Nancy Zare - Selling from the Connection: Treat Others the Way 'They' Want to be Treated

In this episode of "The Builders," Matt sits down with Nancy Zare, the "Sales Whisperer," for an insightful discussion on the power of softer selling through understanding buyer personalities. Nancy, a psychologist turned sales expert, shares her journey and reveals why the Platinum Rule—Treat others the way they want to be treated—is the cornerstone of her Likeability System. Built on 35 years of research, this system transforms traditional sales tactics into authentic, buyer-centered conversations that foster trust and genuine connections.

Nancy introduces her framework for classifying buyers into four distinct styles—Buyers 2, 4, 6, and 8—each with its own decision-making process and communication preferences. By matching your sales approach to the buyer’s personality, you not only build rapport but also minimize sales resistance. Throughout the conversation, Nancy provides actionable insights on quickly identifying these buyer types, emphasizing the importance of listening, adapting, and being present in every interaction. She also discusses how the shift to digital communication has changed the sales landscape and how her system helps navigate these changes effectively.

Key Takeaways:

• Understand Buyer Personalities: Learn to recognize buyer types (2, 4, 6, and 8) to tailor your sales approach to their needs.
• The Platinum Rule: Prioritize the buyer’s preferences—treat others the way they want to be treated—and avoid a one-size-fits-all approach.
• Confidence is Key: A confident demeanor in your product, company, and self plays a critical role in successful sales conversations.
• Listening Skills: The best salespeople listen more than they talk, responding to the unique criteria and desires of each buyer.
• Adapt and Connect: Flexibility in your approach fosters deeper connections, leading to reduced sales resistance and better outcomes.