Page 204 - Company Excellence

Part III: Chapter 7 ‐ What customers really like

needs. So he encourages him. And he doesn't show any
insecurities of his own, but is as confident as possible.

– is a red seller?

• The salesperson moves more slowly than usual and devotes
extensive time to the trust-building and needs analysis phases.
• He does not devalue the green customer's need for security,
does not talk down to him, and does not impose something on
him just because he thinks it is the best solution. The green
customer must come to this conclusion himself; the
salesperson can only support him in this.
• He goes slower than usual and offers more details.
• He is always friendly and shows his personal appreciation to
the customer.
• He does not put too much emphasis on new and innovative
products.

– is a yellow seller?

• The salesperson doesn't make himself too exuberant and
heartfelt before it becomes clear that the customer has
come to trust and like him.
• He sticks to facts and figures, but does not overdo it.
• His ability to make contact will make it easier for the yellow
salesperson to build up trust. In addition, the green customer
expects a lot of information about the product he is
supposed to buy.

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