Issue #55

Match The Mindset

This week, I’m talking about choosing the right sales approach for the right customer type.

Different customers need different things depending on their attitude towards innovation.

Understanding the customer’s mindset, and matching it with the right sales persona, is critical. If you don't talk their language, they will just walk away.

People buy from people they like and trust, after all.

The customer innovation adoption curve is shown in the title picture above.

It gives a rough view of how any marketplace divides into people who welcome new things and people who couldn't care less about the next iPhone.

When dealing with the Innovators and Early Adopters, you want to use a sales persona that’s all about vision and excitement. These customers love new ideas and are eager to be the first to try out the latest stuff.

In particular, the Innovators are the vital few because although they are a small percentage of sales overall, they will be your case studies and testimonials for the rest.

They also give vital feedback on product development.

Your job?

Be the guide who shows them the way to something extraordinary. You’re not just selling a product; you’re offering them the thrill of discovery.

In this stage, it’s all about painting a picture of the future and showing them how they can be part of something groundbreaking.

When you move to the Early Majority, these folks need proof. They’re not jumping in headfirst, they’re looking around, checking out the landscape, and making sure this new thing is worth their time and money.

Here, your sales persona should shift to one of reliability and assurance.

You become the expert who shows them how others have succeeded with your product.

Think of it like this: they’re ready to go on the journey, but they want to know that the path is safe. Give them the evidence they need, testimonials and case studies.

Your job is to reduce their perceived risk and make them feel confident in their decision.

As you approach the Late Majority, the game changes again. These customers are more conservative and risk-averse.

They’re looking for security. Your sales persona should be the trusted advisor who makes things simple and straightforward.

They don’t want to hear about how cutting-edge your product is; they want to know that it’s not going to cause them any headaches.

Emphasise reliability, ease of use, and the fact that lots of people just like them are already on board.

Finally, the Laggards. Your approach needs to be one of comfort and reassurance. These are the folks who resist change until it’s absolutely necessary.

Your sales persona here should be the patient, caring guide who understands their concerns and is ready to support them every step of the way.

They need to be guarantee backed and not rushed.

Your job is to make the transition as smooth as possible, offering plenty of support and showing them that they’re in good hands.

In the end, successful sales are about adaptability.

To apply the idea of matching your sales persona to the customer’s stage in the buying journey, follow these steps:
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1. Identify the Customer's Stage

Are they an Innovator, Early Adopter, Early Majority, Late Majority, or Laggard?

2. Adapt Your Approach

Tailor your sales style to match their mindset. For Innovators /Early Adopters, focus on excitement and vision.

For the Early Majority, provide proof and reassurance. With the Late Majority, emphasise reliability. For Laggards, offer comfort and support.

3. Use Targeted Messaging

Customise your pitch, emphasising the aspects of your product or service that align with the customer’s concerns and motivations at their stage.

4. Provide Relevant Support

Offer the right type of support and sales approach, whether it’s detailed information, risk reduction, or hands-on assistance, depending on the customer’s needs.

5. Be Flexible

Continuously assess and adjust your approach as various stakeholders within the company may be at slightly different stages.

By applying tailored strategies, you increase the likelihood of getting to the close with your profit margin and sanity in tact.

If you want to know how to market to customers within their innovation stage then click the image below and read last week's LinkedIn post about Customer Lifecycle Marketing.

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Have I mentioned that I have a great course that will bring you from clueless to peerless in enterprise selling?

Maybe once or twice? But now might be your chance to get the sales skills you need, so here's the link again:

I Am ready To Become A Great Salesperson

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In the meantime, follow me on X and Linkedin if you don't already and I really appreciate reposts because it helps me reach new people with ambition and a sense of humour.

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