Wouldn't it be nice if the boss always approved our big projects or customers bought whatever it is we're selling, whether a product, solution or idea? Of course, a business owner has to get comfortable selling, but many of us just need buy-in or approval from peers, employees, company executives or other stakeholders.
Decision-making is personal; we put our money and often our reputations on the line when we say yes. The art of selling has evolved beyond the transactional and is rooted in a deeper, more personal understanding of clients' needs, preferences and communication styles.
Customer-focused selling is a model developed by the Predictive Index that has helped many service professionals get to yes by building a business that is personal. When we can effortlessly connect with the person across the table, business feels more natural, more intuitive. Much like traveling to a foreign country and mastering a few key phrases in the local dialect, learning a few words of another person's communication style, needs and behaviors will help you be successful.
The buying styles breakdown
Customer-focused selling means stepping into your clients' world and viewing your offerings through their lens. It's not about what you want to say, it's about what they need to hear. Below are the four primary buying/decision-making styles: analyzing, expressing, cooperating and controlling.
Analyzing style: the thinker
Individuals with an analyzing style are detail-oriented, technical and fact-driven. They want proof of your claims and reassurance of the systems or processes that will ensure success. They tend to be risk-averse, so give them enough detail to have confidence and see the guarantees behind your sales pitch. Stay away from emotional pleas and testimonials about what others think and stick to the facts.
Expressing style: the big picture dreamer
Those with the expressing style value attention, recognition and the big vision. They put a premium on relationships and want to feel part of something special. They want the sales process to be agreeable and might come out of it with a new friend. Their world is colored with dreams and aspirations; they connect deeply with those who support their passions. Speak to their interests, keep things upbeat and take time to connect with them on a personal level. Expressing individuals are intuitive, more concerned with their goals than the exact details of how they'll get there.
Cooperating style: relationship-driven
Cooperating individuals thrive on loyal trust and lasting partnerships. They find value in collaboration and team dynamics, measuring their success through the strength of their relationships. Empathetic and good listeners, they will take time during the decision-making process to nurture relationships, keep the peace and build consensus. These individuals are people-oriented and patient. Don't try to rush them or overlook the human element with spreadsheets full of data.
Controlling style: What's the bottom line?
Controlling styles will cut to the chase. They'll decide for themselves if they want the deal done, and they'll want it done right. More quick-thinking and analytical than emotional, this style can be intense. Skip the pleasantries and get to the bottom line. The key to success here is staying focused on performance, efficiency, achievements and results. This is a style where you can get down to business quickly, but you better have your facts in order.
Understanding and adapting
No one is completely static in their buying style. When stressed or faced with discomfort, people may display backup styles or other behaviors that offer insights into their current state of mind. This is a good opportunity to adapt your approach. By mirroring the preferences and needs of your clients, you enhance your communication and create an environment of mutual understanding.
Customer-focused selling embraces the uniqueness of each client and tailors interactions to specific buying styles. It's not about simply delivering a pitch; it's about establishing rapport, building trust and crafting individual solutions. Practice these influencing skills and become better at selling or just getting the boss' buy-in to your great ideas and projects.
