Selling to Behavioral Style:

High-S’s and high-C’s both have difficulty making decisions, especially if it’s about something they haven’t done before.  In either case, always make the decisions a simple “Yes or No.”  Never give them an alternative to choose from.  That will just make the decision more difficult for them.

Key points for selling to High-S’s:

Always remember the 3 most important things to the high-S: Relationship, Process, Safety.  Sell yourself and your help first.  Introduce them to your assistant.  Be sincere and use the word “we” at every opportunity.  You can have a relationship based on the fact that neither of you had any damage to your home in that big storm last weekend.  The high-S loves financial planning because it gives them a “process” to follow.  Also, it helps them avoid taking any more risk than they have to.  They hate risk.  The best question you can ask them is: What have you done in the past that really worked out well for you?  Then explain how you can do the same thing for them.  They like to do things they are familiar with and they are real uncomfortable with new things.  Always give them an opportunity to “think it over” before they decide.  This is the best way to ask for the order:  How about thinking this over for a couple days.  Could I call you Monday?

Remember:  They can’t make a decision until they have had time to get comfortable with it.

“Turn-offs” for High-S’s:

Don’t go too fast for them and do not try to rush the relationship.  They are very uncomfortable with loud, emotional sales presentations.  Don’t ignore their concerns or try to push them aside as being unimportant.  Never use the “hard sell.”  Never bad mouth the competition, they may be friends.

Key Points for selling to High-C’s:

Remember:  They can’t make a decision until they have done all the analysis.  So send them the information to analyze before you make the call.  They will still ask you some tough questions but at least they will be ready to make a decision for you.  Present your ideas in a non-threatening manner and do all you can to minimize risk.  Never ever use a “hard sell” or an “emotional sell,” give them a complete proposal and explain all the details.  Do not over-promise.  Your sales presentation must be consistent with the marketing materials you give them.  If they come to see you, try to have a neat and organized office.

“Turn-offs” for High-C’s:

Don’t get personal unless they invite you in.  If you don’t know their family, don’t ask about them.  Don’t ever pat them on the back or touch them in any way.  Don’t shake their hand unless they make the first move.  Try to keep 5 or 6 feet of separation for a good buffer zone.  Remember, they are filling up all that space with analysis.  They do not want to be sold on emotion, facts and data are the key selling points.  Don’t ever be shallow with answers to their questions.  They prefer you to get back to them later with the correct answer.  Don’t try to force eye-to-eye contact.  They may or may not look at you during the meeting but it doesn’t mean they aren’t paying attention to you.

HAVE YOURSELF A GREAT DAY!

Ron Keese