So, you’ve found the Corporate Training or HR decision-makers at target prospect companies. They have shown interest in your marketing outreach, and now it is time to follow up with a phone call.
But, wait! Don’t blow it…How will you make the most of this opportunity?
- How will you make a positive first impression?
- How should you communicate your message to maximize call results?
- What’s the best approach to get them to open up – should you be chatty or direct?
Once you find the decision-maker at a target account, it is important to reduce tension and build trust early in your contact with them.
To do this, you must quickly develop a sense of, “Who is my buyer?” and match you selling style with their demeanor:
- What is their personality type?
- What makes them tick?
- What annoys them?
- How can you make them more comfortable in the conversation?
- What do they ultimately need from you to make a buying decision?
To identify your buyer’s personality type, you must listen closely not only to WHAT they say, but also HOW they say it.
- For example, if the prospect is uptight and fast talking, you don’t want to appear too laid back and chatty, as this will only serve to irritate the prospect.
- On the other hand, your prospect may sound very easy going, not in any rush, and willing to talk about the weather, or where they took the family last weekend. In this case, don’t overpower them with fast-talk. Instead, slow down and be chatty to reflect their personality which will help develop trust.
Following are the Four Most Common Buyer Types, and what they need from you to make a buying decision. Are any of these types familiar to you?
1.) The Bottom-Line Driver
Ms. Bottom-Line is a hard driver, fast talker, busy individual. She says things like, “So what are you calling about?” and “What’s the bottom line?” If you meet with her in person, you will know her by her surroundings as well. Her office will have formal seating, suggesting a position of power. She will often have a wall decorated with awards and degrees. Everything is neat and tidy.
How should you communicate with her?
- Let her feel that she is right. After understanding her situation and needs, give her the facts, features and benefits. Stress the logical reasons for buying.
- Give quick, precise answers.
- Be professional, and on your “A-game,” exuding confidence in yourself, your company, and your offerings.
- Respect and adhere to time constraints.
What does she need to make a decision?
- Ms. Bottom-Line needs a short, concise sales pitch, clearly stating the key features of your offering and how they will directly benefit her organization.
- She will then often summarize the benefits to her organization and decide quickly.
- Use direct closing techniques.
- Ms. Bottom-Line will ultimately make a buying decision relatively quickly based on the facts.
2.) The Amiable Chatterbox
Mr. Chatterbox is quite open, warm and friendly; he loves to talk about himself, his family, and his life. In his office you will find family pictures, personal items, informal seating, and stacks of papers here and there.
How should you communicate with him?
- Be friendly and build rapport through storytelling and sharing life experiences.
- Don’t rush into the presentation. Allow plenty of time for conversation – talk about the family, the weekend, his hobby.
- Gradually steer the discussion to develop an understanding of his situation and needs.
- Allow him to include others in the discussion if desired.
- Emphasize the emotional benefits of implementing your solution; reassure him that it’s the right thing to do.
What does he need to make a decision?
- He is an emotional buyer; he buys from people he likes, so take the time to personally connect with him.
- Once you get into the business discussion, he will need coaching to make a decision.
- Give him one positive choice to help him make a decision; help him feel good about his choice to buy from you.
- Nudge him along at the appropriate time in the decision-making process by saying things like, “Come on, let’s work together to make this happen.”
3.) The Analytical Thinker
Mr. Thinker is a structured, organized, quiet person. He needs sufficient proof to make a decision. The décor in his office is formal and functional, relatively neat and tidy.
How should you communicate with him?
- Get right to the key points in your discussion; don’t waste his time.
- Let him feel he is in control.
- Stress the results that will be achieved with your solution.
What does he need to make a decision?
- Mr. Thinker often says, “I need to think it over” and he means it.
- He takes in all the information you provided and may ask you to come back with additional information.
- When dealing with Mr. Thinker, his need for more information is real. This is not a stalling tactic, but rather, a REAL need for more facts, which he will use to make a decision.
- Put everything in writing and summarize the key benefits before closing.
4.) The Expressive People-Person
Mr. People-Person is an open, airy, friendly person who deals on emotion. He constantly tells stories and jokes. His office is disorganized and cluttered with a multitude of items including awards, slogans and posters. Seating is open and oriented for ease of discussion.
How should you communicate with him?
- Reinforce the key features of your solution in the context of his emotional benefits.
- Put details in writing and explain them carefully.
- Verbally recognize the importance of his position and input into this decision process.
What does he need to make a decision?
- Mr. People-Person makes decisions quickly based on emotion…He needs to know the emotional benefits of implementing your solution.
- He will need to understand the big picture, as well as proof of the effectiveness of your offering (in the form of testimonials, case studies, etc.).
- Use a direct closing technique and reassure him of his decision.
Here’s the bottom line:
Top sales people know how to listen actively, “read” people well, and match their selling style accordingly. This helps to reduce tension and quickly build the buyer’s trust and cooperation.
If you learn to do the same, you will gain entry to 1.) Understand the buyer’s needs 2.) Present your solution 3.) Increase the likelihood of closing a sale. Of course, the more you practice recognizing and matching these buyer types, the better you will react when faced with a real prospect. Role playing is highly recommended to build these skills into a natural response.
We hope you find these tips helpful when selling to the world of Corporate Training and HR.
As always, if you need to broaden your sales and marketing outreach, call us at: (651) 457-8600, Ext. 3.
Founded in 1999, Mentor Tech Group has only one product – and a narrow focus:
- We SPECIALIZE in Corporate Training & HR decision-maker intelligence for the top 6,000 companies in North America – hand-built, in house, by our team.
- We also provide expert advice on what to do with the high-caliber, customized list once you get it!
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Until next time…happy selling!
