Are you losing sales and wondering why? It could be because you are selling the same way to everyone. Did you know that you could be missing as much as 75% of your sales by doing this? Yes, up to 75% of sales are lost at rapport building stage, because we fail to recognise the differing communication styles of our prospects.
Selling the same way to everyone is hurting you! Your Sales Process must firstly focus on your human to human interactions.
What is communication style?
People tend to trust and work well with those people who seem like themselves. The most effective way to achieve the commitment and participation of others is to “get into their world” and “blend” with their behavioural and communication style.Awareness of behavioural differences has an immediate impact on communication. You can also improve your written and oral communication dramatically.
How does it work?
As 93% of all communication is non-verbal, it is critical that you develop the skill of active listening. Listening with your ears and your eyes can enable you to adjust your delivery style with ease. If you mirror and match other people’s behavioural style, you will build Rapport more easily.
The three areas you focus on are
– Body language
– Tone of voice
– Pace (how quickly someone speaks)
You may not be aware of it, but you are continually analysing other people’s body language, tone and pace. It is subconscious, but it does mean you base your reaction to others on what you see.
Likewise, your prospects are watching your body language, listening to your tone of voice (which is everything on the phone), and analysing your pace. They can’t help themselves. And they have natural biases towards those who are similar to themselves.
If you are a natural extrovert, you may tend to conflict with natural introverts. Why?
Well, extroverts would typically have more animated body language, a stronger tone of voice, and talk more quickly.
Introverts tend to be your opposite in communication style. Less demonstrative, their tone of voice can be gentler (they are less direct), and they may speak more slowly.
It could cause tensions in a conversation. An appreciation of these natural conflicts helps you reduce or even eliminate tensions.
Also, your understanding of behaviours opens a door for you to see how others make decisions.
For example, the Extroverts behave in a very fast-paced non-analytical manner. They use their “gut” more in decision-making.
Introverts tend to make more considered judgments and take more time.
Analyse how you make decisions. Do you make decisions quickly? If so, that is fine, but do you also expect others to do so? If so, that can be a problem, for others.
Far too often sales deals break down because the seller unwittingly applies pressure (even if subliminal) to the buyer. It can work against you because it results in the very opposite reaction needed. Pushback.
If you make decisions slowly, likewise you may not be reactive enough for those who want speed and urgency. You may want to perfect your proposal. They may want you to send a two-line email.
An awareness of your “typical” style can result in some minor adjustments in your approach. Small changes can have significant impacts.
Awareness of communication style can enable you to “mirror and match” better with sales prospects and clients. By listening with your eyes and ears, you can observe body language, the tone of voice and pace. Your observations give you feedback on potential adjustments in your communication style. People feel more comfortable around others who communicate as they do. You get into their world by making some adjustments.
Ronan is the “Sales Infrastructure Guy”.
Helping high growth tech companies build world-class sales systems and processes that scale.
Call me on +353(86) 7732201
Ronan Kilroy | Insthinktive Sales Leadership Ltd. | Blanchardstown, | Dublin 15, | Office 01 8220523
More Sales, More Consistently, In Less Time