10 Suggestions For Selling To A Dominant Buyer

Dominant buyers try to maintain control and walk away with most (if not all) of the marbles. During negotiations, they seek to control the agenda. They get to where they want to go because they lead, not because they follow. Nonverbally, they are likely to project a forceful, domineering posture and stance. When frustrated or angry, they may pound fists and point fingers. Vocally, they emphasize their position by increasing volume and may even using profanity for impact. Follow these tips when the buyer in front of you fits into this profile.

1. Never convery to a Dominant that you are hungry for the sale

Sure, you want the sale. But don't beg or plead for it. Giving the impression that your next meal depends on this sale will trigger this buyer's predatory instincts.

2. Go to the bottom line and work backwards

A good opening line with a dominant buyer is "Can we fast forward to the end of the movie and then work backwards? What exactly you need to close a deal that will make you happy?"

3. Match nonverbal behavior

Return the Dominant gaze. Move forward in you chair when the buyer move forward Use your voice and body to emphasiza key points. Come across as passive and meek and the dominant will turn you into a "road kill"

4. Limit small talk

Dominants want to get down to business quicky. As soon as you sense that the buyer is ready for business, switch from your social mode to business mode.

5. Draw lines in the sand

What is negotiable and what is not? What is a fixed policy and what is flexible? Without clear answers to these questions before the negitiaton, the Dominant may kick the sand in your face.

6. Probe assertions

Dominants will try to structure the sale to conform to their wishes. They will assert their requirements up front. Move beyond those assertions to uncover unlying issues with statements like:

Yes, I understand you clearly. Why do you believe that?

Why is that so important to you?

Wht do you mean when you say...?

I wonder if we could examine this issue further.

7. Limit your answering of questions with questions

Answering questions with questions is a reliable way to keep pressure on the buyer, but this strategy will alienate the dominant buyer. Provide specific answers when asked specific questions. Follow up with questions after you present your information. "Sure, I will be happy to answer to that. But how does this information help you?"

8. If you are feeling pressure, identify it as an obstacle to crafting the best possible deal.

Dominant want to win. Your feelings are inconsequential unless they get in the way of shaping a good deal. Consider this as a response to pressure tactics: "I am feeling pressure right now and a little uncomfortable. Because of this pressure I am afraid we might not end up witht he kind of best deal that is best for you. Could we take deep breath, sit back and focus on how we can best solve your current issue?"

9. Offer choices

Dominant need control. Limit their alternatives to what will work for you, but offer choices within those alternatives. You win, but the dominants feel as if they had won.

10. Ask for a summary of any agreements

Dominants are not the greatest listeners. Ask them to tell you what they heard. If there are any misunderstanding, clarify them on the spot. In order to verify that, dominants view the agreements in the same way you do, let them, not you, do the summary.

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