Sales styles play a crucial role in determining how salespeople approach their work and how they respond to Sales Call Reluctance (SCR). Research by George W. Dudley identifies six key selling styles:
1. Needs-Oriented Selling
Salespeople with this style focus on identifying and meeting customer needs. They act as problem-solvers, building trust by understanding the customer’s situation.
Connection to Sales Call Reluctance:
- Potential Challenges: These salespeople may experience perfectionism, feeling unsure if they don’t fully understand the customer’s needs. This can lead to procrastination or overanalysis.
- Solution: Provide tools for quick needs analysis and training to help them act even when all information isn’t available.
2. Rapport-Oriented Selling
These salespeople prioritize building strong personal relationships with customers. They invest time in creating trust and understanding before advancing the sales process.
Connection to Sales Call Reluctance:
- Potential Challenges: Rapport-oriented salespeople might avoid asking for the close out of fear of damaging the relationship. This is linked to fear of rejection or relationship-based reluctance.
- Solution: Equip them with techniques that integrate closing in a natural, relationship-friendly manner.
3. Competitive-Oriented Selling
Competitive salespeople are driven by ambition and a desire to win. They view sales as a contest where success is measured by results and performance.
Connection to Sales Call Reluctance:
- Potential Challenges: These salespeople might struggle with fear of failure or avoid situations where success isn’t guaranteed. Perfectionism can also be an obstacle.
- Solution: Focus on building emotional resilience and an understanding that learning from setbacks is part of success.
4. Image-Oriented Selling
These salespeople emphasize their own or their company’s image to build trust. They often leverage brand strength and personal reputation to gain an edge.
Connection to Sales Call Reluctance:
- Potential Challenges: Image-oriented salespeople may struggle with self-doubt or worry about not living up to a certain standard. This can result in social fear in situations where they feel judged.
- Solution: Provide support in personal development and training to manage situations where they feel less “perfect.”
5. Product-Oriented Selling
This style focuses on presenting the features and benefits of products. Salespeople with this approach rely on their technical expertise and knowledge.
Connection to Sales Call Reluctance:
- Potential Challenges: Product-oriented salespeople might experience uncertainty about their knowledge and avoid engaging with customers unless they feel fully prepared. Perfectionism is common in this group.
- Solution: Offer ongoing product training and tools to ensure they feel confident and well-equipped for client interactions.
6. Service-Oriented Selling
These salespeople prioritize delivering exceptional service and creating value for customers throughout the buying journey. They build loyalty by focusing on customer satisfaction over quick sales.
Connection to Sales Call Reluctance:
- Potential Challenges: Service-oriented salespeople might avoid prospecting or initiating new conversations out of fear of being perceived as pushy. Phone fear and social fear are common obstacles.
- Solution: Train them to balance service and sales and show how to initiate contact without compromising their service-oriented approach.
General Connections Between Sales Styles and Sales Call Reluctance
- All Styles Can Be Affected: Sales Call Reluctance manifests differently depending on a salesperson’s natural style.
- Tailored Training and Coaching: The key to overcoming SCR is to provide support that aligns with a salesperson’s strengths and challenges.
- Awareness and Self-Insight: By identifying both their sales style and areas of reluctance, salespeople can develop strategies to address their limitations and enhance their effectiveness.
