To sell effectively, Jewelers of America’s David Peters says you must discover -- early in the sales relationship -- how your customer wants to be sold to. That means observing the level of directness in a person’s behavior, as well as their openness or willingness to show what’s going on inside.
The four basic behavior styles Peters says you need to be aware of, are:
- The Steady Relater: These are people who want to work with others to accomplish goals. Their attitude is, “We’re all in this together, so let’s work as a team.”
- The Interactive Socializer: This style is more about the individual and their experiences. They’ll say things like, “Let me tell you what happened to me.”
- The Cautious Thinker: They do their homework and look before they leap, asking questions like, “Can you provide documentation for your claims?”
- The Dominant Director: They are the most demanding of another person’s time and service. Their attitude is, “I want it done right and I want it done now.”
Peters says you’ll sell more if you deal with people in the way in which they want to be dealt:
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This keeps tension levels low in the sales process.
- Forget the “Golden Rule.” Instead, keep in mind the “Platinum Rule” of sales: “Do unto others as they would like to be done unto.”
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