Understanding your prospect is essential, but many salespeople approach this incorrectly according to our salesman course. There is a growing trend of using behavioural assessment tools, such as DISC (Dominance, Influence, Steadiness and Conscientiousness), to classify buyers into different personality types before deciding how to communicate with them. While understanding communication styles as taught in a salesman course has merit, it should never take priority over a strong discovery process.
Too many salespeople waste valuable time in initial meetings trying to categorise their prospects instead of engaging them effectively. A productive sales conversation should focus on unlocking value, not analysing personality traits.
Why traditional buyer-typing methods fall short
Many salesman training courses encourage salespeople to assess their prospect’s communication style before tailoring their approach. While this may offer some guidance, it often shifts focus away from the core objective – engaging in meaningful discussions that uncover value. While these frameworks can provide some insight, they often lead to over-analysis and unnecessary hesitation. The result? They fail to ask the right questions that reveal actual buying motives. A better approach is to focus on engagement, listening and problem-solving. Once a solid discovery process is in place, communication style adjustments can be made naturally without relying on rigid classification systems.
What salespeople should focus on
Sales success comes from meaningful two-way engagement. Here’s what matters most when interacting with prospects:
1. Be early and professional: Arriving ahead of schedule gives you time to prepare and demonstrates respect for your prospect’s time. Your first impression matters and being punctual sets a professional tone for the meeting.
2. Dress appropriately: Your appearance should align with your industry and the prospect’s business culture. Dressing appropriately builds credibility and ensures that your focus remains on the conversation rather than distractions.
3. Start with a strong introduction: A well-structured introduction should outline who you are, why you’re meeting and what the prospect can gain from the conversation. This helps set the right expectations and encourages engagement from the beginning.
4. Ask questions that unlock value: Your primary objective should be to uncover potential areas of value for the prospect. Instead of leading with small talk or personal observations, ask targeted questions that position you as a problem-solver: What challenges are you currently facing in [specific area related to your product/service]? What factors influence your decision-making process when choosing a provider? How have your current solutions performed in meeting your business objectives?
5. Encourage insights and opinions: A prospect who shares their thoughts is more engaged in the conversation. Asking for their insights makes them feel valued and creates a natural flow in the discussion.
6. Listen actively: Many salespeople focus too much on what they will say next rather than truly listening. Active listening involves maintaining eye contact, summarising key points and asking follow-up questions that show you understand their concerns.
7. Adapt to the prospect’s interaction style: Rather than guessing their personality type, observe how they prefer to communicate. Some prospects appreciate a brief, to-the-point discussion, while others may be more conversational. Follow their lead while ensuring that the conversation remains productive and time efficient.
8. Stop selling, start solving: The objective of your first meeting is not to close the sale immediately but to determine whether there is a real opportunity. By shifting your focus from pitching to problem-solving, you build credibility and make it easier for the prospect to see the value in working with you.
The role of sales training in effective prospecting
A structured salesman course should focus on practical techniques for engaging prospects, asking the right questions and identifying opportunities for value.
Modern sales training should teach:
- How to structure discovery meetings effectively.
- Techniques for maintaining engagement and building credibility.
- The right types of questions to ask at different stages of the sales process.
- Methods to handle objections and move prospects towards a decision.
By prioritising these skills, salespeople can build authentic connections with prospects and increase their chances of success.
Analysing your prospect is about understanding their needs. The most successful salespeople focus on creating valuable conversations, asking insightful questions and actively listening to their prospects. Instead of wasting time classifying your prospect into predefined categories, shift your focus to engagement and problem-solving. The salesman course at SalesGuru is designed to equip you with the skills needed to refine your approach and improve your ability to connect. Get in touch with us today.
