Sales tip: Know your prospect's learning style

For your prospects to get the most benefit from your website information, sales presentations, brochures and related marketing materials, you need to present the information in the most engaging way possible, by adapting your sales message to engage their preferred “learning style.” Learning style theory suggests that people have a natural preference for how they choose to learn and process information. The three styles are: visual (seeing), auditory (hearing) and kinesthetic (touching).

Determine your prospect’s preferred style by simply paying attention to their most commonly used words and phrases.

• Visual-based learners like pictures and prefer to get their information in writing. Use colorful charts, graphs and other visual learning tools to help them make a buying decision. Visual-based learners might say:

“I can certainly see your point.” “That looks good to me.” “Do I make my point clear to you?”

• Auditory-based learners tend to hang on every word you say. This type of prospect learns best through group discussion and tends to “talk things out” when making a decision. Auditory-based learners might say:

“That sounds good to me.” “I hear what you’re saying.” “That rings true to me.”

• Kinesthetic-based learners prefer to learn by physically touching and doing. Keep this type of prospect actively involved by using demonstrations and other hands-on learning tools when possible. Kinesthetic-based learners might say:

“I can get my arms around that concept.” “This point really grabbed my attention.”