What type of customer are you serving?
Customers don't all come in one shape and size. However, depending on what you are selling and what your market is, you are likely to get relatively high consistency in general traits. Particularly in B2B selling.
Selling data analytics solutions to auditors? Expect highly analytical people who will want to know everything there is to know about the subject and are not likely to be impressed by a Closer type salesperson. Be ready to have a complete needs analysis mapped out and a proposal that would put War and Peace to shame.
Selling iPhones? Be ready for the technical questions and being able to show how the light sabre app works on it, then stand back and let them figure it out for themself. If you try to dig into goals/objectives/pains, you won't get enough of their attention to show them how the lighter works or how they can get a random restaurant in downtown NYC with four stars and two $$.
These are just the two ends of the spectrum. There is every infinitely different mix in-between. And even within each of these two examples, you are going to experience people in your target market who don't match the stereotype.
The take away: If you understand your selling type and have matched it to your customer type, you are aiming at the most effective combination possible. Your work will be easier, more enjoyable and you will find that your customers have a far better relationship with you.
But you still have to be ready for the outliers: the non-conformists in your target market. Stevens writes (http://www.chally.com/thosewho1.htm) that at the top end of the sales game, the players need to be as specialized as a pitcher and short-stop on a major league baseball game. But remember also that if the short-stop is drawn out of position by a short drop to left field, and the guy on first was half way to second base, the pitcher had better be able to drop into the short stop role to cut him off on the way to third. He can't just stand on the mound and claim that he is a pitcher and can't do that role. In the same way, if you are a Closer and love the chase and the quick pitch and demo, if you truly are a professional you need to know how to slow down, complete a proper needs analysis and lay out a structured proposal (spoken, written, whatever applies in the situation) to justify the investment, when necessary. And the Consultant and Relationship type have to be able to get on the soap box from time to time to beat the drum and shout out in whatever fashion is necessary.
Intentionally, know who you are, who your customers are and make sure they match up. And intentionally, know how to occassionally deal with other types. You may not be totally comfortable doing it and you may fumble a bit, but if you are prepared and understand what is going on, it will generally work out for you.
Homework: I would like to hear about the myriad of customer classification schemes you have heard of. What are they and how do they work? Please respond as a comment below.
Selling data analytics solutions to auditors? Expect highly analytical people who will want to know everything there is to know about the subject and are not likely to be impressed by a Closer type salesperson. Be ready to have a complete needs analysis mapped out and a proposal that would put War and Peace to shame.
Selling iPhones? Be ready for the technical questions and being able to show how the light sabre app works on it, then stand back and let them figure it out for themself. If you try to dig into goals/objectives/pains, you won't get enough of their attention to show them how the lighter works or how they can get a random restaurant in downtown NYC with four stars and two $$.
These are just the two ends of the spectrum. There is every infinitely different mix in-between. And even within each of these two examples, you are going to experience people in your target market who don't match the stereotype.
The take away: If you understand your selling type and have matched it to your customer type, you are aiming at the most effective combination possible. Your work will be easier, more enjoyable and you will find that your customers have a far better relationship with you.
But you still have to be ready for the outliers: the non-conformists in your target market. Stevens writes (http://www.chally.com/thosewho1.htm) that at the top end of the sales game, the players need to be as specialized as a pitcher and short-stop on a major league baseball game. But remember also that if the short-stop is drawn out of position by a short drop to left field, and the guy on first was half way to second base, the pitcher had better be able to drop into the short stop role to cut him off on the way to third. He can't just stand on the mound and claim that he is a pitcher and can't do that role. In the same way, if you are a Closer and love the chase and the quick pitch and demo, if you truly are a professional you need to know how to slow down, complete a proper needs analysis and lay out a structured proposal (spoken, written, whatever applies in the situation) to justify the investment, when necessary. And the Consultant and Relationship type have to be able to get on the soap box from time to time to beat the drum and shout out in whatever fashion is necessary.
Intentionally, know who you are, who your customers are and make sure they match up. And intentionally, know how to occassionally deal with other types. You may not be totally comfortable doing it and you may fumble a bit, but if you are prepared and understand what is going on, it will generally work out for you.
Homework: I would like to hear about the myriad of customer classification schemes you have heard of. What are they and how do they work? Please respond as a comment below.
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