Page 162 - Boettcher.indb
P. 162
THE POWER OF READING PEOPLE
Engage the Red, Direct Customer in a
Factual Manner
A red style, direct customer often approaches interactions with
salespeople as though it’s a battle of wits or a contest of dominance.
They may assert their position by quoting facts, such as something
recently read in the news, or question the salesperson’s competence
to maintain a superior position.
Key Point: Stand Up to the Red, Direct Customer
It’s essential to stay factual and avoid arguments,
even if personal criticisms are made.
However, don’t accept disrespect. Aim to manage the conversation with
poise and confidence, subtly allowing the customer to feel in control.
Consider these points for effective engagement (as per Scheelen,
2018, pp. 100-101):
• Demonstrate your competence to gain business with a direct
customer. Assess and present your expertise and the benefits
it offers clearly.
• Prepare thoroughly and focus on the critical aspects.
• Keep your input concise, as such customers prefer to lead
the discussion.
• Present them with choices, empowering them to make decisions.
• Be transparent about any product downsides. Deception
can lead to loss of trust and business.
160
