I came across an interesting article by Mikita Mikado the co-founder and CEO of PandaDoc on the ways people think, and how you can get them to buy by paying attention to their actions to discern the way they think. Mr. Mikado suggests that one method to understand what motivates buyers is to apply a personality model and sites the DISC model (Dominant, Inspiring, Supportive or Cautious). He goes on to summarize each personality type and useful approaches when selling to different types of customers.
Dominant
Confident and assertive people who know what they want. These people make statements instead of asking questions. The dominant people focus on the bottom line and are motivated by control and achievement. Ask them questions about what they think or how they would solve something. With products and facts show them why your product works for them. Demonstrate how it will help their life and give them more control.
Inspiring
These are people who will listen to what you have to say. They are interested and want to get to know you by asking questions that relate to your personally. These people are early adopters, so if you have a new wrinkle on an old idea, point it out as they value what’s different. Sell them on what makes you unique or different. They want to try new things. Let them help you sell to others by providing incentives for sharing information.
Supportive
People who want to discuss things they have learned with others. They are interested in relationships and work hard to maintain them. Once they have a relationship with you they will want to keep it and are primary candidates for rewards and clubs. While they like to take their time making the decision, once they make it you have them for a long time. Sell to them by building relationships and keep in touch. Let them know what others think about your products.
Cautious
You need to get straight to the point with these people. They want information and then will ask you several questions, so make sure you know your stuff. They are the people who want the details, so focus more on facts. To sell them validate their thoughts and emotions, and when they are right, let them know. Pictures as well as words help.
While many of us share some traits from more than one personality type, look out for the traits you can identify
A tip of the glass from me to you
E Column
by Elizabeth “E” Slater, In Short Direct Marketing
A recognized expert in the fields of direct marketing and sales in the wine marketplace. Slater has taught more wineries and winery associations how to create and improve the effectiveness of their direct marketing programs and to make the most of each customer’s potential than anyone in the wine industry today.
