As a salesperson, understanding your customers and their unique needs is crucial to closing deals successfully. However, the path to connecting with your clients isn’t always clear, as everyone has different personality traits that influence how they make decisions. This is where personality frameworks like DISC and the Enneagram can be incredibly useful.
In this blog, we will explore how sales professionals can leverage the power of these two widely-used personality models to tailor their sales strategies and sell more effectively to different personality types.
Understanding DISC and Enneagram –
Before diving into how to sell to different personality types, let’s quickly review the basics of the DISC and Enneagram models.
The DISC Personality Model :
The DISC model focuses on four primary personality traits that influence human behavior. These traits are:
- Dominance (D): People who score high in Dominance are assertive, goal-oriented, and like challenges. They are often decisive and prefer to focus on results.
- Influence (I): Individuals with a high Influence score are social, enthusiastic, and persuasive. They tend to be optimistic and enjoy building relationships.
- Steadiness (S): People with a high Steadiness score are patient, supportive, and good listeners. They value stability and prefer a calm, cooperative environment.
- Conscientiousness (C): Those who score high in Conscientiousness are detail-oriented, analytical, and cautious. They focus on accuracy, quality, and following rules.
How to Sell to Different Personality Types Using DISC and Enneagram –
Now, let’s explore how you can adapt your sales strategies to connect with customers based on their DISC and Enneagram personality types.
Selling to Dominant (D) DISC Types :
Dominant personalities are assertive and direct. They want to get to the point quickly and appreciate efficiency. When selling to a D-type, here’s what you should keep in mind:
- Focus on Results: Highlight how your product or service will help them achieve their goals faster or more effectively.
- Be Direct and Concise: Don’t waste time with small talk. Get to the key points quickly, and make sure you focus on outcomes, not processes.
- Challenge Them: D-types enjoy being challenged, so use language that appeals to their competitive nature and shows them why your solution is the best.
Enneagram: The Challenger (Type 8) The Challenger is assertive, direct, and focused on control. They want to know how your product or service will help them take charge and solve problems. Be confident, and show them the benefits of your solution while respecting their autonomy.
Selling to Influential (I) DISC Types :
Influential personalities are social, enthusiastic, and driven by relationships. They value personal connections and are often swayed by emotions and positive experiences.
- Engage on a Personal Level: Build rapport and make the conversation fun. Use storytelling to show how others have benefitted from your product.
- Highlight Social Proof: Demonstrate how popular or widely accepted your product is, including testimonials and case studies.
- Stay Positive and Energetic: Your enthusiasm will resonate with I-types, so make sure your energy is high and optimistic.
Enneagram: The Enthusiast (Type 7) The Enthusiast is spontaneous, energetic, and always looking for new opportunities. They love excitement and variety. When selling to this type, focus on the fun, adventurous side of your product or service, and emphasize how it will provide new experiences and possibilities.
Selling to Conscientious (C) DISC Types :
Conscientious personalities are detail-oriented, analytical, and cautious. They want to ensure they are making a sound decision, and they often require a lot of data and information before they commit.
- Provide Data and Details: Be prepared with facts, statistics, and thorough explanations. Show them how your product works and why it’s the best solution.
- Be Precise and Organized: Structure your presentation logically, and avoid vague or ambiguous language.
- Give Them Time: C-types need time to process information, so don’t rush them into making a decision.
Enneagram: The Investigator (Type 5) The Investigator is analytical, insightful, and focused on knowledge. When selling to them, provide in-depth information, and focus on the intellectual benefits of your product. Be prepared to answer detailed questions and offer them resources they can use to further investigate the product.
How to Integrate DISC and Enneagram in Your Sales Strategy –
To integrate these frameworks effectively, start by observing your customer’s behavior during the initial interaction. Look for clues that indicate which personality type they might align with.
- Observe Communication Style: Do they focus on results (D), engage in social conversation (I), ask lots of questions (S), or request detailed information (C)?
- Understand Motivations: Use the Enneagram to gain insight into their core motivations. Are they driven by success (3), peace (9), or expertise (5)?
- Adapt Your Pitch: Tailor your pitch based on what resonates most with their personality. For example, an I-type might be more drawn to a fun, engaging presentation, while a C-type will prefer a detailed, logical approach.
Conclusion –
Selling to different personality types is not just about adjusting your language; it’s about understanding what drives your customers and how you can cater to their needs. By using the DISC and Enneagram frameworks, you can create a more personalized, empathetic, and effective sales approach that builds long-term relationships.
When you understand the personality types of your customers, you can offer solutions that resonate with them emotionally, logically, and practically. This approach will not only help you close more sales but also create a customer experience that leaves a lasting positive impression.