Do your homework. How may deals have we not closed because we
failed to have one or two critical facts about a client? We found out later
what the client really wanted to know. We make our final presentation, and
we get back a letter saying, “Thanks, but no thanks, because.. .” And that
“because.. .” is often something that we could have found out if we had
done our homework. The research we did not do and questions we did not
ask prevented us from winning the Analyzer account.
I met one sales executive who always asks the CFO (Analyzer), “What
are the important issues for you—the issues that you need to be sure are
addressed?” He does that because he doesn’t want to have to find that in-
formation out later on—in a rejection letter.
Avoid exaggeration, emotion, and overpromising. Analyzers are turned
off when a salesperson becomes passionate and animated. I have heard many
Analyzers say, “I read enthusiasm as a replacement for a lack of information
or training.” (Conversely with Motivators, if you do not display enthusiasm,
they won’t give you the time of day.) Also, don’t be derailed when an
Analyzer seems unenthusiastic about your presentation, because Analyzers
are famous for their poker faces.
Summarize your presentation carefully. Use those notes that you took
to summarize exactly what you heard during the meeting: the main con-
cerns, the direction you discussed, and the time line. It telegraphs to Analy-
zers that you paid attention. And remember to give them time—do not try
to close the deal too soon.
Andrew S., a sales executive who fits the Analyzer description, tells this
story about dealing with a car salesman.
Shifting Gears / Four Critical Selling Adjustments 171FIGURE 19.3Shifting into A:The Analyzer Personality
- Slow your pace—listen intently.
- Be accurate. Don’t approximate or round off numbers.
- Do your homework. Be prepared to give every detail about your
products or services. - Set the stage for trust by using data.
- Explore their interests (the latest technologies, etc.).
- Support each feature/benefit statements with logic and rationality.
•Never hurry them with tone or body language. - Summarize your presentation carefully.
- Detail how you’ll follow through.
•Never say, “I know you’ll like this” or “You’re going to love this!”
•Avoid hyperbole and animated presentations. - Allow time for decisions.