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Episode Info: Are you aware of how buying personalities influence the negotiation process? And that each different personality changes the direction of your negotiation process? In this episode of the Sales Reinvented Podcast, Sonia Dumas joins me to talk about how buying personalities influence negotiations.  Sonia Dumas is the Financial Sales Expert with The Sales Experts Channel, a Cryptocurrency Strategist, and a Certified & Licensed B.A.N.K® Trainer. Sonia emphasizes the importance of understanding buying personalities and personality science in the sales negotiation process. Don’t miss her unique insight! Outline of This Episode [1:06] Sonia’s definition of negotiation [2:07] Why is mastering negotiation important? [3:06] The reasons WHY salespeople hate negotiation [4:39] Sonia’s negotiation process: determining buying personalities [9:24] The attributes a skilled negotiator must embrace  [10:28] Sonia’s simple 5-step negotiation process [11:25] How to determine a prospect’s buying code [13:07] Top 3 negotiation dos and don'ts [15:38] Sonia’s favorite negotiation story Why we should change the word ‘Sales’ to ‘Influence’ Salespeople don’t love negotiation because they have to do elevator pitches, create countless proposals, answer endless questions in endless meetings, create marketing campaigns, and can chase down indecisive prospects for months. Sonia points out that instead of trying to find new sales tactics, you should focus on fixing your mindset. What if salespeople stopped calling it ‘sales’ and started calling it ‘influence’? Wouldn’t everyone like to be more influential with their company, clients, prospects, and network? Influence isn’t just a sales tactic, but the fastest path to cash. Sonia also points out that the most effective way to be influential is to know how your clients and prospects make emotional buying decisions.  Determining buying personalities should be your FIRST step Sonia is all about making complex situations simple. Figuring out your prospects ‘buying personality’ or ‘buying code’ should be your first step—that you complete well in advance. There are four main buying personalities: assertive, amiable, expressive, and analytical. It’s far easier to influence people who make buying decisions just like we do.  However, you must strive to understand the buying language of the other personalities. Once you understand their buying personalities, you can create an agenda and presentation to match their buying personality. You must focus on what’s important to them and tailor thenegotiation to what they need to know AND what they want to hear. This is Sonia’s #1 suggestion to shorten the cycle and get to more yeses.  How can you determine a prospect’s buying personality? Sonia shares that ‘Crack my Code’ is what she uses to quickly determine buying personalities. A simple 90-second process for the prospect can change the way you negotiate.  Sonia’s simple 5-st...
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