Shoppers Have Different Motivations
…..Obviously. Except we often forget that when talking to prospects, we blast them with the same message and approach as if they all shared our preferences.
Is there any wonder that some end up ghosting you and they never respond? Even worse is when a consumer buys the very thing you’re selling from a competitor simply because something “clicked” with that other vendor.
So, what do you do if you’re not a natural mind reader or master of charisma? Simple. You borrow from behavioral science insights: DiSC, to be specific!
DiSC as a Sales Tool
In short, DiSC is a personality assessment tool that stands for Dominance, Influence, Steadiness, Conscientiousness — four primary personality types that behave and respond in very specific ways.
Each of us falls into one of those four types, although we can also have a strong, secondary type.
Here’s how they’re broken down:
|D – Dominance
· Cares about ROI/numbers
· Wants quantitative data
· Blunt and honest
· Low tolerance for fluff; get to the point
I – Influence
· Passionate, persuasive, people-person
· Cares about who you work with (name-dropping reputable clients would impress them)
· Somewhat ego-driven; want to know how you’ll make them look good
|S – Steadiness
· Dependable, values cooperation and sincerity
· Prioritizes trust and relationships
· Prefer team-oriented environments
· Doesn’t like to be rushed
|C – Conscientiousness
· Highly logical
· Quality, accuracy, competency matter greatly
· Analytical and objective (many IT pros fit here)
· Wants details and fears being wrong
What do you do with this information?
Understanding the target persona you’re selling to enables you to hit the right points that makes your target say, “Yes! You get me!”
Before crafting your marketing content or sales pitch, sit down and identify the types of decision-makers you’re targeting, and which DiSC quadrants they fit into.
If you need to create secondary content that appeals to other team members influencing the buying decision, think about their DiSC profile as well. Keep in mind that people can fall into more than one quadrant — I and S, for instance.
Having identified the DiSC types you’re dealing with, use that insight to craft messaging that speaks to them. Here are some examples:
- D: ROI-focused content. Got numbers to support your claims? Show ’em.
- I: Case studies, benefits-driven content.
- S: Testimonials, education, relationship-focused content.
- C: Processes, step-by-step guidance, feature details.
What about other personality assessment tools?
Like DiSC, Myers Briggs is a popular personality assessment tool we often see in hiring/employee screening scenarios. For selling purposes, we advocate using DiSC for a couple of reasons:
- Myers Briggs is solely focused on the individual, instead of interpersonal interactions.
- Myers Briggs offers 16 possible results, while DiSC offers infinite possibilities depending on where you land in the four quadrants. At the same time, DISC is much more defined, easier to understand and articulate.
Finally, keep in mind that your audience will have different types of learners: Visual (65%), Auditory (30%), and Kinesthetic (5%). It’s helpful to create content in different formats to cater to all learning types.
Have you ever read something and felt as if the person writing knows you intimately and is speaking directly to you? That’s the experience DiSC enables you to offer your prospects. That’s also the experience that puts money in your pocket.