People buy from people they like.

The first piece of advice I received when I was hired as a Sales representative was that people buy from people they like.  So my new Boss told me that the reason I was hired was that I was quite likable. And pretty much from then on I have fund this truism to be in fact, true.

What i did find was that some people actually didn’t like me. With hindsight, I’ll rephrase this, they didn’t like the behaviour I exhibited when we met.  I remember beaming to one customer and thrusting out my hand… his response “I don’t shake hands with people I don’t know”.  Eventually, he became one of my better customers, but it was a rocky start.

So how can we use this truism in our normal business lives. Had I known about DISC behaviour preferences in my early selling life, I believe I would have been much more effective.

If you are able to Identify your prospect’s DISC behavioral style then you can better understand their buying tendencies and communication needs. Then, adapt your own behavioral style accordingly to help minimize or eliminate tension during the sales process. Communicating with a prospect based on their DISC style will help you sell to them more effectively.

So how can you recognize DISC behaviour styles? Fortunately I’ve done an update of a simple processes of assessing how you can tell a personas behaviour style… let me point you there first.  Or here’s a quick reminder


OK, now you have identified their behaviour preferences, you are then able to flex your style to mirror theirs.  here are the buying preferences of the four major behaviour styles;

D – High Dominance Style

Buys: new, innovative products and looks for results
Typical characteristics: an entrepreneur with many interests; often has several activities going on at once; does not like to waste time; usually has a fairly strong ego
Driving Forces for Selling a High D: don’t waste time or give a lot of facts and figures; you and your product must appear credible; get to the point quickly, start with business – they will let you know if they want to chat; ask questions so they can tell you what they want; stress opportunities for prestige, challenge and efficiency; emphasize results and the bottom line; give direct answers; flatter their ego; ask for their opinion.

I – High Influencing Style

Buys: showy products and looks for an experience
Typical characteristics: a friendly, people-oriented person who would rather talk than listen, rather socialize than do detail work; very quick buyer who values service; likes to try new things
Driving Forces for Selling a High I: let them talk for a while and be prepared to bring the conversation back to business; allow time for socializing, perhaps over lunch or dinner; provide a warm and friendly environment; use testimonials and drop names; have fun in the presentation; illustrate experiences and tell stories; it’s ok to touch their arm or back; don’t dwell on details; provide recognition for their accomplishments; support their dreams.

S – High Steadiness Style

Buys: traditional products and looks for security
Typical characteristics: may be somewhat shy, but wants to be your friend; slow to make changes; needs to trust the salesperson; not an innovator, likes the traditional way of doing things
Driving Forces for Selling a High S: take it slow and easy, being too fast or rushing them will lose the sale; earn their trust and friendship; involve the family in decisions; may require additional visits for reassurances that this is right for them; use facts and figures and give them a process; make sure you answer all of their questions; be sincere in a quiet manner; stress security or assurance if they buy now; give them time to think about the purchase.

C – High Compliance Style

Buys: proven products and looks for technical information to justify their selection
Typical characteristics: may be suspicious of you and your products; does not make changes readily; usually not too talkative; will not readily try out new and innovative technology
Driving Forces for Selling a High C: no small talk, get to the point and answer all of their questions; needs lots of proof, background information, proven results before purchasing; needs time to absorb details and digest facts before proceeding; use plenty of research to back you up; ensure quality; find ways to minimize risk; give a complete proposal, explain details; do not over-promise; be businesslike, do not get personal.

There you have it, the means by wich you may be able to flex your personal behaviour preferences to mirror those of the people you may wish to sell to

Good Luck.