| Behavior Style | Decides on | Justifies with |
| Assure | Logic | Emotion |
| Analyze | Logic | Logic |
| Achieve | Emotion | Logic |
| Associate | Emotion | Emotion |
So now that you know what triggers the decision for each style, what does this mean to you and how do you use that knowledge to provide the information customers need to make a purchase decision? It is fairly simple once you figure out the style of your potential customer. To understand how this would apply to you specifically, we have offered an example for each behavior style. The examples below are broad generalizations, so make sure you use the behavior style worksheet to make sure you are correct.
Assure
Everything people with the Assure behavior style do is based on seeking security. Assure behavior types have a fear of change and want step-by-step instructions so they will rest assured there is a process detailing what they are going to receive and they clearly understand the outcome. When making decisions, the Assure behavior style needs third-party recognition, warranties, and guarantees, and any other means of validation they can find. Assure behavior types base their decisions on logic; however, their desire for logic is backed by their emotional need to feel secure.
Analyze
A person with the Analyze behavior style needs to see facts, figures, charts, and graphs in order to make a decision. Without this type of information, he won't feel comfortable, because there is nothing to justify or back up a proposal. This person's decisions are deliberate, and he makes his decisions based on logic only.
Achieve
People with the Achieve behavior style only care about the results: how your product or service is going to benefit them in their quest to complete their current activity so that they can move on to the next. These types need quick means of validation, such as available case studies and customer testimonials to make a decision. The Achieve behavior type can make quick decisions if they have the information available to back it up. If your product has received any awards, make sure to show those to the Achieve style customer. Achieve style customers are good about making decisions, and they usually make them fast, without regret. Their decisions are based primarily on emotion, the feeling of accomplishment, but they will use logic to additionally reinforce them.
Associate
People with this behavior style are mainly concerned with the popular decision. They tend to use the products and services that are most popular or "hip" within their industry. These people also care about products and services that make them popular with those in their surroundings, i.e., peers, co-workers, etc. The information required by this type is market-share information (as long as you have a good market share), customer testimonials, references or recommendations, and buy-in from the rest of the organization. This type of behavior style cares about relationships first and foremost. When presenting your offer, make sure to discuss any of the following if you have them: innovations, patents, awards, references or recommendations, and testimonials. This person is spontaneous with his decisions and bases them on emotion alone.
Final Thoughts
When trying to cater to behavior styles in relation to selling, it is important to recognize that your sales process should not change; rather, the way you present your information is different. When you accommodate the various behavior styles in your sales delivery, you will help the customer make easy purchase decisions. If he has to figure out the details he needs to feel comfortable, he will typically stall on making a decision or decide not to make the purchase.
Remember, make it easy for your customer to make a decision. This will ultimately help your customers by providing more value to them than your competition.
About the Author
Henry Pellerin is president and founder of VantaEDGE™, Inc. and co-author of The Strategic Selling Process. VantaEDGE™, Inc. provides customized sales training, consultation, and facilitation services. Henry personally has over 17 years of experience in sales, sales management, and business development which he shares with clients to help them receive the same results he has attained year after year.
You may want to sign up for the VantaEDGE™ monthly sales tips newsletter VantaEDGE Monthly, where you'll receive valuable selling tips each month along with the special report Avoid the Top 10 Selling Mistakes That Lose Sales. To do so, visit www.VantaEDGE.com. Henry can be reached at 864.254.9300 or via email at henry@vantaedge.com.
