Reading Your Customers / Your Customers, Your Money

1. Reading Your Customers / Your Customers, Your Money C. Safley / R. Usry Department of Agricultural & Resource Economics NC State University January 2012

2. Reading Your Customers Three Methods 1. Neuro-Linguistic Programming (NLP) Visual – Auditory- Kinesthetic 2. Social Behavioral Style Assertiveness -Responsiveness 3. Maslow’s Hierarchy of Needs

3. Reading Your CustomersMethod 1Neuro-Linguistic Programming (NLP)Visual - Auditory- Kinesthetic

4. VISUAL Eyes straight ahead defocused Eyes Up & Left Eyes Up & Right

5. Characteristics of people who are VISUALS • Use 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 chest • Often tension in neck and shoulders • Voice tempo is faster • Often affected by color, shapes etc. • Seldom get lost

6. How to improve your selling to a VISUAL • “Show me and I’ll understand” and “A picture is worth a 1,000 words” • Charts • Graphs • Photos • Slides • Sketch • Diagram • Write things down • Notes throughout the sales call. • Important summary points • Final agreement, so the client can see it. • Send E-mail

7. AUDITORY Eyes Level & Left Eyes Down & Left Eyes Level & Right

8. Characteristics of people who are AUDITORIES • Have melodious voices • Proud of their voices and the way they sound • Talk to themselves (internal voice) • Difficulty making choices because of their internal voices • Often do not trust feelings • Breathe in the middle of their chest • Use phrases such as “That rings a bell” or “I hear you” • Love to listen to the radio and symphony • Musicians, radio announcers and ministers are auditory

9. How to improve your selling to an AUDITORY • Auditory methods: • Conversations • Discussions • Voice mail • Phone calls • Audio tapes • Q 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 attention • Change tone • Change volume • Change pitch

10. KINESTHETIC Eyes down & right

11. Characteristics of people who are KINESTHETICS • Breathe low in the abdomen • Have 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 back • Like to hug • Use phrases such as “It doesn’t feel right” or “I’m out of touch with it”

12. 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 clients • Match them: if they have their jacket off and tie loosen; you do the same. • Get them involved in the presentation • Encourage them to test the product, if feasible • Tell them about the impact of your product or service

13. Reading Your CustomersMethod 2Social Behavioral Style Assertiveness - Responsiveness

14. Characteristics of Assertive and Responsive People High Assertive Low Responsive Low Assertive High Responsive

15. RESPONSIVENESS Reacting and responding with emotion to people

16. Low Responsiveness Perceived Actions Recognition Tips • Task oriented • Disciplined • Non participative • Business-like • Objective, factual • Time conscious • Unemotional • Talks about tasks • Serious eyes • Few words • Serious face • Few gestures

17. High Responsiveness Perceived Actions Recognition Tips • People oriented • Not conscious of time • Easy going • Acts on impulse • Emotional • Friendly • Informal, casual • Talks about people • Talks about feelings • Verbose • Warm eyes • Expressive face • Smiles • Open gestures

18. ASSERTIVENESS Aggressive self-assurance and given to making bold assertions

19. Low Assertive Behavior Perceived Actions Recognition Tips • Cautious • Power avoiding • Ask more than tells • Deliberate actions • Not social aggressor • Slow to make decisions • Asks • Slow speech • Frequent pauses • Leans away • Non-aggressive gestures • Low frequency eye contact

20. High Assertive Behavior Perceived Actions Recognition Tips • Confident • Aggressive • Opinionated • Power oriented • Directive • Declarative • Risk taker • Quick to act • Tells • Rapid speech • No pauses • Leans forward • Aggressive gestures • High frequency eye contact

21. Characteristics of Assertive and Responsive People High Assertive Low Responsive Low Assertive High Responsive

22. Social Behavioral Styles Controls Emotions Driver/ Controller Analytical/ Perfectionist Asks Tells Amiable/ Supporter Expressive/ Promoter Displays Emotions

23. Driver/Controller How 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 time • Do not touch • Be efficient • Be quick • Get to the bottom line results • Say WHAT the product will do • Respect their space • Results count Specialty: Control of Behavior of Others

24. Fun Facts about Driver/Controllers Cars: silver & black Mercedes, BMW or Cadillac Animals: shark, lion, eagle • Western astrology: fire • P=powerful • S-self propelled • A-administrative • Geometric shape: triangle • Children’s literature: Rabbit • Charlie Brown character: Lucy

25. How to Sell to Driver/Controller-Type Buyers • Get to the bottom line fast • Stress benefit of your product/service to the buyer and their company • Display confidence and competence • Be sure of your facts and be firm • Hit quick and hard (impulse buyer)

26. Analytical/Perfectionist How 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

27. Fun Facts about Analytical/Perfectionists Cars: Volvo, Saab, beige color (toned down) Animals: owl, fox, beaver • Western astrology: earth • P-perfect • S-systematic • A-analytical • Geometric shape: square/rectangle • Children’s literature: Eeyore • Charlie Brown character: Linus

28. 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 buyer • Wants guarantee, an open back door, all bets hedged • Answer all questions carefully • Handle objections completely • Appear to logic, facts and benefits • They want quality, reliability, and a precedent for taking action • Keep them happy, they’ll buy again and again

29. Expressive/Promoter How to recognize: How to relate to: • Asks rather than tells • Alert • Quick • Funny • Dreamers • Confident • Creative • Fast-paced • Persuasive • Forward and positive • Compliment them • Talk about them • Tell who uses your product • Use colorful presentations • Be stimulating • Say WHO will profit • Appeal to the visual side Specialty: Managing Social Relationships

30. Fun Facts about Expressive/Promoters Cars: red sports car convertible Animals: chimp, otter, porpoise • Western astrology: air • P=popular • S-spirited • A-active • Geometric shape: Squiggle • Children’s literature: Tigger • Charlie Brown character: Snoopy

31. How to Sell to Expressive/Promoter-Type Buyers • Loves new, special, unique aspect • Excited by “different” things • Thrives on special attention • Talk about themselves and their life A LOT! • Will interrupt if you talk too much • Wants to be first to stock new line • Let them talk about self • Will often buy from oral presentation w/o written proposal

32. Amiable/Supporter How 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 them Specialty: Supports group process

33. Fun Facts about Amiable/Supporters Animals: puppy, kitten, koala bear Examples: Mother Teresa, Barbara Bush • Western astrology: water • P-peaceful • S-solid • A-amiable • Geometric shape: circle • Children’s literature: Pooh • Charlie Brown character: Charlie Brown

34. How to Sell to Amiable/Supporter-Type Buyers • Sell yourself first • Win them as a friend • Trying 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 takers • Expects you will take sincere interest in their well-being

35. Driver salesperson selling to: Closing strategies

36. Analytical salesperson selling to: Closing strategies

37. Expressive salesperson selling to: Closing strategies

38. Amiable salesperson selling to: Closing strategies

39. Reading Your CustomersMethod 3Maslow’s Hierarchy of NeedsPyramid

40. Maslow’s Hierarchy of Needs Three 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.

41. Maslow’s Hierarchy of Needs • Truth & Justice • Wisdom • Meaning Self Actualization Need for self actualization • Recognition   • Attention   • Social Status   • Accomplishment & Self-respect Need to know, to explore, to understand Self Esteem Need to achieve, to be recognized Social Needs • Family • Friendship Need to belong and love and be loved Security Needs • Personal security • Financial security • Health Need to be secure and safe, out of danger Physiol- ogical Needs Need to satisfy hunger, thirst, sleep, etc.

42. Reading Your Customers / Your Customers, Your Money Thank you for your attention!