Hey there, listeners! Welcome to Daring Made, your podcast for all things entrepreneurship, marketing, and branding with a dash of spicy strategy. I’m your host, Sasha, and today we’re tuning into the rhythm of sales with a musical twist. Picture this: your buyers are like female music icons, each with their unique style and preferences. Understanding these can make or break your sales game. Let's get started!
HOST (SASHA): First up is the Assertive buyer, our Beyoncé type.
Leader buyers aren’t just people who hold leadership positions in a B2B environment. They’re individuals who think carefully about how their decisions will influence their appearance, and how they’re perceived by others. They’re motivated by power and respect, and committed to maintaining a specific image at all times.
This type of buyer can be very difficult to sell to, as they’re often extremely skeptical.
When you’re selling to a Beyoncé, remember:
Do:
- Be Direct: They love clarity. Be concise, show them what’s in it for them, and watch them listen up. Assertive buyers value their time. Get to the point quickly, highlighting the benefits and outcomes of your product or service.
- Show Ambition: They appreciate big thinkers and bold goals. Show how your product or service is the best and how it can drive them to greater success. They’re here to slay, so your product better be the best thing to happen since the ‘Single Ladies’ dance.
- Respect Their Autonomy: Assertive buyers like to be in control. Offer options rather than ultimatums, allowing them to make the final call. Present options and respect their decisions. They’re the boss, after all.
Don't:
- Over-explain: Don't get lost in the details. Stick to high-level benefits and results. Keep details in the liner notes; they want the hit, not the album.
- Be Passive: Don't wait for them to lead the conversation. Be proactive, but not pushy. You need to choreograph this dance. Lead confidently, but don’t step on their toes.
- Ignore Their Vision: Don't propose solutions that don't align with their ambitious goals or overlook their vision for success. If it doesn’t align with their empire-building plans, you’re off the playlist.
TAKEAWAY: Earn their trust.
HOST (SASHA): Moving on to the Amiable buyer, our Taylor Swift.
Amiable buyers are often complicated because they attempt to constantly please everyone. Although they might be receptive to your stories, friendly on the phone, and informative, they’ll struggle to make decisions without first getting approval from as many different people as possible. This can make the sales process last a lot longer than you’d expect.
When dealing with a Taylor, you should:
Do:
- Build Personal Connections: Amiable buyers value relationships. Take the time to get to know them and their business on a personal level. They want a love story, not just a sales pitch. Get to know them, their goals, and dreams.
- Emphasize Harmony: Highlight how your product or service can foster a positive, collaborative environment for them and their team. Show how your service creates a chart-topping team collaboration.
- Provide Reassurance: They prefer stability over risk. Provide testimonials or case studies to show the reliability of your product or service. Case studies are your concert tickets here. Show them the standing ovations from other clients.
Don't:
- Pressure Them: Hard-sell tactics won't work here. They need space to consider and consult with their team. No ‘Bad Blood’ here, please. Hard sells will have them saying, "We are never ever getting back together."
- Dismiss Concerns: Don't overlook their worries. Listen actively and address issues empathetically. Address their worries with a heartfelt ballad. They need to feel understood.
- Rush the Sale: Trying to force a quick decision will likely backfire. They need time to process and feel comfortable. Like a carefully penned song, they need time to resonate with the message.
TAKEAWAY: listen to their concerns, and take them seriously.
HOST (SASHA): Now, let’s amp it up with the Expressive buyer, our Billie Eilish.
Sometimes referred to as expressive buyers, emotional buyers are driven heavily by their emotions, and their desire for approval. They’re excellent at building relationships, as they’re often committed to forming strong bonds with the people they meet. However, they will often shy away from closing deals with people who don’t share the same values and vision.
To win over a Billie, you should:
Do:
- Be Creative: Show enthusiasm and think outside the box. They're drawn to the unique and innovative. They’re all about the experience, the vibe. Your pitch should be as memorable as her music videos.
- Share Stories: They're moved by narratives. Share customer stories, visual scenarios, or vivid descriptions. Spin a narrative that enthralls them, like a visual album that speaks to their soul.
- Engage Emotionally: Connect with them on an emotional level, understanding their hopes, dreams, and desires. Connect on a level that touches the heartstrings and mirrors their own creative spirit.
Don't:
- Stick to Just Facts: A list of features? Yawn. Dry, detailed presentations are less likely to engage them. They want the story behind the song.
- Ignore Their Ideas: Don't dismiss their creativity or suggestions; incorporate their ideas into the conversation. They’re artists, and they’ll want to co-create. Jam with them, don’t just play at them.
- Be Rigid: Don't be inflexible in your offerings. Be prepared to adapt and customize. Flexibility is your back stage pass. Be ready to improvise and personalize.
TAKEAWAY: To sell to an emotional buyer, you’ll need phenomenal soft skills.
HOST (SASHA): Last but not least, let’s talk about the Analytical buyer, our Alicia Keys. Here’s how to hit the right notes:
Often most common in the B2B landscape, this buyer type is driven by data and logic. Analytical buyers like to assess each purchasing situation carefully, collecting as much information as they can about the product, service, or business before they make a purchase.
Analytical buyers are often difficult to influence with personal stories and emotional conversations.
Here’s how to hit the right notes:
Do:
- Present Data: They value hard facts and statistics. Be prepared with data to back up your claims. Bring the charts, the accolades, the numbers. They want to see the Grammy, not just hear about it.
- Be Detailed: They want to know the ins and outs of your product or service. Be ready to dive deep into specifics. They appreciate the craftsmanship behind the music. Explain the 'how' and 'why' of your product.
- Plan for Questions: They're likely to have many. Be prepared with comprehensive answers. They’re going to have a Q&A session, so have your answers ready like an encore.
Don't:
- Be Vague: Generalizations or unsupported claims will be a red flag for them. Generalities are the wrong key. They want specifics, the sheet music, not just the melody.
- Rush Them: They need time to analyze information before making a decision. Patience is key. Like a timeless ballad, they need to absorb every note before making their standing ovation.
- Overlook Their Process: Don't bypass their need for a systematic approach to decision-making. They have a method to their music. Skipping steps in the scale will lead to discord.
TAKEAWAY: Provide them with as much information as possible.
HOST (SASHA): There you have it, folks, a symphony of sales strategies tailored to your buyer’s personas.
Remember, whether you're pitching to a Beyoncé or serenading an Alicia, understanding your audience is the first step to a standing ovation in sales.
By aligning your sales approach with the preferences and tendencies of these buyer types, you stand a much better chance of engaging effectively and making the sale. Remember, the key to successful sales is understanding your customer and meeting them where they are.
