If there was just one sales pitch to give to each prospect, life would be a whole lot easier.
However, everyone’s different when it comes to their needs, personalities, objections, and even the language they use. So, it makes sense that people should have different pitches for different buyers.
What’s the art behind selling to different people differently?
Here are three great starting points:
1. Do Some Online Stalking to Learn About Their Background
By online stalking, such as browsing a prospect’s social media profile or reading their blog, you’ll have a much better understanding of their communication style. This strategy will help you become smarter about the person’s interests, which can also help build a stronger rapport with them.
This research can also help you build a more personalized pitch based on where they’re located. People in different regions use various words and references to mean the same thing.
For example, depending on where they live, a carbonated drink is either a “pop,” “soda,” “tonic,” or “Coke.” Shoes can be referred to as “tennis shoes,” “sneakers,” “gym shoes,” or “Nikes.”
Tweak the wording in your pitch to identify with your prospect more, and they’ll feel more comfortable with you throughout the meeting.
2. Determine Their Attitude and Personality Type
This might be something you do through research prior to your pitch or on-the-spot, but identifying your prospect’s personality type will give you an idea of the direction your pitch should go in.
Do they seem like the type to want to get straight to the point? Or, are they more laid back and ready to take in all the information?
Keep paying attention to their facial expressions throughout your speech to see if they’re picking up what you’re laying down.
3. Respond Based on Their Behavior
Once you’ve gotten to know a little more about your prospect’s personality and behavior, determine how to most effectively communicate with them.
Some examples of behavior styles and responses include:
- Direct, Strong-Willed, and Ambitious: Be clear, specific, and to the point. This personality type is goal-oriented and result-driven, so it’s important to directly and quickly show how your product will set their company apart.
- Friendly and Enthusiastic: Create a warm environment, and refrain from drowning them in details, unless they ask for them. Give them a chance to respond to your pitch throughout and make it more of a conversation rather than you reading directly off your presentation.
- Predictable, Steady, and Relaxed: Present yourself softly, non-threateningly, and logically. Do your best to not make them feel pressured, and anticipate their needs and questions.
- Perfectionist and Conservative: Prepare your presentation in advance, stick to business, and don’t exaggerate. Provide as much information as possible, and be prepared for a longer selling process.
No two sales pitches will ever be the same, and being able to pick up on the different traits and behavior styles of each prospect is key to a successful pitch.
This article was originally published on Inc. It has been republished here with permission.
Photo of people meeting courtesy of Tom Merton/Getty Images.