Connecting With Your Customer – Sales Series Part IV

By Action Coach Dave Beam

Once you have your customer positioned well (they know where you are going and have given you permission), then it is time to build some rapport and make them feel comfortable.  80% of the sales process is emotional, so setting the customer at ease is critical for a great outcome.  What I am about to share with you is one of the most powerful sales awareness tools available.
 

Creating comfort.  People are most comfortable when they are in familiar surroundings.  So how can you make your prospective customer feel relaxed and at ease?  By being familiar.  You need to be like them.  To be like them, you first need to observe them carefully.  Note their pace.  Are they fast paced, or slow paced?  Fast paced customers are more expressive.  They use larger gestures, tend to speak a bit louder, and have more presence.  Slow paced customers are more reserved, quiet, and speak a bit slower.  They seem to be more thoughtful and sometimes pensive and a bit stand-offish at first. 

To make the prospective customer feel comfortable, match their pace.  If they are direct and fast, you need to be direct and fast.  If they are friendly and excited, you need to show some excitement and animation.  If they are a bit shy and quiet, then you need to slow down, speak a little quieter, pause between sentences and be patient when waiting for a reply. 

Next, note if they are more task-focused or people-focused.  A fast-paced, task-focused customer will be short, to the point, and very results driven.  These people want to be in control, and generally make a fast decision and want an answer now.  You need to be ready to serve them and provide an offer quickly.  Once you demonstrate value, they are ready to decide and move forward.

A fast-paced, people-focused customer will want you to be social.  You need to give them some extra personal attention.  They want to know that you appreciate them.  They will judge you by your friendliness and ability to socialize.  They enjoy buying from people they enjoy.  To connect with a fast-paced, people-focused customer, you need to show some energy and inflection in your voice, and be ready to have some fun!  They also will generally buy faster, but only after they decide they like you.

A slow-paced, task-focused person will feel comfortable when they get lots of detailed information and all of their specific questions answered.  The want to see and analyze organized information on the products and services that will meet specific needs.  They will buy once the purchase makes logical sense and can meet all of their requirements and expectations.  You need to be prepared to provide this customer with logical, reasonable information.

Finally, a slow-paced, people-focused person will feel comfortable when they are secure and stable.  They generally don’t make quick decisions, and like to think about their decisions.  They care about how other people will respond to their opinions and decisions, and will follow your lead if you are sensitive and listen well, understand them, and don’t put on any pressure. Statistically, roughly 65% of people fall into this category, so it is the best approach to begin with cold, then adapt from there if necessary.

Once you have determined your customer’s behavioral characteristics, you can pace yourself accordingly and make them feel comfortable.  You basically adjust your demeanor, behavior, tone of voice, actions, and presence to match them.  People are comfortable with people like themselves who take a genuine interest in them.

Next week, we will learn how to create the best questions designed to understand the customer’s needs and wants.