(Part two of a seven-part business coaching series on sales strategies that work for small business.)

In part one of this series we looked at some hi-impact communication secrets that can help boost sales in your small business. Today we’re going take those communication secrets one step further, starting with a case study.

Case Study:

Susan needs your product/service, now! But she’s not going to come right out and give you that piece of information.

As a professional sales person, you need to unravel the mystery of who is (and who is not) ready to buy what you have to sell – before they shop around and buy from your competitor.

The faster you uncover what your clients’ real needs are, and communicate how your product or service can satisfy them, the faster you’ll be able to capture your fair share of the market.

• Have you ever wished you had the ability to read a prospect’s mind?
• If you knew what Susan was thinking and feeling while she was shopping in your store, how would your behavior change based on this intelligence?

We’re about to unveil a secret way for you to make a good first impression with every person you meet from this day forward.

• If Susan spoke a different language than you, would you continue speaking in your preferred, familiar language?
• Or would you attempt to communicate to her using the language she knows and is comfortable with?

There are four main ways that determine how a person best receives and processes information, and communicates with others.

Just like a different language, each of us has a “preferred” way of communicating. We call this a Language Pattern.

Below is a general guide to let you know what each type of person is looking for when he/she is communicating with you.

4 Language Patterns

Grab four index cards and write each of the following Language Patterns on separate cards.

VISUAL - This person wants to see what it is you are talking about, whether in actual physical form or through a well-constructed analogy that allows him/her to “virtually” picture things.

AUDITORY - This person will listen intently to hear what it is you are trying to convey to him/her.

KINESTHETIC - This person prefers to utilize a “hands-on” approach to learning or to grab hold of something tangible in order to understand concepts or how something works.

DIGITAL - This person responds best when there is a “step-by-step system” where he/she can analyze the process before making a decision to move forward with any new knowledge.

NOW… TAKE ACTION!

How would you alter your regular sales presentation based on each of the four Language Patterns?

Begin identifying each of your prospects’ preferred Language Patterns throughout the upcoming week.

Once you uncover each preferred Language Pattern, you’ll be able to alter your own sales presentation and communication style based on how each prospect prefers you to communicate with him/her.

In part three of this series of business coaching articles, we’ll share a case study for you so you can learn how to use the right words at the right time with the right person. We’ll begin to reveal the different types of preferred words to use for each of these four Language Patterns.

Deborah Micek is known as the “Business Communication Coach” by business owners around the world thanks to members of the Business Owners Coaching Club™.

Official Life Coach for the Dream Makeover Hawaii TV show aired on NBC, internationally published author and weekly columnist for the business section of the Honolulu Star Bulletin. Deborah is a managing partner with the international small business coaching company RPM Success Group Inc.®

The © Copyright to all audio, video, images, and text are held by RPM Success Group Inc.® and licensed under a Creative Commons License.

(Part one of a seven-part business coaching series on sales strategies that work for small business. )

Have you ever noticed how you just “click” with some people almost instantly, while other people seem to be a bit more challenging to get to know?

On a recent speaking tour, my partner and I found ourselves clicking with one particular sales consultant to the point where we wound up in the lobby of the Sheraton talking story for more than four hours.

A bewildered guy stumbled out of the hotel bar and couldn’t help but express his astonishment that we were sitting out there all that time without caffeine or alcohol until two in the morning, yet we seemed to be having a blast.

This natural connection progressed into a successful, enjoyable business relationship – all without either party having to engage in traditional sales approaches. Too many sales professionals have been trained to engage in ineffective “closing” strategies that aren’t nearly as effective in creating long-lasting relationships as knowing how to build rapport, naturally.

Here’s the good news about overcoming ineffective sales training:

The better you become at discovering other people’s preferred communication styles, the more effective you will be in communicating with all types of people.

As important as it is to know what type of communication YOU prefer, it is equally important to understand and adapt to the communication preferences of OTHERS.

By adapting your communication style, you’ll successfully get your message across. You’ll also leave the impression that you’re someone who is enjoyable to do business with. And isn’t that what we all want — to enjoy our business relationships and have fun while we work? The root of sales success Each of us has a unique combination of communication styles which form our own behavioral fingerprint. When you fully understand what motivates you to do the things you do, you will be able to modify your own behavior when necessary.

Anytime I coach a business professional who is struggling to get her point across, whether with her coworkers or team, I’ll encourage her to take personal responsibility. It is a basic human tendency to "place blame" or think that the "other person" should adapt to us.

A true leader and master communicator will take ownership of any challenge and discover ways to negotiate through conflict or misunderstanding in order to work together more effectively.

Each of us has a “preferred” way of communicating. The quicker you discover what your prospect or client’s style is, the quicker you’ll be able to find solutions to their most pressing challenges, and give them what they’re looking for.

There are a number of factors that contribute to a person’s overall behavioral style including an individual’s propensity toward one communication style over another.

In part two of this series of business coaching articles, we’ll get you started with four tips that will quickly show you how to discover what type of person you are communicating with, and what is his/her preferred communication style.

Deborah Micek is known as the “Business Communication Coach” by business owners around the world thanks to members of the Business Owners Coaching Club™.

Official Life Coach for the Dream Makeover Hawaii TV show aired on NBC, internationally published author and weekly columnist for the business section of the Honolulu Star Bulletin. Deborah is a managing partner with the international small business coaching company RPM Success Group Inc.®

The © Copyright to all audio, video, images, and text are held by RPM Success Group Inc.® and licensed under a Creative Commons License.