1. Customer Behavioural Styles

2. Objectives At the end of this training, you will be able to:
Indentify Behaviour styles by level of assertiveness and responsiveness.
Evaluate your own Behaviour style and that of some key customers.
Modify your Behaviour to match your customers style.
Apply to your daily sales routine.

3. Two Dimensions of Behaviour Matrix
Degree of Responsiveness How open or self contained are you?
High Responsiveness = warm, friendly, relaxed and casual
Low Responsiveness = keep emotions to yourself, formal, serious, harder to get to know
Degree of Assertiveness How direct or indirect are you?
High Assertiveness = very direct, speak out, make strong statements, take charge, assume a “telling” mode
Low Assertiveness = quiet, cooperative, assume an “asking” mode

4. Behavioural Styles Matrix
Assertiveness and Responsiveness Dimensions are mapped to the Behavioural Style Matrix.
Combination of level of responsiveness versus level of assertiveness defines the Behavioural Style.

5. Behavioural Styles Indicator
Complete the Behavioural Styles Indicator to identify:
Your personal style
An OP customer’s style
A Retail customer’s style.

6. Key Traits of Each Style
Analytical
Cautious actions and decisions
Likes organization and structure
Asks questions about specific details
Accurate
Task orientated
Relies on data collection
Works slowly and precisely alone
Seeks security and self-actualization
Good problem-solving skills

7. Modifying your Behaviour…
If your customer is…
Analytical
Offer tangible evidence to back up your claims
Establish credibility
Use third party references
Be deliberate
Be accurate
Have paperwork completed
Discuss pros and cons
Minimize risk
Be realistic with schedules
Be thorough & specific

8. Key Traits of Each Style
Amiable
Slow at making decisions
Likes a close, personal relationship
Dislikes conflict
Supports and "actively" listens
Highly intuitive
Works slowly and cohesively
Seeks security and belonging
Good counseling skills

9. Modifying your Behaviour…
If your customer is…
Amiable
Break the ice first
Show interest in them
Refer to people they know
Treat with sincerity
Find common areas
Listen a lot
Move informally
Focus on low risk
Provide personal assurance
Give feedback

10. Key Traits of Each Style
Driver
Decisive actions and decisions
Likes control
Dislikes inaction
Prefers maximum freedom
Cool, independent, and competitive
Low tolerance for feelings and attitudes
Works quickly and impressively alone
Seeks esteem and self-actualization
Good administrative skills

11. Modifying your Behaviour…
If your customer is…
Driver
Provide quick action & follow-up
Listen to objectives
Treat with conviction
Be clear and brief
Stick to business specifics
Provide alternatives
Compare using facts
Be organized
Focus on results
Ask more than tell

12. Key Traits of Each Style
Expressive
Spontaneous actions and decisions
Likes involvement from others
Dislikes being alone
Exaggerates and generalizes
Tends to dream
Jumps from one activity to another
Works quickly and excitingly with others
Good persuasive skills
Seeks belonging and self-esteem needs

13. Modifying your Behaviour…
If your customer is…
Expressive
Pick up the pace
Get them involved
Use creativity and analogies in the conversation
Share exclusive information
Treat with flair
Support their dreams
Plan to socialize
Ask for opinions
Provide an implementation plan
Be stimulating
Provide testimonials

14. Take the Challenge! Identify two traits for each Behavioural Style.
Decisive actions
Amiable
Highly intuitive
Tends to dream
Analytical
Task orientated
Driver
Works slowly
Expressive
Likes control
Accurate
Jumps from one activity to another

15. Application: Customer Profiles
Have one team member profile a customer in their territory.
Use the “Key Traits” list
Identify the customer’s behavioural style.
How you would modify your own behaviour to match the customer’s style?
Repeat as many times as necessary.

16. Objectives You now should be able to:
Indentify Behaviour styles by level of assertiveness and responsiveness.
Evaluate your own Behaviour style and that of some key customers.
Modify your Behaviour to match your customers style.
Apply to your daily sales routine.

17. It is your turn to “Shoot The Puck!!!”
Development is owned by Employees,
Supported by Managers,
And enabled by the People Department.
How are you going to apply what you learned today in trade?
Know your customer’s behaviour styles before presenting.
Adapt your style to maximize your interaction.
Build relationships that will deliver incremental volume and share!