You have an amazing service or product. It provides a tremendous opportunity for the customer. But they’re not buying. Why? Are they blind? Can’t they see what a great opportunity you’re presenting?
If you don’t know the four personalities, now is the time to learn: Drivers, Expressives, Analyticals, and Amiables. Of the four, only the Drivers and Expressives are looking for new, exciting opportunities. They’re willing to take risks. But they only account for 30% of the population.
The Analyticals and Amiables account for the other 70%. Opportunities don’t excite them. They’re concerned about avoiding problems. They’re more concerned about making a bad decision.
“What if I get your product home and down the road decide I don’t like it?”
“If I invest with you, what are the chances my investment will tank and I’ll lose everything?”
If you’re a Driver or Expressive salesperson, all you see are opportunities. You think your customers should be visionaries like you. They’re not. So change your tactics. Identify the personality you’re selling to and talk about what concerns them the most.
The Nordstrom salesman says, “You will be completely satisfied with any of the shoes you buy from us – or we’ll give you a 100% refund anytime. No questions asked.”
The financial consultant can tell by the number of questions you ask that you’re leery of making a move. “Let’s not gamble with your money. The best way to protect your investment is to divide it up. We’ll only put 20% into mutual funds, 50% into government bonds, and the rest into savings.”
Identify the personality you’re talking with before making your presentation. It’s a great opportunity to avoid problems.