Salespeople often don’t realize that they are pressuring the client to buy.

Why is that?

Most likely, because you assume that the way you want to communicate is also how the client prefers to communicate.

We automatically default on our own preferences – that’s our natural tendency.

From my 30+ years as a sales coach and trainer, I have found that one of the main reasons clients ignore cold calls is because they immediately assume the salesperson wants to sell you something. And a majority of the time, they are probably right.

Clients do not want to be sold. They want to be understood. And that starts with a genuine conversation and the reason you want to meet in the first place.

Look at my Four People Personality Styles and you’ll see that it’s color-coded. I have developed a grid on how to communicate with each style from your style’s perspective.

For example. If you are an Orange personality, your natural approach is to immediately focus on the business and gain the client’s commitment. That works for an Orange, but hardly ever for a Blue who mostly needs to have trust in you.

Each style has their own preferences on how they want to be approached. Communication is the foundation.

Let’s look at another example, this time about questions.

• Greens will ask many questions. If you don’t ask Greens questions about their issues and concerns, they will most likely not trust your competence in moving forward.
• Golds like to present, more of a one-way conversation.

Each personality style has different values.

• Oranges value performance and winning.
• Golds value the return on investment.

If you focus on value from your own perspective, there is a good chance you will miss what’s most important to the client.

The whole goal of connecting with the client using their personality style comes down to “alignment.” It’s easy to connect with others that have a similar Style. It’s connecting with those not like you that can have the greater impact. The reason is, you’ve gone out of your natural way to understand their perspective.

Clients expect salespeople to deliver what they desire. That desire is reflected in their personality style. To help you identify their style, there are three questions you can ask to gain their perspective.

1. When you consider investing in a new solution such as this one, what are your priorities?
   This will help you understand what they value.
2. What do you consider to be your top obstacles in solving this issue?
   This helps you understand their approach – are they methodical or left-brained, or emotional and relationship oriented, right brained.
3. How will you evaluate the different solutions?
   This helps you understand their style and their decision-making process.

Other people’s values, approach and decision making are critical characteristics when understanding personality styles.

And if you’re curious about your Personality Style, go to my website and take the brief assessment. Then share with family, friends, and clients. This depth of understanding creates more opportunities for connection and trust.

Here’s to great selling.

Stu