Adopting the Correct Selling Styles
by Bill Boorman
Introduction
People buy from people is an old adage. There is a process behind this. We all have a natural sales style that we feel most comfortable with. The way in which we sell matches the way in which we buy. The office environment we work in also gives away lots of clues as to our selling and buying style. You can use this to tailor your pitches to suit the buying style of any customer you meet. This model also can be used very effectively for interview briefs. If you can understand how the interviewer buys from the questions you ask during the vacancy take on stage, you can prepare your candidates to present themselves in a style that gives them the best chance of being successful. Listed below are the 4 seller/buyer types and their characteristics. From this you will be able to identify your own sales style. It shouldn't come as any surprise to discover that most of your clients match your selling style. To be truly effective as a recruiter, and to improve your conversion ratios you need to become a bit of a chameleon, and adopt a style that mirrors the buyers every time.
1. Directors:
Traits:
Forceful, very clear in what they want. Forceful. Business-like with no time for small talk. Show power and want to be in control. Will try to intimidate. Often expresses their own view. Will test by questioning but not listen to the answer.
Environment:
Big desk and chair. (You have a small one!) Pictures of themselves, certificates and awards. Sports memorabilia. Signs of wealth/position.
Sell to by:
Asking for and repeating their position on things. Minor flattery (not brown nosing.) Not being intimidated but don't try to win points. Repeatedly ask for their opinion and mirror back. Keep formal. No small talk or jokes (Except theirs!). Keep to the point. Ask for the order/job explaining why you really want to work with them.
2. Socialisers:
Traits:
Very informal. Will like to get to know you and buy you before buying in to what you're selling. Like to chat about personal details. Often meet over coffee/beer etc. Will ask to "Put a face to a name”. Say yes to everything and everyone. Can spend the meeting talking about everything but business.
Environment:
Disorganized office. Random pictures. Comedy pictures, joke mug etc. Personal pictures, football team calendars etc on display. Lots of paper on desk. (If they don't meet you in the canteen!)
Sell to by:
Being informal and disclosing personal information about yourself. Refer to pictures, calendars etc and ask about them. Get them warmed up but don't forget about the business. Get them back on track as they will wander off with random subjects. Make sure you have a signed commitment to the next step before you leave; they promise everyone the business then go into hiding as they don't like to say no!
3. Relaters:
Traits:
Neutral in personality. Warm but give little away. Lots of relaters in HR Depts. Will use lots of phrases like teamwork, shared objectives, partnership etc. Non confrontational. Very interested in people related policies and procedures, mission statements etc.
Environment:
Neutral office. Usually soft chairs/sofa and low round table. Flowers, coffee pot etc in the room. Organized paper etc. Company mission statement, company objectives etc on the wall.
Sell to by:
Agree shared objectives. Promote mutual benefit and shared outcome. Set review period as well as delivery. Will want to give everyone an equal chance and apply the same selection criteria. Find out what this is by asking before the meeting/interview. Will not make decisions on the day so don't push but agree timetable for feedback. Use words like synergy, mission, partnership etc. Include people policies and your mission statement in your presentation. Find similarities and promote as a reason that you want to do business/work for them. Use case studies and referral contacts from similar organizations.
4. Theorists:
Traits:
Theorists ask for facts and evidence. Like short, succinct presentations with facts. Need to see clear process. Do not buy in "soft" areas. Use factual rather than flowery language. Want to see concrete plans, numbers and timetables. Believe only what can be proved. Will want time to analyze data. Always want written agreements.
Environment:
Sterile. Lots of charts, graphs, numbers, manuals etc. 2 computers usually. Pigeon hole or shelf for everything. Orderly and organized.
Sell to by:
Presenting facts. Asking for specifications. Talk in specifics. Demonstrate process. Use service level agreements and Key Performance Indicators. Use case studies and referrals. Be to the point. Sell on business case rather than personality. Will want to be left with evidence to consider.
Bill Boorman can be followed on Twitter and contacted via http://thetruconferences.com/
Precision Recruiting
Ottawa: 613-287-3767 Toronto: 647-727-4737 Web: www.PrecisionRecruiting.ca
