Over and over again in my career as a salesperson and sales manager, I’ve experienced what has separated the great from the mediocre.

It’s all about connection.

Connection Must Be Developed

Connection doesn’t magically happen by asking the right questions and getting the client to open up and discuss their goals, objectives and challenges.

Connection followed by trust must be developed.

The First Call Sets the Tone

Think about how you feel when you go on that first sales call. You may wonder, “What will this client be like? Will they be inquisitive, defensive, open and friendly, or protective?”

Likewise, the client is also saying to themselves, will this call be worth my time, will they be aggressive, talk too much, or ask me the typical vanilla questions I typically get.

Remember, 75% of first sales calls never get a second meeting.

Connection Comes Before the Sale

Real connection happens when you truly show interest in the client without talking about your products and services. At least for the first third of the sales call. You want to explore who the client is, what matters to them, what their aspirations are, and even something personal about them. You want to listen to key words to better understand their demeanor or personality style.

I believe the connection happens when the client sees you’re more interested in who they are and what matters to them, than making a sale. When they see that you truly care, that’s when they relax, open up and let you in.

Great salespeople gain more insight from clients than lesser skilled competition.

Understanding Personality Styles

Understanding personality styles is key to connection.

When it comes to personality styles, I believe there are three key points to look for. What is their style of communication – do they prefer to talk or ask questions – how do they make decisions, and what do they value. When you focus on these there’s a good chance you can identify their style which will help you connect.

My model is color-coded to easily remember the four styles and their characteristics.

Blue personality is the Relator. Trust is paramount. They are warm and friendly and like small talk to get to know you. They are big picture and creative. Their top priority is their people and their well-being.

The Gold personality is the Director. They need schedules and agendas, are bottom-line driven and more serious. They like to see the pros and the cons and the return on investment. They like to talk and be in control. Their priority is financial results.

The Green personality is the Detective. They are inquisitive and typically show little emotion. They are visionary and detail-oriented and look for facts and data. They like to ask tough questions and are slow in making decisions. Their priority is the most versatile solution and great technology.

The Orange personality is the Activator. They like to talk more than any other style. They enjoy small talk, are expressive and fast moving and can easily get bored. Since they are competitive, winning is the top priority and looking good within their organization. They too like to build solid relationships.

The Question That Changes Everything

To connect with the client, I always ask myself, “Who am I with?”

This takes the focus off of your agenda and helps you to identify who the client really is. It’s then that you want to give them what’s most valuable to them.

Here’s to great selling.

Stu