SALES

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Selling any product or service can be difficult if you are not well knowledgeable in various areas, such as your product and services, business, industry, and psychology of sales. A “sale” to me has always been when two people meet and one transfers their excitement for a product or service to the other. The only way this will ever happen on a consistent basis is if you actually believe in the product and/or service, enjoy your job, and where you work.

Since enthusiasm spreads easily, your business will benefit greatly if you are enthusiastic about it. People are seeking products and services that help them enjoy life to its fullest. Whether you feel like it or not, make it a habit to smile when you meet someone. People often reflect one another, so if you smile at them, they are likely to return the favor. Get off to a good start every time because, as the saying goes and it is so true in sales, “you never get a second chance at a first impression”.

Your ability to lock up this new relationship will be based on your knowledge, excitement, and wonderful smile. There are numerous things you can learn about behavioral habits, spending patterns, psychology of selling, etc., however, excitement, expertise, knowledge in your product and service, and a smile will yield the most returns. We occasionally lose sight of the fact that often the simplest things in life yield the best outcomes. Therefore, the next time you welcome a customer, just be yourself and don’t try to sell anything; instead, just concentrate on sharing your excitement for your business, product and/or services, and the start of a sale will take place.

Not only is sales the oldest profession but it is also the most admirable profession, as well as the most important profession anyone can learn. Let me demonstrate my point. For instance, those jeepneys that are manufactured here in the Philippines, someone has to sell those to the drivers. When the sale has been made, the sale of that one jeepney will benefit the lives of thousands of Filipinos. I say thousands because first of all, to have that jeepney built, they had to acquire raw materials from somewhere. That includes the metal they’re going to need which they had to acquire from the steel industry, those people who then work in that industry had to get the steel, bend them, develop them, or whatever they had to do with them, in accordance to what building a jeepney requires. Hence, I am sure, hundreds of hands had worked on those pieces of steel and metal. Then, the steel had to be gathered for the framework of the jeepney.

Additionally, they’re also going to need tires for that jeepney, and those tires had to be manufactured which means those people in the tire manufacturing company had to work on that too. The mechanics who built the engine. The people from the glass company who did the glass. The people who put all of the materials together to assemble the jeepney. The people who did the upholstery, who put the materials together, who had to go out, and resource the material to bring it in. The ribbets, the knots, and the bolts that went into the jeepney had to be manufactured and put in place. If the upholstery is made from real leather, then you have the people who had to take care of those cows or animals up to the people who would do the leather tanning process. The people who fed those people who were building that jeepney during that time, like the people who worked in the canteens where they ate their meals. The paint companies who supplied the paint, the painters and decal people who applied the paint and decals. The jeepney drivers or tricycle drivers who earn a living driving those employees to and from work, as well as hundreds more who played a part in the materials and the construction of that jeepney all depend on that jeepney being sold to the public.

So my point is, everyone involved in building that jeepney, from raw materials to the finished product, will be compensated every time a sale has been made. They’ll get to receive their hourly or daily pay of course, but if the jeepneys aren’t sold, they’d be out of a job because nobody’s buying the jeepneys, which means nobody can afford to cover the payroll.

That being said, the job of the salesperson is incredibly important because without that person selling that product, all of those people involved with that product from beginning to end, from conception—that is, from the moment a jeepney is imagined until it rolls off the assembly line—all of them have an interest in that jeepney being sold. Therefore, it’s all on the salesperson’s lap to get that jeepney sold. And that goes with all products as well as services. Now, marketers play a big part in that role as well to maintain the brand’s visibility which will be discussed further in the Marketing Section. In conclusion, it’s extremely important to recognize the respectable position that comes with being a salesperson, the importance of the job, and the sheer volume of people who rely on you to do your job well. The more professional you are at doing your job, the more you’re going to be able to help our country, our Kabayans, as well as you and your family, and your career.

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Whether we like it or not, every day we are all selling something to someone—whether it’s convincing a child to do their homework, a spouse to go out to dinner, or ourselves to get out of bed. We are all salespeople, and developing the necessary skills is essential if we want to succeed. I advise making a list of the most typical objections you encounter each day and then writing numerous responses to each one. Shooting down concerns before they are raised will make it much easier to lock up relationships.

There are numerous strategies to avoid objections ahead of time. You are familiar with your industry, what you hear every day, and the excuses customers make for not making a commitment. All you need to do is take notes throughout each presentation, and a pattern will soon begin to form. This strategy may be used in any sales presentation, whether it’s to persuade your customers to buy a product(s) or service(s) or convince your kids to do their homework. You’ll notice that there are always a few objections that are the most commonly stated, and since you now know what they are, you can be ready for them.

When it comes to discussing money, a lot of customers will automatically say something like “It’s too expensive” as a reflex. Even though you have been emphasizing the benefits of your product and removing any potential financial barriers during the entire process it is still likely that the consumer will utilize it. The novice will respond to the question of cost right away by stating something like, “If you buy today, you’ll save X,” or “Let me ask my manager.” An expert, however, might inquire, “Too expensive relative to what?” A professional is usually aware that the “money” issue is really a reflex reaction.

A skilled salesperson will probe further to identify the real objection. The client may just be informing you that something else is more important to them right now and must come first on their list of priorities, so perhaps all you need to do is figure out a way to make it simpler for them to buy the product or service. Instead of lowering the price, find an innovative way to structure the payment schedule to make it more reasonable. To help the customer get started now and then upgrade later on when it is more affordable, restructure the financing or point them toward a different level of product or service.

When a prospect raises an objection, repeat it back to them to confirm that you understand what they are saying and that this is indeed their objection or their concern. This will allow you to respond to them specifically and keep the conversation on track.

The significance of listening cannot be emphasized enough. Many inexperienced salesmen make the mistake of attempting to guess or read the prospect’s thinking. I believe, and know that by simply asking questions, you can learn everything you need to know about a customer’s requirements and desires. When someone responds, don’t try to finish their ideas or sentences. That is not your job. Your job is to remain still and listen. You should anticipate being 90% wrong when attempting to read someone’s mind. You can lock up that relationship if you only ask the right questions and get the customer/prospect to answer those questions with as much detail as possible.

Instead of purchasing products and services, consumers purchase solutions to their problems. They buy to fulfill their emotional needs. If they are not purchasing due to emotional reasons, they may be purchasing to rationally resolve an issue. While logical purchases are based on dependability, reliability, and security, emotional purchases are things people enjoy and that make them feel great. Even though needs and wants don’t always go hand in hand, consumers still want to have their needs and wants met. People occasionally want things they don’t actually need. Both of these challenges should be handled by a professional salesperson, but with a stronger focus on the wants of the client. Remember that consumers buy for emotional reasons and then explain their purchases with logical explanations. You must therefore be aware of both.

Ask incisive questions, solve objections before they are raised, address the customer’s emotions, and logically address their wants and needs, and your business and career will thrive.

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Failure to engage with both current and potential customers will put you out of business faster than anything else. We all want to expand our consumer base; thus, we must acquire a new skill set.  Presentations succeed or fail for a variety of reasons which are far too many to cover in this lesson but the number one cause typically boils down to compatibility, that is, does the salesperson and the prospect get along? Individuals talk and act differently, yet there are patterns that people tend to follow and categories that individuals seem to fall into.

There are four social styles—the Director, the Socialist, the Relator, and the Analytical. Each social style has a preferred method of communication as well as a number of other shared behavioral traits with people who have the same social style. Social styles are important because individuals like to interact w ith like-minded individuals and do business with them.

Knowing each style and their preferred communication style will not only assist you secure more customer relationships but possessing this skill set can help you communicate better with your job, coworkers, spouse, children, and anybody else with whom you choose to establish a relationship.

In this lesson, I will address the importance of knowing these four styles, how they will help you succeed, and how you can quickly identify the different styles so you will have the ability to adapt your presentation on the go.

Identifying another individual’s social style might provide you with a wealth of knowledge about various aspects of that person’s life. People could get very comfortable with the way they conduct business. For instance, they develop a routine and a rhythm for their preferred way of conducting business, and if you disrupt that routine, it will feel as if you had ran your fingernails down a chalkboard. You should make every effort not to disrupt your customers’ routines and rhythms.  Your objective is to ensure that everything goes as smoothly as possible. If you can, try to join them in riding the waves by climbing up on the back of their surfboard. Allow the consumer to lead the discussion, then follow. Observe while posing thoughtful queries. In the beginning, let the customer choose the pace and flow of the conversation. You’ll steer clear of a lot of pushback this way. You may learn a little bit about their preferred communication style from this initial conversation.

People typically follow a pattern while talking, and you can spot this repetition in the words they use, their body language, their mannerisms, and other communicational cues. If you are observant, you’ll be able to see this in most conversations pretty fast—whether they take place in person, over the phone, or through emails. Start focusing on the keywords, phrasing, intensity, etc. after you’ve determined the pattern. Once you become aware of the patterns, begin to imitate them. Eventually, you will be able to adapt your communication style to suit the preferences of your audience.

You can determine your clients’ interpersonal interactions by learning to identify and adjust to the four social styles. If you, as a representative of your business, try to impose your social style on your prospect, it will only result in a bad representation of your products and will most certainly make both you and the prospect uncomfortable. This behavioral model is being offered to make both sides (you and the customer) more compatible, making it easier for both parties to get what they want out of the relationship.

The most versatile salesperson is the best salesperson. It makes no difference what your social style is; what matters is that you can distinguish different types of customers and adapt to their communication style; that is how you will become enormously successful. That being stated, you should begin by determining your own social style.

Customers vary in terms of personality, communication style, thought process, behavior, and decision-making approach. You must be able to identify each customer’s individual social style and address them in line with that style. You can increase your chances of getting the desired result by tailoring your approach to the customer’s preferred style. The more adaptable you are, the better your outcomes will be.

The presentation will flow effectively once you have tailored your style to the customer’s communication style. This skill, like any other, will take time to acquire, but it will offer larger returns because it is frequently the deal-breaker or deal-clincher.

Any business is a relationship business and the best approach to foster relationships is by knowing your consumers and how they prefer to interact. You will advance both your business and your career by learning the four social styles and adapting your style to that of your customers.

THE DIRECTOR

(Also known as the Driver)

The first rule of selling is to know your product and knowing your customer is the second rule of selling. An approach that is effective for one sort of individual might not be effective for another. One of the most important aspects of expanding your business is having a solid understanding of the social styles of your current and potential customers. Understanding the customer’s social style will provide you with an accurate idea of their preferred communication style, making it easier to establish rapport.

People with a Director social style are direct, active, forceful, strong-willed, impatient, and independent. They also have preferred means of communication for receiving information, which range from generic to specific.

Directors are also perceived to be:

• Strongly assertive.
• They make numerous choices every day and are completely at ease doing so.
• They like making decisions and rarely, if ever, feel under pressure to make them.
• They are not always accurate, nor are their judgments always excellent, but they are constantly making a decision, which implies that the business continues to move forward.
• They are the kind of individuals that are fiercely competitive and driven to succeed.
• They are goal-oriented, determined, and task-oriented individuals.
• They process things in large chunks.
• They use analogies and examples to comprehend information.
• They may have a tendency to be hostile, stern, and harsh.
• They typically make use of facts and data.
• They talk and move swiftly.
• They always go right to the point and they don’t back down from a challenge.
• They make direct eye contact at all times.
• Their body posture is typically tight, and they have control over their facial expressions.
• In stressful situations, drivers may become autocratic.
• They are not very tolerant of opinions, attitudes, or feelings.
• They frequently have a very serious demeanor.
• They are goal-oriented.

When dealing with customers that have Director personalities, always respect their time since it is incredibly precious to them. Don’t waste your or their time by engaging in irrelevant conversations; instead, be direct and to the point. Establish rapport fast, don’t be vague or ambiguous, always use logical and truthful information, express excitement, and recognize their point of view.

Directors, might be insensitive, indifferent, aggressive, arrogant, and condescending. Directors detest acknowledging mistakes. They find it difficult to express remorse. Directors understand that not everything in life, particularly in business, is as it appears, and as a result, they may not eagerly respond to all of your ideas and plans. Directors have a propensity to think they are usually right and the best, which inevitably results in their passing judgment on others. Additionally, some directors may come out as pompous and overbearing. In their mind, they feel they are merely attempting to assist. If you fit into this social style, you must be sensitive to your customers’ feelings and emotions, and you must comprehend and evaluate your customers’ ideas and recommendations before taking action.

According to my observations, there is a spectrum on which all four styles fall. The Director is at one end of the spectrum, while the Analytical is at the other. The Socialist and Relator fall somewhere in the middle of the spectrum. As a general rule, the higher you climb the corporate ladder, the broader the communication gets; that is, ideas, suggestions, and other types of communication are conveyed rapidly and to the point to allow for quick decision-making and rapid growth. Top executives must be able to absorb information in a broad context and process it quickly. The entire business and its employees rely on the company’s top executives to keep the business functioning and its employees employed. Every day, executives at that level must make multiple decisions, the great majority of which must be decided on the spot.

Accountants who follow the analytical social style, on the other hand, tend to desire knowledge in bite-size pieces until they have all of the facts as well as all of the details. This group takes its time processing information.

Because they are goal-driven, capable of making quick decisions, and never veer off course, many people think that the Director has the ideal management style for managing large businesses. That isn’t always the case though. All four styles are the best styles. Each social style has advantages and disadvantages. Learn each style, but above all, identify your own. Whether you work in sales or customer service, you’ll be able to give all of your customers the finest and most effective experience by learning about different social styles.

When people with opposite personalities don’t get along, it’s typically because of inflexibility rather than incompatibility. Understand your own social style and how it interacts or clashes with the other styles.

In order to be a good product advisor and grow your business, you must utilize your understanding of your customer and your product to tailor the content in your sales presentation and change it to adapt to the customer’s social style. Being versatile is just as significant as being unique.

When speaking face-to-face with a Director, adapt to their social style, and your business and career will thrive.

THE RELATOR

(Also known as the Amiable)

Selling is the act of informing and educating a customer about a product. Selling is a deed of goodwill. You do not DO this to your customer, rather, you go through the process WITH and FOR your customers. The success of relationships between customers and salespeople depends on the strength of the bond and quality of communication they have with one another.

A Relator is described as having a friendly, low-tension social style and a predisposition for staying away from risk and conflict.

Further characteristics of the Relator personality include:

• They are friendly with everyone.
• They are easygoing.
• They tend to go with the flow.
• Even if they are not quite content, they dislike change and would prefer to keep things as they are than take a chance.
• They are well-organized and diplomatic.
• They exhibit a high level of receptivity and a lack of assertiveness.
• They are reserved but clever.
• They hesitate to make independent decisions out of concern for upsetting others or making a mistake.
• They can be stubborn, at times.
• They place a high value on friendships, helping others, and personal relationships.
• They are slow in making decisions and taking action.
• They gather a lot of information and pay close attention to details in order to be liked.
• They are prepared to give up their own preferences in order to win others’ acceptance.
• They excel at one-on-one interactions.
• They avoid direct eye contact and lean back when being spoken to.
• They also exhibit a carefree attitude and a lively expression.
• They choose to work in teams rather than on their own whenever possible.
• They are slow to react.

The relators can, however, be obstinate and egocentric. Another weakness is their aversion to offense and disagreement. They place a high priority on building relationships before conducting business. They usually need more time to establish rapport. Relator social type customers only conduct business with those they regard as reliable. On the downside, Relators are the masters at putting things off. They frequently put off doing their work. They put off doing something or making a decision in order to avoid having to.

Sales are influenced by the attitude of the salesperson, not the attitude of the potential customer. By establishing lines of communication with your current or potential customers and developing a connection and sense of trust with them, you ought to be able to close a sale. The majority of potential consumers are more at ease when the salesperson is aware of their demands, thus the product advisor needs to have the correct mindset to provide both current and potential customers with superior service.

As I previously stated, our clients don’t purchase items, rather, they purchase solutions to their problems. And this happens particularly with Relators, you need to sell them a solution to their difficulties. Instead of trying to sell them something, help them understand how your products or services will be useful to them.  This is why periodically, I refer to salespeople on this website as “product advisors”. The term “salesperson” carries far too many negative associations.

The greatest way to align with Relators before a presentation is to get to know them personally first. Make them feel at ease and intrigued by piquing their curiosity, engage them in a compelling dialogue, and then determine what their wants and desires are. Describe to the Relator how and why your product will meet their demands.

A smart way to win a Relator’s trust and loyalty is by being agreeable and suggesting low-risk alternatives. Relators are approachable and not scary so dealing with them is direct and simple. However, you must still respect them and make their buying experience joyful. Make them feel welcome and share your thoughts with them to win their trust and loyalty.

When they perceive you as a friendly person, they will feel more at ease discussing their thoughts, feelings, ideas, desires, and needs with you. Being kind to all customers—especially those whose dominant social style is that of a Relator—is not only important; it is essential. Treating each and every one of your clients as a friend is a wise maxim. After all, your customers are the heart and soul of your company and the only reason it even exists.

Furthermore, being aware of the variations among social styles will help you gain insight into how your customers prefer to communicate, and being able to recognize someone’s social style will enable you to adapt, align, and offer them unmatched service that they are less likely to receive elsewhere.

An important first step in successfully expanding your business is to understand and recognize social types and how they differ from one another. Make sure that your communication and business practices with the consumer mirror whatever personality type that customer may have.

The best marketing tool a business can easily have is Relator relationships. They are incredibly sociable and enjoy exchanging stories with one another which means that if they have a positive experience at your company, they will tell their friends about it. The same goes when they have a terrible experience with you or with your business, their friends will surely know about it which means you will lose your customer and potential customers.

Simply put, you can expand your business and advance your career if you take a few cues from the Relator and treat everyone like a family member.

THE SOCIALIST

(Also known as the Expressive)

Customers vary in terms of their social preferences, actions, and modes of decision-making. Adaptive selling can impact how quickly your company expands. Being flexible can significantly affect how well customers feel about you and your company. Additionally, you’ll establish connections with your customers more rapidly if you simply adjust depending on their social styles. Many aspects of your life will benefit from having this skill set, but most importantly, it will make it simpler for you to cultivate relationships.

You can easily identify a Socialist’s behavioral style by their boldness, spontaneity, and sometimes, by their over-the-top enthusiasm.

Additional identifying characteristics of socialists include:

• They love being surrounded by people.
• They are very outgoing.
• They are prone to drama.
• They like being the center of attention.
• They don’t worry about being judged when they express their feelings to others.
• They are more focused on the needs of others than on the task at hand.
• They are not particularly interested in evidence and facts, preferring to rely on their intuition.
• They are direct, assertive, and ready to speak and act.
• They prefer direct eye contact.
• You can tell their emotions by just looking at their faces.
• They are often perceived as emotional individuals.
• They’re usually unpredictable.
• They often lack discipline.
• They tend to be dramatic.
• They are usually driven.
• They are known for being egotistical.
• Some have even been accused of being manipulative.

Of course, all socialists will not have all of these traits; this list is just a broad overview with some samples to paint the picture.

Socialist customers usually say things like:

• “Let’s do lunch.”
• “We can talk about it over drinks.”

The disadvantage of this social style is that people with it may not listen well and have a tendency to get easily sidetracked, which leads to inefficiency. People with a Socialist social style might either act impulsively or slowly when making decisions. Most often, they love talking things through so the best method to deal with them is to be patient and talk about all important features of the products and/or services without getting into too much detail. In addition, socialist customers are more likely to trust the advice of someone they’re close with when making a purchase of products and/or services. Be prepared to leverage your greatest testimonials while presenting these clients.

As they are known to be “impulsive buyers”, give them a moment to daydream before bringing them back to the business at hand. Socialists have a tendency to make rash decisions, so it’s important to understand their needs and wants as well as the language they like in order to make them feel comfortable making a purchase.  The finest relationship-oriented salespeople should prioritize strengthening their connections with their clients over all other facets of the sale.

Before presenting to a Socialist, summarize the key points and present them concisely and on point, as well as provide a broad overview in order to accommodate them. It is important to maintain adaptability and the ability to accommodate them accordingly.

When under duress or under a great deal of anxiety, people with this social style often become aggressive and tend to attack. You need to think of ways to make your presentation entertaining to Socialists. To aid them in understanding what is being said, you can also share your own experiences. Showcase the benefits that your products and/or services may provide for them. Make an emotional connection with them, and instead of treating them like a commercial partnership or just another customer, make it a goal to treat them like friends or actual individuals.

One of the most important qualities a salesperson must possess is being likable. When customers like you, there’s a high chance that they’re going to trust you and your products and/or services. Remember, your revenue comes from your customers’ money. Their issues support the context for your solutions. As I’ve always mentioned, “People like people who are like themselves.” In other words, people buy from people with whom they connect.

Just like with the other social styles, adjust your presentation accordingly if your customer is a Socialist. Always work to improve your relationship with them since without customers, your business would cease to exist. Understanding your prospects’ social preferences will help you better grasp their purchasing patterns and fundamental emotional demands. You must be able to modify your own social preferences to fit those of the target audience you are trying to persuade.

Versatility is one of the most crucial factors to take into account when selling to Socialists. It will increase the satisfaction and loyalty of your existing and future customers. Being versatile is having the understanding that people have a variety of styles and that each style has its own set of advantages. Once people understand their own style and the differences between styles, they can learn how to adapt different behaviors to make it easier to gather information about current and potential customers, satisfy their needs more effectively, and help reduce or eliminate tension during the sales process. As a owner, manager or supervisor, you should make sure that your staff members learn how to accommodate different social styles. When you do, the performance of your company will significantly and measurably improve.

THE ANALYTICAL

(Also known as The Analyst)

If you simply listen to your customers, they will reveal their social style to you. They are most likely Analytical if they provide you precise dates, specifics, or other thorough information. Analytics’ preferred communication style is data-driven and fact-oriented, thus it is essential that you speak with them in the language that they understand, not what you comprehend.

When people think of analytical individuals, they frequently picture bankers, accountants, and scientists. Compared to relators and socialists, they are less relationship-focused, preferring formal, structured interactions. Before making a decision, these individuals are extremely cautious and ask a lot of questions.

Analytics are renowned for being calm, logical, and occasionally even reticent. They could come out as aloof to others and refrain from speaking up until it is really essential. Additionally, they could focus on the details excessively, which irritates other people. They are quite adept at controlling their emotions, yet they lack aggressiveness.

Other characteristics of analytics are:

• They exude a serious, calculated demeanor.
• They maintain a clean and orderly workspace.
• They avoid conflict when under pressure.
• They avoid group work and prefer to work on their own.
• They feel at ease in roles requiring them to verify facts and numbers to make sure they are accurate.
• They are in favor of adhering to their standard operating procedures and established practices.
• They have a propensity for being unresponsive and too critical.
• They care more about tasks than about individuals.
• Their ability to work systematically makes them exceptional problem solvers.
• They refrain from making gestures or eye contact, and they commonly have blank expressions.

Analytics have a reputation for being negative, picky, and authoritarian. They tend to fail to see the forest for the trees because they are too preoccupied with the fine print, unable to perceive the larger picture, and failing to identify the true issue. They may be viewed as emotionally aloof at times, and they may avoid expressing emotions even when it is the appropriate thing to do.

You must provide Analytics with structured, straightforward responses if you want to work with them productively. Support their principles, methodology, and approach by using concrete statistics to demonstrate your perspective. To fulfill their demand for precision, you might need to explain things numerous times. Be methodical, precise, and logical; don’t challenge their expertise or viewpoint. Reduce risk factors by demonstrating outcomes and using warranties or guarantees. You must exercise patience with Analytics since they don’t enjoy being pressured into making choices. Give them time to make a choice. Customers with analytical social types should be treated with empathy, especially when they have complaints or having difficulty. When assisting an Analytical, most customer issues may be swiftly and readily handled by utilizing kind and sympathetic comments, showing care, and being courteous.

Keep an open mind about who your customers are. You may better understand your customer’s behavioral patterns, motivations, and skill set by being familiar with their social styles. Knowing your customers allows you to quickly determine their wants. When you fully comprehend your clients’ needs, you can quickly raise customer satisfaction levels. When customers are pleased with your products and/or services, they remain loyal to you and your business. Understanding your customers’ preferences, social preferences, and interests can help you to better customize the conversation. Being able to recognize these behavioral patterns can help you build connections with people quickly, which will benefit your brand. Knowing everything there is to know about your customers is something I cannot emphasize enough.

Every social style is distinct from the others; none is superior or inferior; each has its own set of advantages and disadvantages. Is Analytical your preferred communication style? Before attempting to analyze others’ styles, make sure you analyze your own. This step is critical if you want to succeed in your work and acquire the finest outcomes.

Versatility is an easy yet effective technique to obtain an advantage while interacting with customers. Adaptive selling may have a big beneficial influence on the prospective customer’s experience.

Build genuine ties with your customers. Relationships are critical to the success of your business. Most essential, your customer interactions must be authentic rather than transactional. Successful product advisors are never taken off guard, regardless of the personality type of the customer. Because professionals know their customers, they align with them.

Analytical is the simplest of the four social types to align with. They want specifics, information, figures, and guarantees. You have intimate knowledge of the company as an employee, it should be easy for you to provide the details.

The most important lesson to be learned from all of this is that we must start by understanding ourselves, then determine which social style and preferred communication style best suit your consumers, and then adapt your presentation to that particular style. You can better understand how to service your consumers if you are aware of the behavioral characteristics of each type.

To advance your business and your profession, be ready to present your product to an Analytical with all relevant facts, statistics, and data.

In this post, I used sales and customer relations as the focal point but knowing these social styles is a skill set that will be beneficial to you in all aspects of your life. This knowledge will help you understand your family and friends better. Knowing this material and applying it when applying for a job, a visa interview, as well as simple day-to-day person-to-person interactions with the strangers you meet will prove to be an invaluable tool to navigate most interpersonal relationships you will ever encounter.

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Do you think it will be easy to run your business without communication? We use communication every day and it is important in society, most importantly in a business setting. Hence, without communication, it would be impossible for us to live our life smoothly and peacefully. The same goes in business when you’re selling products and/or services, without excellent communication skills, your business will never grow. In this section, I am going to discuss the several types of communication we use every day.

VERBAL COMMUNICATION

Verbal communication is a common kind of exchange including spoken words and has always been a part of our daily life in the majority of situations, from personal to professional. We use it to convey our feelings, needs and wants. In a world where a strong statement can sometimes outperform action, it can also be used to build connections and correct mistakes. Thus, selling to the masses without employing any sort of verbal communication is impossible.

When utilized properly, verbal communication can be beneficial, but when used wrong, it can be harmful to your company. Just as essential as how you express yourself is the language you employ. Depending on how it is delivered, a single sentence can be conveyed and understood in a variety of different ways. Additionally, certain words could have other meanings. By using the wrong phrases, you may lose a crucial client or pass up an opportunity to acquire a new client.

Not everyone will always understand what you say in the exact way that you intended. Hence, it is your responsibility to make sure that they fully understand what you’re attempting to communicate to them. Define the terms you’ll be using for them, if necessary. Also, avoid defining every term as your presentation may become inadequate which in turn makes you sound condescending. To avoid that, be careful with your choice of words, make sure they are words your client can easily understand.

You can improve your verbal communication by developing the following skills:

1. Ask questions – You can learn more about your client’s needs by asking questions. Questions can help you grow your company by getting your client’s feedback. However, merely posing a query might not have the desired results. It is evident that the key to using questions as a powerful tool is asking the correct questions.
2. Probe – Follow-up questions are just as important. You will learn more about your clients’ preferences, desires, emotions, and needs allowing you to quickly build rapport and offer the greatest available solution that is tailored to your clients’ rational and psychological needs.
3. Paraphrase – One of the quickest ways to obtain an immediate solution is to paraphrase. By paraphrasing, clients will feel assured that they are being heard and understood. Speaking with and understanding your clients’ needs will generate a huge amount of positive feedback. This approach gives your clients the chance to clear up any misunderstandings and makes them feel heard.
4. Be transparent – A strong foundation in a relationship is built on transparency. Providing succinct and pertinent information can avoid excessive information or information overload. Also, you can improve your communication skills by implementing practices that promote clarity and transparency. Furthermore, being transparent builds trust with your clients, your management team, and yourself, which increases productivity.
5. Encourage divergent views – Each of us has a distinct point of view. However, dealing with conflicting perspectives is an essential aspect of everyone’s day-to-day life. A smart entrepreneur promotes diversity of opinion. Although your point of view is valuable and valid, it is limited by your personal experiences. No one can dispute this truth, and it holds true for everyone. As they say, “Two heads are better than one.” Cognitive diversity is a desirable quality of an entrepreneur in the field of professional sales. Examining various methods for resolving issues and completing tasks can keep a conversation active and provide you and your client with new ideas.
6. Summarize – By summarizing, you and your clients can review and validate the message to make sure that communication objectives were met. Always be direct to the point, and focus on what you’re really wanting to say to your client. Due to human fallibility, important information will easily be overlooked if you keep beating around the bush.

Verbal communication is probably the most preferred type of communication as it saves time. When you’re speaking directly to your clients, they will respond immediately. While you can also communicate with your clients online, speaking with a live person assures them that they are being understood and that you can identify and sympathize with their needs. Address clients’ issues as quickly as you can, as delaying or dismissing them will only make it more difficult for your business to grow.

There are always two ways to communicate. When your client is responding, it indicates that he/she is engaged in the conversation and is interested in what you’re trying to say. Your client should always feel comfortable in asking questions so make sure you look approachable. It is also easier and quicker to respond to your client’s queries during a verbal conversation. When your client asks questions, make sure that you are as willing to listen as you are to speak.

Being a good communicator, you will be able to get your clients to tell you what they really want and why they want it. On the other hand, if you are a bad communicator, no one will be willing to listen or be interested in your presentation. You will sound like you don’t know what you’re talking about which will then make your clients doubt your credibility and will not trust you to do business with them.

Make your conversation more enthusiastic and exciting. Vary your voice intonation and tone. Remember, how effectively you interact with your clients will influence how successful your business is. You must let your clients know that everything they are willing to share with you is significant.

NONVERBAL COMMUNICATION

This is the type of communication where you don’t need to use spoken words. You communicate through your gestures, tone of voice, expressions, body posture, etc. While your ability to communicate verbally is crucial in business, making sure your body language matches what you’re saying is just as important. Knowing how to read body language can help you a lot in determining what your clients truly desire, which then allows you to give them the proper service they need.

Your clients’ body language can provide you with sufficient information about them. This information will help you tailor your sales presentation to their needs and wants. People in general, rarely express exactly what is on their minds, thus, it is important to pay attention to their body language to get a better understanding of how to assist them with their concerns. To give you an example, you can easily know when your clients are interested or engaged through their facial expressions. Are they smiling or are they frowning? If you chose to have a career in professional sales, you should learn the meaning of all body language including, but not limited to, facial expressions.

It is also important to note that nonverbal communication varies from culture to culture. Various nonverbal cues may be viewed differently by others depending on their cultures. However, several facial expressions like anger, contempt, disgust, fear, happiness, sadness, and surprise are among those proven expressions that carry the same universal meaning in the entirety of the human race.

This is why I never liked selling anything over the phone because I cannot see the clients’ eyes or facial expressions. The person on the other line may “hear” your smile through the sound of your voice but that’s the extent of it.

Body language can be seen through every movement, gesture, emotion, and position. When an individual slumps over, when he/she sits up straight, and when he/she is looking at you directly in the eye, these are all body language. You can also tell whether someone is happy, sad, angry, irritated, interested, excited, withdrawn, or engaged through their body language. Therefore, it is your responsibility to recognize and understand the meaning of each of them.

Another key factor in understanding body language is that people mimic other people’s body language. For instance, if you’re in a room with someone sitting across from you, try to ask them questions and slightly nod your head “yes”. You’ll be surprised at how quickly the other person will start to nod “yes” in return. They simply reflected your gesture.

Another illustration is when you’re sitting with someone and then you sit up straight, look at them directly in the eyes and settle back in your chair. That someone across from you will do the exact same thing, they will sit up straight before reclining in their chairs.

Nonverbal cues can show that you’re paying attention to your clients and that they’re also paying attention to you. If you see that your client is paying attention, it only indicates that they are genuinely interested in the products and/or services you are describing and are determined to understand what your products and/or services are all about. Since nonverbal cues often indicate what someone is thinking, paying attention to nonverbal cues will undoubtedly help you become a better listener.

Additionally, you being an entrepreneur, should learn and understand your own nonverbal communication. Mastering and using your own nonverbal cues accordingly will increase your clients’ confidence and trust in you as it also demonstrates your sincerity. Ultimately, you’ll be able to further establish your relationship with your clients.

WRITTEN COMMUNICATION

Everything from emails, memos, reports, contracts, and dinner invitations are examples of written communication. Your main focus must be communication which will help you build stronger bonds with customers, partners, and the community. You could have the best among the best products and/or services in the world, but your business will fail if you don’t communicate well. It’s critical to recognize your writing abilities and make regular efforts to enhance them. Strong writing abilities make it easier to communicate effectively at a high level. And since written communication skills are indispensable, making progress in this area is worthwhile.

Here are some guidelines to help you become more proficient in written communication:

1. Read – Reading provides you with a lot of knowledge to enhance your skill set, therefore, make sure to spend some time reading as often as possible. Read everything and anything that interests you. Increase your vocabulary. Through reading, you will not only be able to improve your writing skills but also, you’ll have an idea on how professionals write.
2. Proofread – It is also important that you read through your messages, emails, or other documents before sending them out to the designated recipient. Always proofread to make sure your document is clear, and professionally written free of any kind of writing errors. Thoroughly reread and edit your work. Be aware of your grammar and punctuation as published content that is badly written, difficult to understand, and has many grammatical errors can negatively affect the perceptions of your prospective clients towards your business.
3. Exercise – Writing is a skill that, like anything else, requires practice to become great. There are no shortcuts to being a proficient writer. The secret to improving your writing and creating your unique style is to practice writing on a regular basis.
4. Know your audience – Prior to writing, you must decide who you are writing for. Who are the potential clients who will read your emails, blogs, contracts, or anything else you write? You can modify your writing to fulfill your readers’ needs when you are aware of who your target audience is.
5. Be clear and concise – Business writing needs to be direct, brief, and clear. Avoid using too many words if not necessary, as this will or may cause your clients to misinterpret your message.
6. Pay attention to the format – Something that wasn’t written in the proper order wouldn’t be something your clients want to read. In addition, using the right format will give your clients more time-saving and precise information.
7. Be professional – Even in writing, you must project professionalism. Convey your message in a formal manner no matter the circumstances. This will improve how your clients perceive your business.

Face-to-face communication is not always possible, but given how drastically our world has changed, the majority of us now rely exclusively on the internet to find information at our fingertips in a matter of seconds. Even the simplest written statement, if not presented effectively, can either improve or hurt your relationship with your clients. Good writing skills are one of your best bets for closing the deal or saving your bacon.

Writing effectively has a purpose, it improves your relationships with clients. As a result, you will generate more income in the long run. Thus, if you want to scale your business, learning how to write effectively should be something you should work on as well, you can never be too old, too young, or too busy to improve your writing skills.

Finally, start writing for your enjoyment. As I stated earlier about reading everything and anything, the same goes with writing. Take baby steps, start with writing some notes daily, start keeping a journal, or start with a short story, and when you begin to enjoy writing, write a book.

VISUAL COMMUNICATION

Visual communication is the use of visual tools to convey ideas, thoughts, aims, objectives, and other information. Using tools like signs, graphic art, drawings, web development, illustrations, ad campaigns, visual effects, and electronic resources, visual communication is a great approach to sharing ideas and suggestions with others.

Given the advanced technology nowadays, it is now easy to communicate our business initiatives through visual aids. Visual aids like charts, graphics, advertisements, and so on are extremely useful to engage your clients because all of the information needed is summarized eliminating the need to read texts. Therefore, this approach is more efficient and time-saving than writing.

One most common example of visual communication is the road signs. Through the use of these signs and symbols, it provides us with the important information we need when we’re on the road. These signs make communication simpler as it contains immediate information that doesn’t require writing and talking. Given the convenience it provides, signs and symbols are now becoming a universal standard for traffic control devices.

The usage of advertisements is another example of visual communication that has contributed to the success of most businesses. You can advertise in a variety of places, including social media, television, periodicals, and directories. Advertisement enables clients to be informed and aware of the launch of a new product or event. Customers use visual aids to help them decide which products and/or services to buy. With the aid of advertisements, a buyer gains a favorable perspective. Using visual aids like 3D tours and demonstrations is nearly as effective as physically seeing the products.

Humans are said to process images 60,000 times faster than words, and 90% of the information sent to the brain is visual. Most often, people prefer visual aids that anything else. Therefore, you should incorporate visual communication as one of the components of communication in your business. In addition to assisting you in acquiring clients, visual communication can also aid in customer service. The clearer the message is, the better. If you are able to convey your message through the use of visual aids, you’ve made some aspects of your customer service simpler. In addition to that, other people who don’t speak the same language as you can understand your message through the use of appropriate visual aids.

Also, visual communication requires knowing your target audience. Tailor your visual aids accordingly and strategically to keep your audience engaged. You must also make sure you know and understand what those are for to avoid you looking like you have not prepared for the presentation.

It can be challenging in today’s society to catch people’s attention. In other words, if you’re going to create a visual presentation, make sure it grabs the interest of your potential clients. Together with your team, create attractive displays that will help distribute your most important information. Business visual communication can have both benefits and drawbacks. In addition to failing to effectively communicate your message to potential clients, poorly created pictures or adverts run the risk of being misinterpreted, leading to failed communication. This demands maintaining a balance between education and information, which can be difficult at times. The intelligibility of your message can always be improved by using graphics and a nice color scheme, which will evoke the desired emotional response. Even though it takes a lot of effort to communicate through visual means, it will surely be worth it because it can pay you back significantly.

I’m not saying that visual communication is the best among the other types of communication as each communication style has its own advantages and disadvantages. However, I highly suggest visual communication should be incorporated into your already existing style of communication because it will significantly improve how your clients process the information you are giving them.

Using visual communication may also make it much simpler for you to understand abstract ideas. Using charts and graphs can help people understand things like your businesses’ mission statement and values. You should continuously work to learn new approaches to using visual communication in your business because learning anything that facilitates communication is worthwhile.

ACTIVE LISTENING

Active listening is just as important as effective speaking, your clients will have confidence in you and they will be loyal to you if they see you actively listening to them.

Effective workplace communication doesn’t have to be challenging, but it must be planned. Good listening abilities are necessary for active listening. All clients may or may not have rational, articulate, or well-organized thoughts and expressions. As an entrepreneur, you must put your client at ease, assist them in expressing what they want to say and assist them in determining their needs. It is highly possible for someone to have the idea in their head but are unable to put it into words. Because it is vital to listen in order to understand what your clients are attempting to convey, listening is one of the most effective communication techniques you have at your disposal.

Hearing and listening are two different processes. Our body naturally hears sound and most of the time, we don’t really pay attention to them. On the other hand, listening means you have to be able to hear and understand what the other person is trying to convey. While listening is about understanding the words being used, it also requires knowing why the question was asked in the first place. From professional to personal settings, active listening and being engaged in the conversation are the way foundations of relationships are built. It takes more than just speaking clearly and choosing the right words to communicate effectively. Being present in the conversation and actively listening are the first steps in everything.

Consumer relations are impacted by listening abilities, which depending on the situation may determine whether a consumer stays or leaves. The way you listen affects how you connect with your clients. As they share with you their concerns, pay attention and listen. Simply listening to your clients will provide you with a lot of invaluable free information.

“We have two ears and one mouth for a reason.” This essentially means that we can listen actively twice as much as we speak. An excellent approach to learning active listening is to be genuinely engaged with your client’s conversation with real interest. Make them aware that you appreciate and cherish their opinions by listening to them. You’ll be able to connect with your clients if you show a genuine interest in what they have to say.

The following are active listening tips you should start incorporating into your sales presentation to become a good communicator:

1. Keep your eyes open. Face your client and give them your whole attention to avoid being sidetracked by outside distractions.
2. Pay close attention to what your client is saying to show that you’re listening. Sit up straight, smile, and make sure your posture is friendly.
3. Nod your head in agreement when you respond appropriately to demonstrate that you understand, and use brief verbalizations like “Yes,” “Uh-huh,” and “I see” to encourage your client to continue.
4. Provide feedback. Ask your client open-ended questions to encourage them to give you more details, such as “How did you feel when that happened?” You will find more about your client’s logical and emotional needs the more time you let him/her talk about himself/herself.
5. Don’t interrupt. Wait for your client to finish talking before asking questions or before responding to them. Interrupting in opposition to what your client has said is not a good idea.
6. Keep asking questions. It will make you seem more interested. However, active listening doesn’t mean interrogation so limit your questions to relevant issues.
7. Probe deeper when possible. Keep in mind that everyone enjoys talking about themselves. Give the clients all the time they need to speak. The only way you can effectively advise someone is if you are aware of their needs. Actively listening to your clients is the only way to find out what they want.

Ineffective communication causes more errors to be made, client relationships to fall apart, and sales opportunities to be lost. In order to enhance the reputation of your business and your relationships with your clients, active listening abilities are necessary. Despite being a soft ability, it nonetheless forms a strong foundation for successfully boosting your sales.