May 15, 2011
Have you ever left a store vowing never to return? If you answered, “yes,” did you leave because of the way you were treated? Most customers stop doing business with a company because one employee treated them poorly or there was a complete communication breakdown. This often occurs when the customer and the employee have significant style differences.
Have you ever met a salesperson you did not like? If you answered, “yes,” did you buy from that salesperson? Most customers have met a salesperson they didn’t like and chose not to buy from that salesperson unless it was a product or service they could not get anywhere else. Customers and sales are lost every day because of a lack of understanding of the customer’s behavioral style.
People tend to conduct business with people they like. But style differences often create barriers that can prevent you from building positive relationships with your customers. My husband, Larry, and I have very different behavioral styles. When I decide to buy a car, I wait until I can afford a brand new model. I select the style and color first. I test-drive the vehicle once. I need to be excited about the styling. If I like the way it drives and l think I’ll look good in it, the decision is all but made. Once I’ve responded on an emotional level, it’s unlikely that I’ll shop around. I only want to work with a friendly, outgoing salesperson who likes to chat. Finally, if the car is in my price range and has a decent safety record, I’ll probably make the purchase.
Larry only buys used cars that get great mileage. He reviews Consumer Reports to check out safety reports and equipment ratings. He will shop for months and test-drive several vehicles before he makes a purchase. He is turned off by pushy salespeople and would rather be left alone when he’s shopping. Because your customers have different behavioral styles, they are going to like different things and this will influence their buying motivations.
Some customers want:
Research conducted by Target Training International, Ltd. has proven that:
Employees who are aware of their own behavioral style and learn to “blend” with their customer’s style are able to increase sales and customer satisfaction. We all have certain behaviors that make us unique. Learn your own behavioral style to help you understand how other people perceive you. There are behavioral style analysis tools that have been around for many years to help you analyze your style. These tools are used extensively by businesses in sales training workshops and they’re usually very accurate. DISC Style Analysis Profiles
The style analysis assessment tool that I prefer uses a system called DISC. You can determine your customers’ behavioral styles by looking at the characteristics of each of the four styles:
Loyalty Leader Inc. is pleased to present you with the DISC Online Assessment. This assessment is a powerful tool that can help you significantly improve your relationships. The instrument measures your behavior and helps you to understand how people perceive your behavioral style. You’ll also learn how to recognize other people’s behavioral styles in order to improve communication and build rapport.