Landmark Industries

Customers come in many sizes and shapes.  It is impossible to write a presentation that covers everyone.   However, if we divide the audience along two general lines, we can start to define selling strategies.

So lets assume we have two types of customers:  The Visual and The Kinesthetic.

Visuals are concerned with functionality, fabric and color.   The typical visual will be sharply dressed, have make up in place, closed neat and appear orderly.   Some people are visuals because they dress in a style.  The like to wear colors.

In language they talk in visual terms; look, see, watch, inspect etc.  “Look at the facts”, “ I get the picture”, “ lets get a perspective on this”.

Kinesthetics are concerned with comfort, feel and texture.  Sometimes they fake being visuals because they are told to be a certain way.  They wear comfortable shoes like Birkenstocks and color is not as important in clothes as the fabric feel and fit (loose).

In language they talk in terms such as touch, feel, handle, etc.  They say things such as “It doesn’t feel right,” “Just hold one,” “ Let’s get a handle on this,” or ” he didn’t grasp the idea.”

So, when a mom comes up and starts talking about the function of a _________, where it will look best in the house or dorm room, and what fabrics and colors are available , they are a visual.

We should use their language and stick to a discussion relating to fit, function and colors.

Try to be more precise in speaking.  Don’t worry about whether they think it is comfortable for them.  Demonstrate the functions of the chair.  Show the list of colors available.  They need to know how easy it is to care for it.

When a kinesthetic comes up, have them get seated in the right chair.  Hold the discussion with them seated.  Use words like comfortable and feel.  Have them feel good while watching a Bucs game.