Today’s buyers are more informed and have less time to give to salespeople than ever before. Combine that with the increasingly complex decision-making process, and your salespeople are left with a very narrow opportunity to make a positive connection with a potential buyer.
That’s why it’s a must for salespeople to be able to quickly identify the buying behavior style of their prospects—and adapt their approach to match.
The fact is, people make purchasing decisions differently.
If your salespeople don’t recognize this, and instead use the same approach with every person they call on, they’re losing out on a large number of business opportunities.
Research shows that prospects are more likely to buy when they unconsciously trust and feel at ease with a salesperson. But building trust and rapport looks different with each buyer behavior style, so let’s review what each of the 4 styles look like:
The 4 Common Buyer Behavior Styles
Your salespeople can identify an individual’s buying behavior style using the world famous DISC assessment. The tool classifies behavior into four personality types with common behavioral characteristics and attitudes.
“D” Types
Dominance, or Doer types are direct and to the point. They typically have fast-paced speech and a strong personality. They tend to think in terms of the bottom line and often have a quicker, more impulsive decision-making style.
How to improve communication with “D” types:
- Minimize features – maximize benefits
- Focus on how your product or service can help them reach their goals
- Listen closely so they feel they’re being heard
- Ask specific, targeted questions and don’t waste their time
- Keep a fast pace to match theirs
- Give direct answers without a lot of “fluff”
“I” Types
Influence or Talker types are friendly and talkative. They typically enjoy interacting with people and like chit chat. Influencers respond well to testimonials and hearing about benefits in an upbeat, positive way. They tend to be less detail oriented, and focus more on the big picture.
How to improve communication with “I” types:
- Be friendly and animated with your conversation
- Ask for their ideas and opinions
- Don’t dwell on the details
- Provide personal stories on how other people have benefited from your solution
“S” Types
Steadiness or Pacer types are patient and easy-going. You can identify these individuals by their reserved, indirect, but people-oriented approach to others. They typically have a deliberate and methodical decision-making style, and can resist change or anything they perceive as a risk.
How to improve communication with “S” types:
- Don’t pressure them to make a decision quickly
- Listen patiently and take time to explain
- Speak with a sincere tone of voice
- Give direct answers
- Show you’re interested in a long-term relationship
“C” Types
Compliance or Controller types are methodical and deliberate. They tend to focus on the details and are primarily concerned about doing things the “right” or “correct way.” This buying behavior style can be skeptical and is often concerned with analytics and the effects of change.
How to improve communication with “C” types:
- Present data to back up claims about your solution
- Avoid asking too many personal questions
- Slow down and answer questions precisely
- Use a diplomatic and courteous tone
- Be conservative in assertions
Using this Information to Have Better Interactions with Buyers
As a default, most salespeople approach buyers using their natural behavior style.
The first step is to help your reps to understand their own individual behavior style, and increase their sense of self-awareness. That way, they can learn to adapt their style to match the style of whomever they’re calling on.
When your salespeople can identify and adapt to your customers’ and prospect’s buying behavior style, they have an immediate advantage over the competition. That’s why our training program, Conversations with Confidence, is so powerful—especially in today’s competitive environment.
Here’s a quote from one of The Brooks Group’s long-time clients:
“We use “buyer styles” as a way to differentiate our salesforce from our competitors—it has become embedded in our sales culture to such an extent that we never have a discussion or strategy session without understanding the buyer styles involved. It’s the “special sauce” in our sales culture that allows us to outsell our competition, because we “sell” to our clients the way they want to be “sold.” Our competitors sell everyone the same way; while we tailor each client interaction based on that buyer’s specific preference for communication.”
-David Finch
Owner, ATCOM Business Telecom Solutions
The Conversations with Confidence training program will arm your team with the self-awareness—and the ability to adjust to prospects’ behavior styles—in a way that will transform their ability to win deals and grow revenue.
Have a question? Submit it to The Brooks Group Help Desk and an expert will get back to you within 24 hours. [email protected]
