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Four Ways People Think and How to Convince Them to Buy

by Mikita Mikado  |  
February 2, 2016

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.

1. Dominant

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.

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Mikita Mikado is a co-founder and the CEO of PandaDoc, maker of all-in-one software that enables easier, faster delivery of high-quality, personalized sales proposals.

LinkedIn: Mikita Mikado

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  • by Laurie Tue Feb 2, 2016 via web

    This is really concise and useful. Thank you!

  • by Chris W. Tue Feb 2, 2016 via web

    Excellent personality descriptions, MIkita. This is the sort of information content marketers must keep in mind when creating, too. I'm adding this to my persona reference file.

  • by Bhupendra Mishra Wed Feb 3, 2016 via web

    Hi Mikita

    It really was a good read however i have some questions in my mind, like, if I am a company, it fairly will not very possible for me to find out every time what kind of character does my customer have?
    Also this article talks about in general, but manier times it also depends on the kind of product or service that you deal into, to find out or to study about their characteristics.

    Hope to hear from you soon.

  • by Kat Sat Feb 6, 2016 via mobile

    Cautious and supportive are the hardest to sell to. They both want time to do their own research/get buy-in from others.. And in the process the sell can get lost. I know the former type too well as it describes myself; but I think your suggestions on how to handle them are spot on. Thanks for this!

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