Sales Guide: Selling to the Different DiSC Styles

Something I get asked quite often is about adapting the sales approach for the different DiSC styles...so thought I'd finally put something together as food for thought irrelevant of the services or products you're selling.

Each style has its own preferences, motivations, and communication styles.... so knowing your own DiSC style and that of your prospects can help you tailor your sales approach and hopefully close more deals.

OK then...here goes.....

D: Dominance People with the D style are confident, assertive, and results-oriented. They value efficiency, competence, and achievement. They tend to be direct, decisive, and impatient. They like to take charge, solve problems, and overcome challenges.

To sell to D (Dominance)-style prospects, you need to be brief and to the point. Don’t waste their time with small talk or irrelevant details. Focus on the bottom-line benefits and results of your product or service. Show them how your product or service can help them achieve their goals, overcome their challenges, and gain a competitive edge. Use facts, data, and testimonials to back up your claims.

Respect their authority and autonomy. Don’t try to pressure or manipulate them. Instead, present yourself as a consultant or a partner who can help them make the best decision for their situation. Give them options and let them choose. Don’t tell them what to do or how to do it. Instead, provide them with clear and concise information and let them take the lead.

I: Influence People with the I style are enthusiastic, optimistic, and outgoing. They value relationships, recognition, and fun. They tend to be expressive, persuasive, and charismatic. They like to interact with others, share ideas, and inspire action.

To sell to I-style prospects, you need to build rapport and trust. Engage in friendly and upbeat conversation. Show interest in them as a person and compliment them on their achievements. Use humour, stories, and anecdotes to make your presentation more engaging. Show them how your product or service can help them enhance their image, influence, and network. Use vivid and colorful language to paint a picture of the positive outcomes they can expect.

Use testimonials and referrals to show social proof and credibility. Appeal to their emotions and values. Don’t overwhelm them with facts and figures. Instead, focus on the emotional benefits and the impact of your product or service on their personal or professional life. Encourage them to act quickly. Don’t let them procrastinate or get distracted. Instead, create a sense of urgency and excitement. Use incentives, discounts, or bonuses to motivate them to buy now.

S: Steadiness People with the S style are calm, dependable, and cooperative. They value stability, security, and harmony. They tend to be patient, loyal, and supportive. They like to work with others, follow procedures, and avoid risks.

To sell to S-style prospects, you need to be patient and respectful. Don’t rush them or push them. Instead, give them time and space to process the information and make a decision. Follow up with them regularly and politely.

Show them how your product or service can help them maintain or improve their current situation. Use concrete and realistic examples to demonstrate the features and benefits of your product or service. Provide guarantees, warranties, or testimonials to reduce their perceived risk. Respect their need for consistency and continuity.

Don’t introduce too many changes or surprises. Instead, show them how your product or service is compatible with their existing systems, processes, or preferences. Provide them with support and guidance. Don’t leave them alone or expect them to figure things out by themselves. Instead, offer them training, assistance, or after-sales service. Show them that you care about their satisfaction and success.

C: Compliance People with the C style are careful, analytical, and quality-oriented. They value accuracy, expertise, and logic. They tend to be cautious, meticulous, and objective. They like to research, analyze, and verify information.

To sell to C-style prospects, you need to be professional and prepared. Don’t make mistakes or exaggerate. Instead, provide them with accurate and reliable information. Use facts, data, and logic to support your claims.

Show them how your product or service can help them achieve high standards of quality, performance, and efficiency. Use charts, graphs, and statistics to illustrate the advantages and outcomes of your product or service. Provide them with specifications, documentation, or references to prove your credibility and competence. Respect their need for information and analysis.

Don’t pressure them or rush them. Instead, give them time and resources to do their own research and evaluation. Answer their questions and address their concerns in detail. Provide them with clear and specific expectations and instructions. Don’t assume or imply anything. Instead, tell them exactly what to do and how to do it. Provide them with clear and measurable criteria and feedback.

If you would like more information or help/support...please do get in touch