Perhaps you have heard of the business growth equation (otherwise known as the 5 ways to increase the profitability of your business).
As part of that equation, there are two areas that (I find) most business professionals overlook and, as a result, end up costing themselves big money (no matter whether they’re in the online or offline space).
Let’s take a look at what they are. …
Picture this …
One summer Sunday afternoon, four guys in their thirties were relaxing with a few beers watching the cricket at the local pub. They were having a great time “downing scooners”, yelling out their own play-by-play commentary of the televised proceedings.
When the cricket match stopped for lunch, two beautiful, blonde, promotions girls walked into the bar. They walked up to the guys and the most scantily clad of the two leant over them and said, “Hi fellas. Having a great time?”, with a big smile and a flirtatious look. “Would any of you like to buy a can of the new X brand Bourbon?”
In an earlier article we spoke about the importance of adapting your sales approach or your copywriting approach to suit different personality types. I also spoke about how the DiSC profiling system is a valuable tool in helping you do that.
In this article I’ll address the “C” or “Conscientious” type of person and give you tips on how to communicate with them in a language and using a style that fits them best.
In DiSC profiling, The “C” Type personality, or the “conscientiousness” type, is interested in details. They prefer to get as much information as possible from you as a sales person and will have no problem with listening to you going through every little detail of what it is you have to offer, before making their ultimate decision.
This type of person is concerned with the facts — the “right” way of doing things, in order and precisely.
They are quieter types who are more thoughtful than talkative and they may have a tendency to become silent, thinking things through in their heads. Whilst formal, they are incredibly polite people who are often quite expressionless and don’t tend to let off any clues about what they are feeling.
When selling to the “C” style person, be sure not to confuse them with excessive talking and too much focus on the social aspect of selling. They are mainly concerned by the facts, success and value of your product and/or service. They will become disinterested if you settle for telling them things of no true relevance.
In your copywriting and face to face communication be sure to concentrate on the “why”: why the customer would want to invest in your product, why it will be beneficial to them and why distract them with excessive conversation.
Evidence is key. Provide documentation and information to back up your claims.
Here are some copywriting tips that will help you effectively communicate with a C type person:
- Use intellectual, auditory digital words – like contemplate, think, analyse, consider.
- Use graphs, charts, statistics and research that proves your claims.
- Feature case studies and testimonials that have the full details and picture of the person providing the testimonial.
- Don’t over-exaggerate your claims. Stick with the facts.
- Don’t use a lot of fluff in your copy.
- Establishing trust is more important with this type of person than with other types so the style of copy you use and the tone of voice you use is important to consider as well.
- C types like structure so numerous subheadings in your copy, neatly aligned text is important and mentioning numbered steps on “this is what happens next” will help these people make a decision.
If you would like some help crafting compelling copy or developing sales presentation material that speaks in the language of your audience, just call our office on +617 5448 9465.
Whether you’re selling face to face or on paper, you’ll know that everybody is different. Different words appeal to different people. Different motivators appeal to different personality types.
Experienced salespeople will know that some potential customers react better to certain approaches than others, which is normal when you consider that no two human beings are exactly the same in their nature.
Just as it is with any human interaction, you wouldn’t act the same way with all of your friends, some are there for laughs and some you’re more serious with.
The same goes for copywriting.
Of course, the challenge with copywriting is that in many cases you don’t know the behavioural style of the person you’re writing to. Having said that, if you’re targeting your marketing pieces towards salespeople, accountants or people in a specific job role, you’ll find that people in certain professions are more often than not have a similar behavioural style.
There are four things to consider when identifying the type of customer that you are dealing with:
- How the customer would like you to act when selling to them.
- How they would like to see information presented.
- The amount of information offered.
- How the customer makes their purchase decision.
By looking into these points, you can adapt your techniques to really relate to your customers and make more sales through customer interaction.
By using altering your techniques to each individual, you avoid the error that average salespeople and average copywriters make. They sell or write in the same way to every potential customer.
Instead, identify your customer’s buying behaviour – what they’re looking for and what will persuade them into purchasing your goods.
Understand what makes them tick, do they look like the sort of person who wants a jovial, witty salesperson, or somebody who wants it straight to the point and serious?
The final step is to familiarize yourself with one or more personality profiling systems such as DiSC. When you have a good understanding of the different profiles including their behaviours, their strengths and weaknesses, and how to best communicate with various people of various DiSC types, you’ll find that your copywriting success and your face-to-face sales success increases dramatically.
Using DiSC profiling as part of your sales and copywriting processes will help you on the path to increasing your sales. In future articles we’ll discuss the different DiSC profiling types and show you how to communicate with them in their language – whether it’s through a face-to-face sales process or through the copy you write.
If you are a service professional and you are new to the sales process, it can be difficult knowing where to start.You can end up wasting the time of both you and your potential clients, leading them to look elsewhere for better services.
To avoid this, use the following tips and hints and get the best out of what you do, earning you more profit and reeling in more custom.
Determine exactly what your client needs for change to occur, be that pain, fear or pleasure. Discover exactly what your client needs from you and what makes them tick, whilst discovering what makes them run a mile.
Put everything into a doctor’s perspective and work consistently with this in mind. Ignore the fact that, deep down, you are a sales person and that is what you are doing on the bottom line.
Doctors ask many questions and look for different symptoms before giving out a prescription, which is essentially what you need to do to be successful.
Always be sure not to be solely focused on securing the deal, be considerate and a good listening with your potential clients. If you are too obvious in needing the commission from the sale then the client will notice this and become less likely to cooperate with you due to a lack of mutual understanding.
3. Help first
Always remember that you are there to help them firstly, and then secure the deal if as a result of speaking with them, your services can help them get the results they are looking for.
When your client is providing their information, be sure to encourage them to completely disclose all information to you, so you can make the best decisions for them.
Be wary of people who do not wish to cooperate or agree with what you are suggesting to them, as these people may just want to compare what you have to offer to a company they have already decided upon. This means the meeting will be a waste of time for you that could be better spent securing a deal with someone that is actually interested in what you are offering.
Additionally, some company policies insist that you receive different quotes from 3 vendors.
4. Speak their language
Always remember NOT to treat others as you would like to be treated, the key is to determine the type of personality you are dealing with each client and adapt your stance on that basis.
Not every person is the same and, therefore, let this be incorporated into your work style. Some people are more interested in the social aspect of selling, preferring people who are approachable and chatty. However, others are more focused on results and information in sales. Make sure you know who’s who.
Finally, just use these approaches in your work as a consultative salesperson and you will see dramatic results in no time. From spotting those who aren’t genuinely looking for your services to listening to them properly, there are so many little things you can do to attract new clients and create better consultation services for you and your clients.