I think you’ll agree that there is an advantage to understanding how your customer prefers to interact and communicate. In general, it can be assumed that most architects, engineers, and security consultants are analytical, task-oriented people – especially when it comes to their work. When put in the world of a specifier, even the most artistic and sociable person will become systematic. Since most successful sales people have the opposite personalities and instincts, there is usually a conflicting relationship from the start. However, if you know how to speak their language, you’ll weave in nicely with their routine and can possibly become part of their ecosystem. And with that is Best Practice #2 ….
Speak their language. Below are a few ideas to speaking the specifier’s language.
- Don’t tell them how great you, your company, or your solution is. Their type of personality is proud of their intelligence and they don’t want anyone telling them how to judge a product. A simple statement like “isn’t that the cleanest GUI you’ve ever seen?” could eliminate you from a project. No matter how amazing your GUI is, their internal response is “no, and I’ll find something better”. Illustrate your capabilities and let them come to their own conclusion about your greatness.
- Present data and real examples, not adjectives or hypotheticals. For example, instead of talking about how you’ve got the most technical network of VARs in the industry, show them the strict requirements you demand of your VARs and some testimonials from customers. Remember, the specifiers are trusting you to take care of their customers and are putting their reputation on the line when including your solution in their design – “we’re the best in the industry” doesn’t cut it. Every vivid adjective falls on deaf ears – illustrate and validate.
- Although the A&E community is comprised of mostly “left brain thinkers”, they’re also curious and intelligent people who will lean on you if you build trust. Therefore, get personal – build rapport and get to know them. After proving yourself, open up like you do with all of your customers. However, you’ve got to plan for it. Don’t enter a meeting and discuss last night’s basketball game for the first 20 minutes. Plan for it. For example, say something like “I can’t wait to hear your thoughts on the game last night, but I know we’ve only got 45 minutes, so let’s jump into our meeting and hopefully we’ll have a few minutes afterward.” You’ve planted a seed that you’re interested in socializing, but you know their time is valuable.
In conclusion, these folks are the same as everyone else – they like to communicate in a certain way. Appreciate their preference, communicate in that manner, and watch the relationships prosper!
Be sure to check out Best Practice #3 on Friday.
