This information comes primarily from a blog post by my friend Jay Niblick, founder of Innermetrix (http://www.innermetrix.com/index.html), the company that provides the DISC Index, Values Index, and Attribute Index tools I use. Thank you, Jay, for this great assistance!
The topic is sales. I don’t think it matters what you do, you are selling in some way even if your title does not include the word “sales” in it. Whether you are leading a team of people or trying to get someone to do something, you are trying to persuade the person to take action.
Many times we encounter people who seem reluctant to buy or who make decisions quickly. What’s up with that? The answer might be that their buying style is governed by their type of personality. Read these descriptions below to understand the different buying styles. When you recognize these styles, you will also know how to respond to people to move them through your sales process.
Buying Style #1 – The Decisive
The first buying style is called the Decisive. These buyers have a clear picture in their mind of what results they want. They are often seen as “Type-A” people, preferring to make buying decisions very quickly. They are more often interested in “winning” or “promoting their own agenda” so they like to buy when they feel they have “gotten their way,” so to speak. They are attentive to actions or communication that will speed up those results. Discussions about details and minutiae are distracting to these individuals. They prefer to discuss top-line, big-picture concepts when considering the value of any offering.
Buying Style #2 – The Interactive
The second buying style is called the Interactive. These buyers want to shape and mold events and enjoy “getting their way” when it comes to negotiations or buying something. Unlike the High D, however, High I’s tend to go about this by working with or through people – much more collaboratively. They are interested in people and like to interact with others, understand others and to be understood by others. They are most receptive to making a buying decision when they feel a sense of connection with the person, are in a more social environment and have had the opportunity to express their emotions, thoughts, fears or excitement about the offering first. Like the High D, this person is also particularly inattentive to details, preferring to stick to the big-picture and emotional benefits of the solution.
Buying Style #3 – The Stabilizer
The third buying style is called the Stabilizer. These buyers are more passive and introverted and interested in the how and why of a solution (i.e., the details and minutiae that the I and D couldn’t care less about). Their primary interests are in maintaining stability within themselves and whatever situation they find themselves in. Messages that don’t address the specifics, or that champion radical change, are likely to alienate rather than resonate. They prefer to buy things that will increase the stability in their lives, provide more security, and are well known and well proven. They prefer to “take their time” more than any other dimension so any offering should give them plenty of time to decide.
Buying Style #4 – The Conscientious
The fourth and final buying style is called the Conscientious. These buyers are also more passive and introverted. Like the High S, they too take a much more detailed (the most) and accuracy-based approach to their buying habits. Their buying decisions are very much driven by questions of accuracy, detail, reliability, level of proof, etc. Without sufficient data to prove any statements made to a High C, you will fail to achieve their buy in. Why is a favorite question for a high C buyer. Prove it is the second most common one. They are very concerned with doing things accurately. They are receptive to offerings that provide proof that the solution works, proposals that are meticulously detailed and absent of ANY grammatical mistakes or typos.
In my practice, understanding this type of information about the people I work with is invaluable to me. Approaching people in their style makes me more effective and makes their results better for them. I think this is a key to being a good business coach.
For more information or clarification on this, drop me an email at firstname.lastname@example.org.