What prospects want and what they get

What buyers demand: What buyers typically get:

Products and services that best suit their  needs/wants
generate or save real dollars and services for the wrong reasons on price alone salespeople who create genuine followed by an obvious generic sales pitch. value before signing agreements. Accurate, unbiased and plausible business cases for their purchase spec sheets.



Salespeople selling the wrong products
High value contact time with Salespeople asking irrelevant questions
Little, if any, connection to the buyer’s specific needs or wants.
Generic, boiler-plate proposals

Selling Dimensions - What is Your Natural Selling Style? Part II

We instinctively sell the way we buy. However, to reach higher levels of sales performance, it's necessary to sell the way our prospects buy.

In this series, we'll specify various selling styles based on the work of John G. Geier Ph.D and Dorothy Downey M.S. Their DISC model, widely copied but rarely matched in quality, is a terrific place to begin when attempting to up our game and increase our sales.

Our second category is based on the "High Amber" profile.

Selling Profile #2: The Crowd Pleaser

Here is a brief description of their behavior in various phases of the sales process.

Product knowledge: Assumes it is more important that people like the product (and the salesperson)than it is for them to know how to use it.

Opening: Relax the customer by talking and joking; create an environment where unpleasant issues are unlikely to arise.

Handling Objections: Avoids objections; tells the prospect it's not important or it's better to set it aside for the moment and work on it later.

Customer Knowledge: Displays a sincere interest in hearing about the other person's thoughts, attitudes, and opinions.

Persuasive techniques: Keeps the visit a friendly one; emphasizes the positive.

Dealing with conflict: Avoids it.

Listening: Interrupts - often excited.

Crowd Pleasers will undoubtedly be with us for all time. They are viewed by others to have a superficial knowledge of the products/services they sell. They may pick up too many tabs for lunches and dinners thinking that's what it takes to build business relationships. However, the approach used by some Crowd Pleaser salespeople becomes tarnished by broken promises. Service providers get irritated at following up the over-promising style of Crowd Pleasers. They are friendly and fun to be around. It is important that Crowd Pleasers adapt to today's requirements where logic and reason enter into many buying decisions.

If they are not careful, customers may become dissatisfied because a genuine working relationship may require a balanced approach.
Another descriptive term for this selling style could be: Inducer or Persuader.

We'll continue with other styles in subsequent posts.

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Selling Dimensions - What is Your Natural Selling Style?

We instinctively sell the way we buy. However, to reach higher levels of sales performance, it's necessary to sell the way our prospects buy.

In this series, we'll specify various selling styles based on the work of John G. Geier Ph.D and Dorothy Downey M.S. Their DISC model, widely copied but rarely matched in quality, is a terrific place to begin when attempting to up our game and increase our sales.

Our first category is based on the "High Red" profile.

Selling Profile #1: The Dominator

Here is a brief description of their behavior in various phases of the sales process.

Product knowledge: Displays impatience with having to learn all the facts of the product/service they sell. They tend to become an expert only in part of the overall offering.

Opening: Tend to rush in with a hard driving approach.

Handling Objections: Perceive the prospect's questions as a signal for the contest to begin.

Customer Knowledge: Makes a quick judgment about the prospect. Relies mostly on their own intuition.

Persuasive techniques: Seeks to cultivate an impressive appearance in look, voice and mannerism to give weight to their presentation.

Dealing with conflict: Welcomes it.

Listening: Thinks ahead of the speaker. Is often inattentive.

Dominators are not overly concerned about the customer as an individual. They are there to compete. They avoid taking no for an answer. Their goal is to keep talking and leave little, if any, opportunity for the prospect to ask questions or make comments. They attempt to wear down the prospect's resistance and often succeed.

If they are not careful, customers may become dissatisfied because a genuine working relationship may not have been cultivated. Dominators relish the new and different and love to be seen as a leader.

Another descriptive term for this selling style could be: Jungle Fighter.

We'll continue with other styles in subsequent posts.
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Sell the way they buy - part four: GREEN

Introduction: In the 1970’s I met two people who had a profound impact on me - John G. Geier, Ph.D. and Dorothy E. Downey, M.S. Their Personal Profile System is accurate, inexpensive, self-scoring and fun. Their four categories of behavior – D, I, S, and C are often referred to as DISC (pronounced like a computer "DISK")
In a follow-up study, Geier surveyed 100 males and 102 females ranging in age from 22-60 years with a mean age of 32.4. They fell into these categories of behavior.


High C behavior (I call this behavior grouping GREEN) – They are represented by those scoring at the top end of the C scale:

This behavior is described as:

Male: immovable, hopeful, satisfied, self-controlled, watchful, protective, logical, defensive, and realistic.

Female: watchful, uncertain, wishful, patient, satisfied, immovable, self-controlled, stubborn, probing, and cautious.

Low C behavior (Low GREEN) - represented by those scoring at the bottom end of the C scale:

Male: initiating, expansive, individualistic, absent-minded, affectionate, trusting, humourous, and ingenious.

Female: resourceful, persistent, vigorous, eager, forgiving, and rebellious.

Very few people separate male from female in these studies, which is a mistake.

According to Dale Carnegie, it is important to “talk in term of the other person’s interest.” It's important that we as salespeople sell the way others prefer to buy. Unfortunately, most salespeople sell as if they are selling to a mirror image of themselves. They aren't. By doing so, they are mismatched with their buyers almost 75% of the time.

Geier and Downey suggest a negative trigger for the HIGH GREEN buyer is attempting to use excessive charm and a sweet-talking approach. If we operate as if they will buy from us because they “like” us, we are mistaken. They value facts and data and are suspicious of opinions only. They trust statistics and data-based facts.

These social tendencies are quite easy to identify. We’ll look at nuances in subsequent blogs. For now, let's just say these types of buyers dislike social chit-chat, and use an analytical, investigative approach. They like salespeople they feel have done their homework. It’s best to emphasize quality over quantity, and provide validated studies, descriptive materials.

To decrease their fear, think and express yourself in terms of re-shaping and finding the value in slow, methodical changes.

They make choices based on thinking more than on feeling.

Granted, this is high-level material not suited to everyone with these behavioral tendencies. However, it's a start, and opens our eyes to seeing the world as others see it.

Give us your feedback – let’s make this a dialogue.

Please join us as a follower and post your feedback. It will be read.

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Sell the way they buy - part three: BLUE

Introduction: In the 1970’s I met two people who had a profound impact on me - John G. Geier, Ph.D. and Dorothy E. Downey, M.S. Their Personal Profile System is accurate, inexpensive, self-scoring and fun. Their four categories of behavior – D, I, S, and C are often referred to as DISC (pronounced like a computer "DISK")

In a follow-up study, Geier surveyed 100 males and 102 females ranging in age from 22-60 years with a mean age of 32.4. They fell into these four categories of behavior.

High S behavior (I call this behavior grouping BLUE) – They are represented by those scoring at the top end of the S scale: This behavior is described as:

Male: protective, probing, wishful, stubborn, satisfied, pessimistic, suspicious, and logical.

Female: probing, wishful, self-controlled, protective, patient, defensive, dependable, practical, determined, and clear-thinking.

Low S behavior (Low BLUE) - represented by those scoring at the bottom end of the S scale:

Male: eager, opportunistic, optimistic, humorous, resourceful, adaptable, wide-interests, and trusting.

Female: expansive, initiating, imaginative, spunky, and rebellious. Very few people separate male from female in these studies, which is a mistake.

According to Dale Carnegie, it is important to “talk in term of the other person’s interest.” It's important that we as salespeople sell the way others prefer to buy. Unfortunately, most salespeople sell as if they are selling to a mirror image of themselves. They aren't. By doing so, they are mismatched with their buyers almost 75% of the time.

Geier and Downey suggest a negative trigger for the BLUE buyer is attempting to group the prospect with others. If we say, “Everyone’s buying this . . .” this is a turn-off to them. They value the fact that they are a unique individual. They have a small circle of close associates and friends and they trust their judgment.

These social tendencies are not as easily identified as RED or AMBER, but the BLUE style is more inner-directed than the previous styles. We’ll look at nuances in subsequent blogs.

For now, let's just say these types of buyers dislike social chit-chat, and often like to set their own pace and stick to it. They like one-on-one conversations and are distrustful of group decisions.

It’s best to emphasize your stability and stress the credibility of your suggestions. They like it when salespeople give them time to comprehend technical data and appear thorough in their efforts. To decrease their fear, acknowledge their possible concerns regarding change. They respond with a deliberate choice of words and resort to a safe position when conflict arises. They don’t mind eating alone and value their privacy and independence.

Granted, this is high-level material not suited to everyone with these behavioral tendencies. However, it's a start, and opens our eyes to seeing the world as others see it. We’ll continue with the other three categories in subsequent blogs.

Give us your feedback – let’s make this a dialogue.

Please join us as a follower and post your feedback. It will be read.

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Sell the way they buy - part two: AMBER

Introduction: In the 1970’s I met two people who had a profound impact on me - John G. Geier, Ph.D. and Dorothy E. Downey, M.S. Their Personal Profile System is accurate, inexpensive, self-scoring and fun. Their four categories of behavior – D, I, S, and C are often referred to as DISC (pronounced like a computer "DISK")

In a follow-up study, Geier surveyed 100 males and 102 females ranging in age from 22-60 years with a mean age of 32.4. They fell into these categories of behavior.

High I behavior (I call this behavior grouping AMBER – (At first, we called them YELLOW, but they didn’t like it.) – They are represented by those scoring at the top end of the I scale:

This behavior is described as:

Male: enthusiastic, resourceful, expansive, alert, appreciative, vigorous, optimistic, adaptable.

Female: persistent, discontent, vigorous, resourceful, expansive, adventurous, sharp-witted, informal.

Low I behavior (Low AMBER) - represented by those scoring at the bottom end of the I scale:Male: apathetic, satisfied, watchful, patient, worrying, withdrawn, hopeful.

Female: uncertain, wishful, modest, complaining, realistic, protective, watchful, quiet, reserved, defensive.

Very few people separate male from female in these studies, which is a mistake.

According to Dale Carnegie, it is important to “talk in term of the other person’s interest.” It's important that we as salespeople sell the way others prefer to buy. Unfortunately, most salespeople sell as if they are selling to a mirror image of themselves. They aren't. By doing so, they are mismatched with their buyers almost 75% of the time.

Geier and Downey suggest a negative trigger for the AMBER buyer is attempting to provide a systematic structure. If we say, “This is the logical choice or, we have a proven system. . .” this is a turn-off to them. They value opinions and want interaction with others. They relish the relationship and social aspects of purchasing.

These social tendencies are quite easy to identify. We’ll look at nuances in subsequent blogs. For now, let's just say these types of buyers like social chit-chat, often like brainstorming ideas, skim rather than read detailed reports, and prefer unique, colorful and stylish items. They are willing to take time for conversation but can be delayed in buying while they seek out other’s opinions. It’s best to bring opinions with you in the form of testimonials where clients talk about their relationship with you and your team or clients. They welcome alternatives and enjoy “playful” exchanges.

To decrease their fear, develop ways for them to show-off their choices. Back up their imaginative ideas with practical implementation in which you do the detailed work.

They show readiness to help others with a problem and expect the same from us. Gravitate to social solutions and face-to-face meetings – often over a meal. They hate to eat alone.

Granted, this is high-level material not suited to everyone with these behavioral tendencies. However, it's a start, and opens our eyes to seeing the world as others see it.

We’ll continue with the other three categories in subsequent blogs.

Give us your feedback – let’s make this a dialogue.

Please join us as a follower and post your feedback. It will be read.



Find Me On LinkedIn: Click Here

Sell the way they buy - part one: RED

In the 1970’s I met two people who had a profound impact on me - John G. Geier, Ph.D. and Dorothy E. Downey, M.S. Their Personal Profile System is accurate, inexpensive, self-scoring and fun. Their four categories of behavior – D, I, S, and C are often referred to as DISC (pronounced like a computer DISK)

I was reluctant to label a person’s style with one-word, a common mis-interpretation of Geier’s work, so I suggested the primary colors as categories of behavior. Since then, others have gone down this path. Geier is often plagiarized, but his work is still the best application of the DISC material. His profile, Behavior Indicator, makes it clear we are measuring Behavioral Characteristics, not personality traits.

Geier's inspiration came from the work of Psychologist William Moulton Marston who helped invent the polygraph test, and, since he felt young women in the 1930’s needed a role model similar to those written for young boys in comic books, he created the comic book character Wonder Woman. Marston was disenchanted with the Freud emphasis on deviant behavior and wrote a book called The Emotions of Normal People. His contention was that we should study “normal” behavior and draw conclusions from that rather than using deviant behavior as the focus of our studies.

Geier often told me, “A person is much more than an example of a style.” When someone suggested she did not want to put people in “boxes” Geier answered, “I don’t put people in boxes – I find them there.” He also contended, “People do not have weaknesses. A weakness is an over-extension of a strength.”

In a 1977 follow-up study, Geier surveyed 100 males and 102 females ranging in age from 22-60 years with a mean age of 32.4. They fell into these categories of behavior. 

High D behavior (I call this behavior grouping RED) - represented by those scoring at the top end of the D scale:

This behavior is described as:

Male: initiating, daring, forceful, opportunistic, adaptable, confident, poised, inventive, assertive, and enterprising.

Female: expansive, eager, optimistic, initiating, confident, active, adventurous, and opportunistic.

Low D behavior (Low RED) - represented by those scoring at the bottom end of the D scale:

Male: anxious, moody, preoccupied, satisfied, protective, aloof, and indifferent.

Female: self-controlled, hopeful, honest, realistic, methodical, reserved, inhibited, and patient.

Very few people separate male from female in these studies, which is a mistake.

According to Dale Carnegie, it is important to “talk in term of the other person’s interest.”  It's important that we as salespeople sell the way others prefer to buy. Unfortunately, most salespeople sell as if they are selling to a mirror image of themselves. They aren't. By doing so, they are mismatched with their buyers almost 75% of the time. 

Geier and Downey suggest a negative trigger for the RED buyer is attempting to group this person with others. If we say, “This is the most popular model, everyone is buying them, we can’t keep them in stock . . . etc.” this is a turn-off to them. They want something unique and results-oriented according to their gut-feelings and first impressions. They relish the new and different.

These behaviors are quite easy to identify. We’ll look at nuances in subsequent blogs. For now, let's just say these types of buyers speak at a fast-pace. They are typically loud and respond quickly, often sharply. They sound authoritative and want to be seen as being in command of the situation.

To decrease their fear, project your ideas as an extension of their thinking. Get to the point and speak quickly and firmly. Offer firm conclusions in contrast to tentative suggestions. Keep discussions focused on their objectives and, remember, they are not interested in being a team player, they see themselves as leaders.

They expect others to listen carefully and respond in a timely fashion. Suggest  options (no more than 2-3). They like to be in control of the decision.

Granted, this is high-level material not suited to everyone with these behavioral tendencies. However, it's a start, and opens our eyes to seeing the world as others see it.

We’ll continue with the other three categories in subsequent blogs.

Give us your feedback – let’s make this a dialogue.

Please join us as a follower and post your feedback. It will be read.



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