Knowing Whom You are Selling To

Over the years I have learned one thing and that is, we are dealings with Humans and It is a Person across the table who is taking decisions. As Humans, we all have our own individual characteristics. And we are driven by our own styles.

Recently I attended a Training program and it was amazing that we all use the Basic Human Psychology analysis on day to day basis, but did we ever Categorise them ever??

No, we do not!!!! “At least I did not”. The training program made me think more and more about what I learned, hence started testing it in my day to day life and found it was so simple when you train your mind to understand and Categorise people basis their Social Styles.

To get the full potential out of your sales, it is essential to know whom you are talking to. First, you need to understand The Merrill-Reid Method. This is a very simple method and I am sure subconsciously we all know about it.

Understand The Merrill-Reid Method

The?Merrill-Reid method?is an efficient way of profiling someone, which in this case, is your customer. This behavioural model identifies?four key identifiable Personality types, Analytical, Driver, Amiable, and Expressive.

Being able to pick up on cues to identify what type of personality you are selling to allows you to adapt your sales techniques. Optimising your chances of converting a lead into a customer is the name of the game. In nutshell the personality-mapping tactic, you need to understand the four types of buyers and shape your pitch as you go.

Analytical Personalities: Know Your Product Inside Out to Sell to Them

The Analytical Personality Type asks the "WHY" questions

This kind of customer?tends to be methodical and cautious. To win over this personality type, you need to make sure you have all your facts straight. Be ready to answer any question they might have, with attention to detail.

Obviously, as successful people, we ask all questions, but the Analytical Personality Type?prefers to ask questions focusing on tasks and things. They tend to ask many “Why?” questions. They may ask, “why is this important?” or “why does it cost more?”. In addition, they may ask, “why should I believe this data?” or “Why is this the correct way to do this?”. They want to know why.

Analytical Personality?is people who, like?Drivers, have little to no emotion, yet unlike Drivers or?Expressives, make decisions slowly and with much second thought.

• Sees overt emotion as a weakness and something to distrust.
• Needs facts, numbers, and details. Will seek out more information.
• Usually known for being a perfectionist, hates to make errors. Doesnt forgive mistakes easily in themselves or others. Seen as intolerant.
• Great problem-solving skills. Wants to be admired for their problem-solving abilities.
• Likes organisation and structure. Will sometimes hold to ‘rules’ even when results suffer.
• Soft voice, reserved. Not directly confrontational. Lets the data speak for itself. Expect others to agree based on facts and logical arguments.
• Gets frustrated when people dont see ‘the right answer’ as clearly as they do.
• Usually, doesnt get bored – internal life (thinking about ‘stuff’) keeps them occupied when outside stimulus is low.

Analytical Personalities are usually pretty easy to spot because of their neatness, structure, and sensitivity to minute detail. Dealing with an Analytical Personality sounds quite simple, but actually requires you to provide an extensive amount of data, graphs, references, and anything else with numbers, facts, and figures.

Driver Personalities: Don’t Waste Their Time - Just Sell

Driver personalities?will convey a desire to hone in on one thing only. The transaction to be made.?

Efficiency is key here, meaning no dillydallying answer questions they may have, but get?straight to the point.?

Driver personality types focus primarily on their satisfaction.?It means when selling your product, make it abundantly clear how their level of satisfaction will rise. Such things as mentioning other peoples happiness will, for the most part, be disregarded. If you do say prior clients, focus on?profits?yielded as opposed to emotional satisfaction.

To quickly sum up the characteristics of a driver:

• Demands control or will take it when available. Look for an opportunity to be ‘in charge.
• Will get things done, likes goals and achieving them. Frames life as a sequence of I did this.
• Straight to the point, looks for the bottom line. Dislikes complexity or ambiguity.
• Little patience for the small details that aren’t clearly in line with goal seeking.
• Doesn’t like situations where they have no say in what’s happening.
• Appears to be arrogant and standoffish. Can seem overly aggressive, especially in the heat of a project. Will see people as ‘obstacles’ or ‘allies’.
• Can appear as?Alpha male/female type.

How to deal with a Driver:

When presenting information to a Driver, avoid graphs, PowerPoint presentations, charts, and lists of data. Keep it short, simple, and sweet.

Amiable Personalities: Focus on Making Them Feel comfortable

These types of buyers?are calmer and more anchored, and with this type of person, you need to be patient.

Trying to seal the deal too soon with someone like this can pressure them and push them away.

Instead, constantly try to make sure you are both on the same page. Do this by asking questions, reassuring them, mentioning reviews from other customers, etc.?

Have you ever had a friend in your life who was very caring and supportive? They were always there for you and did everything to make sure you were happy. There is a good chance your friend has an Amiable personality type.

Amiables are very reliable and trustworthy. These people are very loyal employees and amazing people to have on your team.

Some trades of Amiable Personality?

• Team player looks for an ‘everybody wins’ result.
• Warm and friendly, but sometimes cloying.
• Doesn’t hide from feelings, expressing and listening. Caring, nurturing come easily.
• Soft-spoken, go along to ‘get along’. Uncomfortable when they dont know how the group feels about something. Doesn’t like independent activities and decision-making.
• Rarely sticks up for their position in the face of strong opposition. Prefers compromise.

It is quite simple to talk with people who are Amiable because they aim to please. They have a tendency to make sure that everyone likes them. When dealing with an Amiable, be sure to be very sincere, ask about their family, friends, and themselves. If you trying to close some kind of deal with them, tell them how whatever you selling (including yourself) will impact the people around them after they buy (they care about others).

Expressive Personalities: Don’t Be a Salesperson, Be a Friend

Expressive personalities?are very 'out there' with both their words and their ideas. To win them over, you need to be zealous and match their enthusiasm.?

Tapping into their emotions is more important than showing an array of stats for this type of personality. Expressive personalities?care about what you think, too. This means that you need to be as?empathetic?as possible and try to personally connect with this category as much as possible.?

Here are the characteristics of an Expressive:

• Tends to run late, with lots of commitments and a rushed lifestyle.
• Desires to be the centre of attention. Will attempt to draw focus of a group.
• Cant stand being bored, impatient. Will get stressed and fidget in lines, looks for distractions.
• Generally have brightly coloured clothing/cars/houses. Values ‘flash’.
• They are animated and lively when they speak or tell stories. Sometimes seems ‘loud’.

How to Sell to an Expressive

When dealing with Expressive Personality, all you need to do is let the them talk and slowly steer the conversation in the direction you want to take it by taking control and asking the right questions. Expressive Personalities tend to get off topic very quickly so be patient.

Most of the people I have met cut across Analytical, Driver, Amiable, and Expressive. It is very important to understand who has higher of Style A and Lower of Style B. As we all humans play multiple roles and have different characteristics, it is highly important to give see the details while meeting someone to understand them.