Understanding the four different personality types and how to effectively sell to them can take you from a 20% close rate to 80% or more.
Right now, you are probably only catering to one personality type - the one that's just like you. By understanding and catering your sales presentation to other personality types, you can conceivably increase your sales by 100% or more.
To start seeing better sales right away, the first thing you should do during a sales call is determine what the prospective customer's personality type is. One of the easiest signs to look for is whether the other person talks loudly or softly. Loud talkers are usually either drivers or expressives.
Someone with a driver personality type is a risk taker who wants immediate results. Drivers get straight to the point, act like they have limited time, and are always busy. You should get straight to the point with drivers or they may become impatient.
They like multiple choices and having the power to choose. Therefore, when you sell to a driver, you should use a two or three option close to fulfill these inherent needs.
While communicating with a driver, you should ask questions to keep their attention. Also alternate the inflection in your voice in order to keep them interested.
Instead of focusing on emotional benefits, you should stress fast results. When you are selling to them, choose the products that will give the fastest results.
Expressives also take risks, but they aren't time-oriented like drivers are. An expressive is a dreamer who uses their gut feeling or emotions to make decisions. They also have a strong need to be surrounded by people.
Appeal to their human-oriented nature by sharing testimonials and other social proof. They will also enjoy being directed to articles that they can read. Talk to an expressive as if they are an important person; they need to feel valued.
Take a big picture approach with people who have an expressive personality. Focus on the emotional benefits, and use a direct close. And reassure them that they have made the right decision.
Other Characteristics of Drivers and Expressives
While communicating with drivers and expressives, you may notice that they are excitable. They are impatient as well, something you should keep in mind.
Which Personality Types Speak Softly?
The personality types who talk softly are analyticals and amiables. They are patient, calm, and cooperative. These two personality types also tend to ask a lot of questions.
Analytical people like facts and details. They are money and numbers oriented as well. Therefore, you should take a fact-oriented approach and express logical reasons for buying your product or service.
Similar to drivers, analytical types are time-oriented. Observe time constraints when selling to someone with an analytical personality. You should answer their questions quickly and precisely.
While talking with an analytical person, allow them to feel they are right. Also compliment them regularly. When you go for the close, use a direct close strategy. It complements their direct nature.
Amiable people are friendly and value relationships. They often need the support of other people, so let them include other people in the discussion.
It's very important to spend time communicating with those who have amiable personalities since relationship building is necessary for them. Amiables enjoy talking as well. Never rush into your sales presentation or pressure this personality type.
You should frequently reassure people with an amiable personality and place emphasis on the emotional benefits of your offer. Help them make the decision to convert, and only give them one positive option.
When you know what personality type you're working with, closing sales becomes much easier. You will know exactly what approach to take and what kind of close to use.
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