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:
ˇ 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?
ˇ 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
ProfileŽ as a hiring and management tool. Call Carol at
800-525-7117 x.1281 or email her at cmartin@omniagroup.com
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