How to Sell More Using Behavioral Selling

Behavioral Communication Skills

Presented by:Reg Gupton, MBA

Creative Growth Seminars1919 14th, Suite 805

Boulder, CO 80302gupton@growthseminars.com

Program Objectives:

• Learn about your behavioral style

• Recognize your prospect/customer’s behavioral style

• Learn to adapt your communication style for greaterunderstanding and sales.

“Any salesperson who is not selling behaviorally is,at best, only 25-50% effective.”

Judy Suiter

IT’S A NEW WORLD

“It’s a whole new world out there, with new playing fields, rules, andplayers. Your choice is to either learn this game, or continue to be the very best player in a game that is no longer being played.”

Larry Wilson

Experience is a hard teacher because she gives the test first and the lessonafterwards.

“He who knows others is learned. He who knows himself

is wise.”Laotse - The Character of Tao

• People tend to buy from salespersons with behavioral/communication styles similar to their own

• Salespersons tend to sell to people with behavioral/communication styles similar to that of the salespersons

• If salespersons adapt their behavioral/communication styles to that of the prospect/customers: sales increase.

People buy from people they like

Power Points of Human Behavior

A. You cannot motivate another person; you can only create an environment in which people become self-motivated

B. All people are motivated and people do things for their reasons, not yours

C. A person’s strengths overextended may become a weakness.

Power Points - continued

D. If a person understands him/herself better than you understand yourself, then that person will control the communication or situation

E. If a person understands him/herself and understands you better than you understand yourself, they can control you.

William Moulton Marston

• Created DISC Model

• Harvard Ph.D. in Psychology in 1921

• Wrote book “The Emotions of Normal People”

in 1928

• Leader in lie detector development

• Created Wonder Woman in the 1940s.

What does DISC measure?

• Intelligence• Personality• Values• Education & Training• Skills & Experience• Observable Behavior &

emotions

No

No

No

No

No

Yes

DISC is:

• DISC is a ____________ languageIt applies everywhere to human behavior

• DISC is a ____________ languageIt not about “good” or “bad”

• DISC is a ____________ languagePeople do not need to be labeled.

universal

neutral

silent

DISC measures these 4 factors

• D = Dominance - How we handle problems and challenges

• I = Influence - How we handle people and influence others

• S = Steadiness - How we handle change and how you pace yourself

• C = Compliance - How we handle rules and procedures set by others.

Four P’s of DISC

• D = Problems

• I = People

• S = Pace

• C = Procedures

WHAT DISC MEASURES - HIGH AND LOWS

DD II SS CCWill more

assertivelyaccept problems

How a PersonSolves Problems

Or

Will actively seek outpeople to interactwith or influence

Will initially resistchange

Steady pace

Will follow rulesset byothers

How a PersonInfluences People

Or

How a PersonSets the Pace

Or

How a PersonResponds to

RulesAccepts

ChallengesProcedures or

ConstraintsInteracts with

OthersReacts toChange

Will accept challenge in

conservative mannerAvoids conflict

Will use more skeptical logical

approach toinfluence

Will actively seekchange fast pace

Will activelyattempt toset their

own rules

Samurai Lesson

“If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained, you will also suffer a defeat. If you know neither the enemy nor your-self, you will succumbin every battle.” Sun Tsu

A Total Person Analysis is required to understand human behavior

INTELLIGENCE

VALUES

EDUCATION

BEHAVIOR

SKILLS

& EXPERIENCE

& TRAINING

WHY WHAT

HOW

C-5-3

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D I S C1710

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159

87

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3

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6

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13 14 15 16 21

0

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1213 19

D I S C01

2

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1213 16

Graph I - MOST Graph II - LEAST

Energy

Line

High DISC VS.

The higher the score on any factor, D, I, S, C, the more frequent and intensethat behavior will be.

!!!!

Low DISC

C-7-1

FOUR BEHAVIORAL TENDENCIES Influencing Steadiness Compliance

High “D” (Dominance) TendenciesPsychological Need:

Predominant Strengths:

Goal Directed To:

Avoidance Goal:

When Overextended:

•To direct/dominate others

•High ego strength and task-oriented

•Personal challenges

•Being taken advantage of

•Impatience

Dominance

FOUR BEHAVIORAL TENDENCIESDominance Influencing Steadiness Compliance

High “I” (Influencing) TendenciesPsychological Need:

Predominant Strengths:

Goal Directed To:

Avoidance Goal:

When Overextended :

•To interact with others

•Optimistic and people-oriented relaters

•Social recognition and need to be loved

•Social rejection

•Disorganization

FOUR BEHAVIORAL TENDENCIESDominance Influencing Steadiness Compliance

High “S” (Steadiness) TendenciesPsychological Need:

Predominant Strengths:

Goal Directed To:

Avoidance Goal:

When Overextended :

•To serve others

•Team player, loyal, and concrete, results-oriented

•Traditional practices and harmony

•Loss of stability

•Possessiveness

FOUR BEHAVIORAL TENDENCIESDominance Influencing Steadiness Compliance

High “C” (Compliance) TendenciesPsychological Need:

Predominant Strengths:

Goal Directed To:

Avoidance Goal:

When Overextended :

•To comply with their own high standards

•Accuracy and intuitiveness

•Correct or proper way

•Criticism of their work

•Overly critical of themselves and others

In every “live or die, fight or flight”situation, one instinctive or CORE

trait/tendency will control the actions of the individual because

that need is essential for that person’s long-term survival.

D - Dominance - Driver

• Descriptors• Direct

• Bold• Daring• Adventuresome• Results

oriented• Competitive

Famous Examples

•Michael Jordan

•Rambo

•Barbara Walters

•Sam Donaldson

Energizers for the “D”• Directing others• Challenges• Prestige/Power

Results-orientedDifficult assignmentsWinning

Benefits to the Team

More for the “D”

• Stress reliever• Emotion• Population

breakdown

Physical activity

Anger

18% of population

I - Influencing - Expressive - Sanguine

• Descriptors• Persuasive• Trusting• Charming• Sociable• Optimistic• Enthusiastic

Famous Examples

–Bill Clinton

–Robin Williams

–Bill Cosby

–Carol Burnett

Energizers for the “I”• Interacting with

people• Social recognition• Verbalizing

Working with/helping othersMotivating/PersuadingOpportunities for creativity

Benefits to the Team

More for the “I”

• Stress reliever• Emotion• Population

breakdown

Interaction with people

Optimism

28% of population

S - Steadiness - Amiable

• Descriptors• Patient• Sincere• Relaxed• Logical• Steady• Good Listener

Famous Examples

•Kevin Costner

•Hugh Downs

•Barbara Bush

•Counselor Troi

Energizers for the “S”• Harmony• Closure• Security• Structure• Loyalty Environment

SpecializationLogical ApproachTeamwork

Benefits to the Team

More for the “S”

• Stress reliever• Emotion• Population

breakdown

Rest/Relaxation/sleep

Non-emotional/Stoic

40% of population

C - Compliance - Analytical

• Descriptors• Accurate

• Diplomatic• Precise• High

Standards• Courteous• Analytical

Famous Examples

•Al Gore

•Arnold Schwarzenegger

•Ted Koppel

•Jean Luc Picard

Energizers for the “C”• Data/Facts• Self-competition• Exact expectations• Critical discussions• Complex problems

PrivacyOrganizingPerfectingIndividual

assignments

Benefits to the Team

More for the “C”

• Stress reliever• Emotion• Population

breakdown

Time alone

Fear

14% of population

THE EMOTIONS OF DISC

Quick toAnger

(Short Fuse)

High Trustof Others

(Optimistic)

Non-emotional(Doesn’t Show

Emotions)

High Fear(Get

Permission)

Slow toAnger

(Long Fuse)

Low Trustof Others

(Pessimistic)

Emotional(Shows

Emotions)

Low Fear(Expect

Forgiveness)

DD II SS CC

C-16-2

How to easily sell more

The following is an explanation of how to recognize your prospect’s style

And how to adapt for increased sales and profit.

Buying Habits of High ”D”

• Type of Products:

• Looking for:• Decisions:

• Color:

New and unique

ResultsQuick

Green

How to recognize and adaptfor the High D

When selling to a person who is ambitious, forceful, decisive, strong-willed, independent and goal-oriented:

• Be clear, specific, brief and to the point.• Stick to business. Give an effective presentation.• Come prepared with support material in a• well-organized "package."Factors that will create tension:• Talking about things that are not relevant to the• issue.• Leaving loopholes or cloudy issues.• Appearing disorganized.

Buying Habits High ”I”

• Type of Products:• Looking for:

• Decisions:• Color:

Showy and flashy

The “experience” (fun)

Quick

Red

How to recognize and adaptfor the High I

When selling to a person who is magnetic, enthusiastic, friendly, demonstrative and political:• Provide a warm and friendly environment.• Don't deal with a lot of details, unless they

want them.• Provide testimonials from people they see as• important.

Factors that will create tension:• Being curt, cold or tight-lipped.• Controlling the conversation.• Driving on facts and figures, alternatives,• abstractions.

Buying Habits High ”S”

• Type of Products:• Looking for:

• Decisions:• Color:

Traditional

Trust

Slow

Blue

How to recognize and adaptfor the High S

When selling to a person who is patient,predictable, reliable, steady, relaxed

modest:• Begin with a personal comment--break the ice.• Present yourself softly, non-threateningly and• logically.• Earn their trust--provide proven products.

Factors that will create tension:• Rushing headlong into the interview.• Being domineering or demanding.• Forcing them to respond quickly to your

questions.

Buying Habits High ”C”

• Type of Products:• Looking for:

• Decisions:• Color:

Proven, time-tested

InformationVery slowly

Yellow

How to recognize and adaptfor the High C

When selling to a person who is dependent, neat, conservative, perfectionist, careful and compliant:

• Prepare your "presentation" in advance.• Stick to business--provide fact to support your• presentation.• Be accurate and realistic--don't exaggerate.Factors that will create tension:• Being giddy, casual, informal, loud.• Wasting time with small talk.• Being disorganized or messy.

It is your choice

“It’s not what style you are, it’s what you do with who you are.”

Bill Bonnstetter

Effectiveness is a matter of choice; not a matter of chance.

History is full of giants who couldn’t adapt. Who are you going to be?

Adapt or Die

Help is available

I help forward thinking organizations make better decisions that increase profit and productivity and reduce turnover, using a set of diagnostic and assessment tools.

For a pair of free assessments, (a $300 value), point your browser to www.ttisurvey.com When asked for a response link enter: 29018BXH.  (CAPS matter here). 

When you complete the first assessment, go back to www.ttisurvey.com and enter 25293AJE.  (CAPS here, too)

For more information call 1.800.418.0401 or e mail at gupton@growthseminars.com