August 30, 2016
Have you ever left a store vowing never to return? If you answered, “yes,” did you leave because of the way you were treated? Most customers stop doing business with a company because one employee treated them poorly.
Have you ever met a salesperson you did not like? If you answered, “yes,” did you buy from that salesperson? Most customers have met a salesperson they didn’t like and chose not to buy from that salesperson unless it was a product or service they could not get anywhere else.
Customers and sales are lost every day because of a lack of understanding of the customer’s behavioral style. People tend to conduct business with people they like. But style differences often create barriers that can prevent you from building positive relationships with your customers.
My husband and I have very different behavioral styles. When I decide to buy a car, I wait until I can afford a brand-new model. I select the style and color first and I only test-drive the vehicle once. I need to be excited about the vehicle. If I like the way it drives and I think I’ll look good in it, the decision is all but made. Once I’ve responded on an emotional level, it’s unlikely that I’ll shop around. I prefer working with a friendly, outgoing salesperson who likes to chat. Finally, if the car’s in my price range and has a decent safety record, I’ll probably make the purchase.
My husband only buys used cars that get great mileage. He reviews Consumer Reports to check out safety reports and equipment ratings. He will shop for months and test-drive several vehicles before he makes a purchase. He is turned off by pushy salespeople and would rather be left alone when he’s shopping.
Because your customers have different behavioral styles, they are going to like different things.
Some customers want:
Research conducted by Target Training International, Ltd. has proven that:
We all have certain behaviors that make us unique. Learn your own behavioral style to help you understand how other people perceive you. There are behavioral style analysis tools that have been around for many years to help you analyze your style. These tools are used extensively by businesses in sales training workshops and they’re very accurate. The style analysis assessment tool that I prefer uses a system called DISC® .
According to the DISC® system, developed by Target Training International, Ltd., you can determine your customers’ behavioral styles by looking at the characteristics of each of the four styles:
Recognizing and understanding the behavioral styles of your prospects and customers will help you to do a better job of meeting their individual needs. Honoring behavioral style differences will help you develop solid relationships with your customers, resulting in higher retention and sales. These solid relationships will set you apart from your competitors and serve as magnets for attracting new business.