By understanding personality and adopting an adaptive selling approach to improve your communication skills, you can be prepared to better handle challenging cost conversations.
At Crystal, we’ve developed a tool that analyzes publicly available information so you can determine an individual’s personality type, enabling an
adaptive selling approach
through using DISC for sales.
Though using the DISC framework, a proven and tested personality methodology, your prospects can be categorized into four main personality types:
D (Dominance)
,
I (Influence)
,
S (Steadiness)
, and
C (Conscientiousness)
.
After identifying a prospect’s personality type, you can tailor your communication and address costs in a way that accounts for their core motivations and preferences.
DISC type D personality: Dominant
Direct, assertive D-types tend to prioritize key factors like pricing, and will likely want to be presented with the information upfront. When using DISC for sales, if you spend too much time engaging in small talk or overloading them with detailed information about your product, they might lose interest, making you less likely to move the conversation forward.
Quick tip:
Don’t tiptoe around the question or hesitate; instead, give a clear, bottom-line price.
Your behavior:
Focus on being concise and confident.
Communication:
Get right to the point and avoid unnecessary pleasantries while maintaining a lively and direct tone.
Always remember:
D personalities are driven by competition, so be sure to comment on value and competitive advantage as it relates to the meeting or your product.
Price Pitching Advice:
|
Do
|
Don’t
|
Example
|
-
Allow some room for them to negotiate
-
Compare your pricing with competitors
-
Show how they can save more money in the future
-
Give them the bottom line pricing without going into details
|
-
Give in easily when they push back
-
Take a long time to follow up with requested information
-
Wait a long time to share the total cost
-
Make them feel trapped with long-term commitments
|
-
Would you agree to this?
-
Here’s how our pricing stacks up against our competitors...
-
What kind of ROI are you looking for?
-
Here’s the bottom line cost...
|
DISC type I personality: Influential
Creative, enthusiastic I-types usually want to be connected to the idea or product before they hear about pricing. Using DISC for sales, when you do discuss pricing, make sure they have an understanding of what others are paying. Avoid being overly analytical or hyper-specific.
Quick tip:
Try to get them excited about your product so they can see its value before you jump into costs.
Your behavior:
Be expressive and engaging while still keeping the conversation focused.
Communication:
Communicate in a casual, expressive way and try to engage in small talk before jumping into the finer details.
Always remember:
It’s most important to capture their imagination and make them interested in future opportunities before you discuss cost.
Price Pitching Advice:
|
Do
|
Don’t
|
Example
|
-
Explain and write out the math for them
-
Share pricing verbally first, then write it down
-
Explain your ability to be flexible
-
Share what their peers are paying for similar products
|
-
Focus too much on the logic behind your pricing
-
Be hyper-rational at the expense of empathy
-
Let a pricing conversation drift into a broader discussion
-
Ask them to make a pricing decision without consulting others
|
-
Let’s walk through the math together...
-
Here’s what some similar companies are paying...
-
I think we can come up with a creative solution...
-
The pricing model is pretty simple...
|
DISC type S personality: Steady
Warm, supportive S-types tend to seek connection and trust in their relationships, which holds true in the buying process as well. Specifically in using DISC for sales, it’s important to ask them questions about themselves, teach them about the product, and establish a more comfortable and secure environment before discussing pricing.
Quick tip:
When addressing cost, focus on commitment and predictability.
Your behavior:
Maintain a pleasant and warm tone. Show genuine interest in their needs, questions, and concerns.
Communication:
Communicate in a friendly and genuine way. Ask them questions and give them time to respond.
Always remember:
S personalities need time to build trust, so ease into the conversation and apply no pressure.
Price Pitching Advice:
|
Do
|
Don’t
|
Example
|
-
Explain how they can achieve more certainty in the future
-
Walk through the individual components first, then the total cost
-
Provide options for a long-term commitment
-
Help them get approval from others for their purchase
|
-
Focus too much on competitors’ pricing
-
Anticipate a tough negotiation
-
Give them too many decisions to make
-
Bring up pricing before they are ready
|
-
How important is long-term predictability?
-
It’s important that we are both comfortable with this...
-
Let’s go through all the options together...
-
Are there others we should run this by?
|
DISC type C personality: Analytical
Analytical, reserved C-types will likely want to hear all of the concrete information you have to offer. Particularly in using DISC for sales, focus on explaining the logic of the cost first, then offer clear breakdowns of the details and specific pricing.
Quick tip:
Include data to support your claims and provide them with as much context and detail as possible.
Your behavior:
Be intentional about showing respect for their time and demonstrating your expertise. Try to address any flaws before they do, and allow them to ask questions.
Communication:
Communicate in a business-like, fact-based way. Include all relevant details and data, providing the opportunity to learn more. No detail is too small.
Always remember:
It’s important to have significant, justifiable reasoning as to why your price is what it is, otherwise they will be more likely to push back.
Price Pitching Advice:
|
Do
|
Don’t
|
Example
|
-
Outline all the extra details like terms and conditions
-
Ask if they need any further information
-
Provide full item lists and breakdowns
-
Provide formulas, calculations, or visuals if possible
|
-
Throw out ballpark numbers
-
Leave out any details about cost
-
Make any errors or exaggerations
-
Get to big picture details before explaining the logic behind it
|
-
Here are the additional terms...
-
Do you need any additional information?
-
Here’s the full pricing breakdown...
-
Here’s how the pricing formula works...
|
Learn more about how you can use DISC for sales by
requesting a demo
with one of our reps today!
