Different Versus Difficult
Know the difference between different and difficult. Unfortunately, it seems that few people do. We are often too quick to label someone as "difficult" when they act or behave in a manner contrary to our behavior. You see, people are not difficult, they are just different. It's far too easy to label them as difficult, rather than make the effort to understand them and appreciate their differences. That's what makes this tool such an asset to your professional equity. Understand that people—your customers— are different. The key to a lasting, trusting relationship is an adaptation to their style. Abraham Lincoln once said, "I don't like that man very much; I need to get to know him better." What a great concept, one from which we could all benefit.
As a new salesperson with a company, you may have heard (or even said) this: "Don't bother going to see Hank at XYZ Company. He is such a jerk and a real tough guy to get along with. Plus, he never buys anything—he's always just looking." Hank may very well be a jerk (they do exist) but chances are that Hank is simply a different style type. Hank is probably a neat guy once you get to know him. A case in point: I recently received a call from an excited graduate of my sales program. She was ecstatic because she had just confirmed business with an account that had been labelled indifferent and not likely to buy from her. She persevered, and with the help of behavioral flexibility she secured a $100,000 account. Not a bad return on her training investment.
Another important aspect of successful adaptation is your willingness and confidence to stretch your comfort zone. As discussed in Chapter 2, stretching your comfort zone is one of the pillars of success, and is certainly a necessary attitude for successful implementation of behavioral flexibility. We must be willing and able to stretch our range to accommodate other people's styles.
So who makes the best salesperson? Before I answer this common question, put the book down and give it some thought. I'll wait.
The answer is ... the chameleon—the salesperson who can readily adapt to the style of each customer. It doesn't matter which style you are. What matters is how quickly and comfortably you can adapt to the style of the person you are interacting with, at home or at work.
