Understanding Your Customers Buying Style

Understanding Your Customers Buying Style

Date: On Demand (access any time)
Investment: $285 per person
(Discounts for multiple participants)

INCLUDES: One-on-One Telephone Coaching

DISC is a behavioural style analysis that can help you improve the way you sell by  understanding your customers’ primary buying style. Once you understand what your       customers are looking for or the expectations they have from you as a salesperson, you can customise your sales pitch in order to appeal to their buying style.

Here are some fundamental DISC concepts:

  • There are four basic behavioural styles, none of which is better or worse than the other.
  • Each has its own characteristics, strengths and weaknesses.
  • The behaviour pattern of one style tends to conflict with those of the other three styles making it easy to sell to people with your own style and harder to sell to people with a different style.
  • To sell better it is helpful for you as a salesperson to understand and adapt to the behavioural styles of your customers.
  • DISC describes your customer’s behaviour in terms of what is said and done.
  • It does not talk about their personalities, motives, values, skills or experience.
  • DISC stands for: Dominant, Influencing, Steady and Conscientious

1.The dominant customer

These customers tend to be fast-paced, and outspoken. They ask a lot of questions and are sceptical. In general they are assertive and confident, they know what they want and make up their minds quickly. They also like to take charge of conversations with others.

How to recognize a dominant customer:

  • They are results-oriented
  • Have a no-nonsense attitude
  • Are action-oriented with a fast pace
  • Are blunt and straightforward
  • Are willing to take risk
  • Are openly sceptical
  • Get impatient with small talk

Are eager to control discussions and make quick decisions

  • Their expectations:
  • Bottom-line results
  • Competency from a salesperson
  • Quick action and forward motion

2. The influencing customer

These customers are both fast-paced and outspoken while being accepting and warm. They tend to be extroverted, optimistic and energetic. They see the sales process as an opportunity to socialise and establish a personal relationship with you.

How to recognise an influencing customer:

  • Upbeat and enthusiastic
  • Have a positive outlook
  • Are friendly
  • Rely on intuition and gut instinct
  • Are fast-paced
  • Interested in forming personal relationships and like to meet new people
  • Willing to try new products or ideas

Their expectations:

  • Enthusiasm and excitement, along with quick action and immediate impact from their salesperson.

3. The steady customer

The steady customer tends to be very warm and accepting. They will rarely challenge you directly even if they have any reservations about your product or service. They are accepting and humble, they want to be absolutely sure about a decision before they commit. They don’t like change and are hesitant to try new ways of doing things.

How to recognise a steady customer:

  • Agreeable and welcoming
  • Soft spoken
  • Have a moderate pace
  • Are attentive and patient listeners
  • Have a calm and gentle demeanour
  • Frequent displays of modesty and accommodation
  • Are reluctant to commit too quickly
  • Are cautious or hesitant when making decisions

Avoid change

  • Their expectations:
  • Expect sincerity and a genuine approach
  • Expect trusting relationships
  • Expect dependability from the salesperson and the offering

4. The conscientious customer

The Conscientious Customer tends to questioning and sceptical. They ask a lot of questions and ask for data and facts. They are reserved, systematic and analytical and are likely to display enthusiasm even if they genuinely like your product or service. They base their decisions more on objective information than on emotion or intuition.

How to recognise a conscientious customer:

  • Professional
  • Slow and methodical
  • Rely on logic and reason
  • Avoid emotional expression
  • Don’t like to make small talk or be asked personal questions
  • Are often openly sceptical
  • Are cautious when taking decisions
  • And are interested in details

Their expectations from you as a salesperson:

  • High-quality products and services
  • Dependability and accountability
  • Competency and expertise