The Precise Customer

The keywords used to describe this type of customer are:

Characteristics

These customers need to be correct and certain about decisions they make and the implications of those decisions. Thus, they research and analyze carefully, never making a decision based on just their impression of you or a gut feeling. Because they have to “get it right,” they are careful, never impulsive. Always seeking more information and wanting to be absolutely certain, they will even risk a deadline in search of convincing proof. After your call, even if you are able to gain a tentative agreement, the Precise customers will want to see a formal proposal. Under duress, they will avoid you, a decision, or a meeting, because if they are undecided, this feels like extra pressure from the salesperson.

These are the hardest customers to sell over the telephone. Even though you have satisfied all the possible impediments to a close, he or she will likely still want to see a written proposal. The logical nature of facts and computers makes them more comfortable with e-mail than with interpersonal situations. Task-oriented, P customers are generally very organized. In particular, they are likely to resent a phone interruption, so it is better to have an appointment for even a phone call for this customer.

Technical proficiency is a value to them, so fields such as engineering, computer hardware and software, accounting, and finance will have many people in the Precise category. Because of their expert knowledge, they are often consulted on decisions by higher ups, but will avoid major decisions on the company’s behalf.

Over the phone, these customers may sound monotone, and you will hear this in their voice mail. You might become frustrated because they will not reveal emotions, even if they are enthusiastic about your product. To match a Precise style, you need to avoid too much enthusiasm in your communication patterns. Your phone style should be measured, deliberate, and controlled.

These customers think before they speak (unlike many of us in sales who think by speaking), so it may be common for them to be silent for a time after you ask a question; quiet even to the extent it might make you uncomfortable. The P customer requires extra time to process information. It’s not an intelligence issue but a processing one.

These customers are proud of their own expertise and may be negative about the expertise of others. In character, however, they have a great deal of integrity, and although slow to make a decision, they can be counted on. These are the worker bees in their organizations and are often overworked and under-recognized.

Strategy

While Precise customers can be difficult to deal with on the telephone, they are by no means impossible. Be sure to give the P time to digest information; Ps are not reactive thinkers. For example, while viewing a PowerPoint or information page on the company’s Web site during a call, a classic error salespeople commit with Ps is not letting this customer have time to read and study what is there. Huge mistake! If you have been successful in getting the P to your site (and you may get only one shot at this), he may sell himself if allowed to fully explore the information there. Be quiet and let this customer look at the material on the Web site. Silence on the other end of the phone is not necessarily a bad thing with a P.

Since you are giving the P so much information, be sure to organize it for easy access. As the expert, the P will not go to bat for you or your product in decision meetings, unless there is plenty of backup proof to substantiate the recommendation. (Note: This “once removed” situation, where someone will be your spokesperson with a decision maker is not uncommon in phone selling, especially with Ps, since they are respected by others.) Ps will not take the risk of losing expert status by expressing enthusiasm over a product they can’t back up.

It is never good to surprise these customers with questions or calls, better to e-mail for an appointment and announce the nature of the call in advance. If you are a different type from them, s-l-o-w down and be prepared to match their deliberate and thoughtful pace. Temper also your own enthusiasm and any behavior that would rush a close or try to pin this customer down.

• Have the relevant facts and figures at your fingertips before calling a Precise customer.

• Answer all questions as completely as possible. If you don’t have an immediate answer, call back if necessary, but as soon as possible.

• Avoid generalities and testimonials, unless you have one from someone the Precise customer knows and respects.

• Be prepared to send them proof, documentation, and articles from third-party sources (not press releases from your own company, but articles from industry magazines or tests by independent groups). A Precise won’t necessarily take your word for it over the phone.

• Use a careful and strategic sales approach—it works great with this group, and follow-up often with regular contact.

• Give them time to think, though, and check for errors in anything you plan to say to them over they phone. If you don’t, they are probably writing it down and will check your figures after you have hung up!