Correctly reading your prospective buyer’s body language, hand signals, and vocal cues can make the difference between a successful pitch and one that falls flat. Buyer behaviors can be grouped into three categories: red, yellow, and green. Red behaviors indicate that your buyer is not open to you, yellow indicates that your buyer is somewhat open, and green means your buyer is open and willing to hear what you have to say.
Examples of red behaviors are severe crossed arms, bored expression, using negative words like “don’t” and “not” frequently, and only halfway listening. Yellow behaviors include relaxed crossed arms, blank expressions, and what appears to be a faked interest. Green behaviors are typically indicated by open gestures, smiles, and asking questions.
The goal of your sales process is to move your buyer into the green category by using green behaviors yourself. This, coupled with the following sales techniques, provides a simple method to positive sales experiences and successes.
1. Give fewer options: It’s hard for a buyer to make a decision with 20 products/services on the table. Make it simpler by grouping like items together into product or service categories.
2. Cater to their needs: Buyers like to know that you’ve done your homework and know what their needs are. Make your offer specific to your buyer and discuss how your products or services will benefit their particular business.
3. Being likable: People like buying from people they like; so smile and be genuine.
4. Connect emotionally: People like to think that they’re rational human beings, but really the decision-making part of the brain is nestled in with the emotional part of the brain, meaning that emotions influence our decisions greatly. Find a way to connect your experiences to theirs.
5. Create trust: Position yourself as the expert and show that you’re interested in your prospective buyer’s needs by asking him/her specific questions about their business.
6. Be open: Use open-palmed gestures and questions to project transparency and foster trust. Open-ended questions do not allow for just a “yes” or “no”, but instead create conversation that you can continue organically
What tips and techniques do you use to create an open and healthy selling atmosphere?