There is more to selling than you think. As easy as it looks and however you feel, it is very important to know the type of salesperson you are.
The primary reason for this is that, once you are outside your comfort zone or the usual operating style, you become pretty much uncomfortable and less efficient.
If you sell outside your primary selling style regularly, you are in danger of becoming unsuccessful. Once you know your style, you’re likely to seek out sales positions that take advantage of your strengths and minimize your weaknesses. With the kind of personality you have, your selling style may differ.
But, at the same time, you must know that, not all selling situations are the same and to be successful, the sales rep must have good adaptability skills. In order for the sale to happen, the sales rep must be well apprised with different selling style, that can be used in different circumstances.
Here are a few of the most used selling approaches:
Aggressive Selling: This is one of those styles where the sales rep stays highly focused and the only intention is to sell. The sales rep with such a method indulges in a hard driving selling style, where they look to indulge in a sale that happens with one call. They are not the ones who believe in the so-called “sales process”, and try to get the job done in one shot. The sales rep with such a style is of the belief that, if the prospect walks then the sale is lost. The most peculiar aspect of such sales reps is that they work the best as an individual, rather than being a part of the team.
Relationship building/Consultative Selling: Relationship building selling style is widely regarded as the most successful of all selling styles. The sales rep here indulges in a type of method, where they adjust well to any kind of selling situation. It does not matter to them whether the prospect is in line to become a buyer or not. With this style, the sales rep adjusts to whatever situation they have to deal with and get the best possible result. As the name itself suggests, this process includes majorly relationship building and the fact is, the sales process is not a one-time thing.
Need-oriented Selling: This is a kind of selling style, where you need to think quickly and adapt. The sales rep needs to be highly tactful and at the same time, be able to ask such questions to find out what the customer needs. Based upon the kind of need that pops up, you will have to show yourself as the problem solver. In simple terms, this selling style is about learning more about the client’s existing needs rather than create new ones.
Product-oriented Selling: With product oriented selling style, the sales rep is more inclined towards explaining the features and benefits of the product to the prospect. This style includes a lot of product demo till the time the prospect is fully convinced about the benefits. A point to be noted is that the sales rep must fully be aware of the product or service as there could be a lot of questions from the prospect and in order to give them a convincing answer, you must know all the salient features of the product and the benefits associated with the same.
Competition-oriented Selling: The competition-oriented salesperson is very persistent in trying to persuade a potential customer. Overcoming objections by never taking a no for an answer, they will do everything to close a deal resulting in direct and interpersonal influence. With a competition oriented mindset, the sales rep will go that extra mile to get the job done. With the motive of the sales rep is to be a step ahead of the competition, they will work their way out if the situation is tough and convince the prospect anyhow to get the sale done.
Should salespeople use the same approach with all customers? With experience, you would have your answer as 'No'. The best salespeople vary their selling style depending on the other person and the situation. Yes, questioning and listening, asking for the order, and product knowledge are all important. But, what is more important is knowing when to use each of these skills and techniques. That is what we mean by selling style flexibility.