If you are in the sales industry it is vital for you to understand what each personality type wants when buying and how much time they need to make a decision. “D” or Dominant personality types using the DiSC model of human behavior and “I” or Inpiring personality types both make decisions based on “status and prestige”. In other words, if a famous movie star owns a home in the same neighborhood where you are showing them a home for sale – you may want to mention that. This may be all they need to hear to buy that home. They will then make sure all their friends know who their neighbor is. Maybe you sell cars and you know that a famous football player drives the same kind – that’s a nugget you might want to share with them. “S” Supportive and “C” Cautious/Contemplative personality types do not need to know about the famous movie star or the football player as this will not influence their buying decision in the least. They make decisions based on “safety and security”. These two personality types want to know about long term appreciation, good school districts, warranties, etc. They choose the home that has the most benefits for their family, both now and down the road. They choose the car with the best miles per gallon or warranty. If you don’t understand this, you naturally try to sell to someone the way you want to be “sold”. You point out things that would be important to you, but they might not matter to the buyer at all.
Another difference in the buying tendencies is how long they take to make a decision. “D” and “I” personality types are very quick to spend money. “S” and “C” personality types are much slower to spend money. They want to do research, think about their decision, and then purchase. Some sales people, when encountering an “S” or “C” type actually mis-perceive them as buyers who are not serious. This is a huge mistake as these buyers are more loyal than “D” and “I” types!
When working with each personality type, it is important to understand what they want to buy. For example: a “D” type wants to know that what you are showing them is the latest, the greatest, and the newest. If there are upgrades available, they want to know about them too. They will spend as much as they can afford to get the best possible product – remember “status and prestige”. “I” personality types buy based on color, trends, and uniqueness. If they were purchasing a home, for example, they might buy the home because they like the flower bed outside the home. They might even buy the home because they like the way the current owner has decorated – even if those items aren’t staying with the home. “S” and “C” types are information gatherers. With these personality types, it is best to preview the home and take notes prior to showing the property to them. Or, if they are purchasing a car or tv – talk about the reliability of the product and give them statistics. Also use numbers, graphs, and lists whenever possible. “C” types in particular would want to know what the current owner’s average utility bills are when buying a home, or what the average return rate is on a tv. If you try to rush them, they will think you are being pushy and just looking for a commission. Slow and steady wins the race with these two personality types.
“D” and “C” personality types also make decisions based on logic. “I” and “S” types make decisions based on emotion. If you are working with a buyer who is challenging you, that would be a “D” or “C”. The great news? If they are challenging you, they are still interested! “I” and “S” types could easily change their minds as their emotions change. This sometimes makes them a little more difficult to deal with when trying to get a firm commitment.
Angel Tucker is an Expert Personality Profiler and best-selling Author of Stop Squatting With Your Spurs On! The power to read people, get what you want, and communicate without pain. She is an international speaker, mother of 4 and Air Force wife.