A chameleon is best known for its ability to change colors, camouflage, and adapt to its environment. And some of the best sales representatives and finance managers are like chameleons. They focus on adapting their sales pitch to resonate in a way a client best receives it. Your customers have different personalities and come from various backgrounds that have shaped how they think, engage, interpret, and most importantly, how they make buying decisions. In my time in the finance chair, I have come across customers who want to know every detail. They want to know exactly what is covered, how long it's covered, and the limits to the coverage. I have also come across customers who simply want to know they have the best coverage and are not concerned about the details.
So what does it mean to be a chameleon? It is the ability to recognize what influences a decision-maker. While simultaneously adjusting your presentation with content that resonates and confidently delivers your message. Sounds simple right? Here are the three steps to becoming a chameleon.
Step 1 Recognize what influences the buyer
The key is to recognize what type of buyer you are dealing with. You will have to listen, ask more questions, and get to know them a little bit. You are looking for signs that show you characteristics of how they make decisions and what influences them. Is it emotion, data & metrics, reviews, price, speed, convenience or brand recognition? Often buyers are influenced by a couple of factors.
Come up with 3-4 questions you include periodically throughout your discovery phase of the sales process. Don't be afraid to be straightforward.
Step 2 Adjust your pitch
Act quickly and adjust on the fly. You will have to find a balance that works for you and will be impactful throughout your time with your customer. This is where sales and sports are very similar. Think of it as you are the head coach of a sports team. The coach will attempt to recognize the opposing team's tendencies and then make adjustments throughout the game.
Step 3 Execute the adjusted plan
If you have completed the first two steps, it is time to bring it all together. You have a vision for what impacts the buyer and creates relevant value. Be confident, answer every question, and give examples that resonate with what influences their buying tendencies.