Sales Training: Selling to Sensates
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One of the confounding things when trying to recognise someone’s preferences is that the behaviour you see is different to the preference which is hidden. You may observe behavioural characteristics that do not reflect preference but rather they are the result of learned behaviour or upbringing.
When the signals are mixed, then don’t worry too much about adapting your style in the sales process. However, make sure that there is something in what you do for all preferences - eg: some facts for those with Sensing preferences, some off-the-wall ideas for those with preference for intuition. By offering them a smorgasbord of contributions in the process, you allow them to pick and choose the ones that appeal to them.
The types of characteristics that indicate preferences for Sensation include:
- prefers dealing with concrete facts
- likes information to be presented in the form of details
- focuses on the present and enjoys things as they are
- takes a practical approach to life, trusting experience
- proceeds in a sequential or step-by-step fashion
- is a realist - at extreme with his/her feet stuck on the ground
- tends to use things for the purpose they were intended
- sets goals that are specific about what is to be achieved
- prefers tried and trusted solutions
To build rapport and exert greater influence in the sales process, you should try:
- Focus on concrete facts
- Discuss the steps involved in the correct sequence
- Emphasise immediate or short-term benefits
- Identify relevant experience or other successful applications
- State the next (Practical) step
- If you are outlining an idea, state when the details will be sorted out and who will do it
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