I was talking with a friend this week about a proposal he received for some consulting work. It was EXTREMELY detailed. The proposal was line after line of a spreadsheet. Describing tasks and listing prices.
If you’re like me, this might excite you. You may LOVE detail and want to know everything before you buy.
But my friend is NOT a detail person. He wants one line with a price. He wants to know that you’ve got the big picture goal. Not how you’re going to get him there.
Consequently, he was overwhelmed by the proposal and did not buy the service. The extreme detail actually made him lose trust in the process. He questioned whether or not they had the end goal in mind.
All this brings me round to DiSC profiles….
When selling to prospects it’s important to understand what type of buyer they are. I’ve used DiSC for years to understand clients and their buying style.
Obviously, you can’t ask a prospect to take a DiSC profile. But over time, you can recognize the signs. From handshakes, to demeanor, to the type of questions they ask. All these are signals about how they make decisions.
When I owned my remodeling company, we were great at selling high “C” clients. These are the Conscientious. The rule followers. They are quite often engineers and accountants. They like systems, detail and no surprises. We were a good fit for them because of our high quality and accurate system.
On the other hand, we were horrible at selling high “I” clients. These are the Influencers. The salespeople. They hated our process. They wanted to start building yesterday. They were excited and ready to go. Often a shoot-from-the-hip approach.
My friend, in the story above, is a high “D.” He is Dominant. These clients want results. The bottom line. Their mantra is “Be brief, be bright, be gone.” Tell them what you’re going to accomplish and not much more. They’re hiring you for the details. They don’t need or want them.
The last group is the high “S.” They are Steady. These people are calm and loyal. They approach everything from the standpoint of cooperation. They don’t like to be rushed. If they feel you’re being pushy, they will back away.
Of course, there are combinations of all of the above. Not every person can be labeled and treated the same. However, having these as a starting point is great to keep in mind when you’re working with clients or you’re trying to close a sale.
These same concepts can be used in email. If you could segment your prospects based on communication and behavior styles you could change your copy and funnels to match.