Some would say there is a business case for the application of sales techniques, whilst others achieve sales targets through prioritizing a different business case, one based on human connection. This school of thought indicates that a lack of ability to forge connection with customers can not only have dramatic negative impact upon sales revenues but may also render any sales technique completely redundant. I’m one of the latter, and have observed this in buying habits of myself and others for years on end.
products alone won’t close that sale!
introduction
Some would say there is a business case for the application of sales techniques, whilst others achieve sales targets through prioritizing a different business case, one based on human connection. This school of thought indicates that a lack of ability to forge connection with customers can not only have dramatic negative impact upon sales revenues but may also render any sales technique completely redundant. I’m one of the latter, and have observed this in buying habits of myself and others for years on end.
Becoming connection-focussed may take some effort for sales folk, steering them away from traditional focuses of selling. Yet just like the effect of introducing coaching to improve a golf shot, the impact will seem awkward at first but once practiced over time, exponential gains are reported.
The proposition that the DISC behavioral profiling system makes is that each one of us (both customer and salesperson) has, by nature, completely different responses to people, places and products. Some behavioral responses result in a healthy overlap and connection ensuring energy (and money) flows. By recognizing the level of connectivity each behavior presents, a salesperson has a great opportunity to adapt or mask to maximize connectivity.
Take Harry and Mary for example. Mary enters the showroom seeking to research a new car. To Mary, a new car is a huge investment and one that will only happen once irrefutable evidence exists of quality and dependability about any chosen car. Her time and decision will be her own, her expectation of sales information high, her approach to the sales person a little clinical, yet quite analytical. She will take time to read and re-read and would like to know that every question is answered and even better anticipated, with a conservative approach to everything from dress to speech to quality. A salesperson who cannot show preparation, examples of how the product performs to expectation or even clients who’ve gained from the purchase simply wont ‘cut it’ with Mary. By nature, Harry the salesperson may or may not relate to these responses and priorities by nature and where little or no natural response to the above is forthcoming, the sale is not likely to convert. In effect, both individuals will be responding in opposite ways showing little or no understanding of the other. Yet does it have to be a lost sale?
Absolutely not! When learning the common language of DISC, solutions are there on hand, with a collection of responses to pick and choose from, to maximize connectivity with ANY customer at ANY time. Harry would need to slow down for her, remain business like and a little less personal, provide succinct answers to Mary’s questions and ensure no delays occur. He would need a barrage of data to support a sales case and understand that Mary is in charge of buying this car. With this knowledge at hand, and an attitude and excitement geared towards converting the person rather thank convert the sale, targets simply increase day on day.
Technique or connection – which gains you, the salesperson, the best possible sales revenues?
Debbie Nicol, Managing Director of Dubai-based ‘business en motion’, and creator and author of the ‘embers of the world’ series, is passionate about change. She works with both traditional and contemporary toolkits that move businesses and executive leaders ahead, whilst working on leader and organizational development, strategic change and corporate cultures. Changing the way we sell is one example of change we consider.
Looking to explore human behavior and connection in sales – click here.
