Customers have strong opinions about salespeople – what they like, what they don’t like, why they buy, why they don’t buy, etc. Among the strongest opinions customers have is how well the salesperson converses, including the obvious (do they know their product, do they articulate how the sale is going to benefit the buyer, etc.) and the not so obvious (do they alleviate the risks of the sale for the buyer, do they establish a personal connection with the buyer, etc.).
The good news is that customers will buy from salespeople they trust and who demonstrate a concern for the buyer’s point of view. Customers value the ability of a salesperson who listens. The bad news is that pushy, ill-informed salespeople often don’t realize when buyers don’t value them or their sales strategy. They don’t understand the art of adapting to every given situation and environment.
Additionally, salespeople (as you would naturally suspect) are comfortable selling to certain types of people. Conversely, they’re less likely to establish rapport with someone who is wired differently than themselves. Often times, they’re not sure how to behave with buyers they don’t naturally hit it off with. And it’s not surprising that a majority of buyers would rather talk with someone who shares their same mannerisms and value salespeople who develop a rapport versus those who do not.
That’s why it’s important to become a communication chameleon and adapt to your surroundings and speak the customer’s language in order to develop an emotional connection with the customer. Listen and learn about who your customer is before you begin your selling process. You don’t have to become someone you’re not, but you do have to become someone the customer can identify with. Again, listen and adapt your communication assets to fit the customer’s point of view. Once you’ve developed some rapport, begin to articulate your position – backed up with product knowledge and the ability to alleviate the risks all customers experience regardless of the cost or functionality of the product in question. A communications chameleon develops relationships, which is the quickest vehicle to business success.