How Sales Teams Can Move Deals Forward in a Risk-Averse Market

Even during the best of times, an average of 72% of sales pitches go unanswered — but in recent times, buyers are becoming increasingly cautious, budgets are getting slashed, and the introduction of new products is being met with more skepticism than ever before. This can make it incredibly challenging to move deals forward, as potential customers are more fearful of uncertainty and less willing to take risks.

In this blog, we'll share five proven strategies that sales reps can use to overcome these obstacles and successfully close deals — even with the most cautious customers. Read on to discover how.?

Strategy 1: Know early on when you’re dealing with risk-averse buyers

We've all heard the saying, "Knowledge is power." When it comes to sales, this couldn't be more true. In fact, top sellers spend an average of 6 hours every week researching their prospects. Why? Because they know that in order to effectively pitch their product, they need to understand who they're talking to.

Traditionally, the only way to fully understand a buyer’s personality is by having a pre-established relationship with them or asking them to take a personality test. In the game of cold outreach, you wouldn’t have access to this information, given that you’re attempting to connect with someone you’ve never interacted with before. Luckily, tools like Crystal can help you gain insight into the personality types of individual buyers — before ever meeting the prospect or requiring them to take a personality assessment.?

Crystal uses a framework called DISC to classify personalities into a few categories that we refer to as D (dominant), I (influential), S (steady), and C (conscientious). Below is a breakdown of common personality traits within each of the categories in DISC, and what kinds of language would likely resonate with each:?

D Personality Types: Captains, Drivers, Initiators, Architects

• Motivated by control over the future and personal authority
• Tend to prefer instant, concrete results and having an advantage over competition
• Communicate clearly and succinctly — use language that is concise and confident, and avoid small talk.?

I Personality Types: Influencer, Motivator, Encourager, Harmonizer

• Motivated by innovative, unique, creative ideas and excited by the future
• Tend to prefer building new relationships and experiences
• Communicate in a casual, expressive way — engage in some small talk before diving into your pitch.?

S Personality Types: Counselor, Supporter, Planner, Stabilizer

• Motivated by peace, safety, and others’ wellbeing
• Tend to prefer security, reliability and trust
• Communicate in a friendly and genuine way — avoid language that is overly pushy or salesy.?

C Personality Types: Editor, Analyst, Skeptic, Questioner

• Motivated by logic, information, and problem-solving
• Tend to prefer accurate information and quality solutions (quality over quantity)
• Communicate in a business-like, fact-based way — use language that is quick and to the point, and avoid asking irrelevant personal questions.

Certain personalities are more predisposed to risk-aversion — namely Steady (S) and Conscientious (C) types. When you use personality assessment tools like Crystal, you’re able to assess whether your buyer may be naturally more risk-averse, and anticipate the concerns of your buyer before your initial meeting so you can thoroughly prepare and adjust your pitch accordingly.?

Strategy 2: Foot-in-the-door instead of door-in-the-face?

Once you have a thorough understanding of your buyer’s personality type, you can begin to develop your game plan.?

If you discover that you’re dealing with a customer who is naturally risk-averse (S and C types), it’s better to start small and build trust with your prospect — allowing them to see your product in action without making a long-term commitment. One effective strategy is to offer trials or samples of your product instead of asking for a large purchase order upfront. In fact, a recent study found that offering a free trial can increase conversion rates by up to 25%.

Not only does this approach allow potential buyers to get a better understanding of what your product can do for them, but it also helps build trust with your brand. By giving them a chance to try before they buy, you're demonstrating confidence in your product and showing that you're invested in their success. This can go a long way in easing their concerns and ultimately closing the deal — especially during a time when so many reps are scrambling to make sales.?

Strategy 3: Invest in differentiating your buying experience

It’s always a good idea to stand out from the crowd — but in a risk-averse market, differentiating your buying experience is crucial. In fact, it’s been proven that companies that prioritize customer experience during the buying process see higher customer loyalty, increased revenue, and improved profitability in the long run.?

A recent survey found that 77% of buyers are more likely to make a purchase if the sales process is easy to navigate, and 62% are more likely to make a purchase if they receive personalized recommendations from the seller. One way that you can leave a lasting impression with any potential buyer is by communicating with them in a way that’s tailored to their specific personality type.?

The words and phrases that you use in your pitch can completely make or break its chances of success — and you only get one chance to make a first impression. This is where you can?begin to stand out from the crowd by honing in on your buyer’s personality type and catering your pitch to use language that would most likely resonate with them.?

Want to read the other two strategies to help you move deals forward with the risk-averse buyer? Head over to our website to learn more: