Social Style Selling Skills
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People buy from people that they like, be loved, use S4. ADAPTING YOUR SELLING STYLE TO THE FOUR SOCIAL STYLES S4 www.maat.net 1
Transcript of Social Style Selling Skills
People buy from people that they like,
be loved, use S4.
ADAPTING YOUR SELLING STYLE TO THE FOUR SOCIAL STYLES
S4
www.maat.net 1
Every individual is totally unique and the best sales people are able to adapt their approach to enhance their communication and consequently their leverage based on the prospect or the customer they are interacting with. Sometimes, it can take several visits to really appreciate and recognize what makes a person ‘tick’ yet there is a Behavioral Styles Model that can circumnavigate this lengthy process making it easy to identify the ideal behaviors to adopt in the face of a variety of different people.
Why S4?
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To establish rapport, do not use the golden rule:
“Do unto others as you would have them do unto you.”
Platinum rule:“Do unto others as they would have you do unto them.”
“People like people like themselves.”
PLATINUM RULE IN SELLING
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OBSERVABLE RESPONSIVE BEHAVIORS
Animated facial expressionsMuch hand and body movementFlexible time perspectiveTell stories and anecdotesLittle emphasis on facts and detailsShares personal feelingsContact oriented
Immediate nonverbal feedbackSomewhat expressionlessControlled and limited hand and body movementTime disciplinedConversation focuses on issues and tasks at handPushes for facts and detailsLittle sharing and personal feelingsNon-contact orientedSlow in giving nonverbal feedback, if given at all
High Responsiveness
Low Responsiveness
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OBSERVABLE ASSERTIVE BEHAVIORS
Soft handshakeIntermittent eye contactLow quantity of verbal communicationQuestions tended to be for clarification, support, informationMakes tentative statementsLimited gestures to support conversationLow voice volumeSlow voice speedLittle variation in vocal intonationCommunicates hesitantly Slow moving
Firm handshakeSteady eye contactHigh quantity of verbal communicationQuestions tended to be rhetorical, to emphasize points, challenge informationMakes emphatic statementsGestures to emphasize pointsHigh voice volumeFast voice speedEmphasizes points through challengingvoice intonationCommunicates readily Fast moving
Low Assertiveness High Assertiveness
Pros and Cons
High Responsiveness
Low Responsiveness
Amiable Style
Analytical Style Driving Style
Expressive StylePositive SupportiveReliablePleasant
Negative ComplyingRetiringSoft-hearted
Positive DiligentPerseveringSystematic
Negative PickyRighteousStiff
Positive InvigoratingOptimisticAnimated
Negative ExcitableImpatientManipulative
Positive FirmComprehensiveProductive
NegativeUncompromisingOverbearingPressuring
Low Assertiveness High Assertiveness
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MIXED SOCIAL STYLES
The ability to meet the style needs of others is the key for decreasing tension, increasingtrust, and being seen positively by others. This ability is called “behavioral flexibility.”
Amiable-AMIABLE
Expressive-AMIABLE
Analytic-AMIABLE
Driver-AMIABLE
Amiable-ANALYTIC
Analytic-ANALYTIC
Driver-ANALYTIC
Expressive-ANALYTIC
Low Assertiveness High AssertivenessAmiable-DRIVER
Analytic-DRIVER
Driver-DRIVER
Expressive-DRIVER
Analytic-EXPRESSIVE
Amiable-EXPRESSIVE
Expressive-EXPRESSIVE
Driver-EXPRESSIVE
High Responsiveness
Low Responsiveness
Characteristics of Social Styles
High Responsiveness
Low Responsiveness
Amiable Style
Analytical Style Driving Style
Expressive StyleSlow at taking action and making decisionsLikes close, personal relationshipsDislikes interpersonal conflictSupports and “actively listens to othersWeak at goal-setting and self-directionHas excellent ability to gain support from othersWorks slowly and cohesively with othersSeeks security and belongingGood counseling skills
Cautious actions and decisionsLikes organization and structureDislikes involvementAsks many questions about specific detailsPrefers objective, task-oriented, intellectual work environmentWants to be right and therefore, over-relies on data collectionWorks slowly and precisely aloneSeeks security and self-actualizationGood problem-solving skills
Spontaneous actions and decisionsLikes involvementDislikes being aloneExaggerates and generalizesTends to dream and get others caught upin his/her dreamsJumps from one activity to anotherWorks quickly and excitingly with othersSeeks esteem and belongingnessGood persuasive skills
Decisive actions and decisionsLikes controlDislikes inactionPrefers maximum freedom to manage himselfand othersCool, independent and competitive with othersLow tolerance for feelings, attitudes and advice of othersWorks quickly and impressively aloneSeeks esteem and self-actualizationGood administrative skills
Low Assertiveness High Assertiveness
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Offices of the 4 Styles
High Responsiveness
Low Responsiveness
Amiable Style
Analytical Style Driving Style
Expressive Style
Desk may contain family pictures and personal itemsWalls may contain personal slogans, family orgroup pictures or serene picturesDecorated in open, airy, friendly, bright mannerSeating arrangement is open, informal and conducive to building personal relationships
Desk may appear structured and organizedWalls may contain charts, graphs, exhibitsor pictures relating to jobDecorated functionally (for working)Seating arrangement suggests formalityand non-contact
Desk may look disorganized and clutteredWalls may contain awards, motivational,personal slogans or stimulating postersDecorated in open, airy, friendly mannerSeating arrangement indicates warmth,openness and contact
Desk may appear busy--lots of work, projectsand materialsWalls may contain achievement awards orlarge planning sheet or calendarDecorate to suggest power and controlSeating arrangement closed, formal, non-contact and positioned for power
Low Assertiveness High Assertiveness
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Want fast, to the point information So be prepared and be brief Like summaries (usually on back page of visual
aid) Or, prepare a 1 page summary with supporting
material Are not interested in detailed graphs that need
lengthy interpretations. Stay focused on the specifics of the business call Hates Power Point
ADAPTING TO DRIVERS:
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Your presentation should be forceful and dynamic
Always talk in terms of results, high efficacy, it will make them look good.
Communicate urgency and you can ask for a decision
Emphasize only what is truly important Be businesslike and professional at all
times
ADAPTING TO DRIVERS
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Likes to be in control. So offer options instead of simple yes or no. You control the appointment by making them think they do.
Highlight benefits for the users and his prestige You can ask for a decision in the first visits. But if he says no, he is not likely to change his mind Explain features you know that will match their
business; compatibility with other products Likes advantages like high efficacy and easy to use
ADAPTING TO DRIVERS
ef·fi·ca·cy: noun, plural ef·fi·ca·cies. capacity for producing a desired result or effect; effectiveness: a remedy of great efficacy. 14
Receptive to presentations with visual aids Start with establishing rapport and personalized
amenities Inquire sincerely about personal well being and
¨how´s the family¨ Likes to hear of product advantages in terms of
User Benefits Likes to hear about references. Needs many people to agree with them Decision by committee
ADAPTING TO AMIABLES:
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Needs assurance!!! They are afraid to make a decision.
Is a late adopter: Does not like to be pressured into making a rapid decision or sudden changes
Likes to talk about personal details Be a good listener and offer personalized
attention Have empathy and understanding. Never say “Beta”.
ADAPTING TO AMIABLES
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Be consistent in your visits Like to be presented points from visual aid
in very personal terms such as “your employees...”
Like to hear others rave about the product. Are more easily guided into the business
discussion with the use of a visual aid. Are better focused on product facts via a
visual aid.
ADAPTING TO AMIABLES
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Like lively, stimulating and enthusiastic presentations.
Present new ideas, concepts, developments or events.
They love, ¨what´s new¨. Heat Seekers. Are reassured about the product via visual
aids. Likes to participate or get involved Use personalized non routine questions
ADAPTING TO EXPRESSIVES:
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Likes ¨user benefits¨. “You will love this!”
Likes personalized presentations Give examples and references Likes to be known as an innovator( early
adopter) and opinion leader Can make a decision in the first visit Loves Beta
ADAPTING TO EXPRESSIVES:
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Be sure to confirm commitments in writing Emphasize new technology as a way of
differentiating your product Invite to participate in ¨focus groups¨. Or to attend symposiums Or to speak to other users Always follow up on their past
commitments
ADAPTING TO EXPRESSIVES:
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Constantly recognize and reinforce other users good experience if applicable
Keep on track with the use of a visual aid. Very short attention spans Like details in writing. Enjoy the “story” or anecdotal approach. Totally wants to be entertained, get them
out of the office. They love to play.
ADAPTING TO EXPRESSIVES:
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Want detailed sequence of product claims.
Like to see graphs and charts (but usually want them backed up with real life examples or stats).
Like to rely on the written work. Likes a logical, organized
presentation Be specific, detailed exact and
precise
ADAPTING TO ANALYTICALS:
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Speak slowly Be accurate and be ready to support your
presentation with proof Be ready to respond to questions on
specific details Likes to be logical, reasonable and factual Cautious: Does not like to be pressured
into making a decision
ADAPTING TO ANALYTICALS:
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Do not be domineering Does not like to participate. Do not press
with open questions Likes to know both sides of the issue. The
Good and the Bad. Needs complete and balanced information Needs to be assured in writing. Tends to trust written versus oral claims
ADAPTING TO ANALYTICALS:
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May discourage the use of advertising-type “showpieces” but still need the impact of visual stimulation. If visual aids are used, highlight stats
not commercial points (Make sure to choose pieces carefully
before the call to address the above points).
Be formal. Dress conservatively. Don´t be too friendly
ADAPTING TO ANALYTICALS:
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Close more business!
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Utilize the principals in S4 and be loved.
I have taught these principles to many companies and sales people face to face and their close ratios improved. I will teach your sales people and provide on going coaching. Contact me. A lead is a terrible thing to waste!
Contact:Steve Hirst
www.maat.net215-313-5360
[email protected]…Happy Selling
