In the world of business development, there are few skills more highly regarded than the ability to swiftly close a deal with a client. Believe it or not, this is not a skill you have to be born with. The most important part of closing a deal with the customer is to understand the personality of the customer. If you can analyze the personality of an individual, you can identify the forces that motivate that person. In congruency, gaining an understanding of the motives that drive someone gives you the ability to understand and fulfill their needs.
Generally, customer personalities are separated into five different stages or categories. The first stage is the easiest personality to influence and the fifth stage is the most difficult. Here is a brief description of each stage, the characteristics of that personality, and tips on understanding the needs of the consumers in the stage:
Stage 1: Child-like
This type of customer is naïve and trusting. They are going to be open to sales pitches and believe almost anything that they hear. They come into sales environments believing they will be receiving exactly the help that they need from sales representatives. In terms of client-representative relationship, they are looking for a relationship that resembles that of a parent and a child; they need assurance from the representative. Thus, the rep. must be willing to act with a sense of care and guidance. Gain the trust of a child-like client. Empathy is an emotion that these kinds of consumers tend to relate well with; try it as your closing tactic.
Stage 2: The Judgmental Authority Figure
This customer personality type is the second easiest to close a deal with. This personality type is generally suspicious of everyone. Having a pessimistic nature, they believe that everyone is basically a selfish person only interested in securing their needs; if they are trying to sell you something, they are probably deceiving you as well. Expect this type of personality to come into a meeting well researched. They will also come in with preconceived notions and will, most likely, be judging the entire situation based on their own standards. To get what you need from this type of personality, play a parent-child game with them. Let them believe that they are the controlling parent with a misbehaving child they are rearing under control. This will turn them from the controlling authority to the nurturing authority.
Stage 3: The Argumentative Barterer
In the middle of the consumer personality spectrum, the negotiating personality lies. This is the stage where closing a deal really becomes a challenge. This personality comes into a meeting prepared. They love the chase involved in making a deal and are not going to respond well to being overtly chased after. Their strategy, as a consumer, is to wear down the producer with demands. They will continue to ask for a better deal until they are absolutely positive that a better offer does not exist. Let the chase play out between the two of you. You must let this type of personality believe that they are winning; beating you down to the pre-decided position of defense. The moment in the haggle where you absolutely can not negotiate anymore and have to stay at one offer. This gives the customer the sense that have accomplished something for themselves and taken from something from you.
Stage 4: Bargain Hunter
The fourth type is where the game starts to get a little bit harder. The bargain hunter is looking strictly for deals and steals. Their personalities are much like that of the barterer; they immediately want a better deal. They differ, however, in the sense that these hunters don’t want a long game of back-and-forth with the seller. The end result is the only goal, often resulting in compulsive decision making on the behalf of the consumer. The sale is approached with the same general game-plan as the barterer personality, but with fewer concussions. Remember, these personalities must believe that they have received a bargain at the end of the transaction; so, make that your initial strategy when handling these clients.
Stage 5: The Mature Adult
The fifth type of customer personalities are the mature adult consumers. They are the most difficult to close a deal with because they walk into the meeting with a clear idea of what they intend to obtain in the meeting. Entering the meeting prepared, they are not looking to have their time wasted. It is likely that they will come into the meeting with an offer ready to discuss. They will pay very close attention to every detail you present them, but they will not be willing to negotiate with you. They will make sure, that as a sales representative, you are well-versed in your business. Next, they will ask the price or make an offer, and then they will make their decision; sans negotiation. If you decide to try a specific closing technique with an adult personality, be careful. If foul play or trickery is suspected from the seller, the adult will usually walk out on a deal completely. The best way to handle these customers is with the up-most respect; answer their questions quickly and go right to the point. Maintaining a mannerly composure is also vital with this crowd.
The types of customers you will encounter in sales varies and it is up to you to figure out what type of customer you are dealing with. To find out the customer type the more you can find out about them the easier it will be for you to figure out what type of customer they are.