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One of my clients, who owned a successful advertising business, asked me how to close a prospect with whom he had difficulty communicating. My response was "Let's do more research about the prospect". He called in the two people working on the account and after some questions, it became apparent that the prospect was a very decisive, forceful, and independent person. Upon further questioning, I learned that they approached the prospect in a warm and friendly manner, having some support material available. They broke the ice with small talk about the weather and comments on the wonderful office decor.

This approach had worked for the reps before, so they had memorized it and carefully followed it with each new prospect. I told them to wait a few days and set up another appointment. I shared with the reps that since the prospect was decisive, forceful and independent, they must stick to business. They should be clear, brief and bring support material arranged in an orderly fashion. They should leave no cloudy issues. They must present price, delivery, options etc. up front and prepare to leave immediately after the presentation.

My client called the next day to gleefully report they signed a huge contract with the prospect! Magic? No. They followed the style of the prospect and adapted to his needs. The prospect showed a dominant behavior pattern and they responded accordingly. I quickly told them not to abandon their warm and friendly approach, but to save it for a prospect who is steady, patient, relaxed and modest.

No secrets here, no manipulation, just adapting to the client or prospect behavior to increase his/her comfort level. People buy from people they like and trust.

I shared with the owner that behavioral style knowledge is not only important to know but it's an imperative soft skill in an ever increasing competitive marketplace. I then informed him there are a few other styles his reps should learn. His firm became one of our best clients. Whether you are selling tangibles or intangibles or you are a non-selling professional, accountant, attorney, architect, banker, non-profit etc., learning behavioral styles will improve your selling and leadership ability.

Send for a list of companies and organizations that use behavioral style learning. Call toll free (800) 732-8076.