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Have you ever tried introducing your idea to someone and for some reason they just didn't seem to get involved? Walt Disney tried to encourage his best friend Art Linkletter to buy the surrounding property around Disneyland. Linkletter didn't see the opportunity and passed by. Ironically, the Fujishige family saw the potential and bought fifty-six acres for $ 2,500. Decades later, they sold the land back to Disney Corporation for just under $ 100 million. How can one person see an opportunity when another is passing it on?
This is what the author Woody Woodward calls the 20/80 rule. His latest book “D.R.I.V.E. Sales focuses on the five different "buying personalities" it has identified. Each of us naturally speaks a language (20 percent) and inadvertently alienates the other 4 buying personalities (80 percent). Recognizing the different motivations of the customer you are addressing has a dramatic (or even exponential) impact on your sales success. When Walt pitched, he did not associate himself with the buying personality of Art.
Related: Is Your Personality Persistent? New research says "no"
I spoke to Woodward this week about his results. In short, the five buying personalities depend on what makes you feel most important. They are as follows:
- Director. You like to experience life and the meaning of life. They live from freedom, creativity, performance, overcoming and appearance.
- Relator. They thrive on relationships, influence, service, family, friends, parents, and spirituality.
- Intellectually. Her priorities are knowledge, learning, health, nature, moment, standards and organization.
- Validator. Her hot buttons are recognition, acceptance, praise, trust, respect, affirmation and necessity.
- Executive. Your tickets are profit, control, work, goals, security, delivery and problem solving.
Here is a simple exercise you can do right now. Simply rate the five personalities in the order in which they feel important. The result is your buyer personality profile. I had no idea what to expect – but when I went through the exercise the result was clear.
While in real life I would be a relator or an intellectual when it comes to making a sizeable purchase or investment, I act like a leader: I would look first and hardest at proof of return and way How the Decision is Made My life is the better, which would mean I would be the most responsive to third party reviews and testimonials (this is true). I would focus more on the big picture than the details of how this can be achieved. Others who fall into this model include Phil Knight, Steve Wynn, Ruth Bader Ginsberg (I'm honored), Serena Williams, and John D. Rockefeller.
Overall, my profile was named E.D.R.I.V. This is important in that every customer you present to have both primary and secondary buying motivations. As far as you can, it is important to understand these nuances as well.
There are countless examples of large ticket purchases that would have had amazing effects for both buyers and sellers but never happened. Why? In large part because the offer submitted did not meet the correct purchase criteria that they would have liked.
Related: Why You Should Embrace Your Competitive Personality
Steve Jobs offered his first boss, Nolan Bushnell, founder of Atari, a third of Apple for $ 50,000. Bushnell passed by. Chris DeWolfe, CEO of Myspace, was offered by Mark Zuckerberg to Facebook for $ 75 million, but he too passed. This problem of pitching to the wrong D.R.I.V.E. (Buying personalities) goes back centuries, writes Woodward in the book. The phone was offered to Western Union by inventor Alexander Graham Bell for $ 100,000. The offer was based on the statement "What use could this company get from an electric toy?" Despicably rejected.
The first step in making your pitch more attractive to your customer base is figuring out how the benefits of your product or service match the five buying personalities. Cell phones are probably one of the most widely used products. Every D.R.I.V.E. buys for another reason. A director benefits from being able to do business freely and independently anywhere. A relator wants to connect to family and friends at any time. An intellectual buys it in order to be more efficient and organized. A validator benefits from social media apps and the way they fuel their relationships, while a leader wants to be able to win and exceed their goals.
So, once you have identified the benefits of your product and the buying personalities for your prospect or customers, then you can accelerate your sales by showing that your product does not meet the requirements.
For example, in the book, Woodward recalls the challenge the Center for Science in the Public Interest (CSPI) faced in making the public aware of the relative safety (or danger) of 30 grams of saturated fat cinema popcorn for a medium-sized company Serve as shown in the “Made to Stick” book.
Looking at the buying personality of film customers ("It's a pleasure, it's part of my lifestyle and how I get along with my family"), the CSPI stepped back from the scientific explanation of the danger. Instead, they created an image that showed the average medium serving of popcorn had more artery-clogging fat than a breakfast of bacon and eggs, Big Mac and fries for lunch, and a steak dinner with ingredients combined. The story was an instant sensation, and not only did it grab the attention of buyers, but it also led to almost all of the country's largest theater chains announcing their move to a healthier oil.
Related topics: Customize your sales pitch to fit your customer's personality
If you get stuck in the sales process, switch to the strategy of PICKS, an acronym that stands for parables (stories surrounding the proposal), identify needs (specific to the recipient), calls to action (time-limited options for action). , Keep in touch (perseverance counts) and surprise them (follow up with an adorable offer they never expected).
Whether you are a seasoned salesperson or a beginner, these ideas can vastly improve your results. I will definitely heed them and I suggest that any current business owner consider them heavily as well.