Dialing In To The Right Frequency

Dialing In To The Right Frequency

One of the selling skill intangibles in marketing is the ability to read a prospect’s nonverbal cues. If you don’t listen to how they are reacting to what you are saying and fine tune your approach to them, it almost doesn’t matter what information you provide.

Generally, if you can deliver information that’s important and attractive to someone in a way that lands favorably in their comfort zone for selling, you will achieve greater success than if you just hammer away in your preferred style and hope for a volume over value approach. As Marshall McLuhan coined back in 1964, ‘The medium is the message.’

KEY REASONS TO PAY ATTENTION TO HOW YOU COMMUNICATE

Read the room. What does your prospect want and how do they show receptivity to what you are saying? Understanding who it is you are trying to influence and what context clues they are providing as you communicate will allow you to show more empathy to their needs, provide more details where they are wanted, turn up your energy or dial back to frame your information with a quieter delivery.

Know yourself and how to adapt. Before you can match your delivery style to what will work best with others, you must have a solid understanding of how you operate. Charles Schwab’s website provides an article, ‘5 influencing styles—and how to use them effectively’ that uses research from Chris Musselwhite, founder of Discovery Learning Inc., and Tammie Plouffe, managing partner of Innovative Pathways, to provide insight into 5 key influencing styles:

?BRIDGING: People who use a bridging style of influence tend to motivate by using reciprocity, consultation, and personal relationships.

RATIONALIZING: People with a rationalizing influencing style tend to use logic and reasoning to try to persuade others.

?ASSERTING: Those with an asserting influencing style tend to use authority and assurance as their way of motivating others.

?INSPIRING: Those with an inspiring influencing style use example and camaraderie to motivate others.

?NEGOTIATING: People with a negotiating influencing style tend to search for a middle ground as a way to motivate others.

DIALOGING IS A FLUID PROCESS

?The general styles above cover most communication approaches, but there are other factors to consider when learning to adapt your default style to a different approach favored by your prospect.

?§?Are they more of a Big Picture person, or a down-with-the-details, data-driven type?

§?Are they process-oriented, meaning they enjoy understanding how something works, what the steps are to the end goal, etc.?

§?Is your prospect an interpersonal connector who values building a relationship and trust bridge before getting into the actual messaging?

?If you learn to read the cues you are receiving from your audience and adjust your approach to tailor it to what seems best suited to the individual situation, your sales efforts will almost certainly see the improvement such fine-tuning can make.

?Diane Harrison is principal and owner of Panegyric Marketing, a strategic marketing communications firm founded in 2002 specializing in alternative assets.?She has over 30 years’ of expertise in hedge fund and private equity marketing, investor relations, articles, white papers, blog posts, and other thought leadership deliverables. A published author and speaker, Ms. Harrison’s work has appeared in many industry publications, both in print and on-line. To read more of her published work in alternatives, please visit www.scribd.com/dahhome. Contact: [email protected] or visit www.panegyricmarketing.com.??


要查看或添加评论,请登录

Diane Harrison的更多文章

  • Setting Expectations Without Unwelcome Boundaries

    Setting Expectations Without Unwelcome Boundaries

    At the heart of investment management is relationship management. Investors and investment professionals are in the…

    1 条评论
  • HANDCRAFTED—WEAVING THE STORY

    HANDCRAFTED—WEAVING THE STORY

    A great story is hugely instrumental to selling your value to investors. Managers who are superior in skill set when it…

  • With Inflation on the Rise, Where is the High Ground?

    With Inflation on the Rise, Where is the High Ground?

    The Bureau of Labor & Statistics issued its latest update on 9/13 regarding the rising pace of inflation, with the…

  • Taking Care Of Business: A Checklist To Consider

    Taking Care Of Business: A Checklist To Consider

    According to entrepreuneur.com, 5.

  • Investors Sound Off

    Investors Sound Off

    Ten years ago, I conducted an impromptu survey of professionals throughout the alternative asset community to find out…

  • Experience Defined Differently

    Experience Defined Differently

    For some time now, people have been moving towards wanting to have memorable experiences, not just buying and owning…

  • The Orienting Response—Conviction Versus Clarity

    The Orienting Response—Conviction Versus Clarity

    A decade ago I wrote about the struggle emerging and smaller alternative managers had attracting capital to their…

  • TO MEET OR NOT TO MEET, THAT IS THE QUESTION…

    TO MEET OR NOT TO MEET, THAT IS THE QUESTION…

    We are well underway in 2022, and the restrictions that Covid had placed on social gatherings continue to recede, but…

  • What’s Wrong With Wanting To Be First?

    What’s Wrong With Wanting To Be First?

    It is popular now among parents with school age children to promote team participation over individual accomplishment…

  • Dare To Be Different!

    Dare To Be Different!

    Winning new clients is a lot like being the individual selected for a new job. The techniques which work for a job…

社区洞察

其他会员也浏览了