Written by Sean McPheat |
One feature of modern, relationship-selling is that we need to understand about peoples’ preferred buying behaviour if we are to sell to more of them.
It is a fact that people buy differently. They can be known as buyer types. Some people prefer to buy quickly, others slowly.
Some people need a lot of information and detail, for others a sheet of A4 with bullet points is all the information they need.
Some buyer types make purchases on impulse; other buyer types take their time and try to avoid risk.
Some buyer types are very loyal; other buyer types will automatically choose the cheapest option.
Some can be quite intimidating to the point of being rude; others are quite passive and easily manipulated.
This makes selling a real challenge, and understanding different buyer types may help us.
To sell to all these different buyer types we need to be able to adapt our selling behaviour and make the buying process easy for each type of buyer we come across.
This applies to whether we sell to them face to face, virtually, through email, social or via the telephone.
To begin this process, we need to look at 2 aspects of buyer type behaviour; assertiveness and responsiveness.
People who are assertive are confident and know what they want.
Responsiveness means the extent to which people are willing to respond to us and our questions.
There are four basic styles of behaviour and these are determined by the way, in which people relate to one another. Let’s look at four types of buyers in sales, and how we can deal with them:
The Analytical Buyer
People who lack assertiveness and responsiveness are called Analyticals.
How to deal with the analytical buyer….
Let’s look another buyer type:
The Amiable Buyer
The amiable buyer is highly responsive, but not very assertive.
How to deal with the amiable buyer…
Here’s another different type of buyer:
The Expressive Buyer
The expressive buyer is highly assertive and highly responsive.
How to deal with expressive buyer…
There’s a fourth type of buyer that we can learn to know:
The Driver is highly assertive, but not very responsive.
How to deal with the drivers…
How will we benefit from knowing and understanding these different buyer types?
Well, it will help us adapt to and negotiate with the person if we understand the type of buyer we are dealing with. Although it won’t always be easy to know which category a buyer falls under, knowing the main traits will assist us in developing our skillsets and working accordingly with their buyer type.
So far we have talked about different buyer personas and how to sell to each.
Many of us have sold either face to face, through email, social media or over the telephone. One area that is gaining popularity each and every year is the use of video before, during and after the sales process.
If you think about it, on a video you can connect a lot better with someone on a personal level, you’ll see their body language and overall will build up a better sense of congruency and trust with your client.
If you can take your knowledge about different buyer types and couple it with using video then you can add a very powerful string to your bow in terms of your sales effectiveness.
It makes everything a little more personal no matter whether you’re speaking in detail or big picture. It just brings things to life.
This piece of research conducted by wyzowl illustrates that video is becoming more and more popular with sales and marketing teams.
63% of the organisations surveyed were using video in their sales and marketing efforts. This has increased to a lofty 87% by the end of 2019.
Gong.io analysed over 100,000 sales meetings to produce this piece of fascinating research.
They analysed sales meetings that used a webcam and those that didn’t.
Closed/Won deals 41% higher when a webcam was used throughout the sales process
SalesLoft ran a pilot where sales reps used video within their sales process. Their sales reps would record static, personalised videos to use through the sales process. They could be to answer a question or to send along with a proposal.
The personalised videos resulted in a closing ratio of 75% which was far in excess of the current closing performance experienced by sales reps.
Finally this piece of research hits home the importance of using video when prospecting via email and also throughout the sales process.
This research was conducted by campaignmonitor.com
Open rates of emails improved by 19% by using the phrase “video” in the subject line.
Click through rates improved by 65% when there was a picture of the video in the actual email itself.
Unsubscribes reduced by 26% for those that used an autoresponder to send out the prospecting emails.
All in all it’s clear to see the positive impacts of using video during the sales process. Just make sure you couple it to the type of buyer that you are selling to.
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Originally published: 16 April, 2019
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