Determine Your Selling Style with DISC (Core Lesson)

DISC Behavioral Style Analysis with ProfilingPro.com

By Jane Roqueplot

In the resume writing and career service industry, the ability to “close the sale,” can sometimes be what separates the successful from the not-so-successful. Of course, there are many ways to be successful in our industry. For example, there are those who only do subcontracting work and are very successful at it because of their ability to adapt to multiple required writing styles and meet unyielding deadlines. However, many operate in a B2C environment, either in whole or in part. And whether we are providing resume writing, coaching, or any other career service, our degree of success depends largely on our selling style.

Our selling style comes down to how we interact with people. The seasoned salesperson knows that selling is a skill that can be learned. The seasoned salesperson also knows that it’s possible for the “selling self” to be different from the “everyday” or “natural self” and that developing a “selling self” is possible.

So if our selling style comes down to how we interact with people, and it can be learned and turned on and off at will, and is directly linked to our level of success (More closed sales equals greater success, right?), then we must find a way to discover and maximize our selling selves. But how do we do that? First, it’s important to understand that the ultimate decision factor in many consumer purchases is the rapport between the prospect and salesperson–you. Therefore, it’s important to “open our minds” and recognize the individual buying styles and adapt our selling style to whatever buying style we happen to be dealing with. Are we assuming there is more than one selling style? Yes! And a selling style matched to a buying style can spell the difference between a closed sale and a lost sale.

How many times have you heard that a prospect decided to purchase a particular product because they liked the salesperson? How many times have you made a buying decision based on whether you liked the salesperson or not? What was it that made that prospect “like” one salesperson more than another? What is it that made you make a purchase because you liked the salesperson? (Understand that you may not have even been aware that your liking the salesperson influenced your buying decision.) Answer: The salesperson’s “style” engendered trust and made the prospect feel comfortable.

No matter how well trained or how knowledgeable we are about our services and products, our selling capability often rests on our ability to match our selling style to our potential client’s buying style. Get the style wrong; get the prospect wrong; prospect finds another career service provider, in that order! How potential clients see us when we are wearing our selling hat cannot be over emphasized. So opening our minds to different buying styles in order to close the sale begins with opening our minds to our own selling style. Once we know our own style, we can start recognizing differing styles in others. We can learn to assess the probable style of a prospect or client visually, or by answers the person gives to a few simple questions, or just by hearing the him/her speak. Once learned, these observations can supply key indicators that will provide the advantage in matching our selling style to our client’s buying style.

One method of learning our own selling style as well as learning to assess our customer’s buying styles is to use the proven, successful technique behind DISC Behavioral Style Analysis. Based on the work of Dr. William Moulton Marston, who in 1928 published The Emotions of Normal People, DISC stands for the four dimensions. The four dimensions of normal human behavior, also called behavioral factors are Dominance-Challenge: How you respond to problems or challenges; Influence-Consistency: How you influence others to your point of view; Steadiness-Consistency: How you respond to the pace of the environment; and Compliance-Constraints: How you respond to rules and procedures set by others. According to Dr. Marston, “All people exhibit all four behavioral factors in varying degrees of intensity.”

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