Buying Styles - Hardcover

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Michael Wilkinson is the CEO of Leadership Strategies―The Facilitation Company, a strategic consulting and training firm. He is the author of The Secrets of Facilitation and The Secrets to Masterful Meetings, as well as being a much sought-after speaker, trainer, and facilitator.

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Throughout my career as a sales trainer, I have been teaching sellers to be buying facilitators. Buying Styles can help salespeople gain emotional trust with their buyers. Mike Bosworth, author,Solution Selling, coauthor, Customer-Centric Selling

What if you could make just a few small, simple adjustments to your selling style and instantly close 10 to 20 percent more sales?

Buying Styles unlocks a fundamental truth about selling and buying: Just as people are different, they respond to sales approaches in very different ways. The good news is that there are just four main buying styles, and when you can recognize which one best defines your customer, then tailor your message to appeal to that style, your success rate will radically improve.

Written as a set of engaging, eye-opening conversations and packaged in short, easy-to-read chapters,Buying Styles gives you the tools for accu­rately sizing up your clients buying preferences and altering your selling approaches to match their styles. You ll find:

? Strategies for recognizing the four main buying styles

? Insights into why salespeople find some styles easy to sell to while others are difficult and frustrating

? Tips on what to do and what not to do when selling to each style

? Classic mistakes salespeople make in selling to different styles

? Telltale signs that you are using the wrong approach, and much more

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Does this constellation of characters sound familiar? One of your customers is will­ing to meet with you again and again yet never buys and doesn t tell you why. Another relentlessly questions your data and brushes off your pleasantries. Yet another is upbeat and fun but has a talent for always bringing the conversation back to himself. And one is brusque, impatient, and wants everything boiled down to a short series of bullets, no matter how complex the information.

If you re selling to all these people in a single style that you ve perfected over the years, be aware that you are probably losing a great deal of potential business. But tailor your approach to best suit each client s buying style, and your success rate can immediately and dramatically improve.

Buying Styles shows you how people buy differently and gives you tips and scripts for easily modifying your sales message to best match individual buying preferences. And it does so in a brief, easy-to-read format, with no jargon or unnecessary complexity. The book includes a set of conversations between a group of salespeople and a facilitator that keeps you actively involved by hearing the material and seeing the characters react and respond. You ll quickly masterBuying Styles techniques, including how to:

? Recognize the behaviors associated with each of the four main buying styles: high-D (drive or dominance), high-I (influence), high-S (steadiness), and high-C (compliance)

? Look for clues that tell you how your clients like to buy, and quickly understand what they mean

? Know which tactic to take with each client, whether it s to get straight to the point, flood him with data, ask questions to let her sell herself, or keep your pitch personal and unhurried

? Escape the common trap of selling the way you like to be sold to, and tailor your approach to match your customer s buying style

? Be aware of the natural strengths and weaknesses of your selling style, and how it can harmonize or clash with other people s styles

? Assess the buying styles of your current customer base as well as your own style and those of your sales team and develop new strategies for more effectively selling to each

Don t lose another big contract or impor­tant sale because you can t quite connect with your customer. This insightful book uncovers the selling dos and don ts for every buying style so you can deliver a powerful, tailored sales approach that brings maxi­mum results.

Michael Wilkinson is the CEO of Leadership Strategies The Facilitation Company, a strategic consulting and training firm. He is the author ofThe Secrets of Facilitation and The Secrets to Masterful Meetings, and is a much sought-after speaker, trainer, and facilitator.