Well, Are you helping your buyer to see, hear or fell your solutions? For that matter, are you truly communicating with your buyers or customers – the way they want to be communicating?
I have found most b2b sales people have no idea what I’m talking about when I discuss the importance of See, Hear or Feel. The technical terms for these are Visual, Auditory or Kinesthetic.
These items are critically important if you want to fully engage your customers during interviews, presentations and any other points of interaction. The key is to understand that everyone has a preferred method or language they use when communicating or just thinking about things in general.
Personally, I’m a combination of Visual and Kinesthetic. Therefore, I need to able to see things and then touch them in order to process things at the mental level. My wife on the other hand is auditory – my lowest tendency. If we had not dated via long distance for almost a year, she would probably not have become my wife. Why? Because we communicated entirely different regarding word use and thought processes.
The key is to learn how to really listen to your buyers and customers. When you listen for the words they use, you will uncover patterns of words which will point out their preferred representational system. Yes, I’m talking about how your brain works again. Very good to notice that.
Okay, some of your are not convinced of the importance of this in your everyday b2b selling. However, I would advise you take the time to learn it – if you want to join the ranks of the B2B Sales Superstars.
The Key Reason to understand this mental processing preferences is it is a key component of the Buyer or Decision Makers – Buying or Decision Strategy.
When you understand this component of their individualized strategy, then you can present your information in ways they totally understand. If not, you are have a lower probability of a getting a favorable decision.
When I first learned of this process of identifying the Buying Strategy, I closed one of my largest and most profitable deals. This would not have happened if I had not taken the time to learn how to ask the questions necessary to identify all the factors of the Buying Strategy which the representational systems is only one of the eight major components.
Next week, I will share will you the questions to ask to uncover the representational systems and provide a list of words they will use to identify themselves as one of the three – Visual, Auditory or Kinesthetic.
By the way, since everyone is unique you will find people have different patterns they use. An example would be to use a visual statement followed by a kinesthetic statement followed by another visual statement. This individual would be classified as having a Visual-Kinesthetic-Visual pattern. Thus, you would need to use this pattern in your statements to this individual for total clarity of thought.
I know this sounds a little complex at first, yet, it works very well in the field. Personally, I have been using it for over 10 years with great success. This is one the things you need to place in your Hour of Power for reading and study and practice. Your goal is personal improvement which leads to your becoming a more valuable resource for yourself, your organization and your customers.
Voss Graham
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Very well written and well thought out article!