All things being equal, people want to do business with a friend.

All things being not quite equal, people STILL want to do business with a friend.

Jeffery Gitomer wrote that in his best seller, Little Black Book of Connections, and it’s true. People want to buy from people they like.

Have you ever had the experience of taking such a dislike to a sales person that you didn’t purchase something you actually wanted because you didn’t want to give him the sale? I know I have.

I won’t buy from pushy people. I won’t buy from people who lie, are insincere or who disparage their competition.

I will buy from people who are helpful, ask questions and then listen to me; people who give me the impression that they really want to help me get what I want.

People Love To Buy

Another Gitomer quote: People don’t like to be sold, but they love to buy.

And that’s how you master that sales call. Don’t SELL your customers, help them BUY.

You might ask, “Yeah, but how do I do that?”

Well, you simply observe them briefly; see how they interact with you and others and then adapt your behavior and communication style to be in sync with theirs.

Getting In Sync

In sales, the greatest chance of success occurs when the customer and the salesperson are in “sync”. But how do you read the customer’s signals and correctly interpret them? Though some sales people respond intuitively to the customer, most of us can improve our selling skills by paying attention to the messages being transmitted.

Observing people interacting with us or with others clearly demonstrates that there are a variety of behavioral styles. Experience also tells us that these people, all potential customers, respond most strongly to the sales approach which appeals to their particular style. One of the most critical skills a sales person can possess is the ability to quickly size up the customer and determine their style. The truly successful sales person adjusts his or her sales approach to better fit the customer’s style.

You must know your prospect. Do they want details or a summary? Do they want a conversation or a presentation? Are they emotional or stoic? Are they the expert or are you? Do they love to talk or love to listen? Do they stick to business or do they want to talk socially?

How You Can Tell

The answers to all of these questions – and more – are easily obtained with The People Profiler. From just observing your prospect and answering 8 questions about how that person speaks, listens, questions, interacts, and moves, you’ll have what you need. And, once you have the answers, you can quickly create a Communication Game Plan to ensure that the next meeting you have with them is totally focused on how they already like to be treated.

This means that you make them feel comfortable. They don’’t feel rushed, bored, insulted, criticized, overwhelmed or put upon. They are comfortable because you have adapted your style to theirs.

If you can identify and adapt to the differences in customers, you reduce the likelihood of miscommunication and lost sales, and develop positive relationships with all types of customers.

Using Your Powers for Good

Are we talking about being manipulative? No.

For example, let’s say you have a medical condition that restrains you from eating or drinking certain foods. Although you may be at a party where others are drinking, it doesn’t mean you have to drink. You quietly and humbly substitute a different action (perhaps a diet soft drink) so you fit in.

So it is with selling and behavior based on the DISC model. We may slightly alter our communication style so that the other person will more readily see and hear our message. The more flexible we are in making our style match the other person’s style, the more they will perceive you favorably.

Although the DISC profile helps us understand how to connect with others, the bottom line is that trust, honesty, rapport and credibility are still most important.