documents4
TRANSCRIPT
Or:
How to be a Chameleon.
ADAPTING YOUR SELLING STYLE TO THE FOUR SOCIAL STYLES
S4
www.maat.net1
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 expressions
Much hand and body movement
Flexible time perspective
Tell stories and anecdotes
Little emphasis on facts and details
Shares personal feelings
Contact oriented
Immediate nonverbal feedback
Somewhat expressionless
Controlled and limited hand and body movement
Time disciplined
Conversation focuses on issues and tasks at hand
Pushes for facts and details
Little sharing and personal feelings
Non-contact oriented
Slow 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 hesitantlySlow moving
Firm handshakeSteady eye contactHigh quantity of verbal communicationQuestions tended to be rhetorical, toemphasize points, challenge informationMakes emphatic statementsGestures to emphasize pointsHigh voice volumeFast voice speedEmphasizes points through challengingvoice intonationCommunicates readilyFast moving
Low Assertiveness High Assertiveness
Pros and Cons
High Responsiveness
Low Responsiveness
Amiable Style
Analytical Style Driving Style
Expressive Style
PositiveSupportiveReliablePleasant
NegativeComplyingRetiringSoft-hearted
PositiveDiligentPerseveringSystematic
NegativePickyRighteousStiff
PositiveInvigoratingOptimisticAnimated
NegativeExcitableImpatientManipulative
PositiveFirmComprehensiveProductive
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 Assertiveness
Amiable-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 Style
Slow 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-relieson 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 AssertivenessHigh 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 lengthyinterpretations.
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, itwill 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 bymaking 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 theirbusiness; 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 aidsStart with establishing rapport and personalized amenitiesInquire sincerely about personal well being and ¨how´s the family¨Likes to hear of product advantages in terms of User BenefitsLikes 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 pressuredinto making a rapid decision or sudden changesLikes to talk about personal detailsBe a good listener and offer personalizedattentionHave 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 businessdiscussion 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 enthusiasticpresentations.
Present new ideas, concepts, developments orevents.
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( earlyadopter) 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 usersgood experience if applicableKeep on track with the use of a visual aid.Very short attention spansLike 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 yourpresentation with proof
Be ready to respond to questions on specificdetails
Likes to be logical, reasonable and factual
Cautious: Does not like to be pressured intomaking a decision
ADAPTING TO ANALYTICALS:
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Do not be domineering
Does not like to participate. Do not press withopen questions
Likes to know both sides of the issue. The Goodand 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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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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