Analyzers detest processes and people that are whimsical or “here today,
gone tomorrow.” This is what they worry about. They want to hear about
consistency.
The biggest concern that Analyzers have is doing the right thing. This
is why they ask so many questions. Your job is to help them find the right
products for them and assure them that they are right.
CRITICAL SELLING ADJUSTMENTS
Start with a smile. Motivators need to see friendliness (see Figure 19.4).
Tr y to be somewhat informal or a little playful about what you are doing,
even if it is not easy for you. Lightening up signals to them that you will be
enjoyable to work with.
Ask about their histories, their victories, and their goals. Motivators love
to tell their stories. When selling, lead with passion, and follow with fea-
tures and proof. Motivators require the opposite of Analyzers. The ap-
proaches Analyzers hate are the ones Motivators love—and vice versa.
Use stories, anecdotes, and metaphors. Motivators love a good metaphor,
illustration, anecdote, or analogy. These more colorful forms of communi-
cation resonate with the Motivator style, because they bring dry facts to life.
Avoid small print and thick presentations. When you put small print in
front of Motivators, they back up and become tense. Their nervous system
gets rattled when they have to look at small print or a thick presentation.
They are thinking, “Oh no, we’re not going to do all that.” Neither does
this sort of presentation play well to the Motivator’s short attention span.
Shifting Gears / Four Critical Selling Adjustments 173FIGURE 19.4Shifting to M:The Motivator Personality
- Pick up your pace and energy.
•Talk about the potential of your product and services. - Describe your benefits and program with passion.
- Use storytelling, illustrations, anecdotes, metaphors, and true
life experiences. - Be prepared to respond to a quick decision.
- Ask lots of questions about your client—their histories, their victories.
- Provide an opportunity for your clients to vocalize their goals.
- Remember, they are sold more on your enthusiasm and convictions than they are on
features and proof. - Use an informal and sociable approach.
•Avoid small print and thick presentation.
•Focus on payoffs for them (recognition, excitement, income).