Relationships: How to Use Sales Psychology to Create More Lifetime
by Gregory Stebbins,
My Customer is Ticking Me
That was the recent comment I heard from a seasoned sales professional.
He then described the customer’s controlling nature including how he
would often interrupt, and want answers in Cliffs Notes version.
The sales person had a style mismatch. He was choosing to be upset by
the customer’s actions.
After letting him unload, I asked him how he’s adapting to the customer.
“Adapt?” he asked, puzzled.
I said, “You could just live in your hurt feelings, like you’ve been
doing. Or you could choose to pay closer attention to your customer and
work with him the way he wants to be worked with. Specifically, allow
this customer to have control over the sales call, give him the
information he needs in the timing he needs it, and allow him to cut you
Ultimately when you allow your customer to win, you’ll end up winning
too. Your customers don’t necessarily want to be your friends. They want
to be your customers because they need your products and services, don’t
How toMake Sales, Not War
War metaphors such as “It was a hard fought battle” or “We had to punch
the proposal through their defenses” are often used to describe the
sales process. However, a more elegant and effective sales close
approach is to give the customer what he or she wants in the way they
want it with a nice ribbon around the package.
When the customer perceives you as the expert who really understands
what he or she needs and when you give it to them in the way they
recognize as serving their needs, you automatically turn an adversary
into an ally. This will turn your customers into lifetime customers.
The Ultimate Secret
to Turning Customers Into Lifetime Customers
Many companies struggle when
differentiating their products or services. When you know how to adapt
your personal selling style to align with that of the customer, you
become the point of differentiation.
This requires you to be very aware of your approach to selling and the
customer’s approach to buying.
For example, high-steadiness behavior types hate change. When a sales
person shows up, he or she represents change, and that alone is enough
to cause the customer to freeze. High-conscientious types often want
detailed facts and figures, delivered with precision.
We’re most successful when our approach is identical to the customers.
So you may find it beneficial to adapt your approach to theirs, even if
it’s not your natural style.
Salespeople who have learned
the secret to adapting profoundly increase their sales because they
possess the ability to sell to different kinds of people.
How to Identify
Your Style and the Style of Your Customers
I gave the person I was coaching the following explanation so he could
identify his style and the styles of his customers:
– Demanding, directing and domineering. Individuals with this
behavior style are usually ambitious, bold and impatient. They can
also be argumentative and stubborn.
– Interacting, inspiring, and influencing. Individuals with this
behavior style are often expressive, charming, optimistic, cheerful
– Supporting, stabilizing and steadying. These individuals are
usually loyal, calm, patient, cooperative and humble.
– Conscientious, cautious and correcting. These individuals are
often diplomatic, meticulous, private, incisive and exact.
How to Put This
Knowledge Into Action During Two Key Stages of the Sales Process
Opening the call:
behavior type D: Be clear, specific, brief, and to the point.
behavior type I: Be friendly. Listen for both facts and feelings.
Make time for relating and socializing.
behavior type S: Be genuinely sincere. Create a non-threatening
environment for them.
behavior type C: Ask lots of questions and be patient while they
answer in minute detail.
behavior type D – Briefly highlight their key options and ask for
the order assertively.
behavior type I – Inspire them to action. Keep the close relaxed and
behavior type S – Detail how they can take practical action and
confirm without pushing or rushing them.
behavior type C – Create a scheduled approach to implementing action
with step-by-step timetables. Point out guarantees.
You can double or even triple your sales by getting a grasp on your
customer’s behavioral style. It will make a difference in your sales
figures and will turn one-time customers into lifetime customers.
About the Author:
Sales Psychology Expert Gregory Stebbins has helped 20,000+ sales
professionals close more sales by becoming the point of differentiation
while their competitors struggle to differentiate their products and
services. In his book PeopleSavvy for Sales Professionals, he unveils
for the first time his simple but groundbreaking plan to turning
customers into lifetime customers. Get yourfree sneak preview at