Sales Training – Buyer Personality

The buyer personality will help sales person to determine what kind of presentation need to be prepared or present during the presentation stage. Right presentation will definitely increase the changes of closing. But how to ensure sales person doing the right presentation to the buyer? One can consider to know the personality of your buyer before you start your presentation.

Based on the research, we can categories buyer personality into 5 different type:

1. Appetatic Buyer

The are the buyer that you want to avoid, they are one out of twenty buyer demonstrate this kind of behavior. When you face this buyer, they will always mentioned that your products are too expensive. After you have given them discount say another 50% discount, this customer will still saying it is expensive. Even you give them extremely low price, they are still saying your product is too expensive. Our advise to you is to quietly and find a creative and polite way to leave this kind of customers.

2. Self Actualizing Buyer

This are the buyer who knows exactly what they want. They are very clear about their requirements, pricing and term. Once your product is able to meet those requirements, they will automatically buy from you. They are about 5% of our buyer are in this category, so make sure you can fulfill their need so you will get the order in the shortest possible time.

3. Analytical Buyer

There are buyer who are care about numbers and facts more than anything else. They want you to show them figures, statistics etc so that they are convinced. For this kind of buyer, the sales person need to prepare extra presentation material based on numbers and facts. You should over prepared the presentation that shown you have done all the preparation about the facts and figures.

4. Relationship Buyer

If analytical buyer only interested on your presentation that show numbers and facts, the relationship buyers are more interested in talking to you as a person. Presentation are only the medium for him to talk to you more and to understand about you and also your company. If the anlytical buyer only spent 45 minutes for the presentation, the relationship buyer will have to spend more than 2 hours for the presentation. Understand this personality will help you to know that you need more stamina to talk and discuss topic sometime which are not relevant to your presentation.

5. Entrepreneur Buyer

Entrepreneur buyer are practical buyer, they look at the comparison of all alternative products that present to them and make logical comparison. They always make sure that their buying decision are fulfilling the company goals and objectives. Further to this, the decision are consistent with the entrepreneur decision. Some indicator they use are ROI, Saving, etc

Based on the above buyer behavior, it is very important for the seller to explore their buyer behavior and make the necessary changes during the presentation. Creative way of making presentation will help seller getting closing faster and easier.

The Sales Training Series – Make Every Buyer a Coach

In a selling situation with multiple buyers, what is your sales strategy for getting through to the ultimate decision maker?

“By any means necessary,” you say? Then you have no sales strategy. What you have is a recipe for failure.

Of all the tragic misconceptions that afflict salespeople in selling environments with multiple buyers, the worst might be the notion that lower-level “influencers” are mere obstacles in the seller’s path to the big honcho-the person with final buying authority. Do you believe that the ultimate decision maker (UDM) is the only buyer who is really worth your time? Do you think that “strategy” means figuring out how to bypass or maneuver around the lower-level customers so you can get to the UDM?

If so, you are losing a lot of business. That’s not a strategy for anything but disaster.

For one thing, a lot of those influencers may not have the power to make your sale, but they do have the power to kill it-and they will, if you alienate them.

There is much more to this, however, than just the danger of making enemies. Lower-level buyers can be your most valuable resource. They can actually direct you to a winning strategy.

After all, what is an effective sales strategy? It is a plan that guides you from one logical step to the next as you move toward a sale. In order to know what those steps must be, and how to complete each one successfully, you need information. Somehow, you must discover the client’s key needs, the forces driving the buying decision, the stakeholders involved, the way the buying process works in the client’s company, and more.

Wouldn’t it be nice if some expert guides within the company would give you this information freely? How about if they also would coach you through the steps necessary to complete the sale? And suppose they’d willingly bring you to the top decision maker because they actually want you to win?

Such guides exist in every client organization and every one is a potential sales coach. If you can get them to see you as a valuable consultant and partner, capable of serving their needs, you can stop worrying about how to get to the ultimate buyer. They will take you there-and root you on to victory.

In The Field:

Dan Crear, a sales executive for Action Selling of The Sales Board, was in hot pursuit of a great opportunity at a thriving global bank. (Yes, even today there is such a thing as a successful bank.) The ultimate decision-maker was the kind of person who liked to spread the decision-making authority around. Nine people surfaced as key influencers.

Crear assessed the situation and determined the role of each player. Then he devised questions to draw out their personal stakes in the buying decision. One key question was: “What evidence do you have that your current situation is producing an ROI?”” This led each decision-maker to define what ROI meant to them.

Once the payback was defined in individual terms, every one of them wanted him to win the deal. With their support, he did.