure the Watcher will avoid conflict by sleeping in longer.

The peaceful and stoic Watcher prefers a slow, deliberate presentation style. Watchers, unlike the impatient Worker, require extra time to warm up before you begin talking about business. Watchers are very sensitive to conflict or "sales pressure." They have a need to accommodate others and tend to ask "how" questions. Keywords to use when presenting to this style are family, service and harmony. Help the Watcher make a decision by giving them assurance. They dislike having to make decisions and are natural born procrastinators who love the status quo.

The Analytical or Thinker style is:

Introverted
Thoughtful
Organized
Critical
Shy
Detailed
Pessimistic
Introspective
Secretive
Aloof

Their major weakness is "stress management." Under pressure the Thinker becomes withdrawn, depressed and worries more (panic attacks). They "stress out" and seek perfection.

The cautious Thinker prefers a slow, detailed presentation style and warms up slowly. They are skeptical and typically research before they purchase. Thinkers want detailed information and they tend to ask "why" questions. Keywords to use are logical, safety and quality. Because they are concerned about making a wrong decision and appearing incompetent, you can expect the Thinker to want to take their time. Their frugal nature will cause them to "shop your numbers" to make certain they are not paying too much. Because of their desire for research and their need to avoid making a mistake, Thinkers often get bogged down in details. They get what is called "paralyzes from analysis." Close the sale with the Thinker by reducing their fear of making a mistake. Give them evidence, facts, testimonials and guarantees.

While there are certainly many factors that influence the selling process, by far the most important factor is to identify your prospect's preferred buying style. Once you learn how to quickly and accurately determine your prospect's temperament style using body language, you will be able to close more sales in less time!

John Boe
		About the author:
		John Boe is an entertaining speaker with a powerful message and a passion to help salespeople reach their full potential. He has devoted the last two-decades to training and motivating high-performance, successful salespeople. His knowledge has been synthesized into one of the most powerful sales training programs ever created on the subject of peak-performance selling and personal achievement! .