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No matter what position or title you hold, you’re in sales. We all are and have been since we first convinced our parents to buy us that shiny new bike. We sell concepts, products and services. We sell our ideas and our expertise. We sell to clients, prospects, colleagues, boards, committees, even to our children, spouses, partners, etc. Being able to connect with and adapt to different styles of prospects is a very powerful skill to enhance your sales success. It starts with understanding their priorities, then speaking in their language about what you’re selling.
I will refer to the four DiSC behavioral styles: the “D”, “I”, “S” and “C” styles. At my firm, Productivity Uncorked, we incorporate a deep understanding and application of DiSC into our coaching experience with financial advisors. Since the purpose of DiSC is to encourage stronger relationships and financial advisors create their success on their ability to build strong relationships, it’s a natural fit. The application of DiSC to the sales situation has enabled our clients to close millions in new assets that they otherwise would have missed out on.
Each style shows up in the sales situation with their own behaviors and expectations. How you choose to react to those behaviors influences your success with that prospect. The truth about sales is that it’s not about you and what you’re selling. It’s about the prospect and what they want and need.
Let’s look at each style and how you can adapt to make them more comfortable with you. If someone becomes more comfortable with you, they’ll build trust and trust will likely end with a closed sale.
”D” style prospect
This prospect expects efficiency and wants bottom-line results. They don’t like small talk and will likely cut to the chase. It’s common for them to know what they want and they are not afraid to tell you. They expect you to know your stuff and will ask lots of questions. Their high confidence enables them to make their mind up quickly, even if it is a complicated or important decision. If you’re not on top of your game, they may take charge of the sales process and dominate the conversation.
To be more effective with this prospect, do your research, really know your facts and make it count. You will not likely get a second chance. Eliminate the small talk because frankly, they don’t have time for it and during the sales process, they don’t care. Present yourself as confident and direct but not arrogant or rude. Stick to the facts and focus on the bottom-line impact of what you’re selling. Don’t hesitate to ask if they’re ready to move forward because they will likely make a fast decision if they hear what they need.
“I” style prospect
This prospect wants to feel excited about your service or product and needs to be inspired by an idea to fully commit to it. They are energetic, optimistic, talkative and friendly. They can go off on a tangent, sharing feelings and ideas that aren’t directly related to your offer, so be prepared to spend more time with them. This style loves small talk and enjoys getting to know you. They place a strong value on trust, and they’ll be tuning into their instincts or gut reaction throughout your presentation. They may get restless and tune out if you spend too much time on business or details.
To be more effective with this prospect, be friendly, positive and willing to get to know them. Plan for a longer meeting so they don’t feel like a number. Raise your energy level and believe in what you’re selling. Ask casual open-ended questions that allow them to tell their stories. No matter how much detail you wish to give, remember to avoid giving them too much detail. Instead, summarize your key points and use client stories to support your credibility.
“S” style prospect
This prospect wants to build a relationship with you. They’ll be looking for sincerity, dependability and support throughout the entire sales process and even after the sale. They will judge you on your manners and politeness because they tend to be very polite themselves. It’s not uncommon for them to remain quiet and appear disengaged since they are not inclined to interrupt you. This prospect is very reluctant to try something completely new and may avoid you if they decide not to work with you.
To be more effective with this prospect, slow down your pace and show empathy, warmth and support. Avoid pushing them to decide because they will walk away and not tell you why. Give them time. Show interest in them as a person and really listen to their concerns. Share any guarantees or warranties to increase their confidence in you and your offering. Use your best manners at all times.
“C” style prospects
This prospect will be serious and not show much emotion. They will likely have done their homework before your meeting. They’re looking for competency and professionalism. Dependability in the product, services and people they are dealing with is important to them because they don’t like surprises. This person also tends to be skeptical and will ask a lot of questions. They typically will not make a decision right away.
To be more effective with this prospect, be prepared and perform at the top of your game. Demonstrate competency and knowledge by answering their questions or finding answers quickly. Provide details and as much information as you can to appeal to their desire to research before making a decision. Avoid small talk and stick to the task of selling. Be more straightforward and serious in your delivery. Match their energy level and give them time to process your information. Encourage them to reach out with more questions.
You can adapt to other people’s styles to help them feel more comfortable with you during the sales process. Whether you are willing to adapt is what matters. Your willingness to meet people where they are and let go of your own agenda will catapult your sales success to new heights. Learning how to speak the language of DiSC – to a prospect, colleague, or client in any situation – ensures a stronger relationship. If you want better relationships, join us on our free 30-minute weekly DISClive Shows, every Wednesday at 1pm ET. After all, isn’t your success as a financial advisor built on your ability to build strong relationships?
Michelle R. Donovan and Patty Kreamer own Productivity Uncorked LLC where Michelle (Referral Coach) and Patty Kreamer (Productivity Coach) offer a one-two punch to help financial advisors build strong, profitable relationships using DiSC, get more done in their day and improve the quality of their referrals. Email Michelle at [email protected] to learn more.
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Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.