The secret of using DISC model that increase sales for business today


Many sales people have outgoing, talkative, emotional, enthusiastic personalities. And they sell in a way that feels most “natural” to them. Every time they get on a call, they sell in a way that they would like to be sold to without thinking twice about it. Most salespeople don’t think about why they’re saying what they’re saying.

An outgoing, emotional personality is great when you’re selling to a decision maker who also has that personality. But what if your customers are more reserved or analytical? What if they’re less willing to take risk or are less optimistic?

Most salespeople naturally sell to their own personality type instead of thinking about the personality of their customers. The best salespeople modify their script to their audience members based on their personality. They understand the same tone and delivery style won’t always work for two different customers. They know different types of customers need different buying experiences.

One framework you can use to adapt yourself to your audience is the taking a sales-based DISC personality assessment.  By understanding which DISC personality style type most closely matches you and your prospect, you’ll know which strategy and presentation style to use.

In this post, it will show how you can grow your sales by using the DISC framework.

Identify DISC Type

The first step in figuring out how to adapt sales presentation to your customers is to first understand your own personality type.

DISC is broken down into four fundamental personality types: Dominance, Influence, Steadiness, and Compliance.

  • “Dominant”(D) Dominant and high drive. They care most about results and are very direct in their communication.
  • “Influential”(I) Optimistic, active and social. This personality type will trust others naturally, truly enjoys being around others, and functions best when around people and working in teams.
  • “Steady”(S) Steady, stable and predictable. They are even-tempered, patient, sympathetic with others, and very generous with loved ones.
  • “Compliant”(C) Accurate, precise, detailed-oriented. They value quality and accuracy and are afraid of making the wrong decision.


Aside from taking a DISC assessment test, you can figure out your own profile by thinking about your behaviour style in different situations. For example:

  • ‘D’ Style people are highly driven and ambitious, with anger being their driving emotion. They’re also extroverted, task-oriented, and occasionally impatient.
  • ‘I’ Style people are not afraid of being the center of attention. If you’re the Influential type, you’re probably enthusiastic about what you do, talkative, and extroverted.
  • ‘S’ Style people are frequently reserved or non-emotional. These people crave security, are resistant to change, and prefer working on one or two tasks instead of several.
  • ‘C’ Style people are very accurate, precise, and detail-oriented. They’re naturally cautious and rely on calculated data-backed decisions rather than gut feelings.

Once you figure out your own DISC profile, you’ll have a good sense of your strengths and weaknesses when it comes to selling the products to other personality types.

For example, if you have a high “D” personality, you might become impatient with someone who’s an “S” who prefers to take an interaction or open up more slowly. If you’re an “S” selling to a “D”, you might be taken aback by their direct and straightforward approach.

If you’re an “I” and you’re selling to a potential customer who’s a “C,” you might try to sell to their emotions or feelings when they need facts and data.

Here are some behavioural and body language clues you can use to quickly figure out the personality of your customers:

  • High “D” people typically places high value on time and are direct and decisive. They’re not enthusiastic about small talk. Sometimes, they can give the impression that they’re rude or hard to deal with.
  • High “I” people are typically trusting and optimistic. They use lots of facial expressions and hand gestures while they talk.
  • High “S” people tend to take a longer time to adjust to change and they’re usually sensitive to criticism. They’ll talk and walk with a steady, easy pace.
  • High “C” people usually appreciate information with direct, detailed questions. They’re usually bounded by procedures and methods and not verbalize with feelings.

You can then figure out the main personality type of your potential customers within the first few minutes of an interaction based on how they respond to small talk, the first questions they ask you, and their body language.

Adapt Your Selling Style to Your Buyer’s DISC Type

Once you’re aware of your personality type and know how to identify the personality types of your customers, you can adapt your sales techniques to resonate with them.

Here are some useful and tactical ideas on how you can do that for each personality type:

Dominant

“D” personalities appreciate recognition by others and tend to respond well to logic, reason and information. If you’re selling to a high “D” customer, show you respect their views and requirements. As they’re big picture thinkers, D style peoople strongly influenced by other people who they perceive as having high status or power. When possible, use testimonials from well-known people in your industry.

Influential

“I” personalities like to talk about their ideas and emotions, so ask them what they’re thinking and feeling. Let them vocalize what’s working and what’s not. They can also be impulsive and avoid details, provide summaries or takeaways of what you discussed can help them focus on what you want them to focus on. But only include details when it is absolutely necessary.

Steadiness

People with high “S” personalities are even-tempered, composed, and good at listening. Show them you’re interested in who they are as a person, and don’t let your sales pitch feel too “transactional.” Make it clear you value their relationship. If you focus too much on facts and numbers, you’ll risk coming off as impersonal.

Compliant

People with high “C” personalities like having as much information as possible. They’re one of the passive styles so give them all the information from your verbal pitch again in writing. Knowing they can review all the documents later and make an informed decision puts “C” people at ease. Having a detailed pros and cons list in your proposal can also help them make a decision. Compliant people are very afraid of making the wrong decision, so offering some type of guarantee or refund can help ease their worry.

By continuing to make the right connections with current and potential clients, you have the best chance of increasing your sales and demonstrating your value.

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