All prospects act differently. They all can not be influenced in the same way. You must suit your approach to the particular trait that person possesses and more importantly to the mood he is in at that moment. To be successful you must recognize these individual characteristics and use the appropriate strategy to sell them. You can recognize these traits by the prospects appearance, words and actions. By observing and analyzing a prospect you can instinctively choose the most effective selling strategy to be successful.
Most salespeople classify their prospects as skeptical, impulsive, and condescending among other traits. The salesperson that can determine the strategy that is best suited for selling those traits is the salesperson that will come away with the brass ring.
Here are five categories that prospects fall into and the strategy to sell each of them.
1- The Skeptical Prospect:
This prospect discounts everything you say. He discloses nothing but disbelief. All salespeople to him are demons and not to be trusted.
Strategy to sell him:
Never exaggerate with this individual. Approach him with understated points to build his confidence in you - this tactic will gain you respect in his eyes. Overwhelm him with proof statements and satisfied customer statements. Be direct, brief and to the point. Get him to agree on minor points then gradually expand the area of agreement. Gain his confidence with facts and proof statements. Be succinct and to the point.
2-The Deliberate Prospect:
This prospect likes to reason things out for himself and justify the purchase from every conceivable angle.
Strategy to sell him:
Clearly explain everything of importance in detail. Always be accurate. Slow to his pace and his manner. At no time give the impression that you are rushing him. Relay an impression of ease in your manner and delivery. Adapt to his pace. Look this individual straight in the eyes and give the appearance of a methodical individual in both word and action.
3-The High Strung, Nervous Prospect
He is impatient and easily annoyed when you try to interview him.
Strategy to sell him:
Tact is the key here. Show him deference in both your manner and speech. At no time enter into any hint of a disagreement with this prospect. Influence him with with suggestions. Let him do most of the talking. Show him deference in your speech and manner and let him feel the decision to buy is entirely his.
4- The Pessimistic Prospect:
Everything to this person is a problem, from the weather to the political party in power. It is all bad news all the time.
Strategy to sell him:
Patience is the key here. Listen to him attentively and let him vent. Probe effectively and find his real hot button. Show him consideration and respect for his feelings. Counteract his pessimism with your optimism but do it in a subtle and understated way. Be patient, considerate, respectful, and yes, a good listener.
5-The Argumentative Prospect:
He can be abusive, condescending and aggressive. He loves the sound of his own voice.
Strategy to sell him:
Be courageous towards him but do it courteously. Show no fear but be polite. Supply him with facts spoken firmly but fearlessly. Do not let him bluff you. One can always counter a point without the hint of sarcasm or being a know it all. Facts, courage and courtesy is the best key to use on this lock.
These are just five of the moods prospects can fall into. The sale ultimately will be made in the mind of the buyer. The state that mind is in is what you must recognize and use the appropriate strategy to fit it so you can make the sale.
