Very early on in my selling career I was taught what people buy (benefits) and when people buy (when an emotional decision is made). What nobody told me was …
- How do individual people buy? What process do they go through?
- Why do they buy in the first place? Yes, the fact that the product or service meets their needs is a given. Any good salesperson can determine that need. However, are there more deep-seated motivations that they are attempting to satisfy with this investment?
Many people in sales have been exposed to behaviors studies in one form or another. Most often this has occurred as a result of a test that they may have had taken prior to becoming an employee. This test does not include a cup or a clinical setting. My experience has been that, while you may have taken an assessment, there is a very good chance that the results were never shared with you let alone discussed. What a terrible waste! Understanding our own behaviors is the first step to learning how to deploy this knowledge in a selling situation! That being said, if you are familiar with the term DISC, you know a bit (at least) about what I am going to discuss.
DISC has been around for quite some time now. I was first exposed to it in the late 80’s. Based on completing a questionnaire, a DISC assessment will tell you a lot about yourself and, if shared with others, it will give them some very valuable insight into what makes you tick. This can be extremely valuable in the workplace as it will allow those familiar with it to …
- Promote better communication between team members
- Provide some of the keys toward motivating an individual
- Have a better understanding of each other’s strengths and weaknesses
It is also a powerful tool for sales! A proper understanding of DISC, and a developed ability to assess profiles without the need of any sort of formal questionnaire, is one of the keys to understanding how individual people will buy.
The study of DISC is based on observable behaviors. This would include that which we see or hear when communicating with an individual and, guess what? We can also employ these same systems of behavior discovery to social media! Social media is already an invaluable tool for us to get to know more about our customers and our prospects and to identify and secure opportunities for new revenues. It just got better!
How valuable, as a salesperson, would it be for you to be able to …?
- Accurately predict the best ways to talk to your customer based on what and how they are talking about on social media
- Adapt our communications, and our presentations, to be the most effective in reaching this specific individual
- Know what words to use and which to avoid
Damn valuable! Social selling goes beyond social media. Social media is merely another tool in our belt. These techniques are every bit as effective in real life where the bulk of our actual selling typically occurs.