How to Read a Customer's Mind
Selling would be easy if you could actually read the customer's mind, eh? While that's not an entirely realistic expectation, there do exist conceptual models that let you "get into the head" of your customer. While those models can't tell you exactly what the customer is thinking, they can predict how the customer might react to a situation, which is the next best thing. IMHO, the most practical model of customer thought processes is...
...from the "sales psychologist" Ron Willingham, bestselling author of The Inner Game of Selling. He categorizes customers into four basic styles of behavior, based upon their tolerance to risk (recognition vs. security) and attitude towards work (goal-oriented vs. process-oriented). These four basic styles are:
- DOER (results oriented, needs recognition). Tends to make decisions quickly, prefers brief presentations, and resents time-wasters.
- TALKER (process oriented, needs recognition). Desires social approval and thus will avoid making a decision until everyone is happy.
- CONTROLLER (results oriented, needs security). Highly logical and analytical, and will generally look for what's wrong with any situation.
- SUPPORTER (process oriented, needs security). Seldom looks at the bottom line but instead is more concerned with getting a job done.
In order to "read the customer's mind", you watch and listen carefully for clues about styles of behavior when interacting with a customer contact.
A Doer, for example, will often wear flashy or distinctive clothing and is likely to communicate in short bursts. Similarly, a Supporter will tend to dress conservatively and use catchphrases like "the way things are done here" and "the powers that be."
Once you've determined the customer's primary style of behavior, it becomes easier to predict how they'll react to various situations that might come up in the sale cycle. For example, a Controller will probably surface objections quickly and frequently.
That information allows you to adapt your sales approach. For example, when selling to a Doer, speak quickly and get right to the point. By contrast, when selling to a Supporter take the time to explain, in detail, how what you're selling fits into the status-quo. With a controller, you play devil's advocate and let him argue against you, thereby selling himself on your product.
If you're going to use Willingham's conceptual model effectively, it helps if you're aware of your own natural style. If you have a technical background and tend to naturally fall into the Controller style, you'll need to take on more of an air of authority (become a "doer") when calling on a CEO, for instance.
Top sales professionals can not only intuitively sense the customer's style of behavior, but find the corresponding style in his or her own character that best matches the situation.
READERS: Do you have any other "conceptual models" that work for you? There are many of them out there, but I think Willingham's tops them all.