For
Best Results: Fit the Questions to the Buyer
by Mary Jane
Mapes
"To sell John Brown what John Brown buys, you must learn to see through John
Brown's eyes," is a saying often heard by salespeople. Clearly, understanding the
viewpoint of the buyer is critical for sales success.
Just as there are different types of products, different types of people also exist, and
it pays to know the type of person with whom you are dealing. Are you working with a Doer,
a Talker, a Plodder or a Controller? Let's look at each type and consider the kinds of
questions that you will need to ask to discover "John Brown's" needs. We'll
begin with the Doer.
My four year old nephew Daniel was sitting in the backseat of the car being driven by my
brother Tom. In an attempt to keep my nephew engaged, Tom was making small talk. After a
few minutes of this, Daniel said, "Uncle Tom, I really hate chit chat!"
Daniel could be described as a "Doer" in-the-making. He's definitely the type
who is not interested in small talk or chit chat. He's the type who will want to be
respected for what he's accomplished; he probably won't much care whether you like him or
not. When he's old enough to buy, it would be wise for anyone attempting to sell Daniel
anything to get right to the point and not waste his time. Present the big picture, hit
the high points, lay out your recommendations and let him decide.
To establish rapport and identify the needs of Daniel-Doer, it is important to ask
questions that focus on results desired, how you can help accomplish even more, or what
you could do to help save resources, e.g. time, money.
Tom, on the other hand, is a "Talker" type. He likes chit chat. He likes people,
and wants them to like him. His greatest desire is to influence and please others. He
cares about the impact your product/service/idea will have on others.
To esbablish rapport and identify the needs of Tom-Talker, it would be important to take
time for small talk. Ask questions about who would be involved, what others like or how
others think and feel, how others will be affected by what you are suggesting, and how the
Talker personally feels about your offering. Get this type involved personally and you
will go a long way toward building "like." Tom-Talkers like to do business with
people they like and who like them.
Then there is the Patsy-Plodder type. Patsy likes things, including people, to be stable
and dependable. When you behave in a stable, dependable manner, Patsy-Plodder is
comfortable with you. She doesn't like to take risks; she prefers the status quo.
Therefore, to identify the needs of this type and move forward in the sales process, you
must ask questions that get at what would help them do their job better, what risks you
can help them avoid, what's worked for them in the past, and what they would need from you
to be comfortable with what you're offering. Because they like to be helpful, asking them
to help you probably wouldn't be a bad idea either.
Candy the Controller can be cool and aloof. Don't expect to read her body language because
she mostly puts her face in "park". To her, organization, efficiency, and a
smooth running operation is what's important. She, like the Doer, may not be interested in
chit chat. She prefers logic to emotion, and she likes to deal in facts and specifics and
documented evidence. To identify the needs of Candy-Controller, you will want to ask for
her opinion, focus on specific facts, find out how she'd like things done, and uncover the
kind of return on investment she expects.
"John Brown" does buy. But whether or not he will buy from YOU will depend on
you and how willing and able you are to zero in on what's important to him, and see
through his eyes.
©Copyright 1999-2006 Mary Jane Mapes All rights reserved.
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