It is critical to understand that all customers (and people) are not the same. Responding to their unique needs, values and motivations will allow you to create a strategic advantage.
ORIENTATION: Security
- Avoids risks and controversy
- Operates methodically
- Acts deliberately
- Solicits others’ opinions
- Documents everything
- Is precise and detailed
DEALING WITH THIS BUYER:
- Respond quickly
- Be expedient
- Keep well informed
- When proposing new ideas, minimize the risk and provide ample proof
ORIENTATION: Affiliation
- Is cordial and loyal
- Confides with/ involves others
- Enjoys entertainment
- Avoids conflict
- Develops relationships
- Is people-oriented
DEALING WITH THIS BUYER:
- Be a friend to this person
- Pay attention to non job-related items
- Set aside ample time for building a strong relationship
ORIENTATION: Power
- Is aggressive and authoritative
- Results-focused
- Enjoys problem-solving
- Focuses on self
- Takes credit
- Requires rewards
DEALING WITH THIS BUYER:
- Focus on how you are going to make this person successful in the eyes of their company
- Listen carefully and incorporate their guidance and direction
ORIENTATION: Actualization
- Takes risks
- Accepts consequences
- Shares ideas and credit
- Is open and honest
- Gives guidance
- Creates a positive environment
- Demands excellence
DEALING WITH THIS BUYER:
- High trust is an important value
- Be honest and direct
- Avoid “over-promising”and “under-delivering”
- Stress the benefits of your proposal in relation to their company’s needs
- Work hard for this person and they will reward your efforts
