What’s My Selling Style? copyright © 2006, 2008 HDRQ
Presented by
John Dieseth
What’s My Selling Style? copyright © 2006, 2008 HDRQ
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
What’s My Selling Style? copyright © 2006, 2008 HDRQ
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
What’s My Selling Style? copyright © 2006, 2008 HDRQ
• 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
What’s My Selling Style? copyright © 2006, 2008 HDRQ
Your Selling Style Profile
What’s My Selling Style? copyright © 2006, 2008 HDRQ
Assertiveness and Expressiveness
ASSERTIVENESS The degree to which behavior is forceful.
EXPRESSIVENESS The degree to which behavior is emotionally responsive.
What’s My Selling Style? copyright © 2006, 2008 HDRQ
Four Selling Styles
• Direct Confident, goal oriented.
• Spirited Enthusiastic, persuasive.
• Considerate Responsive, customer focused.
• Systematic Prepared, detail-oriented.
What’s My Selling Style? copyright © 2006, 2008 HDRQ
• Confident
• Focuses on the goal
• Asks for the business
• Keeps conversations to the point
Direct Style Strengths
What’s My Selling Style? copyright © 2006, 2008 HDRQ
• Enthusiastic
• Focuses on generating excitement
• Looks for creative solutions
• Shifts gears easily
Spirited Style Strengths
What’s My Selling Style? copyright © 2006, 2008 HDRQ
• Customer-oriented
• Focuses on customers’ needs
• Listens attentively
• Patient with challenging customers
Considerate Style Strengths
What’s My Selling Style? copyright © 2006, 2008 HDRQ
• Detail-oriented
• Focuses on preparation
• Follows through
• Handles multiple accounts well
Systematic Style Strengths
What’s My Selling Style? copyright © 2006, 2008 HDRQ
• Impatient with objections
• Underestimates the value of developing relationships
• Misses important nuances
• Overly aggressive
Direct Style Trouble Spots
What’s My Selling Style? copyright © 2006, 2008 HDRQ
• Exaggerates claims
• Talks more than listens
• Misses important details
• Doesn’t prepare well
Spirited Style Trouble Spots
What’s My Selling Style? copyright © 2006, 2008 HDRQ
• 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
What’s My Selling Style? copyright © 2006, 2008 HDRQ
• Overwhelms customers with facts
• Gives lackluster presentations
• Misses the big picture
• Overly opinionated
Systematic Style Trouble Spots
What’s My Selling Style? copyright © 2006, 2008 HDRQ
• 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
What’s My Selling Style? copyright © 2006, 2008 HDRQ
• Has little worry for time constraints
• Asks a lot of questions
• Speaks enthusiastically
• Shares personal information
• Uses hands when speaking
Identifying the Spirited Customer
What’s My Selling Style? copyright © 2006, 2008 HDRQ
• Gives you plenty of time
• Asks about you personally
• Speaks encouragingly
• Listens well
• Stays calm
Identifying the Considerate Customer
What’s My Selling Style? copyright © 2006, 2008 HDRQ
• 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
What’s My Selling Style? copyright © 2006, 2008 HDRQ
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
What’s My Selling Style? copyright © 2006, 2008 HDRQ
Selling to the Direct Style
What’s My Selling Style? copyright © 2006, 2008 HDRQ
Selling to the Spirited Style
What’s My Selling Style? copyright © 2006, 2008 HDRQ
Selling to the Considerate Style
What’s My Selling Style? copyright © 2006, 2008 HDRQ
Selling to the Systematic Style
What’s My Selling Style? copyright © 2006, 2008 HDRQ
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
What’s My Selling Style? copyright © 2006, 2008 HDRQ
Customer Dialogue
How to apply “What’s My Selling Style?”
• 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
What’s My Selling Style? copyright © 2006, 2008 HDRQ
Profiling Customers for Future Reference
How to apply “What’s My Selling Style?”
• 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
What’s My Selling Style? copyright © 2006, 2008 HDRQ
Structure Conversations for Greater Impact
How to apply “What’s My Selling Style?”
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...”
What’s My Selling Style? copyright © 2006, 2008 HDRQ
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? copyright © 2006, 2008 HDRQ
What’s My Selling Style?
Thank You!
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