Author: Christina Bowser

Recognizing that DISC personality types make different buying decisions is necessary in order to move the sales process forward with our prospects.

How DISC personality types make different buying decisions is critical, but so is knowing how our own DISC personality style plays into the sales interaction. We are focusing on buying decisions as one part of an overall strategy to improve our style adjustments to close the deal.

How DISC personality types make decisions is just one component in the sales process

How DISC personality types make different buying decisions is a continuing discussion of our sales webinar series. The previous topic was Using DISC Profiles in Selling: How Understanding DISC Can Close a Deal. First, we focused on how DISC can help in selling. Logically the next step is to focus on how DISC styles make buying decisions.

While top sales professionals focus on how to communicate with and how identify prospects, they do not always identify how their prospects make decisions. In addition, they can overlook how their own decision-making style impacts the sales process. This is not a sales training program, but some insights on how DISC can enhance our sales technique. Mastering the sales technique is not limited to the sales professional. Regardless of our career, we will find ourselves using sales techniques, for example, to sell our project to our managers or promote new ideas to our team.

Why do we need to adjust our selling style?

Sales is a very competitive profession. Unfortunately, while there are many excellent sales professionals out there who are continually working to improve their skills and gain a competitive edge, there are many sales people who don’t make the effort to improve. There’s a guy at the car dealership who loves to play tennis. When he was young he would play for hours every day. He stills loves to play, but when asked how is tennis game is he quickly responds, “I’m terrible!”. His skills went away, even though he has played all his life, because he didn’t have time to practice. The story is just a quick reminder of how we need to keep building our skills in order to stay on top of the game.

We cannot keep repeating the same behaviors over and over. We need to adjust our selling style to meet the needs of our prospects. In order to do that, we must first understand the different DISC types of our prospects. Next, we need to know our own preferred selling style then we need to identify the DISC personality type of our prospect. Now we can adjust our selling style.

Why focus on decision-making when it comes to how DISC personality types make different buying decisions?

Ultimately, selling is about getting the prospect to make a decision. That decision does not always end in a purchase, but we need to move the sales process forward. The worst thing that happens in the sales process is a lack of a decision because then we are not sure how to move the sales process forward.

We typically have one chance in selling to a prospect. When something doesn’t work then chance will most likely open up for another sales person. You may have to wait until your competitor makes a mistake to have another chance with that prospect. In other areas we may have a chance to catch up, but in selling you need to be aware and on top of your game all the time.

We tend to assume our prospect makes the same buying decision the same way we do. We often overlook how important our decision-making style and the prospect’s decision-making style are. Selling is all about making decisions. We need to think about how to make the decision-making process easier. For example, C-profiles make decisions based on facts. They will take a longer time because they want to make the correct decision. If we are not aware of the C-profile’s decision-making style then we may lose the sale. The odds are against you that your prospects shares the same DISC profile as you.

Pressure impacts the sales process

Sales people can feel nervous or pressured to make the sales or close the deal. When we feel strong emotions, it affects how we communicate, motivate, and move the sales process forward. Strong emotions cause us to not modify our behaviors and we fall back on our most comfortable ways of doing things. Pressure leads to “auto-piloting”.

We can also auto-pilot when we get comfortable in our role. When we are success, in our comfort zone, we can also auto-pilot. We can get over-confident and may not have the same motivation to keep modifying. Successful sales people can stop their growth because they are not as focused or present, or stop identifying prospect’s DISC type. We can keep repeating the same behaviors that can stop us from reaching higher levels of success.

Where should we start to understand how DISC personality types make different buying decisions?

How DISC personality types make different buying decisions is critical, but so is knowing how our own DISC personality style plays into the sales interaction. We are focusing on buying decisions as one part of an overall strategy to improve our style adjustments to close the deal.

First, we can start by looking at our own decision-making style. Most of us have a general understanding of our decision-making style, but we may lack a deeper understanding of how they truly make decisions. The DISC profile assessments include a section on a person’s decision-making style. For example, if you are a sales person who is not naturally going to check every detail when making decisions under pressure, but your prospect does, then adjustments would need to be made.

Pressures and pre-conceived notions of the sales profession

Many people have pre-conceived notions of sales people and it’s typically more of a negative perception. We have probably though of the sales people as talkative, pushy, and slick. The sales person’s job is that much harder because they need to overcome this stereotype.

Prospects feel pressure as well, especially in more important, higher risk or unfamiliar buying decisions. In these cases they are more likely to revert back to their natural styles. As sales people, we can only control own behavior. We cannot change or control the behavior of the prospect. Prospects feel a heightened sense of control in the sales process. Your prospects have little motivation to change their behavior. They decide if they want to purchase or not, but it’s our job adjust our style appropriately. If we can help make the prospect’s decision-making more comfortable or easier then we can keep the sales process moving forward.

How do the 4 DISC types make buying decisions

When we talk about S-styles they tend to be slower and they consider how the decisions impact the people around them. C-styles are also slower, but they want to make the correct decision. I-styles are very optimistic. All styles make decisions emotionally, but the I-styles are more emotional to begin with. They enjoy the buying process. D-styles don’t want too much information. They want to make the decision quickly and easily.

Fears when DISC personality types make different buying decisions

Another way to think about how DISC personality types make different buying decisions is to think about the 4 DISC types and their fears. The S-style fears disappointing others. If you are talking to the C-style then talk about the critical factors that needs to get correct with this sales decision. D-styles always want to be in charge of the decision-making process. For the I-style, you want to address how the decision impacts how they are seen by others. You are dealing with their objections and stalls up front. You are identifying what might be holding them back. If you bring them up as a sales person then you are now setting yourself apart because you are talking about important issues that are relevant to the prospect.

Tips when focusing on how DISC personality types make different buying decision

How DISC personality types make different buying decisions is critical, but so is knowing how our own DISC personality style plays into the sales interaction. We are focusing on buying decisions as one part of an overall strategy to improve our style adjustments to close the deal.

A good tip for quickly identifying the 4 DISC types is to think about people you know and associate one person with each DISC profile. Think of a family member who is a strong C-profile and how they typically purchase. Is there a person you know who is a strong D-profile? Think about how they typically make buying decisions. This helps you quickly understand how the 4 DISC types buys things.

Frustrations of DISC types can derail the sales process

Sales people, without realizing it, can actually get in the way of the sales process. When the sales person does not recognize the differences in the prospect’s style and their own, then the prospect may get frustrated. So if the sales person doesn’t make the needed changes then, even if you have the correct product for the prospect, they won’t buy.

D-styles are frustrated by slowness. You need to move at their pace even if you think they are moving recklessly or too quickly. Let D-style prospects buy the way they want to buy if the product is a good fit. Your indecisiveness or slowness can get in the way of the sale. S-styles need to think about how the purchase impacts everyone else. You can ask them questions that help them look at the decision from different angles, but avoid time constraints. Think about building trust, being more patient and giving them time to decide.

You will need to give the C-style as much information as possible. They get frustrated by surprises. Do not make up stuff. If you don’t have the answer then let them know that you will find out and get back to them later. For the I-style they want to have fun and avoid formality. Give the I-style time to interact even if you have to stay on time.

Overusing our style and questions DISC types tend to ask

Remember that when the prospect is aware of your different styles and becomes uncomfortable then we may feel more pressure. When the prospect is pressured and we are pressured then we tend to fall back more on our natural style. In essence, we start to overuse our style and that gets us into trouble.

DISC works in all human interactions. We can reframe it to apply to specific roles and settings like selling. Another tool we can use to help us identify a prospect’s styles is to look for those patterns of behaviors. Think about what types of questions they ask. D-styles prefer to ask questions like, “what’s the bottom line?” I-styles like to ask question like “Who’s going to be using that?” S-styles ask questions like” how does this product impact the organization? The C-styles will ask questions like, “why does it work that way?” The why, what, how, and who questions can help us identify our prospects styles.

Next steps in using the DISC tool to gain the competitive edge

In order for us to keep our edge as sales professionals, we need to practice DISC and to debrief after our sales interactions. First we practice understanding how DISC personality types make different buying decisions. Prospects are different and so are we.

When we begin to debrief after each sales interaction we can understand the process better and interact with the next prospect more effectively. We need to think about the interaction we just completed. What style did I identify for the prospect? Was I accurate in identifying the prospect’s style? Did I make it easier for the prospect to make a buying decision? Was there something I could have done better to move the sales process forward? Debriefing after the sales call or meeting is the best time to practice and make it more of a habit. The more you practice and the more comfortable you are with this part of the sale, the more energy you will have to focus on other aspects of your selling process.

Can you identify your prospect’s preferred communication style? How does using DISC Profiles in selling make you more successful?

Sales professionals are well-trained in techniques such as prospecting and closing a deal. Regardless of how successful you already are, you can continue to develop skills that improve your sales interactions. One way is by focusing on DISC profiles in selling.

Why use DISC profiles in selling?

DISC profiles can help us better understand our preferred way to interact, but how can we focus on DISC profiles in selling? We need skills that help build rapport, quickly understand and communicate with our clients and prospects at a level they are engaged and comfortable. Thus, they are more likely to listen to us and close the deal. We can use the DISC tool to enhance our skills.

The DISC report provides supporting information about the different DISC styles and the person’s DISC profile. In addition, there are specific tips on how to better interact with others. There are different types of DISC Sales Reports including ones for the sales professional, the sales manager, and the sales candidate. When you view the sales reports usage it’s obvious that, along with leadership, it’s one of the most popular content areas.

Sales is a competitive sport

Selling is a highly competitive field. The competitiveness is often more critical and pronounced than any other field. Sales professionals are constantly looking for a competitive advantage. When calling on a prospect you may only have once chance to move the sales process forward. If you don’t do well then the sales process is over and your competitor will come in and close the deal. Therefore, companies are wisely investing money and resources into developing their sales people.

Have you ever thought of comparing sales to sports? The sales person needs ongoing training and coaching to improve skills and level of play. Other sales people are doing everything they can to improve their techniques and skills to get ahead of you and win. Consider developing your skills with a professional or coach; just like an athlete. Selling is like a competitive sport.

DISC is an important tool for sales professional

People often times fall into the sales profession. As college students, we are often trained in marketing, accounting, and business, but we have less or no emphasis on sales skills. Sales is a profession, just like a medicine. We expect our doctor to stay current and up-to-date; otherwise we would choose another doctor. We need the same professionalism for sales people. Sales professionals need to continually improve and stay on top of their game.

When we talk about using DISC in selling we need to recognize that DISC is just one aspect of becoming a better sales person. DISC is a critical tool for sales people to have in order to understand who their prospects are and how they sell.

Simple steps to incorporate DISC profiles into selling

DISC explains how we do things. When we talk in terms of selling, DISC helps explain how we sell. Once you understand the basics of DISC you can apply it in all areas of communication. These are the same 4 steps to effective communication that we focus on in any interaction, but we reframe it into the context of selling. Our clients like the ease in which we can transition this model to all aspects of communication.

The first step is to understand that there are different behavioral styles of prospects and clients. We cannot use the same selling style for everyone and be successful every time. The second step is to have a clear understanding of our own DISC selling style. Our style affects how we sell so we need to have a confident self-awareness. In addition to knowing our sales style, we also need to identify our least comfortable sales style. For example, if C-style is your least comfortable style then meeting a C-style prospect will be the most challenging and take the most energy from you. You will need to be laser-focused and at the top of your game.

Next is the third step, which is to identify the style of your prospect. Finally, the most important and fourth step is to knowing how adjust your selling style to close the deal. Remember, anytime we are modifying our behavior we will need to prepare and practice.

Enemies of Behavioral Modification

One of the greatest challenges that sales people face is pressure. The sales person feels the need to make a good impression and close the sale. Thus, the pressure increases. When you feel pressured then it becomes more difficult to modify your behavior. Whenever we feel any kind of strong emotions they will divert us from being present and mindful of how we are behaving. Strong emotions, including pressure, are the enemies of behavioral modification.

The main objective to combat pressure is to understand how we tend to show up under pressure, think of better ways in which we can modify our behavior, and then practice. We need to practice, practice, and keep practicing.

Assumptions and auto-piloting

Sales people make often assumptions too quickly or or make general assumptions that can get them in trouble. For example, when we are meeting an engineer we may assume we are meeting a C-style prospect. While it’s true we find many engineers who are C-styles, but there are many of them are not. Don’t assume.

Another assumption is that people make buying decisions the same way we make buying decisions. However, people have different ways of making buying decisions. You need more information and observation before you can make decisions about your prospects.

We must avoid auto-piloting our behavior. Sales people have comfortable ways of doing things, but those ways won’t work with every prospect. We have to get out of our comfort zone. All of this awareness takes discipline, preparation, and practice. In long-term work relationships we have the opportunity to fix things when something goes wrong. However, when we are selling to a prospect we often have one chance, and one chance only.

Identifying the Prospect’s DISC Style

DISC prospects are not the same. The DISC Global Statistics infographic shows overall distribution of DISC profiles. Let’s say you are an I-style. If you sell only within your I-style comfort zone then you should be successful approximately 30% of the time. However, you may be leaving out 70% potential prospects. Leave your comfort zone and increase your potential prospects.

When identifying your prospect’s DISC profile first look for consistent patterns of behaviors. What do they tend to about? How do they say things? You can observe their body language. Listen to their tonality. You need to recognize that the prospect is also feeling pressure, especially when the buying decision is the more expensive and important. When your prospect feels pressure, then you are more likely to be observing their natural style. Try and get the prospect out of their office or familiar space. You will find it easier to identify their natural style because they are not in their comfort zone and less likely to be able to modify their style.

Now that you have observed their behaviors, you can assess their primary DISC style. Are they more task-oriented or people-oriented? Are they more reserved or active? People are more likely to be a combination of styles which means they are comfortable with more styles. Another way to describe that is that there is one main DISC style that is uncomfortable for the prospect. Sometimes it is easier to focus and adjust according to the one style that is most uncomfortable for the prospect. Find out who they are not, adjust to that, and buy yourself some time to identify who they are. We know how important time is when selling to a prospect.

Tips for using DISC profiles in selling to the D-Profiles

When it comes to D-profile prospects we know they are decisive and fast-paced. What irritates D-profiles in sales situations is indecisiveness and inefficiency. Don’t get in the way of the sale by giving too much information or impede their decision-making process. D-profiles want to be in control so it’s important to have them feel control of the sales process.

D-profiles tend to test you. They want to find out if you are up for the challenge, otherwise they will lose respect. Stay toe-to-toe, earn their respect, and close the deal.

Tips for using DISC profiles in selling to the I-Profiles

I-profile prospects are very different from D-style prospects when it comes to selling. When I-profiles make buying decisions they base it on their fear social rejection. They will consider how the buying decision impacts their status with others. I-profiles are not detail-oriented. They are also highly optimistic. I-profiles may have every intention to buy from you at that moment…until they meet the next sales person. You need to secure their commitment to buy or potentially lost the sale.

Tips for using DISC profiles in selling to the S-Profiles

S-profile prospects make buying decisions based on the impact on those around them. They want to make the right decision for everyone. They will also want to talk over the details with someone before making the purchase. As a sales person, you can be supportive and patience, and even become their sounding board.

Tips for using DISC profiles in selling to the C-Profiles

The difference between S-profile prospects and C-profile prospects is the S-profiles make buying decisions based on the impact on others. C-profiles want to make the correct decision. They do not want to purchase the wrong product or service. They do not want to regret their decision or have others identify them as the person making the mistake. Therefore, they want to have as much information as possible in order to make the most informed decision. Regardless of your style, you must decide if you can be patient and prepared with facts and information to close the deal.

Final thoughts on using DISC profiles in selling

Understanding DISC in selling is an additional skill you can use to increase your sales proficiency, but you need to be aware and practice. Sales people can make the mistake of using DISC only at the beginning of the sales process. In other words, they may only use DISC to identify the prospect and build the initial relationship, but not further in the sales process. DISC should never leave the room. Always be mindful of your own DISC style, but remember the same is true for your prospect. Their DISC style will alway be present in the sales process as well. For example, keep DISC in mind when it comes down to looking at the money, moving forward, and making the final decision.

Sales is a competitive endeavor. In order to be the best, you need a coach and you need to put the effort into developing your skills. If you don’t then someone else will step in.