Identifying and measuring a potential customer’s pain early in the sales process is one of the most effective ways to increase sales. So how do we discover a potential customer’s pain without being obvious about what we are doing? You already know and understand why Bonding and Rapport is the first step in Sandler’s sales process, so now you can take the next step to gain a clearer understanding of the challenges and pains your prospects face on a daily basis.
You must establish trust with your potential client so that they feel comfortable talking to you about their problems or their pain. Earlier in the Sandler sales process, we talked about using NLP, or neurolinguistic programming to disarm your potential client through powerful techniques like duplication and matching. Now we will talk about another powerful tool called DISC, or Dominant, Influence, Stable reporter, and Obedient.
DISC: ADAPT YOUR SALES TECHNIQUES WITH THE COMMUNICATION AND MAIN BEHAVIOR OF THE STAFF
At DISC As a model, psychologists have isolated four traits of human behavior. Most people have a combination of these four traits, but generally one type dominates their personality more than the others. You can get great benefits if you can identify your prospects DISC personality type and adjust your behavior and communication style to match the potential customer’s personality. This will give you a huge boost in your relationship and communication with this person as you take them through the Sandler system and ultimately close the deal. DISC is something we teach throughout the Sandler process and can be used in combination with NLP to offer you two very powerful selling tools.
Dominant style individuals will be direct and sincere and, in extreme situations, may even be perceived as terse, indifferent, or cold. They are risk takers and problem solvers who tend to have high levels of personal confidence.
Certainly, when they are not self-aware and low on the other three personality styles (which we’ll get to in a moment), these prospects tend to want a win-lose outcome in negotiation. Translation: They want the seller to lose and they want to win.
Generate a report with key buyers demonstrating your efficiency. Let them feel in control as you subtly navigate the conversation to the topic that really matters to them: his bread.
Below you have Influencers. These prospects are communicative, animated by social interaction, colorful, and fun. While with the Dominant, the sense of humor can be considered a waste of time, with high influencers, it is necessary to enjoy the experience of buying yourself. Therefore, an appropriate series of jokes or social settings (such as having a meeting over lunch) is something that resonates with the high Influencers. They need this socialization; helps them bond.
When dealing with these buyers, allow more time on your sales call than you would with Dominant. Let the Influencers enjoy the experience and communicate fully with you; that’s what makes them feel comfortable. Can you recognize Influencers for your optimism and kindness.
The third type of behavior is Stable reporter. Stable rapporteurs They are loyal and long to build relationships based on trust. Before doing business, they want to trust the seller. Compared to the Dominant and Influence buyers, the Stable rapporteurs they have introvert personalities.
Yes Stable rapporteurs don’t feel like they can trust you, they probably won’t do business with you unless they have no other choice. When dealing with these prospects, take the time to get to know them, their goals, and their pains. Let them know you too, but don’t share their pain.
Finally, in the DISC model, do you have Complies. These individuals do their research. They gather a great deal of information before making a decision. Too often in a selling situation, it all comes down to price with the Obedient. Many salespeople find dealing with them the most difficult challenge because most salespeople are Dominants gold Influencers, or a combination of the two, and they just don’t understand what it does Complies tick.
Complies They tend to seem very logical, but behind everything, fear is the emotion that governs your decision making. Like Stable rapporteurs, these people are introverts. They often take more time to make decisions compared to the other three styles of behavior.