Sales organisations continue to focus too highly on product features and benefits rather than how their salespeople engage and adapt with the customer, according to sales training and coaching specialists, Seller Performance.
Mark Erskine, founder-owner of Seller Performance, says behavioural and psychometric profiling is more usually recognised as a valuable tool for recruitment and development but it can also enable your sales teams to approach each pitch with confident self-awareness, adapt to differing client profiles, establish lasting conversations, raise conversion rates and win more business. He said:
“For some 35 years, marketing scholars have been writing about optimal sales encounters as adaptive and personally dynamic. The basic concept is that there is no best way to sell, so a good salesperson will be adaptive enough to select and implement a sales strategy based upon the characteristics of the prospective customer.
“There are four core behavioural styles or orientations – the way in which we all live and work. We are all a blend of these orientations, but typically have a preferred outlook on the world. The ‘golden rule’ of ‘Do unto others as you would have others do unto you’ is an important moral concept, but not an effective sales strategy because not everyone wants to be treated the same way. There should be a new golden rule: ‘Do unto others as they want to be done unto!’
Seller Performance are accredited providers of the world-renowned LIFO® system of behavioural testing and development, which focuses on how sales people naturally behave, and how to use their innate strengths to build better relationships and boost revenue growth. The LIFO® method has been used for over thirty years in over 30 countries and 18 different languages profiling over 9 million people. The surveys and support materials focus on resourcing, team and individual development utilising a set of six key strategies.
Mark added: “The tools are used to anticipate a customer’s orientation through observing and then classifying their profile thus minimising the risk of the wrong reaction as we adapt. Ongoing use of this technique with a prospect means the salesperson feels on their Anchorwavelength understands their perspective and anticipates their needs. By equipping salespeople with adaptive selling skills, they can create stronger relationships more quickly with customers, and sell to those customers how they wish to be sold to.”
As a result of the dramatic growth in interest in adaptive selling, a three-year research project has now been set up at Oxford University to examine its potential role in sales and marketing – in particular, focusing on the neural processes underlying an individual’s buying choice.
“Too often sales leaders often overlook the one guaranteed USP that every sales organisation possesses – its people,” says Mark. “It’s high time we unlock and exploit the real power of psychometric and behavioural profiling to accelerate sales.”
National Sales Conference 2015 - Stand Number 7
Mark Erskine is a Fellow of the ISMM and director and owner of Seller Performance, which specialises in sales improvement based on psychometric and behavioural profiling.