It’s hard to believe that it’s been three years since I started sharing with you what I have learned about a career in sales. Hopefully, you feel like we’ve built a relationship and become friends through rapport and trust. If so, that is by design. As you may have noticed, this series—regardless of titles—has been conversational in nature, yet it is a transfer of useful information for you, the reader. A sales appointment should be the same.
Last issue, we discussed the four basic styles of communication. Today we will focus in on kinesthetic language. My previous paragraph, while I meant every word, was designed to make you FEEL trust through communication and relationship. Many people make their decision on whether to purchase with you or a competitor based on the sincerity of what you communicate and their feeling of trust toward you.
Oftentimes, people make the false assumption that an individual who decides based on kinesthetic language is an emotional or impulse purchaser. Sometimes this is true; however, it’s not always the case. Let’s discuss how to tailor your presentation style to a kinesthetic communicator. If we review last issue, I shared an example of a sales professional who constantly said, “It’ll all come together.” A friend of mine’s father used to always say, “Are you picking up what I’m throwing down?” And one of my top-producing agents typically works to help her clients to “wrap their mind around” the home-selling process. In all of these examples, what these individuals are communicating are two things: physical contact and mental connection between two people.
If these are words potential clients of yours use, then it is imperative that you grasp this style of communication and are able to deliver a presentation customized to their wants and needs. The main reason why they purchase anything is because of the underlying belief that it will support and protect someone else. Kinesthetic individuals are driven by an inner need for security, to be understood by others, and to share a mutual appreciation with all whom they come in contact with.
Are you picking up what I’m throwing down so far?
These customers do not do business with people, if they believe they are not cared about. Thoughtful acts displaying that you appreciate their business will go a long way with these folks. Your action says clearly to them that they have nothing to worry about.
In contrast, most engineers could care less about thoughtful acts of appreciation and customer service. They care about functionality, cost-effectiveness, and being on time and under budget. This group falls into the category we classify as digital communicators, but that’s another article for an upcoming issue.
Between now, as you’re reading this article, and the next issue, I want you to do something. First, go back to Business Black Box’s website and print out each of these sales columns from the last three years. Then lay them out on a large conference room table or maybe your dining room table at home. After that, create a logic scheme with them to start and fi nish a sales cycle. In doing this, you will have learned two things: by reading this current issue you’ll have learned how to communicate with a kinesthetic person, and by doing the homework I just gave you, you’re halfway home with the digital communicator. Figured it out yet?
