This blog post was written by Mark Kirstein, CEO of Sandler Training by Mercury Professional Development and an AZTC Platinum Sponsor.
Some will say selling is selling. Indeed, most professional selling techniques and processes are transferable across industries. However being aware of the unique characteristics of the technology industry and the common personality traits of technology buyers can help you be a more effective salesperson.
First, a couple basic truths in sales. People are more likely to buy from people they like. And people tend to like people who are like them. Second, people have unique communication and personality styles that influence how they make buying decisions.
In the tech industry, we’re much more likely to be selling to people with a STEM background: science, technology, engineering, and mathematics. Generally, these buyers will want more facts, figures and process to feel comfortable making a decision. And building bonding and rapport will be most effective with salespeople who are methodical and thorough.
Many sales people are naturally flamboyant and outgoing. When selling to technology professionals, let the buyer set the pace for communications styles. This may mean slowing down, and tamping down the enthusiasm a bit. Don’t kill your emotion, just consciously adjust your style to more closely match your prospect.
Are these generalizations? Of course. The real skill is not treating every technology buyer the same, but rather observing your buyer’s communication and personality style and adjusting your own style accordingly. This may mean speeding up and being direct to the point with CEO-types, or slowing down and providing excessive detail for analytic-types. Know your prospect, know yourself, and optimize your effectiveness in getting a deal done.