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[E33] Behavior Week: Analyst Part II – Buying Preferences, Sales Style
In this episode I continue the exploration of the Analyst
personality/behavior group.
Previously I covered their fears, preferences,
confrontational style, and empathy mode.
Now we get into how the Analyst likes to buy and what
will turn them off.
I will also cover how the Analyst salesperson will
approach prospects, and what works and what doesn’t.
Episode 33 – Transcript
On this episode I talk about selling to the analytical
type prospects and why it may be the hardest group to sell to.
Welcome to episode 33 of The Sales Experience Podcast. This
is the second half of the discussion about Analysts, or as the DISC profile
calls them, Conscientiousness. If there
is one group that I know really well, it’s the Analysts. Both from living a
long time as a pure analyst, getting stuck in analysis paralysis, and then observing
other Analysts.
In the last episode I gave an overview of the Analyst,
their biggest fears, their comfort level with confrontation and how they
empathize with others. If you haven’t listened to it, check it out after you go
through this one.
Before I get into how Analysts like to buy, I want to
just remind you that if you are Analyst, my goal is to help you understand some
of your autopilot tendencies better. Not that any of this is right or wrong,
good or bad. You are who you are, and that is amazing. And…if there are parts
of your life that are slowing you down from your goals then there might be
areas to focus your efforts on improving, starting with your strengths while at
the same time not beating yourself up so much on the ways that you react to the
world. If you don’t enjoy spontaneous, crazy adventures then don’t compare
yourself to others and feel bad internally that you don’t want to go on a month
long backpacking trip through Europe with no plan except to wander around and
see what happens.
My point with these episodes is partly self-awareness –
to help you, the listener, the sales person, the sales manager understand maybe
a new aspect of your behavior. Once you are aware you can then make choices
instead of being on pure autopilot. The other point to this series is so that
you have some basic awareness of the traits that will occur in other people –
like your prospects, or your significant other, or your parents – and then how
those could affect your relationship. For example, if you are in a relationship
with an Analyst, and you constantly want them to just get up and hop in the car
with you with no destination in mind, just to get on the highway and see where
you end up – that will be mentally stressful for them. If they resist, its nothing
personal against you, they are just reacting to that situation.
Anyway, back to the episode. First let’s cover how an
Analyst likes to buy. There are two key factors to always remember if your
prospect is an Analyst. The first is fear of being wrong, looking stupid, or
making a mistake. This is why they always want the data. They want stats,
measurements, metrics. They want to do as much research as it takes to feel
like buying from you is the right choice. They want testimonials to hear about
other people like them who bought and benefited. They need as much evidence as
it takes.
The problem is that with too much research will trigger
what is called Analysis Paralysis, which is the endless research and pursuit
for the perfect answer. They are looking for the perfect situation where there
is zero chance of failure and one hundred percent chance of success. Usually
that is not attainable, so they will research forever and never buy or make a
decision.
The biggest mistake you can make as a sales person who
has an Analyst for a prospect is to give int all their requests for data and
research. Might seem like you are doing the right thing. They keep asking you
for more data, more stats, more spreadsheets, more links, more articles, more
everything. You keep giving it to them because you feel at some point they will
see enough proof and make the buying decision. But you are just helping them
dig a bigger analytical hole for your deal to die in. You want to give them
enough to satisfy them, but then also push them a little to make a decision.
But not too much – because remember their other thing
they don’t like is confrontation. If you go to hard at them, too high pressure,
it will cause them to shut down. Also, since Analysts are looking for proof,
they like data and do not like always like slick talking, high pressure sales
people. They might just see that as a cover up for how the product or service
isn’t actually a good choice. If they think the sales person is out for their
own benefit only, the Analyst wont buy at the risk of making a mistake if they
gave into the sales pressure.
Now, the last part to cover for Analysts is what if you
the sales person or someone on your team is an Analyst, what would that look
like? First off, you are going to hesitate getting on calls or going to
meetings because you will want to do more research to learn more so that you
can be perfectly prepared for everyone scenario and conversation. Which of
course is not possible. I have seen a lot of analyst sales reps do very little
and ultimately not make it because they are stuck in the research and fear
stage. The other way you will show up as a rep is you will try and give each
prospect the data – the numbers, the stats, lots of facts and figures. You may
even offer to send each one a special data sheet you made up, or links for
sites for them to research. In your mind that is what you would want as a
consumer, so you just assume that is what everyone wants.
If you do that and your prospect is an Analyst, you will
just bury them in analysis paralysis. If they are not an Analyst, then it could
actually overwhelm them and kill the deal. Promoters, which we will cover next,
don’t like spreadsheets, stats, data – that is not how they make their buying
decisions generally.
Okay, that’s all the time I have today for Analysts.
Again, there is so much more to cover for these four personality and behavior
styles that I am only covering the biggest areas I can. Make sure to subscribe
wherever you are downloading episodes from so you can get the latest episodes
each day. Tomorrow we start talking about the party people.
And until next time, always remember that everything in
life is sales and people will remember the experience you gave them.
View all episodes
By Jason Cutter
4.9
3535 ratings
In this episode I continue the exploration of the Analyst
personality/behavior group.
Previously I covered their fears, preferences,
confrontational style, and empathy mode.
Now we get into how the Analyst likes to buy and what
will turn them off.
I will also cover how the Analyst salesperson will
approach prospects, and what works and what doesn’t.
Episode 33 – Transcript
On this episode I talk about selling to the analytical
type prospects and why it may be the hardest group to sell to.
Welcome to episode 33 of The Sales Experience Podcast. This
is the second half of the discussion about Analysts, or as the DISC profile
calls them, Conscientiousness. If there
is one group that I know really well, it’s the Analysts. Both from living a
long time as a pure analyst, getting stuck in analysis paralysis, and then observing
other Analysts.
In the last episode I gave an overview of the Analyst,
their biggest fears, their comfort level with confrontation and how they
empathize with others. If you haven’t listened to it, check it out after you go
through this one.
Before I get into how Analysts like to buy, I want to
just remind you that if you are Analyst, my goal is to help you understand some
of your autopilot tendencies better. Not that any of this is right or wrong,
good or bad. You are who you are, and that is amazing. And…if there are parts
of your life that are slowing you down from your goals then there might be
areas to focus your efforts on improving, starting with your strengths while at
the same time not beating yourself up so much on the ways that you react to the
world. If you don’t enjoy spontaneous, crazy adventures then don’t compare
yourself to others and feel bad internally that you don’t want to go on a month
long backpacking trip through Europe with no plan except to wander around and
see what happens.
My point with these episodes is partly self-awareness –
to help you, the listener, the sales person, the sales manager understand maybe
a new aspect of your behavior. Once you are aware you can then make choices
instead of being on pure autopilot. The other point to this series is so that
you have some basic awareness of the traits that will occur in other people –
like your prospects, or your significant other, or your parents – and then how
those could affect your relationship. For example, if you are in a relationship
with an Analyst, and you constantly want them to just get up and hop in the car
with you with no destination in mind, just to get on the highway and see where
you end up – that will be mentally stressful for them. If they resist, its nothing
personal against you, they are just reacting to that situation.
Anyway, back to the episode. First let’s cover how an
Analyst likes to buy. There are two key factors to always remember if your
prospect is an Analyst. The first is fear of being wrong, looking stupid, or
making a mistake. This is why they always want the data. They want stats,
measurements, metrics. They want to do as much research as it takes to feel
like buying from you is the right choice. They want testimonials to hear about
other people like them who bought and benefited. They need as much evidence as
it takes.
The problem is that with too much research will trigger
what is called Analysis Paralysis, which is the endless research and pursuit
for the perfect answer. They are looking for the perfect situation where there
is zero chance of failure and one hundred percent chance of success. Usually
that is not attainable, so they will research forever and never buy or make a
decision.
The biggest mistake you can make as a sales person who
has an Analyst for a prospect is to give int all their requests for data and
research. Might seem like you are doing the right thing. They keep asking you
for more data, more stats, more spreadsheets, more links, more articles, more
everything. You keep giving it to them because you feel at some point they will
see enough proof and make the buying decision. But you are just helping them
dig a bigger analytical hole for your deal to die in. You want to give them
enough to satisfy them, but then also push them a little to make a decision.
But not too much – because remember their other thing
they don’t like is confrontation. If you go to hard at them, too high pressure,
it will cause them to shut down. Also, since Analysts are looking for proof,
they like data and do not like always like slick talking, high pressure sales
people. They might just see that as a cover up for how the product or service
isn’t actually a good choice. If they think the sales person is out for their
own benefit only, the Analyst wont buy at the risk of making a mistake if they
gave into the sales pressure.
Now, the last part to cover for Analysts is what if you
the sales person or someone on your team is an Analyst, what would that look
like? First off, you are going to hesitate getting on calls or going to
meetings because you will want to do more research to learn more so that you
can be perfectly prepared for everyone scenario and conversation. Which of
course is not possible. I have seen a lot of analyst sales reps do very little
and ultimately not make it because they are stuck in the research and fear
stage. The other way you will show up as a rep is you will try and give each
prospect the data – the numbers, the stats, lots of facts and figures. You may
even offer to send each one a special data sheet you made up, or links for
sites for them to research. In your mind that is what you would want as a
consumer, so you just assume that is what everyone wants.
If you do that and your prospect is an Analyst, you will
just bury them in analysis paralysis. If they are not an Analyst, then it could
actually overwhelm them and kill the deal. Promoters, which we will cover next,
don’t like spreadsheets, stats, data – that is not how they make their buying
decisions generally.
Okay, that’s all the time I have today for Analysts.
Again, there is so much more to cover for these four personality and behavior
styles that I am only covering the biggest areas I can. Make sure to subscribe
wherever you are downloading episodes from so you can get the latest episodes
each day. Tomorrow we start talking about the party people.
And until next time, always remember that everything in
life is sales and people will remember the experience you gave them.