Customer profiling in sales

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Don’t presume to know the person you are selling to

The expression “Treat others as you’d like be treated yourself” may be true for much of life but when it comes to sales nothing could be further from the truth.

In fact, when it comes to sales – what appeals to you may turn another person cold – meaning you get dumped before you even get to the good stuff. Why? Because we all process information differently.

If a sales team is not armed with this information there is a danger they will approach each client with the same tactic – assuming that if this doesn’t work, nothing else will.

Last year I wrote about how SDI is an invaluable tool for building rapport and boosting productivity in the workplace. This blog looks at how that same tool can also be applied to increase self-awareness in sales people and building brilliant rapport with potential buyers.

Assumptions will trip you up

A happy shopper is a potential customer – but all too often we make assumptions about what people want to hear when they are on the receiving end of a sales pitch. Often those assumptions are either based on our own experiences, selling to ourselves (it is what I would like to hear) or on what has worked most frequently (but not always) in one’s career to date.

Not surprisingly sales, much like the rest of life, is NOT a one size fits all formula

This is basic common sense if you stop and think about it, and you probably already have. But that doesn’t fill the obvious void that exists – the burning question: So what does work?

Don’t talk to the logical brain…

As discussed in a recent blog, The Neuroscience of Positivity our brains are still wired to process information on an instinctive level first, before processing information logically. Unsurprisingly, most people who are bombarded with a sales pitch that doesn’t sing to them are likely to switch off.

This is all very well – but how do we reach out to the emotional brain?

At TWI we have seen clients reach greater success with sales departments who have benefited from using the SDI -Strength Deployment Inventory in their relationship with customers. Sales employees are taught how to assess what approach they need to take in order to establish a connection with customers.

The SDI takes into account the emotional brain, it also evolves around the reality that everyone is different – and in sales this means we often have to change tact.

Knowing if a customer is put off by an over direct, under direct, over friendly, under friendly, oversimplified or under simplified approach (to name a few) can help a sales person act accordingly and arm them with a killer sales pitch that will really hit home and build rapport.

As the old saying goes: “You’ll never fit a round peg in a square hole.” The shape of the hole isn’t going to change – so it’s down to you to change pegs!

Visit our website for more information on how TWI can help your sales team exceed targets in 2015 and beyond:

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