Know your customer’s buying psyche

If you can anticipate every objection your customer has on his buying decision…

If you have researched your competition market and found satisfactory solutions to all these objections…

Would it be reasonable to assume you will be able to make a 100% sale??

Selling is an art and the art lies in understanding how your customers like to buy. As a seller you might approach your customer geared with the precise answers to tackle any technical questions that is thrown at you. However, sometimes that is not enough to crack the code of the buyers mind.  Selling based only on logic rarely gets results. Selling should be based on the cerebral & emotional needs of customers.

A thorough homework is obviously necessary before confronting a client. Details about the market, attitude of the industry, requirements of a company, budget of your customer; proper information on these categories are simply essential before the sales meet happens.

Any sales engineer should pitch only after they thoroughly understand the business of the customer. He should show the worth by highlighting the additional value that his product comes with. But a successful sales person should also spend considerable amount of time to understand the behaviour, the mental state and the attitude of the customers behind the buying process and then pitch his total worth in sync with the customers' total buying state.

Buying and Selling Attitude

How would you understand this buying state of your customer?

One has to keenly observe the customer and the particular persistent manner in which the company representatives expresses themselves verbally and non-verbally across buying and usage. Thus, one needs to understand a customer's desires, fears, and motivations. Without this understanding, we can only guess as to why they do or don't do what they are doing. In other words, their behaviour is the gateway to understand whether they will buy from us or do not buy from us.

Every human mind works on the theory of 'Glass Half Full or Half Empty'. You need to understand if your customer is a person who is trying to see at all that the product has to offer that will help add value. Or, is he a person who is constantly trying to find out things that are missing in your offering.

The key is to see yourself as different customers see you.

 

See Yourself as customers see you

ANALYTICAL		DRIVER
Customer	You	Customer	You
Critical	Industrious	Domineering	Determined
Indecisive	Serious	Pushy	Single-minded
Moralistic	Orderly	Harsh	Thorough
Stuffy	Vigilant	Severe	Decisive
Exacting	Persistent	Blunt	Efficient
AMIABLE		EXPRESSIVE
Customer	You	Customer	You
Comforting	Agreeable	Manipulative	Talkative
Retiring	Dependable	Undisciplined	Dynamic
Awkward	Supportive	Hysterical	Personable
Dependent	Willing	Reactive	Enthusiastic
Ingratiating	Concerned	Excitable	Stimulating

 

(TK Ramesh, CEO, Micromatic Machine Tools Pvt Ltd)

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