The successful outcome of your next sales presentation will be determined largely by your ability to do two things well: Develop rapport with your prospect and adapt your sales message to engage his preferred “learning style.”
The learning style theory was developed in the early 1970s and has proven to be a powerful communication model that every school teacher, parent, manager and sales rep should have in their toolbox. Simply stated, the theory promotes the concept that people have a natural preference based upon their dominate sense, for how they choose to learn and process information. There are three styles: visual (seeing), auditory (hearing) and kinesthetic (touching).
Unfortunately, far too many sales reps unknowingly undercut their sales effectiveness by failing to recognize the need to engage their prospects’ learning styles. For example, if a sales rep determines his or her prospect is a visual-based learner, it’s up to the sales rep to make the adjustment and incorporate more colorful graphs and charts, brochures and other visual aids throughout the presentation.
It’s easy to quickly and accurately determine your prospect’s preferred style by simply paying attention to his or her most commonly used words and phrases.