Inside the Mind of Your Buyers

No two customers are the same. To a small-business
owner, that truism means paying close attention to what
motivates people to buy. Customers approach buying
with their own agenda, says George W. Dudley, chairman
of the Behavioral Sciences Research Press, a Dallas,
Texas-based research and development firm focused on
sales productivity. For example, they could be shopping
for specific product features, hoping to build a long-term
relationship with the seller, or seeking a strong
commitment to reliable service.
That means you should tailor your sales technique
based on the primary reason your customer wants to
buy. "We have our preferred selling style and it's one we
have built up with layers over time," says Jeff Tanner,
professor of sales and marketing at the Hankamer
School of Business at Baylor University. "I don't always
see entrepreneurs trying to understand the need from
the buyer's perspective."
Here are six ways to close a sale by focusing on what
motivates your potential customers to buy.
1. If the buyer is detail-oriented, then showcase the
features of your product. Sometimes a customer just
wants the facts and might be turned off if you ask lots
of questions about his needs rather than give him
information, Dudley says. These buyers will be well
informed, having researched your offerings and those of
your competitors. So pay attention to cues. If the
customer's office walls are covered with data charts or
he asks for quantifiable results, chances are he's most
interested in the details of your product or service rather
than the relationship he'll have with you.
Related: How to Kick-Start Your Sales Skills
Carrie Chitsey
Photo Courtesy of 3Seventy Inc.
2. If the buyer doesn't know what he needs, then be an
advisor first. Some customers don't know exactly what
they're looking for. That's what Carrie Chitsey learned
not long after she started 3seventy , an Austin Texas-
based mobile customer-relationship management
company in 2008. Initially, Chitsey concentrated on
selling the technology her company offered, but eight
months into running the business, she realized her
customers often didn't know what they needed. Such
potential buyers require more guidance, particularly with
technologies and other products they're not well versed
in, Dudley says. Now, instead of focusing on a particular
product, Chitsey's company advises customers and
develops service platforms for them. "We were purely
selling technology, and we changed it to more of a needs
analysis," Chitsey says.
3. If the buyer is fixated on the relationship, then make
a personal connection early. Some customers care
about more than the current sale. What matters most is
the long-term connection you establish. That's great for
future business, but it means you'll need strong
interpersonal skills and plenty of time to get to know one
another before closing the sale. "They will be looking for
ways that you show you care," Dudley says. To
demonstrate your willingness to devote time to a
customer, you need to meet face-to-face and get to know
them beyond simply their business needs. What are their
interests? What's their work-life balance like? Be curious
and attentive.
Related: How to Make a Personal Connection with
Customers
4. If the buyer looks for prestige, then tout your A-list
clients. Your reputation with other clients can make or
break some deals. When Jeff Pedowitz, president and
CEO of The Pedowitz Group , an Atlanta Ga.-based
marketing agency, began offering his services to larger
companies, he realized how important his standing with
well-known, reputable clients would be in generating new
business. Mentioning previous clients like Google and
Intel could help him close deals. "If I'm talking to the
CMO of Dell, he is going to want to know we've worked
with other global technology companies," Pedowitz says.
"If we've only worked with mom-and-pops, my ability to
get that account would be greatly diminished."
Testimonials and referrals from A-list clients are also
valuable.
Related: Chris Brogan on Cultivating Visibility
Matrix Medical Billing Founder and CEO, Christian Burris
Photo courtesy of Matrix Marketing Team
5. If the buyer focuses on guarantees, then emphasize
stellar service. For some clients, it's all about the speed
and quality of service. If potential customers ask about
service or warranties upfront, chances are they're very
interested in what will happen after the sale. That's
when policies ensuring fast turnaround times become
especially important. When Christian Burris founded
Matrix Medical Billing in Mesa, Ariz., in 2007, he focused
on the cost savings his service could provide. But six
months later, he noticed customers often cared most
about fast turnaround time. "As I continued to work with
different clients, I found what was important was their
ability to get a hold of us," he says. As a result, Burris
developed a policy that ensured customers would
receive a response within two hours of making a
request.
6. If the buyer gets antsy, then go for the close. Watch
your customers' signals to see if they want fast action. If
you notice impatience when you ask questions, it may
be time to cut to the chase. Closing a sale quickly is
especially appealing to buyers of certain types of
products and services. When dealing with financial
services or insurance, for example, some customers may
be interested in finishing the transaction quickly, Dudley
says. Taking too long to complete the sale, he adds,
might send the signal that you're not confident and are
wasting their time.