Introduction To Behavioral Selling Presenter Kyle Cormack Partner

Introduction To Behavioral Selling Presenter: Kyle Cormack, Partner Acquient, LLC

What we will cover n Today’s session will provide an introduction into the concept of behavioral selling l What is Behavioral Selling? l The Platinum Rule l The four basic behavioral characteristics l Style Signatures l How to sell to each behavioral style

Behavioral Selling n People have their own unique tendencies and preferences, their own unique way of seeing the world around them n A person’s tendencies and preferences fall into fairly predictable patterns known as behavior styles l n This applies to your customers! Behavioral Selling is the combination of three key elements: 1. 2. 3. Understanding how a different behavior styles influence decision making Knowing how to spot signals that help identify a person’s behavior style Adapt your own behavior style and your sales process to work with your customer

The Platinum Rule n We all know the Golden Rule l n Do unto others… Platinum Rule – “Do unto others as they’d like done unto them”

The Four Basic Styles 1. Dominance 2. Sociability 3. Relaxation 4. Compliance n n Four basic behavior styles originate from DISC based behavioral assessment tools Case Design/Remodeling uses the Mc. Quaig System

Sound familiar? n “Cut through the chase, I don’t have time for your sales pitch. Just tell me what I want to know - give me the bottom line!” n “Can this job be done in time for our (insert holiday or special occasion here) party? We want to make a big impression!” n “You don’t expect me to give you a decision tonight, do you? I mean, this is the first time you’ve come out to our home and we need time to think this through. ” n “I’ll have to see references and I need to check with the Better Business Bureau. And, leave the contract here for me to look at before I sign it, I want to be familiar with the fine print. ” l These aren’t just objections, they are behavior signals

Dominance Characteristics Communication Dress & Furnishings Assertive Telling No glitter Controlling I, Me, Mine High Tech Competitive Straight to the point Gadgetry Arrogant Controls conversation Innovative style Thrives on Change Jumps ahead Entrepreneurial Interrupts “Big-Picture” thinker Low attention span Work area all business Trophies, plaques, competitive victories

Sociability Characteristics Communication Dress & Furnishings Friendly Social / Family talk Designer clothes Persuasive Talkative Monograms Likes personal touch Big hand motions Status & Prestige Optimistic Humorous Stimulating Pictures of family, friends & socialites Makes & receives lots of phone calls Visually stimulating Enthusiastic Socially poised Remembers names Humidor / Wet bar Expensive jewelry

Relaxation Characteristics Amiable Shy with strangers Patient Craves stability Resists change Passive Unhurried Communication Dress & Furnishings Uncomfortable at first, Comfortable with old chatty once familiar and familiar Not in a hurry to make a point Reminisces about “Good old Days” Affiliation apparel Cozy / Family feeling Lots of family pictures Keep things forever Well – worn rugs & furniture

Compliance Characteristics Communication Dress & Furnishings Conscientious Courteous Clean and neat By-the-book Formal Traditional dress Accurate Responds to proper titles Pressed and buttoned -down Respectful Everything in its place Facts, details and accuracy are important Traditional home style & furnishings Precise Cautious Inflexible Self-disciplined Work area organized & all business

Selling to Dominance n Let them call the shots. They know what they want. Don’t push the sale. If they want what you are selling, they will close themselves n Emphasize your flexibility and willingness to accommodate their needs n Persuade, suggest, ask, listen and respond. Never tell them what they have to do. They will do the opposite to prove you wrong n Talk hard facts and be sure you can back them up. If you aren’t sure, say so n Get to the point. Be direct, frank, factual and positive. Don’t get bogged down on details n They like “Horse trading” only when they win. Let them haggle and try to accommodate them

Selling to Sociability n Let them know that by allowing you to service their needs, they become part of an elite organization or customer base n They are visually oriented. Use pictures and photographs in your presentation n Let them know they can delegate to you and you will follow up closely to ensure high results n Recognize their need to feel important. Recognize dress & furnishings that imply success – it is important to them that you notice. Act impressed n Believe & accept what they say about themselves without skepticism n Remember – They run things by others before making their final decision and support them in that process

Selling to Relaxation n Allow time for small talk, but don’t be overly friendly because they need time to warm up to someone new n Rome wasn’t built in a day. Make another appointment for a second visit. You will most likely need it with a new prospect n Offer, with authority, suggestions and ideas based on product knowledge, merchandising and experience n No hard close – no pressure. They respond negatively to pressure n Reassure them that they can take their time to make their decision. Insist that they take their time n After the sale, reassure them several times that they have made the right decision

Selling to Compliance n Emphasize quality, loyalty to customer, details, resale, value and norisk or no lose investment. Safety is critical n Provide details of proven past performance of your company and its work. Stress dependability, consistency and awards received for quality and service n They are worriers. Listen empathetically to concerns and respond with facts n They do not warm up to sales types easily, they prefer craftsmen. Take a low-key approach while they are getting to know you n Be serious, positive, authoritative and telling in a conservative manner. Do not be overly warm, friendly or extroverted n Prove your accessibility to them with your home phone number. They’ll rarely use it but will feel more secure having it

It’s a bit like Reaganomics The rich get richer, the poor get poorer