Your ability to communicate effectively greatly determines your degree of success in influencing, persuading and gaining agreement. It is critical to building a trusting and valuable relationship. Most people experience few problems communicating effectively with people whose style matches their own. But not everyone communicates in your style. Therefore, when you learn to recognize different communication styles and have the flexibility of varying your own style enough to adapt to others who may communicate differently than you, you greatly increase your chances of achieving successful results.
    Here are some characteristics of four buyer styles and tips for selling to each:

    When communicating with an individual who is strong-willed, independent, decisive, and likes to win, don’t waste their time.

• Be clear, specific, brief and to the point.
• Stick to business; they’ll let you know if they want to chat.
• Prepare your presentation for efficiency, omitting minor details.
• Give direct answers; emphasize results and the bottom line.

    Factors that will hinder your sale are:

• Being indecisive or appearing disorganized.
• Not answering objections directly.
• Explaining too many details.
• Talking about things that are irrelevant to the issue at hand.

    When communicating with an individual who is friendly, enthusiastic, talkative and extremely outgoing, be friendly.

• Allow time for socializing; perhaps over lunch.
• Provide a friendly environment; let them talk for awhile.
• Don’t dwell on details, just hit the high points.
• Use their own words to direct the conversation back to business.

    Factors that will hinder your sale are:

• Controlling the conversation.
• Being impersonal, cold or abrupt.
• Allowing them to talk so much that you can’t bring the conversation back on track.
• Dwelling on facts and figures.

    When communicating with an individual who is patient, modest, steady and reliable, take it slow and easy:

• Earn their trust and friendship; visit about family and hobbies
• Use facts and figures. Make repeat visits. Make sure you answer all their questions.
• Ask “how?” questions to draw their opinions.
• Present your case gradually, in a non-threatening manner.

    Factors that will hinder your sale are:

• Rushing headlong into business.
• Being domineering or demanding.
• Hard selling or trying to close too fast.
• Bad mouthing a current supplier; they’re probably friends.

    When communicating with an individual who is conservative, neat, detailed, compliant, and somewhat non-talkative, be prepared:

• Stick to business. Slow down your pace and have plenty of data to back up your presentation.
• Find ways to minimize risk.
• Be accurate and realistic. Answer all of their questions.
• Don’t rush or waste time with small talk.

    Factors that will hinder your sale are:

• Being too casual, informal or loud.
• Being disorganized or messy.
• Giving shallow answers to questions.
• Engaging is small talk until you’ve developed a solid relationship.

    Understand that individuals generally tend to gravitate to one dominate communication style; particularly when they’re in a buyer mode. Each style has their strong points; each has their respective needs. By understanding the needs of each style and adapting and blending your style with your buyer’s style, you will gain a distinctive advantage and achieve greater results.

Bette Price CMC, is a Certified Management Consultant and author of True Leaders (Dearborn Trade Press). She writes, speaks and consults on marketing, management and leadership issues and may be reached at www.PriceGroupLeadership.com. Sign up for her True Leader Letter.