You may have already heard this golden rule in sales: People don't buy from people they don't trust.
But for salespeople, it's easy to turn on autopilot and walk the buyer through the usual questions to hopefully close the deal. Too often, though, that approach doesn't work. Instead, you need to find out what each of your buyers care about, what frustrates them, and what you share in common.
One way to understand what motivates your buyer is to apply a personality model, such as the DISC model, which identifies four key types of personalities: dominant, inspiring, supportive, and cautious.
Typically, people score higher in one trait than the rest; and, after talking to someone for a few minutes, you can usually get a feel for that person's dominant trait.
Here is a summary of how each personality type thinks and some approaches you can use when selling to them.
Signs you're working with a dominant person: She is confident and assertive in her speech and body language. She knows what she wants and makes declarative statements instead of asking questions.
Who they are: People who are high in dominance are motivated by control and achievement. They focus mostly on results and the bottom line. There isn't a problem they can't solve—and they love being asked. They'll accept a question as an invitation to take control over a situation.