D Style – Action

Dominant or Doer styles are fast-paced, task-focused people. They prefer action and like to move quickly when it comes to sales. They will listen to recommendations and treat sellers as experts expecting quick responses. They don’t know everything themselves, but they know what they want and what they need. If you have been recommended to them, they will know that someone else trusts you and will trust you in turn. Give them what they want with minimal fuss, no stories, and no unnecessary follow-up. Quick and easy sales where you are short, sharp, and straight to the point. Don’t provide multiple options and lots of choices. 

Other styles like action when it comes to sales, but they prefer to progress in their own way. 

An I style will appreciate the fast pace and sales moving quickly if they want to go ahead, however, if they aren’t interested in what your offering, they will ask for more time and hope that you forget about it.  

S and C styles, however, prefer a steadier, less rushed pace.  

An S style will be the most reluctant to take action, they will need some nurturing before agreeing to buy. They require regular follow ups and to build a relationship with the seller. If you commit to building a strong bond with an S style it will be worth the time it takes as you will have a customer for life.  

C styles will want to see action consistent with words. Do what you say you will when you say it. If they want you to give them more time, ask how long they need and write a note to make sure that you follow up when they are ready. 

I Style – Enthusiasm 

Like a D style, I’s are fast paced, however, they are more focused on people. They are filled with excitement and passion and when it comes to selling it is important to demonstrate a positive energy especially when talking about a product or service, however, this will look different to each style. 

 I styles, whether selling or buying, love high energy and enthusiasm. They want to be told a story and drawn in to be a part of it. They thrive on having fun and a good time.  

D styles like enthusiasm, but as long as the process doesn’t take too long. Rambling and irrelevant stories are not recommended as they are more likely to put off a D rather than engage them.  

S styles enjoy enthusiasm but don’t like to just be talked at. They will politely nod and smile, waiting for their turn to speak (I styles can take this as an encouragement to keep going!). A long story will not help the sale, however, taking an interest in an S style’s life and what they want will help. Giving the opportunity to speak and genuinely listen to what they have to say will guarantee a successful sale. 

When selling to a C style, enthusiasm about the product can look disingenuous. Make sure that you are using fact-based praise. Changing your language to using factual words (i.e. efficient/excellent) not emotionally subjective words (i.e. amazing, incredible) will change their perspective of the product. Show passion for what you do without too much emotion! 

S Style – Sincerity 

Similar to an I style, S styles are people focused, however, they prefer a steadier pace. When in a sales environment, they value sincerity over everything else. They need a thoughtful and genuine approach and will not commit to a purchase if they do not feel like they can trust a person. S’s know what they like and stick to it. If you are trying to sell them an upgrade, focus on what the new one can do that the old one did, don’t try to impress them with new facilities, tell them what it does the same, and what it does better.  

D styles don’t necessarily look for sincerity, however, they will not tolerate lying. They will fast track the sale by using recommended vendors and products to establish sincerity. If their friends trust you and they trust their friends that will be enough for a D. 

An I style can forget to take the time to build trust, instead they will rush to get the sales bit out of the way. They may find an S style frustrating and too slow, often giving up on the sales process before a decision has been made. 

C styles, like an S, are steadier paced and will take their time to build trust. They do it by making sure that you know your stuff. If you are authentic in your interactions and can answer all of their questions, they will be more likely to commit to a sale. They look for facts, integrity, and common sense before making a purchase.  

C Style – Quality 

 C styles look for quality when it comes to a purchase. The more details they know the higher the chance of a successful sale. What are the inarguable truths about the product? Provide facts and do not try to persuade a C by using emotion.  

It is important that you show up when you say you will. Brush up on your knowledge of the product, look professional, and follow up even if you think it’s going to be a no. If you said you would follow up, DO IT, otherwise, it definitely will be a no! 

D styles also value quality, the higher the quality of the product, the better the results. However, they are focused far more on outcomes than the specifications of the product. They won’t care about the details focusing instead on how something feels, looks, and is perceived.  

An I style looks for quality but there are other factors that come into play that will take priority. They care about appearance, things looking good, and fun. For example, a music speaker that has exciting, multicoloured disco lights but not the best possible sound quality might win appeal to an I.  

Those with an S style will focus on a product’s dependability. Whether it works every time and does what it says it should. It is important that products and services deliver what they offer, otherwise, you will have broken an S style’s trust and lose that customer for good. 

Selling is important but making sure that you adapt your own selling techniques to ensure you are meeting what each customer needs, depending on their style, will guarantee success. Sales are essential to every business and people are essential to the sales process. You have to be able to understand what people want and need within the sales process and change your own preferred behaviours to ensure a sale.  

This blog was written by the immensely talented Joe (blogs) Quintana. Connect with him on LinkedIn

Keeping things simple in a complicated world.

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