Sales Workbook Lesson 1

8/8/2019 Sales Workbook Lesson 1

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sales monkeys selling is easy

sales workbook



© 2009 SalesMonkeys Inc.

17724 W. 63rd DriveGolden, CO 80403

866.966.1066

www.salesmonkeys.comALL RIGHTS RESERVED

No part of this book may be reproduced.



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People Buy From People Sales Workbook Lesson #1



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© 2009 SalesMonkeys Inc.

17724 W. 63rd DriveGolden, CO 80403

866.966.1066

www.salesmonkeys.comALL RIGHTS RESERVED

No part of this book may be reproduced.



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People Buy from People 4

The Four Personalities 5

The Dominant 6

Selling to the Dominant 7

The In uencer 8

Selling to the In uencer 9

The Steady Relator 10

Selling to the Steady Relator 11

The Cautious Thinker 12

Selling to the Cautious Thinker 13

Homework 14

table of contents



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People buy from people. People buy from people they like.People like people like themselves. It’s the fundamentalselling fact that most salespeople overlook. The averagesalesperson is so consumed with their product information,information about the company, and information aboutthemselves, that they throw up all over the customer.Who wants to be puked on? Not us. We have four childrenbetween the two of us and we still can’t stand it.

The basic fundamental bonding and rapport skills exist in all of us. For many of us, the reason we got into sales was because

someone said “Hey! You’re good with people,” or “You cantalk to anyone. You should be a salesperson.” Next thing youknow, we are in sales halfway to the moon in cold calls andsales projections and waking up in cold sweats, cursing everyperson who ever told us that we had the “gift of gab.”

Let’s face it, nobody decided to go into sales as a career. Inthe sixth grade when the teacher said, “Tell everyone whatyou want to be when you grow up,” what did you say? Didyou jump up and yell, “I want to be a salesperson.” I’m sure

you didn’t. If you did, you need to be smacked, becauseyou’re either a fool or a liar.

To most people the idea of bonding and rapport is aconcept that is rooted in their natural ability, an inherent“thing” they just cannot get rid of, or eventually acquire.Your people skills are part nature, part nurture. Dependingon the environment you were raised in, you may be shyor outgoing. You may be naturally funny or a little dull.However, you can learn to improve all of your people skills.You can learn ways to make people like and trust you. If youwere ever looking for a secret, here it is.

To be a great salesperson you need to become the trusted

advisor to the customer. You do not have to be the customer’sbest friend, just be more likable than your competition. If people like and trust, you they will be more likely to buy.

People Buy from People

Tim Smith, a sales person with Toilet Seats, Inc. is one of the most likableguys we have ever met.

He represents the consummate sales person and people repeatedly tellTim that he is a “people person” and he would be great in sales. That isusually what brings most people into sales in the rst place.

Although Tim was blessed with the gift to make friends naturally, itwasn’t until he learned how to use the four personalities that his salesreally took o .

Tim:



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Understanding why a customer does what they do iscritical to understanding them. Salespeople will often callthe client unreasonable, stupid, crazy, or a host of othernames. In reality, they are simply dealing with a personalitythat is di erent from their own. Customers will be morecomfortable dealing with people who are similar to them.It’s your job to gure out the customer’s behavioral styleand learn to adjust your style to meet the customer’s.

The faster you can match the behavior and communicationstyle of your customer, the faster you will build a relationshipand make a sale. In the words of the late David Sandler,“Sales is a Broadway play performed by a psychologist.”First, you need to use your skills to understand thecustomer’s communication style and then you need tomatch that style, even if it is di erent from your own.

There is no “best” personality style for a customer to have,as there is no “best” personality style for a salesperson tohave. The best salesperson is the one who understandsthemselves and the customer. Customers are motivated for

their reasons, not yours. You need to grasp what motivatesthe customer and what makes them act the way they do.If you understand the personality of your customer, youhave a better chance of understanding your customer’smotivation factors and making the sale.

A tremendous amount of clinical study has been done toboil down the behaviors into four categories. These primarycategories are the basis for understanding human behavior.There are many titles for these di erent categories, and youwill recognize them as you read. If you look closely at eachstyle, you will notice that people are often a combination of these styles. However, there always is a primary style thatwill appear most visibly in each person. First, determineyour own personality style and the personality styles of each of your customers.

The Four Personalities



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How do you identify a Dominant personality?A Dominant personality style is motivated by powerand control. They are compelled to lead the team,group, company, or whomever they choose to surroundthemselves with. The Dominant or high “D” is extremelyresults-motivated. The bottom line is most important, notthe process. They tend to be very direct. These customersnever sugarcoat anything--they tell you straight up howthey feel, and get in your face when it comes to the issues.

The Dominant expects much from his or her people and,therefore, they tend to burn through their people. ADominant might have the power and control, but they rarelygive more speci c instructions than to say, “Get it done.”The Dominant rarely gives out compliments or praise.

The Dominant or high “D” will also never accept a compliment.When you give this customer a sincere compliment, the “D”will simply brush it o and get back to business. Complimentsare more likely a waste of time and unnecessary.

The Dominant has the ability to detect u or salespersonB.S. A salesperson cannot ba e a Dominant with fast-talking and guesstimating. The Dominant will quickly catchany weak salesperson in a lie and crush them instantly.A Dominant loves con ict. As a matter of fact, they thrive

on it. This is the customer that must nd something toargue about or negotiate every deal they work on. Thiscould be the contract, the agreement, the payment terms,or the delivery date. It does not matter what topic; theysimply love to pick a good ght.

When they create a con ict, they rarely play good cop/badcop--they usually only play bad cop/worse cop.The Dominant will only let you know the negative resultfor screwing it up, rather than what reward you will get fordoing it right.

However, the Dominant has a strong ability to separate thebusiness from the personal. If you make a business mistake,the Dominant can realize it was just business and still willmaintain a personal relationship or friendship with you.

Most people will tend to see the Dominant in a negativeway. The nicknames or buzzwords usually associatedwith them are “control freak,” “pushy,” and “aggressive.” Apositive way to see the Dominant is as a leader, a driver and

a doer. Dominants tend to gravitate to the position of CEO,president or business owner. Only 18% of the populationcan be considered or labeled high Dominant personalities.

Dominant Personality

Our friend Tim from Toilet Seats, Inc. once sold to a Dominant CEO. While Tim was in theCEO’s o ce, he noticed a large-mouth bass mounted conspicuously on the wall.He then mentioned, “That sure is a nice sh on the wall, you must be a good sherman.”

The response he got from the CEO was direct and straightforward, “That’s nice but youhave ve minutes to show me what you have.”

Direct, straightforward and no u . That’s the Dominant!

Tim:



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How to Sell to the High “D”To sell a Dominant, you need to be direct and to the point. Donot get sidetracked on personal or social topics. Be con dentin what you are saying and delivering, and be brief.

A typical Dominant will only give you about half the time youthink you need so you must ask e ective questions.

Stick to business and the reason you are there, andstay focused. Make sure you explain the results to theDominant and know the process that can get you there.Also, use a logical approach and cover all the high pointsof your presentation.

Focus on what is new and unique about what you dobecause a Dominant loves to be the leader and the rstone to do something. When it comes to pricing, expecta negotiation; so price accordingly. A Dominant will lovecon ict, so make sure you have some room in your pricingto let them win a little of the negotiation.

The Dominant’s favorite person is someone like himself orherself. When you recognize a Dominant personality, youmust display the same traits they do. Be con dent, direct,and to the point. Do not waste their time. If a Dominantsees that you’re also a Dominant, they will respect you andlike you more quickly. With a Dominant, respect comes rstand “like” comes second.

If you fail to bond with the Dominant, they will steamroll youand take over the entire selling situation. If you successfullybuild the relationship, you will successfully make the sale.

List two Dominant customers______________________________________________________________________________________________

How do you know?Customer #1:___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Customer #2:____________________________________________________________________________________________________________________________________________________________________________________________

_______________________________________________

Selling to the Dominant

After Tim made the mistake of trying to pass on a compliment to the Dominantcustomer, he knew he needed to recover quickly.

After the customer told Tim,“You have ve minutes, show me what you have.” Tim knewhe had to be direct and to the point with the high Dominant.

His response was, “Look, I can sit here and tell you all about my toilet seats, but beforeI waste your time and mine, why don’t you tell me what you really want and we can getdown to business.”

The customer respected Tim instantly, and the relationship was established.

Tim:



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How do you identify an In uencer personality?The In uencer is motivated by fun and popularity. They arethe life of any party and usually the most popular person in thecompany. In uencers tend to be high-energy people. Theseare the customers that come into work rst, stay the latest,and practically bounce o the walls while there. They are thehardest-working people in the whole company.

However, In uencers tend to be inconsistent. One day theyare on top of the world, loving their business, happy witheverything you have done for them, and the next day theyare depressed, tired, and ready to throw in the towel.

In uencers tend to be labeled as natural-born salespeople.They can strike up a conversation with anyone, are highlyopinionated, and the center of attention wherever they go.They can never get enough compliments. As a customer,they will do back ips if you recognize their achievementsand accomplishments and give them praise. In return, theyare very generous with their praise. The high “I” tends to bea great coach because they can motivate anyone through

their positive feedback and mostly sunny disposition.

An easy way to spot an In uencer is to look for stories.The high “I” loves to tell stories. They have a “wait-until-you-hear-this” story for any topic you are talking about.Another glaring trait of an In uencer is, they are too trusting.They can’t help but put their faith in people and will trusteveryone to a fault.

Organization is not the strong point of an Influencer.Their desk is usually facing a window so they can be freeto look out and dream whenever they get bored.

The motto of an Influencer is “ready, fire, aim.” They areimpulsive. This is the customer who says, “yes” beforethey realize whether or not they need what you areselling. No planning, just actions. They tend to do thingstwice and will burn out easily.

Most people love to be around an In uencer. They areoften referred to as charismatic, fun-loving and exciting.However, they also can be seen as scatterbrained and

aky. A decent-sized 28% of the population can earn the

high “I” designation.

In uencer Personality

In a sales call to a large university, Tim was trying to close the deal for 300 toilet seats.When he sat down with the customer, he watched as his customer bounced o the wallsand changed topics nine times in ve minutes. The customer seemed unable to focus onthe business at hand.

Tim could see this was a disorganized, high energy, unfocused person. He knew rightaway he was dealing with an In uencer.

He could tell from the many stories that the customer was telling that this person hada history of doing things in a “ready, re, aim” fashion and it was going to be di cult tosell to this one.

Tim:



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How to sell to the high “I”To sell to a high “I” you need to allow enough time forsocializing in your meetings.

Plan your appointments for lunch, breakfast, dinner, a ballgame, gol ng, hiking, or whatever it is you nd social.

Always leave enough time. Nothing will bother an In uencermore than being rushed. Because they generally overlookdetails, you need to be the detail person in the relationship.

Remember, people buy from people they would like to belike, so bring things to the relationship that the In uencerwished they had: organization.

Put objectives, details, and deadlines in writing. Ask fortheir opinion and expect to get one from an In uencer.

Make sure you give plenty of recognition. People buy frompeople like themselves, so selling an In uencer means youneed to remember to be like them: fun, relaxed, excited,

interesting, and social. Just remember, you will need to bethe organized one.

List two In uencer customers______________________________________________________________________________________________


Customer #2:___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Selling to the In uencer

When Tim realized he was dealing with an In uencer, he knew right away he had to be just like his customer.

He quickly jumped out of his chair, started to pace the room with the customer andstarted to focus on talking with the customer on whatever the customer wanted to talkabout. Tim knew he had to build the relationship before he started to talk business. Justthe opposite from the Dominant.

After fteen minutes of this, Tim knew it was time to take the conversation back to

business. He sat down, cracked a smile, passed a nice compliment to his customer andthen said, “OK, let’s get down to having some real fun and get you set up with a crate of my new super-soft toilet seats.”

Tim:



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How do you identify a Steady Relater personality?The Steady Relater is motivated by peace and tranquility.They are the smooth, constant backbone of most of thecompanies in America.

Steady Relaters are process- and system-oriented. If thereis a manual to be read, these are the people who will readit and follow the instructions explicitly. The In uencer willsimply just charge forward with no plan and the Dominantwill explain how he will do it, but the Steady Relater willfollow the procedures.

Steady Relaters tend to be detail-oriented. They are neatand organized. If you go to an o ce of a high “S” you willsee everything organized, everything in its place, picturesof the family and kids on the wall, etc. Everything willscream stability!

Above all else, the Steady Relater hates conflict. Don’tmistake this characteristic with weakness. It justmeans they will not confront the issue directly. Rather

than complaining, they will be a customer who justdisappears when they feel they have been wronged bypoor service. Be assured they will tell all of their friends

about how badly they were treated. Passive-aggressiveresistance is the name of the game with a Steady Relater.If they dislike you, you will never see it coming.

Because they avoid con ict so much, the Steady Relateris often seen as a team player. They will go along withwhatever the group wants to do. If they disagree, they willtry to make their statement behind the scenes. These arethe people that when asked, “Where do you want to go tolunch?” they say, “I don’t care. Anywhere is ne with me.”And when the meal is done, they’ll lean over and tell aco-worker, “I knew right from the beginning that this placewould be a bad place to eat.”

At 40%, Steady Relaters make up the largest group of thefour personality styles. Most support roles, purchasingroles, administrative roles, and mid-level managers tendto be Steady Relaters.

Steady Relater Personality

Tim was in New Jersey on a sales call with Softrump.com, an online reseller of Tim’s products,when he met a Steady Relator. He knew instantly that he was dealing with a Steady Relatorwhen he walked into the customers o ce and saw the family pictures on the wall, the neat,organized o ce, and the customer dressed in bland, “ t-in-with-the-crowd” clothing.

As Tim started to explain how the reseller agreement would work, he could see thecustomer take out his note pad and start to write down each step of the process. It wasclear to him then that he had a process-driven Steady Relator on his hands, and he hadto adjust his personality style to sell to this customer.

Tim:



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How to sell to the high “S”To sell a Steady Relater you need to be patient.

Simply ask for their opinion and act in a very orderly, logicalfashion. Also, make sure you display your solution in aprocess that has a clear beginning, middle, and end.

Be careful to look for con ict. Ask to con rm that they arecomfortable with everything you are doing and saying.

It may take several tries to get the “S” comfortable withyou. Once they have opened up, it will be easier to builda relationship.

Be calm with your body language and tonality. Keep itsmooth, quiet, and simple.

Remember: people buy from people they like. A SteadyRelater is motivated by peace and tranquility, so makesure you give them that feeling about you. Give them thatfeeling and you will make the sale.

List two Steady Relater customers______________________________________________________________________________________________


Customer #2:___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Selling to the Steady Relater

Knowing he was dealing with a Steady Relator, Tim slowed down his presentation andtalked in a smooth, calming voice. He was careful to be patient with the customer and tofocus on the process of buying.

This instantly made the customer feel better and feel that he was working with someonewho was just like himself. In the end Tim closed the deal because the customer sawthat Tim was a Steady Relator as well, and the customer felt comfortable with him.Remember, people buy from people they like, and they like people like themselves.

Tim:



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How do you identify a Cautious Thinker personality?The most important driving factor for a Cautious Thinker isbeing right and perfect. These are the customers who mustbe absolutely certain of the decision at hand, and theywill think it over forever. They study, learn, re-study, andthen analyze before making a decision. A Cautious Thinkerwill read every line of the contract, talk to every previouscustomer, and then think some more before deciding whatto do. The decision must be right, and being right alwaystakes precedence over getting the decision made on time.

Typically, you will nd that people having this personalitystyle will be in the role of engineer, accountant, projectmanager or CFO. They tend to be very thrifty —not cheap,but very careful and analytical when it comes to spendingmoney. A cop carries a gun, a reman has his axe, and youmust carry a crowbar when dealing with Cautious Thinkers,because they can hold on to money like a dead man in afreezer.

Cautious Thinkers are driven by details, and there is no

ne print too ne for them. You can always tell when youare in a Cautious Thinker’s o ce because it is organized tothe letter. Everything has a place and a purpose. CautiousThinkers are information hounds. Once they have made a

decision, they are very stubborn about the slightest changebecause it does not t their “data.”

It takes a Cautious Thinker time to decide because theyneed to convince themselves that they have created thenext great algorithm that produced a decision so perfectthat it is next to impossible to change their mind. This isgood if they decide to do business with your company,because they’ll become an advocate for you and yourproducts. At this point, you have won the customer’srespect for being just like them.

Buzzwords make the Cautions Thinker feel secure. To landthe sale you should use the industry language to show yourtechnical competencies, and this will sound like music tothe ears of a Cautious Thinker. A Cautious Thinker will tendto be low-risk, and will stick with the “proven” path. Only14% of the population are Cautious thinkers, and when youcan build a relationship with them, you can make the sale.

Cautious Thinker Personality

The toughest people for Tim Smith to sell to are the Cautious Thinkers. Since Tim isnaturally not a detailed person, he is fast to spot a Cautious Thinker because it is sodi erent from his natural behavior.

Tim was working with an engineering company trying to get a technical approval onhis new JPX1000 high-strength toilet seats when he realized he was working with aCautious Thinker.The customer was agonizing over the smallest details and asking Tim questions thatwere extremely analytical. Knowing that he had to get into the world of his customerTim quickly changed how he was presenting to her.

Tim:



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How to Sell to the High “C”To sell to a Cautious Thinker effectively, you need to s tickto the facts.

You should be very clear and precise with your informationand make sure you have the details ready and in hand. Priorto meeting with a high “C” you should make sure you havedone your research and know you are right on target.

You need to stick to business and always listen to whatthe Cautious Thinker has to say. Let them know you arelistening to what they say—not simply by nodding, but byrepeating some things they say.

Remember, the Caution Thinker, is right and perfect andlooking for a person who, like them, is right and perfect. Beright and perfect and you will make the sale

List two Cautious Thinker customers______________________________________________________________________________________________


Customer #2:___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Selling to the Cautious Thinker

When Tim saw that he was dealing with a Cautious Thinker, he immediately stuck to the

facts and became very detailed.He discussed the density, the strength, the chemical makeup, and the testingprocedures that were used to design the JPX1000.

Tim threw in the buzz words necessary to show he knew the industry and then presentedthe technical proof of the research and development that was done on the product.

In the end, the customer knew that Tim was just as detailed as she was and that Tim wasfocused on right and perfect. The relationship was built and the sale was made.

Tim:



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Goal:In order to master the lesson it is important that you do some ongoing work and practice. We call it homework.

Homework Assignment:- Over the next week, spend time analyzing your customers’ personality styles and make notes in this workbook about

what those personalities are and how you determined them.- Review this with your sales manager and discuss what you found.- Have fun and learn to change your delivery for di erent personality styles.- Remember that people buy from people. Become the person that your customer wants to buy from and you will

make more sales.

Homework

Sales Workbook Lesson 1

Documents

Transcript of Sales Workbook Lesson 1