8 Ways to Selling To A Compliant Type

Compliants have a strong need for security and are risk-adverse. They tend to focus excessively on details, procedures and polocies. The resulting behavior is oftn manifested in perfectionism. In buying situations, they need constant reassurance that they are making the right decision. They are much interested in hearing what you have to say than in telling you what they want. their nonverbal cues are cautious, controlled and guarded. If the buyer sitting across you fits in this type, follow these ways.

1. Reflect the buyer's communication style

Compliant projects caution, concern and focus. They position their bodies to listen intently and to take in as much information as possible. Do the same. Through steady eye contact, a sincere tone of tone and attentive posture, communicate your desire to serve.

2. Uncover organizational factors that might increase insecurity

Consider these questions that get at the risk felt by the buyer:

- "Has your company regretted similar purchasing decisions in the past?"
- "Why did you regret that decision?"
- "Are you under any special pressure regarding this decision? Why?"

3. Emphasize your williingness and ability to diminish risk

Show how you can reduce the uncertainty associated with making the decision. Consider building a "safety net" for Compliants without bending so far that you create an urofitable customer. For example:

- Creating a money back guarantee
- Expanding the usual after sales service
- Lengthing the repair warranty
-Negotiating the contract obligation for a shorter time period than normal
- Building scheduled points into the project for when it can be terminated by the customer

4. Highlight your referrals and satisfied customers

Compliants seek safety in numbers. If they see that others have signed on and are satisfied, they too will take the leap. Provide as many endorsement as possible.

5. Show how you product or service will reduce pain

Pain reduction is especially important for Compliants. Whereas other types of buyers are concerned with the "what", they are more interested in the how and why your product relieves pain, bring in support personnel to do a reassuring dog and pony show.

6. Validate cautious approaches

Although they may not explicitly seek your approval, they nonetheless respond well to it. Compliment them on an approach that will ensure that the right decision is made. "I think your idea to shorten the length of your obligation on the contract is sensible given the uncertainties you face."

7. Use the best case/worst case scenario question

Ask these questions:"Describe the best case that might result from purchasing this product." "Describe the worst case scenario that might result from making this decision." Demostrate that the worst case is highly unlikely and that the best case scenario is highly probable.

8. Bring out the data

ompliants wants proof. Bring plenty of catalogs, bulletins, brochures and ciculars. Point to numbers, statistics, specifications, blueprints and any other comforting details.