Presented by What’s My Selling Style? copyright © 2006, 2008 …€¦ · How to apply...

What’s My Selling Style? copyright © 2006, 2008 HDRQ

Presented by

John Dieseth


Who I am

• Business Performance Group started in 2000

• Prior, V.P. of Sales and Marketing at American Media

• Prior, President of Seminars International in Kansas City

• Use “What’s My Selling Style?” for many facilitator-led sessions – administer about 300 times a year


The Ways Salespeople Use WMSS

• Gain an understanding of how their selling style impacts customer perceptions and dialogue

• Profile customers for future reference

• Structure sales conversations for greater impact:

How much data to deliver

How much relationship building should be done

How to overcome objections

How to ask for and close the sale


• Discover the four selling styles

• Identify your selling style

• Maximize your style strengths and improve your trouble spots

• Recognize the personal styles of others

• Adjust your selling style to match others

Learning Goals


Your Selling Style Profile


Assertiveness and Expressiveness

ASSERTIVENESS The degree to which behavior is forceful.

EXPRESSIVENESS The degree to which behavior is emotionally responsive.


Four Selling Styles

• Direct Confident, goal oriented.

• Spirited Enthusiastic, persuasive.

• Considerate Responsive, customer focused.

• Systematic Prepared, detail-oriented.


• Confident

• Focuses on the goal

• Asks for the business

• Keeps conversations to the point

Direct Style Strengths


• Enthusiastic

• Focuses on generating excitement

• Looks for creative solutions

• Shifts gears easily

Spirited Style Strengths


• Customer-oriented

• Focuses on customers’ needs

• Listens attentively

• Patient with challenging customers

Considerate Style Strengths


• Detail-oriented

• Focuses on preparation

• Follows through

• Handles multiple accounts well

Systematic Style Strengths


• Impatient with objections

• Underestimates the value of developing relationships

• Misses important nuances

• Overly aggressive

Direct Style Trouble Spots


• Exaggerates claims

• Talks more than listens

• Misses important details

• Doesn’t prepare well

Spirited Style Trouble Spots


• Becomes emotionally invested in a poor account

• Struggles when customer needs can’t be met

• Misses opportunities to ask for the sale

• Takes rejection personally

Considerate Style Trouble Spots


• Overwhelms customers with facts

• Gives lackluster presentations

• Misses the big picture

• Overly opinionated

Systematic Style Trouble Spots


• Allows a set amount of time to discuss your product / service

• Asks for the key points

• Speaks confidently

• Tells you what he or she thinks

• Maintains eye contact

Identifying the Direct Customer


• Has little worry for time constraints

• Asks a lot of questions

• Speaks enthusiastically

• Shares personal information

• Uses hands when speaking

Identifying the Spirited Customer


• Gives you plenty of time

• Asks about you personally

• Speaks encouragingly

• Listens well

• Stays calm

Identifying the Considerate Customer


• Requires an appointment to discuss your product / service

• Asks for specific details

• Speaks efficiently

• Structures the conversation

• Shows little facial expression

Identifying the Systematic Customer


Let’s Do a Poll

Based on the explanation of the various styles, which style best fits your profile?

A. Systematic

B. Direct

C. Spirited

D. Considerate


Selling to the Direct Style


Selling to the Spirited Style


Selling to the Considerate Style


Selling to the Systematic Style


Customer Perception

How to apply “What’s My Selling Style?”

• Customer’s are typically more comfortable with someone their own style.

• Someone of the opposite style may create the most challenging perception. Examples:Systematic and SpiritedConsiderate and Direct


Customer Dialogue


• Systematic customer conversations will contain more detail and may require time to process after the call. Dialogue will be efficient

• Direct customer conversations will be more to the point and require a firm buying recommendation. The salesperson is more likely to get a “yes” or a “no”. Dialogue will be short

• Considerate customer conversations will require more personal relationship building and the customer may be reluctant to commit on the call. Dialogue will be genuine

• Spirited conversations may be more emotional, and the salesperson is more likely to get a “yes” or a “no”. Dialogue will be animated


Profiling Customers for Future Reference


• LISTEN on your first conversation

• Put the guidelines from the instrument in your portfolio (if you are in the field) or on your desk (if you are on the phone)

• Future reference - If you have scheduled someone of the same style, the

conversation will probably build energy

If you have scheduled someone of opposite style, the conversation will probably consume energy

Adjacent styles will probably be energy neutral


Structure Conversations for Greater Impact


Systematic – prepare all facts and figures. Bring literature or email in advance. Know your product inside and out

Direct – prepare with short, unequivocal statements. Prepare a recommendation. Ask for the sale

Spirited – be prepared with emotional arguments. Reference stories of other customers helpful

Considerate – make sure you open with something from the personal customer narrative. “You said your daughter was in a dance recital...”


Benefits of Using “What’s My Selling Style?”

Better customer relationships

Customers will think your salespeople are more perceptive than the competition

More sales will close

Salespeople will allocate time for each conversation more efficiently

Salespeople will understand how they are perceived by customers

Salespeople will have less stress


What’s My Selling Style?

Thank You!

Presented by What’s My Selling Style? copyright © 2006, 2008 …€¦ · How to apply...

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