|
How to Identify and Sell to the
“Entrepreneur” Personality
Carol Martin
Omnia Group
If you can’t seem to click with your
prospective buyer, will you lose the sale? Do you know how to
clinch a deal with a customer who is outspoken and overly
demanding? Is there any way to pique some genuine interest in a
shopper who seems unmotivated? Can you snag a sale even when a
prospect appears to be “just looking”?
This article is the first in a
three-part series dealing with how different buyer personalities
respond to various sales presentations. You’ll learn how to
“read” your prospect, detect subtle buying cues, and tailor your
pitch to trigger a positive response from even your most
challenging customers!
Beyond the First Hand Shake
A determined-looking man
drives up to your dealership. As you make your way toward your
next “Up” you wonder which sales approach you should take. Will
he respond best if you are your aggressive and win-driven self
or do you need to temper your sales style slightly? The answer
to that question lies in your ability to quickly assess Mr.
Customer’s demeanor, pick up on small clues regarding his
personality and then trigger his “hot” buttons to make him
receptive to your business proposals.
For example, Entrepreneur
personalities will usually be talkative and fast-paced. They’ll
also be friendly, but should not get so excited and enthusiastic
that they act silly or frivolous. True Entrepreneurs like to
make their own decisions, and they may seem to have a very clear
idea of which vehicles they do, and do not, want to buy. In
terms of dollars and cents, do not hesitate to negotiate with
them, as they like to play the sales game…but be aware that they
are usually very good at doing so!
Some Entrepreneurs might
seem a little demanding, but they can also soften those demands
when they want to, by putting their excellent social skills to
good use. They might make some small talk, establish easy
rapport, so their own business objectives can be more readily
attained. They are typically confident, assertive and fast-paced
individuals. You will probably not find an Entrepreneur
personality asking for a lot of help, putting himself/herself
down, or waiting long for an answer to a question. If you notice
that your customer seems self-sufficient, confident, talkative,
quick and very proactive, you are probably dealing with an
Entrepreneur personality.
Entrepreneurs are natural leaders.
They instinctively take the upper hand in situations and have an
innate ability to convince others to see things their way.
Outwitting, outdoing, or overpowering them can prove to be a
tall task, as they usually have good answers for everything and
are not the least bit afraid to speak up. They are win-driven,
competitive and determined to stay in control of situations.
They will probably relate well to you if you seem equally
enterprising and self-assured; they should respect and
understand your competitive drive.
While all Entrepreneur
personalities share the same general characteristics and display
overall behavioral patterns that are similar, it’s important to
know that there are different levels of each defining trait.
Some Entrepreneurs have exceedingly strong and determined
personalities. These Entrepreneurs can be charming, but they can
also be outwardly bold and impatient. If your “Up” seems highly
aggressive and very antsy, be prepared to be a little less
forceful when talking business, so as to avoid bumping heads and
thus triggering an unwelcome and, perhaps deal-breaking,
confrontation. Consider these strategies when working with a
clearly aggressive and strong-willed Entrepreneur:
· End
your sales pitch with a sentence like: “Of course, it’s up to
you whether you want to take advantage of this special. I know I
can only push you so much!” Saying those words (while still
standing your own ground) will give a highly authoritative
Entrepreneur a much yearned for sense of power…but if you
secure the sale, who really wins?
· Make
his or her ideas seem like your own. For example, point out an
obviously positive feature about the vehicle, something the
prospect is sure to agree with. Once he does, get him to
elaborate on it and then say something like: “You’re exactly
right! I never thought of it that way.” Very brash Entrepreneurs
often believe that no one else could possibly function on the
same high level that they do.
Scoring a Victory
Virtually all Entrepreneurs can
identify with people who are driven to win. Therefore, do not
hesitate to talk about your own successes; if you met or
exceeded your quota last month, work that into the conversation.
Also keep in mind that some very forceful people might see
nonassertive individuals as pushovers, easy targets. And do not
come across as someone who is very desperate. There are
Entrepreneurs who will write you off as nothing more than a
dismal failure when it comes to business -- and most
Entrepreneurs loath failure!
Remember that your ability to close
deals with any Entrepreneur may depend on how willing you
are to walk that fine line between pushing for a sale and
relinquishing control. You probably decided on a career in auto
sales because you like dealing with people and are ambitious,
eager and strongly driven to get ahead. More than just a few of
the Entrepreneur’s traits may seem all too familiar to you,
since, as the very name suggests, such characteristics are often
exhibited in successful, aggressive, business people.
Part 2 Coming Soon!
About the author:
Carol Martin helps clients screen job applicants and motivate
existing employees by assessing behavioral tendencies. She
represents The Omnia Group, an internationally renowned company
that offers The Omnia Profile® as a hiring and management tool.
Call Carol at 800-525-7117 x.1281
or email her at
[email protected]
Get special
pricing by telling Carol Jim Ziegler sent you!
To speak with us about
this topic
or any other, give us a call
today!
800.726.0510
As always: Free Dealer Support -
Call
800.726.0510
|
