How To Sell To Every Personality Type

Ever wondered why some customers make a decision to buy almost before you begin your sales pitch while others pore over every word that was ever written about your product or service and then tell you they want time to think it over? Or why some customers need to consult everyone in their Rolodex before they make the commitment to buy?

It may seem random but behavioural psychologists believe people fall into at least four distinct personality or behavioural styles - and each style communicates differently and uses different criteria to make a decision. Although there are many ways to describe the four styles, probably one of the best known and most commonly used is the DISC Profile System. It covers four behavioural styles: Dominant (D), Influence (I), Steadiness (S), and Conscientiousness (C).

Each of these types communicates differently, operates differently, and builds relationships differently. They also buy differently. If a salesperson is able to identify the style of the buyer then they have a much better chance of communicating with and building a stronger relationship with that person. In other words, if you have an idea of someone's preferred style, you can adapt your style to suit them and put them at their ease.

"People like to buy from people who are like them," explains Bev James, SuccessTrack's People Management Expert and the Managing Director of Elements Consulting International which specialises in training and providing DISC psychometric testing.

"The best salespeople are able to blend their natural style effortlessly to establish rapport quickly and easily with a potential customer.

"The Dominants (D's) are quick decision-makers and don't like to waste time; the Influencers (the I's) are more impulsive and can be influenced by trends and fashion; the Steadiness (S's) style don't like to be rushed and may want to take time to ask the opinion of family or friends; and the Conscientiousness (C's) style are comparative shoppers and will research other options.

"For example, if a high 'I' style person who is naturally very outgoing and chatty is selling to somebody who is very 'C' and very reserved, they need to slow their pace and provide lots of details. They need to avoid asking lots of personal questions because the 'C' is likely to consider that inappropriate."

While you obviously can't suggest to customers or prospects that they go online and do a DISC Profile, you can learn to quickly identify the different behaviour styles even when you are dealing with someone on the telephone, says James. You can then adapt your style to get the best out of the person you are dealing with.

"It's such a straightforward system - when you apply it to yourself and understand it, it becomes quite easy to guess customers' personality traits."