Finding Your Sales Sweet Spot

Last time we looked at how to handle customers whose behavior falls on the left side of the Dimensional Model of Behavior® (see illustration) — the really tough customers.

This time, in the last of our series on Dimensional Selling, we'll focus on tips for building effective relationships with customers whose behavior falls on the right side of the model. They are usually a little easier to get along with, but they present some unique sales challenges.

Meet the Need for Belonging

Customers who display submissive-warm (Q3) behavior are motivated by strong social needs — they really want to be accepted. They tend to be overly friendly and talkative, agree quickly to suggestions and avoid conflict. To work best with these customers, keep these guidelines in mind:

• Stress benefits that provide acceptance and popularity. These customers want to be well-liked and accepted by their peers and managers.
• Tie your proof statements to their needs. For example, "This LTD plan is one of the most popular among the companies I work with. Employees in your industry really appreciate the high-value benefits it offers."

Sweet but Challenging

Q4 behavior is the most effective for building productive sales relationships. Customers whose behavior falls into this category tend to be results-oriented, analytical and candid. They keep an open mind and ask questions to understand new concepts. They can be your best customers — and most challenging.

• Emphasize something new, creative or innovative about the product or service you're offering.
• Be pragmatic. These customers are open to trying new things, but not just for novelty's sake; show them that the odds of success are in their favor.
• Know your stuff. These customers demand hard proof of what's in it for them. Without that, they won't buy.

If you want to learn more about these selling techniques, you can get the book Dimensional Selling, by Victor R. Buzzota, Ph.D. and Robert E. Lefton, Ph.D. at Amazon.com or most large bookstores.