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C. Safley / R. Usry Department of Agricultural & Resource Economics
NC State University January 2012
Reading Your CustomersThree Methods
1. Neuro-Linguistic Programming (NLP)
Visual – Auditory- Kinesthetic
2. Social Behavioral Style Assertiveness -Responsiveness
3. Maslow’s Hierarchy of Needs
Reading Your Customers
Method 1Neuro-Linguistic Programming
(NLP)Visual - Auditory- Kinesthetic
VISUAL
Eyes Up & Right Eyes Up & Left Eyes straight ahead defocused
Characteristics of people who are VISUALSUse predominance of visual words
“I see what you mean”“I get the picture”“Is that clear?”
Voices are high pitched and slightly breathless
Visuals breathe high in the chestOften tension in neck and shouldersVoice tempo is fasterOften affected by color, shapes etc.Seldom get lost
How to improve your selling to a VISUAL“Show me and I’ll understand” and “A picture is worth a 1,000 words”ChartsGraphsPhotosSlides SketchDiagram
Write things down Notes throughout the sales call.
Important summary points
Final agreement, so the client can see it.
Send E-mail
AUDITORY
Eyes Level & Right Eyes Level & Left Eyes Down & Left
Characteristics of people who are AUDITORIES
Have melodious voicesProud of their voices and the way they soundTalk to themselves (internal voice)Difficulty making choices because of their internal voices
Often do not trust feelingsBreathe in the middle of their chestUse phrases such as “That rings a bell” or “I hear you”
Love to listen to the radio and symphonyo Musicians, radio announcers and ministers are auditory
How to improve your selling to an AUDITORY
Auditory methods:ConversationsDiscussionsVoice mailPhone callsAudio tapesQ and A sessions
Quote testimonials & endorsements - What others say about your product is important
Tell lots of stories about the product or service
Use your voice to hold their attentionChange toneChange volumeChange pitch
KINESTHETIC
Eyes down & right
Characteristics of people who are KINESTHETICSBreathe low in the abdomenHave strong feelings
Spaces in their conversation gives them time to check feelings
Wiggle a lot and use gestures Rely on sense of touch
Make shake hands a long time, often “two-handed”
Pat on the backLike to hug
Use phrases such as “It doesn’t feel right” or “I’m out of touch with it”
How to improve your selling to a KINESTHETIC
They must “Feel” comfortable to conduct business with you
Best when they are totally engaged – hands-on approach
Low-keyed They want to know that you care about them and you are their friend
Are not comfortable with constant eye contact
Meet face-to-face with these clientsMatch them: if they have their jacket off and tie loosen; you do the same.
Get them involved in the presentationEncourage them to test the product, if feasible
Tell them about the impact of your product or service
Reading Your Customers
Method 2Social Behavioral Style
Assertiveness - Responsiveness
Characteristics of Assertive and Responsive People
Analytical/ Perfectionist
Driver/ Controller
Amiable/ Supporter
Expressive/ Promoter
Low Responsive High Assertive
High Responsive
Low Assertive
RESPONSIVENESS
Reacting and responding with emotion to people
Low ResponsivenessPerceived Actions Recognition Tips
Task orientedDisciplinedNon participative
Business-likeObjective, factual
Time conscious
UnemotionalTalks about tasks
Serious eyesFew wordsSerious faceFew gestures
High ResponsivenessPerceived Actions Recognition Tips
People orientedNot conscious of time
Easy goingActs on impulseEmotionalFriendlyInformal, casual
Talks about people
Talks about feelings
VerboseWarm eyesExpressive faceSmilesOpen gestures
ASSERTIVENESS
Aggressive self-assuranceand
given to making bold assertions
Low Assertive BehaviorPerceived Actions Recognition Tips
CautiousPower avoidingAsk more than tells
Deliberate actions
Not social aggressor
Slow to make decisions
AsksSlow speechFrequent pausesLeans awayNon-aggressive gestures
Low frequency eye contact
High Assertive BehaviorPerceived Actions Recognition Tips
ConfidentAggressiveOpinionatedPower orientedDirectiveDeclarativeRisk takerQuick to act
TellsRapid speechNo pausesLeans forwardAggressive gestures
High frequency eye contact
Characteristics of Assertive and Responsive People
Analytical/ Perfectionist
Driver/ Controller
Amiable/ Supporter
Expressive/ Promoter
Low Responsive High Assertive
High Responsive
Low Assertive
Social Behavioral Styles
Controls Emotions
Tells Asks
Displays Emotions
Driver/ Controller
Analytical/Perfectionist
Expressive/ Promoter
Amiable/ Supporter
Driver/ControllerHow to recognize: How to relate to:
• Tells rather than asks• Takes control• Self assured• Intense eye contact• Business like• Gets thing done• Workaholic• Impatient – could be blunt
• Leans forward
Be on timeDo not touchBe efficientBe quickGet to the bottom line results
Say WHAT the product will do
Respect their spaceResults count
Specialty: Control of Behavior of Others
Fun Facts about Driver/ControllersCars: silver & black Mercedes, BMW or Cadillac
Animals: shark, lion, eagle
Western astrology: fire
P=powerfulS-self propelledA-administrativeGeometric shape: triangle
Children’s literature: Rabbit
Charlie Brown character: Lucy
How to Sell to Driver/Controller-Type Buyers
Get to the bottom line fastStress benefit of your product/service to the buyer and their company
Display confidence and competenceBe sure of your facts and be firmHit quick and hard (impulse buyer)
Analytical/PerfectionistHow to recognize: How to Relate to:
• Asks rather than tells• Perfectionist • Orderly• Dresses formally• Neat• Talks and nods• Precise• Like recognition• Infrequent eye contact• Serious
• Be accurate• Be factual• Take time• Prepared agenda• Business like approach• Be patient• Provide technical data• Praise work of individual
• Say HOW what you are selling will make a difference
Specialty: Has Expert Power. Don’t argue with them
Fun Facts about Analytical/Perfectionists
Cars: Volvo, Saab, beige color (toned down)
Animals: owl, fox, beaver
Western astrology: earth
P-perfectS-systematicA-analyticalGeometric shape: square/rectangle
Children’s literature: Eeyore
Charlie Brown character: Linus
How to Sell to Analytical/Perfectionist -Type Buyers
They’re interested in details and need time to think, consult, and mull it over
A very low-risk buyerWants guarantee, an open back door, all bets hedged
Answer all questions carefullyHandle objections completelyAppear to logic, facts and benefitsThey want quality, reliability, and a precedent for taking action
Keep them happy, they’ll buy again and again
Expressive/PromoterHow to recognize: How to relate to:• Asks rather than tells
• Alert• Quick• Funny• Dreamers• Confident• Creative• Fast-paced• Persuasive• Forward and positive
Compliment themTalk about themTell who uses your product
Use colorful presentations
Be stimulatingSay WHO will profitAppeal to the visual side
Specialty: Managing Social Relationships
Fun Facts about Expressive/Promoters
Cars: red sports car convertible
Animals: chimp, otter, porpoise
Western astrology: air
P=popularS-spiritedA-activeGeometric shape: Squiggle
Children’s literature: Tigger
Charlie Brown character: Snoopy
How to Sell to Expressive/Promoter-Type Buyers
Loves new, special, unique aspectExcited by “different” thingsThrives on special attentionTalk about themselves and their life A LOT!
Will interrupt if you talk too muchWants to be first to stock new lineLet them talk about selfWill often buy from oral presentation w/o written proposal
Amiable/SupporterHow to recognize: How to relate to:
• Team oriented• Makes statements cautiously
• Shares feelings• Touches• Dresses informally• Very caring/sensitive• Seeks support• Good listener• Need support
• Take your time• Ask “how” questions• Build creditability• Listen• Talk about your friends, family and ask about theirs
• Say why, or what you are selling will help group
• Appeal to kinesthetic side
• Support themSpecialty: Supports group process
Fun Facts about Amiable/Supporters
Animals: puppy, kitten, koala bear
Examples: Mother Teresa, Barbara Bush
Western astrology: water
P-peacefulS-solidA-amiableGeometric shape: circleChildren’s literature: Pooh
Charlie Brown character: Charlie Brown
How to Sell to Amiable/Supporter-Type
BuyersSell yourself firstWin them as a friendTrying to close on first call may be seen as pushy – they’ll become rigid
Don’t pressure; talk security, service, dependability and backup from you
They need reassurance that promises will be kept
They’re not risk takersExpects you will take sincere interest in their well-being
Driver salesperson selling to:Driver-use your natural style-don’t let egos clash-be prepared for tough closing – a contest
Expressive-be open and friendly-take time to socialize-show personal benefits and recognition to buyer in closing
Amiable-slow down – give support and assurance-don’t stress new products-make decision easy for them and reassure them of decision in closing
Analytical-answer their questions-provide more facts than you may want to-encourage evaluation-don’t lose patience-be firm, polite, and decisive after proper facts and evaluation time in closing
Closing strategies
Analytical salesperson selling to:Driver-don’t try to be impressive w/ excessive facts and figures-give bottom line answers-concentrate on high points-get excited about new products-close to the individuals ego, not on products merits
Expressive-try to be more friendly and fun-be excited about new products-sell to the person, not the product features-don’t bog them down with details-close before you feel all the necessary facts are disclosed
Amiable-be friendly, earn their trust-slow down on the facts, allow them to digest-be careful not to get too detailed-close with assurances
Analytical-keep control-be friendly-present both sides-close earlier than you expectClosing strategies
Expressive salesperson selling to:Driver-be formal and to the point-keep distance, no touching-don’t joke or waste time-let them be important-don’t be apologetic in closing or rejected by possible bluntness
Expressive-don’t compete for recognition-stick to business-be sure to close
Amiable-earn their trust-don’t overly socialize-give plenty of support material-give assurances and testimonials-be polite and reassuring in closing
Analytical-be factual with more facts than you like-don’t try to impress them on your importance-don’t bluff answers-don’t touch them-be direct and confident after all questions are answered in closing
Closing strategies
Amiable salesperson selling to:Driver-be yourself, but confident-recognize and accept their confident style-don’t be intimidated by them-be confident and close sooner and harder than you feel comfortable with
Expressive-accept their openness and friendliness-be friendly but don’t let them waste a lot of your time-don’t bog them down with details-close on their personal ego -close more quickly than you would like
Amiable-will relate well with other amiables-be assuring with them, but also confident and aggressive-don’t wait for them to be totally comfortable to close-provide assurances that it is the right decision
Analytical-answer their questions confidently-give them the facts they want-don’t be discouraged by their perpetual skepticism
Closing strategies
Reading Your Customers
Method 3Maslow’s Hierarchy of Needs
Pyramid
Maslow’s Hierarchy of NeedsThree principles to understand:1. Human needs are arranged in a hierarchy from the most pressing at the bottom to the least pressing at the top.
2. A person tries to satisfy the most important need first.
3. When that need is satisfied, it will stop being a motivator and the person will try to satisfy the next most important need.
Self Actualization
Self Esteem
Social Needs
Physiol- ogical Needs
Need to satisfy hunger, thirst, sleep, etc.
Need to be secure and safe, out of danger
Need to belong and love and be loved
Need to achieve, to be recognized
Need to know, to explore,
to understand
Need for self
actualization
Security Needs
•Personal security •Financial security •Health
•Family•Friendship
•Recognition •Attention •Social Status •Accomplishment & Self-respect
•Truth & Justice •Wisdom •Meaning
Thank you for your attention!
