How to stop losing the sale.

When engaging with clients or presenting to potential buyers in the landscape design and build industry, it’s imperative to recognize that not everyone processes information the same way.

Some individuals, particularly those in leadership roles such as CEOs, operate on what we call conceptual thinking.

This involves dealing with big ideas, visions, and the overarching strategy of where the project is going and how it will get there.

If your pitch is too heavy on conceptual thinking without balancing other styles, you risk alienating those who need more concrete details.

Approximately 10% of the population are conceptual thinkers, primarily found in executive roles.

On the other hand, analytical thinkers, who are similarly rare, need hard data, efficiency details, and logical reasoning to be convinced.

They focus on the technical aspects, not the aesthetics or the story behind the design.

Then there are procedural thinkers, also not very common, who are interested in how things will be done step by step.

Lastly, storytellers thrive on narratives; they connect through stories that integrate conceptual, analytical, and procedural elements with a dash of humor or emotion.

Understanding your audience’s composition allows you to craft a presentation that resonates with each thinking style present.

For example, if you’re selling to engineers, who are typically analytical, focus on functionality, durability, and efficiency rather than just the beauty of the design.

Conversely, when dealing with creative minds, discuss how the design integrates with the landscape’s aesthetics and architecture.

Engaging an audience with mixed thinking styles requires a balanced approach where no single style dominates to the exclusion of others.

This balance ensures that each group feels addressed, increasing your chances of a successful pitch.

The real-world application of this was demonstrated by a former IBM executive who tailored his sales approach based on audience analysis, resulting in an unprecedented 75% closing rate for a high-cost mentorship program.

By knowing your audience’s thinking preferences, you tailor your message not just in content but in delivery, ensuring that you don’t lose potential clients by focusing too heavily on one aspect like analytics or conceptual ideas alone.

This method of communication isn’t just about selling; it’s about leadership and influence within your business, convincing everyone from staff to customers that your vision is worth investing in.

Ultimately, your effectiveness in this industry hinges on your ability to sell belief, to change minds and hearts through your understanding and adaptation to different thinking styles.