Sell to behavioral styles

“DISC” is a behavioral model that is used to categorize the way people interact. It takes its name from the four participatory styles: Dominant, Influencer, Steady Relator, and Compliant.

A person’s behavioral style of interaction involves more than the way he or she deals with other people. It also affects the way the person processes information and deals with emotions, as well as how they will make buying decisions. This has a direct impact on the selling process when different type behavior types are having a sales transaction/discussion.

Everyone has traits of each of the DISC styles. Nevertheless, most people display a noticeable tendency toward one style of interaction. These people are referred to as “high Ds,” or “high Is,” etc.
High Ds, Dominant. Traits are:

1) Extroverted
2) Very direct
3) Are bottom-line oriented
4) Love to win
5) Need to be in charge

High Is, Influencer. Traits are:
1) Love to talk and interact. They need the action of others. Wonderful sense of humor .
2) Are very personable
3) Want to be liked
4) Place a lot of trust in others
5) Make quick, impulse-type decisions, often without thinking them through to the end
6) Tend to be very disorganized

High Ss, Steady Relator. Traits are:
1) Love to keep peace and don’t like to deal with conflict
2) Are amiable, very patient, very relaxed
3) Rarely display their true feelings
4) Are loyal, and naturally look for long-term relationships
5) Do not like change
6) Are slow to make decisions

High Cs, Compliant (or Cautious Thinkers). Traits are:
1) Perfectionists
2) Very detailed, accurate and analytical
3) Maintain high standards
4) Strive for a stable and orderly life, where everything has its own compartment, both figuratively and literally
5) Must be won over with proof, facts and more data
6) Follow the rules, do everything by the book

Dominants: They like to win and are direct and to the point. When selling/communicating with high Ds, you need to tell them the bottom line, give them a few choices, then let them decide how to proceed. Make the ground rules and tasks clear from the very start. They are at their best when they can reach their own conclusions. Be prepared to listen, since high Ds are always eager to share their opinions and ideas.

Influencers: They like to talk and interact, and leave the action to others. Since they want to be liked. Influencers are creative and humorous, but also disorganized. They can be impulsive and intuitive, relying on feelings, but they are not logical decision-makers. Understand this when it comes down to decision time on a sales call. Influencers require a friendly, sociable approach where they are not rushed or controlled.

Steady Relators: They don’t like changes or surprises. Remember this if on a sales call you’re selling something that will require major change for them . They can appear slow to make decisions. High Ss are loyal, with long-term commitments. They don’t often reveal their true feelings. Communicate and work with Steady Relators by taking sincere interest in their personal goals and concerns can win you their loyalty on a sales call. Deal with conflicts directly, but give the Steady Relators space to deal with differences. The high S needs a steady pace and don’t move for quick decisions.

Compliants: Compliants are cautious thinkers. Detail-oriented perfectionists, their high standards follow the book. Since they are busy getting one more fact in search of the perfect answer, they may be slow or even unwilling, to commit to a course of action ( your sales solutions). When communicating with High C’s, forget small talk and pleasantries. Get to the point and give them facts, facts, and more facts, presented in an organized, logical fashion. Give them time to look at every angle and consider all options before requesting a decision on a sales call.

If you are a high D or I, your relationship with Ss is likely to be difficult. High Is are exactly the opposite of high Cs, and the high C will not trust you. If you are a high D you are also analytical and task driven, but the high Cs demand for more detail and time to reach conclusions will seems particularly frustrating.

Take note of these “behavioral Styles” and it just might take you to the bank more often in sales.
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Gary Harvey is the founder and president of Achievement Dynamics, LLC, a high performance sales training, coaching and development company for sales professionals, managers and business owners and is the recipient of the David H. Sandler Award, awarded to the top Sandler trainer in the world. His firm is consistently rated by the Sandler Training as one of the top 10 training centers in the World. He can be reached at 303-741-5200, or [email protected] .